Thread by @CTtheDisrupter

Facebook Ads Best Practices 30 Days of 30 🧵 *MEGA THREAD* PART 2
Day 30: How to Profitably Spend 1 Million Dollars a Year with 1 Facebook Campaign

A Series of 🧵 for #MarketingTwitter

How do you get to 1 Million dollar spend a year around 1 Facebook campaign that can then take less than 1 hour a day so that you can actually spend the rest of your time and energy focusing on real results with business principles that are going to create real change

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It just takes implementing 5th grade science class scientific method into adapting a creative that best fits your customer, right?

Finding different angles so that you can reach the right customer in the right way so that you can ultimately achieve an efficiency by finding the right ad for the right person so that your budget & your estimated action rate by ad, and cost is something that's desirable for you

You're no longer using audiences, target people. You're using your ads to target people in the lowest cost audience, which is honestly 18 plus, that's the number one best audience you can use inside Facebook.

If you have a campaign focusing on the idea of finding the right creative & ultimately you're removing the worst performing creative from those options.
That may be using dynamic creative, where you've got, maybe 3-4 images/vids, 2 or 3 different sets of headline & primary texts.

You're letting Facebook collate that down to a creative testing that's performance-based where it's able to spend the money where it's absolutely best for you. And then you're giving it a list of options. And then your optimization is just removing the bad choice.

If you give Facebook a system, if you give anybody the opportunity to learn, and then you just remove the absolute worst choice somebody can make over and over and over again, what happens is the option of choices that somebody can make. It gets better and better and better.

As they learn
as your employee gets better at their job
as your salesman gets better at finding a good customer
which is exactly what Facebook is doing on your behalf
you're going to see better and better efficiencies over time.

Instead of worrying about trying to spend more at $20 cost per result
you're going to be trying to get it down from $20 to $15 and down to $10.

If you can get your "cost per" from $20 down to $10, you've effectively delivered twice the amount of results for your business at the same level of investment.

It is better for your business to achieve twice as many sales for the dollars that you're spending than to spend twice as much and deliver the same amount of efficiency per sale...

Thats a FUNDAMENTAL BUSINESS FACT!

There's top and bottom line growth. A lot of ad managers, a lot of people on Facebook, I have no concept of how business actually works. That's actually far better for your bottom line is a finance department. Now, if that's happening, what can you also do at that point?

You could double your budget overnight, because you've achieved a greater level of efficiency, as you increase your budget, you are going to see your bid go up and yes, your costs are going to go up, and maybe you only lose 50% of that of that efficiency.

Because we went from 20 down to 10, & then doubled the budget. Maybe costs goes up to 15 or 18, but you can double your spend while still maintaining a level of efficiency. Now all you're really trying to do inside of your ecosystem is prioritize efficiency & removing bad choices

If you prioritize efficiency, removing bad choices, you're going to get progressively better, which means you don't need to do anything more than look at your creative reporting over time a couple of times a week

Then adjust your budget based on the amount of head room that you develop yourself, based on your efficiency forever scale of spend is an output of efficiency of performance, right? It's an employee. If that employee does better, you give them more work.

You don't say, "Hey, you're doing good enough." Now I'm going to dump twice as much work on you. And then complain when you don't do a good job, right?

That is just a terrible way of running a business.

You wouldn't do that in real life.

So stop doing it on Facebook, every ad is just a sales pitch
Every ad set is an employee

If you try to keep them as dumb as possible, because you think you're better than them, don't complain when that person is delivering you the result you asked for, as you try to chase luck

You're not going to be able to scale your business doing that... not sustainably.

Now, the last thing that I want to get to is this, how do I then make this work at a level that is something that is sustainable for me.

Wow.

Here's how you do it.

If you're only targeting Broad, and you don't exclude everybody down the funnel, your ads are going to be able to see signals across the entire funnel. Whether somebody added to cart yesterday, whether or not they're brand new, remember your prospecting ad is doing retargeting.

That person in your lookalike or your broad audience have heard of your product
It's not the first time they've heard of your product or service or whatever it is that you're doing.
You're not special, but you can be smart and successful

And there's people out there that have absolutely no clue what they're talking about. They prioritize metrics, like first-time impression rates, CPC, CTR, CPM and all of this other absolute nonsense. None of that actually matters.

What matters is, how much did you spend today?
How did you make today?

So again, what we're focusing on here is letting the machine see as much data as possible in the fewest amount of places, and then letting it learn and tell you what works and what doesn't work.

At scale, when you start to see a large amounts of investments, where you can predict the outcome, then what you need to do is remove just the absolute worst choice.

If you have 5 choices & they're all in different relative levels of efficiency and you move the worst one, what happens?

You get a little bit better and then you can do it again and you get a little bit better and you do it again. And you get a little bit better.

If every week you get one or 2% more efficient, six months from now, you're not going to be having a problem with wondering like, well, what Facebook audience do I need right now?

You're not going to be one of these people on the internet who got rich on email & Google that're preaching nonsense about Facebook, trying to chase people down in the next scare tactics so they can sell a solution. You're not even worried about Facebook anymore.

You're going around everything else inside of your business that's important, like giving a shit about your customer, worrying about customer service, looking at bundles and upsells & lowering your cost of goods, right?

You're getting your email game together. You're doing everything else in your business that actually matters because you've understood that Facebook is a force multiplier of everything else. Your number 1 objective is to get the hell out of the way to let it do its job.

The number 1 way you can make it better is just removing bad choices and rewarding, good choices by letting it spend more.

And as you get more efficiencies, you can then afford to use some of your profits to increase your scale. That's how you manage an ad account.

If somebody tells you to manage an ad account by increasing complexity, understand that what they're doing is implementing 2015 search and inventory based platform, theology into an optimized CPM experience.

Which fundamentally means either
a: they know that what they're doing is wrong and they're just and assholes trying to preach it to you
or
B: they don't know what they're doing is wrong, which means they haven't paying attention to best practices for the last several years.

They're focusing their hard work and their ego over letting a machine do work for them, which ultimately means that they are fundamentally flawed in how they understand the way the machine works.

This fundamentally limits the amount of scale that you're going to be able to bring your business & fundamentally caps the level of efficiency and ability to produce results for because of some proclivity to not be willing, to be uncomfortable.

This shows a proclivity to not want to grow. These folks are not taking the lessons of the platform. They are doubling down on the mistakes that made, because they've seen hard work deliver immediate returns & they're not focused on the long-term growth & success of your business

What you need to do right now is start to plan how you're going to get to that place.

Here's how you can begin to optimize your Facebook campaign so that this is an option for you. Maybe a month down the road, maybe three months down the road.
This is a place that you can get to, but you need to be able to get to it.

So go through every one of your ad sets and remove just the worst ad and go through every one of your campaigns and remove maybe just the worst ad set.

If you go once a week and remove the worst option from your ecosystem, what you're going to do is reduce the amount of options that Facebook has to make, which means you're going to make the algebra easier on the platform.

Which means you're going to be more and more heavily weighting yourself on the machine learning and the data. And then as some things begin to not be valuable to you, you might start turning off campaigns instead, because they're no longer helpful to your bottom line.

And as you do that over time, it might take a couple of weeks. It might take a couple months we begin to get down to two or three pieces, and that's all that's left and its easy to manage and make money with.

And now, if you also, while that's going on, you implement a creative testing, a strategy where you are seeing letterheads, seeing the whole funnel. And you're looking at the blended result of your entire business. Now's a perfect time!

How much did you spend today and how much did you make today?
One day post-click cause remember we're not worried about vanity metrics.
We're trying to actually win a business, not feel good about ourselves while lying to our clients on the internet.

One day, post click, trying to move that number and make it more efficient.
Because remember, if you make your one day post-click number more efficient, everything down the line will get better and better and better.

You're driving higher quality customers into your store, which means you email your customer service, your conversion rates, every aspect of your business is going to be better because you're having a better salesman outside driving people in.

As the Facebook machine sees more and more efficiencies, then what is your lookalike audience giving you, what is your broad audience giving you, it's going to deliver consistent results.

If you can get a deliver a consistent results on $20 cost per, well, the next results can be $20 cost per, but if you can get it down to $18 & you start to implement cheaper, more efficient options into the data set.

Then you're going to start to have this compounding effect where you're getting cheaper people inside the system. So your average goes down and then you get more cheaper people inside the systems. Your average goes down.

So your broad campaign gets you more and more efficiency because you're removing the elements inside of the algorithm that are less desirable. It's like taking the average of every student inside of a class, but then you just remove the worst score, right?

It's like grading on a curve where you just eliminate like the top score so that everybody gets a little boost. You're just doing it on the other end. You're removing the worst choice so that everything gets a little bit better.

Then you do it again and then remove the worst choice so that everything gets better and you do it again and you do it again. And what happens is eventually you're left with only stone-cold killers that spend up the vast majority of your money.

To try to start getting to a place where you're leveraging machine learning instead of hard work, because you'd rather use a machine than rely on your ego to succeed.

Now I know that might be an attack on some people & the way that I phrase that is sometimes hard for people to understand my understand.

My goal is for you to succeed as a business & to make Facebook easy so that you can begin to win at Facebook not struggle with the same problem you had two years ago, I'm trying to help you win.

So your homework...

DM me on any platform that you can find me because I'm on all of them just saying, here's the first step I'm going to take to start to simplify my ad account

DM me that homework and you get 50% off the Patreon on any of the tiers or 50% off any of the eBooks on side of FacebookDisruptor.com message me, let me know.

Let's get you to where you begin to win at Facebook & it becomes an asset to your business that requires less time every week. It gets more efficient every week so that you can focus on the other facets of your business that are truly going to lead to massive success for you!