Facebook Ads Best Practices 30 Days of 30 Threads
Day 1: Centralization of Ad Spend
A Series of 🧵 for #MarketingTwitter
Day 1: Centralization of Ad Spend
A Series of 🧵 for #MarketingTwitter
Facebook at its core, is a Machine Learning platform.
If it can learn, we have to focus on teaching it!
Facebook is a system to collect eyeballs for profit
If it can learn, we have to focus on teaching it!
Facebook is a system to collect eyeballs for profit
The more places we spend money, the less data we are giving the machine to learn how to perform any one desired action. Centralizing ad spend is the mechanism we use to make Facebook smarter.
Centralizing Spend, Centralizes Data
Facebook uses trillions of data points in a real-time auction to retain users. Facebook uses what is called an OCPM architecture, to show people content in a way to keep them on the platform.
Facebook uses trillions of data points in a real-time auction to retain users. Facebook uses what is called an OCPM architecture, to show people content in a way to keep them on the platform.
Facebook wants to deliver you consistent results
Facebook's primary business model is to sell attention to businesses. The more complex your ad account, the less likely FB is to be effective at delivering your content to new users in a way that is beneficial to your business.
Facebook's primary business model is to sell attention to businesses. The more complex your ad account, the less likely FB is to be effective at delivering your content to new users in a way that is beneficial to your business.
Optimization
It's far easier to project & understand the impact of changes that you make when you make fewer changes; and for FB to deliver consistent results when it has fewer choices to make. Small moves can make big changes to improve performance with very high confidence.
It's far easier to project & understand the impact of changes that you make when you make fewer changes; and for FB to deliver consistent results when it has fewer choices to make. Small moves can make big changes to improve performance with very high confidence.
# of Choices and Options = Level of Difficulting by Order of Magnitude (hyperbolic example)
Simple Ad Account:
1 Campaign x 1 Ad Set x 5 Ads = an Order of Magnitude of 5
Simple Ad Account:
1 Campaign x 1 Ad Set x 5 Ads = an Order of Magnitude of 5
Complex Ad Account:
10 Campaigns x 10 Ad Sets x 10 Ads = an Order of Magnitude of 1000
*if you're making a ton of adjustments, we might see a level of instability of 20%
** That means the Complex account has an Order of Magnitude of 1200
10 Campaigns x 10 Ad Sets x 10 Ads = an Order of Magnitude of 1000
*if you're making a ton of adjustments, we might see a level of instability of 20%
** That means the Complex account has an Order of Magnitude of 1200
Scientific Method
A Constant and a Variable
we measure the difference / change.
We need to conduct this test several times to have a high level of confidence in the results.
Facebook is really good at delivering consistency & results when you focus on teaching it what you want
A Constant and a Variable
we measure the difference / change.
We need to conduct this test several times to have a high level of confidence in the results.
Facebook is really good at delivering consistency & results when you focus on teaching it what you want
The Scientific Method is the best way to conduct a test.
Testing is the best way to improve.
So setting Facebook up in the way that lets you most effectively use the Scientific Method is the best way to set yourself up to improve consistently.
Testing is the best way to improve.
So setting Facebook up in the way that lets you most effectively use the Scientific Method is the best way to set yourself up to improve consistently.
Win Simple, or Lose Big
Facebook is a data-based platform that works to deliver consistent results.
It's far easier to win in 1 place, than to manage something very unstable and complex.
FB can realistically be managed in less than 90 minutes a day, that should be your goal.
Facebook is a data-based platform that works to deliver consistent results.
It's far easier to win in 1 place, than to manage something very unstable and complex.
FB can realistically be managed in less than 90 minutes a day, that should be your goal.
• • •
Missing some Tweet in this thread? You can try to
force a refresh
