Thread by @CTtheDisrupter

Facebook Ads Best Practices 30 Days of 30 🧵
Day 13: The Build and Lifecycle of Control Campaigns

A Series of 🧵 for #MarketingTwitter

Building a Control Campaign.
In 3 simple steps:
Step 1: Identify your Key Elements
Step 2: Consolidate into a New Campaign
Step 3: Budget and Optimization

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Step 1: Identify your Key Elements
- Find the top spending audiences, across all campaigns
- Single out the top 2-3 by part of funnel, with the best performance
- Find the top spending ads, within the those audiences
- Single out the top 2-3 by audience, with the best performance

Step 2: Consolidate into a New Campaign
- Duplicate the best audiences from Step 1 into 1 campaign (using POST IDs)
- Put the best performing ads from each audience into each ad set

Step 3: Budget and Optimization
- Use ABO for each Ad Set (to start, we will move to CBO once evaluation of each audience is finalized
- Optimize for 1day Click and for the KPI Event (ie: Purchase, not Add to Cart)

*Control Campaign Launch Lifecycle*
- Start Small
- Scale Up
- Simplify

Step 1: Start Small
- Building a Control Campaign is a test in itself, we don’t more than we can lose in tests

Step 2: Scale Up, by ”Stealing Spend” from other Campaigns/Ad Sets
- When Control Campaign elements consistently outperform non- Control Campaign counterparts, add to the budget of the Control Campaign, and remove it from the lesser performing counterpart

Step 3: Simplify Your Account
- When the Control Campaign elements have stolen enough budget to render their counter-part’s obsolete, pause the counter-part.