Thread by @CTtheDisrupter

Facebook Ads Best Practices 30 Days of 30 🧵
Day 12: What are Control Ads and Audiences?

A Series of 🧵 for #MarketingTwitter

Control Ads * Control Audiences. These are the core of how we can establish testing and reduce workload while increasing stabilized ultimately scale. Without these, we will inevitably scale our results by workload and reach diminishing returns that are harder to maintain.

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Control Ads:
These are the highest spending ads, that have proven to deliver better than target KPI performance (CPA is below target).

Control ads should deliver these results consistently. Most important, the ads should be evergreen... meaning they can work in an evergreen fashion and are not reliant on short-term efforts.

Control Audiences:
These should be the highest spending audiences, in your account.

These have been identified because they have proven to be stable. They should be able to deliver enough results to get out learning phase, if given enough budget (ie: Some Retargeting audiences may be too small to scale)

Most important, the audiences should be evergreen... meaning that they can work permanently and provide a singular business goal.

Prospecting Audiences should either be large (ie: Broad) for low CPMs, or focused LALs for high Conversion rates.

Retargeting Audiences should be close to enough to a conversion event to deliver better than goal KPI performance, but large enough to drive consistent conversions at enough spend to stay out of "learning phase"