Thread by @TaylorLagace

1/ How to:

Set Up 💻

Launch 🚀

& Scale 📈

Your FACEBOOK AD ACCOUNT through the use of mass INFLUENCER creative

**How to tactically SET UP the ad account for LAUNCH- Step-by-Step instructions**

(Thread - Part 2/3)

2/ TLDR:

✅ Launch ALL influencer creative separate from personal bias on what you think will and will not perform in the ad account

✅ It's about setting up as many "pipes" as possible for Facebook to find success

✅ Such pipes will only spend money if we're making money!

3/ Continuing off of the last thread with what we foundationally agreed upon together-

In that, we will not allow personal biases and human decision-making to be at play when deciding which content we'd like to launch/not launch as ads.

We agree to NOT do this.

4/ Instead, we will lean into Facebook's machine learning system to make creative decisions for us.

How?

By launching every piece of influencer generated content we have at our disposal.

5/ So how do we recommend tactically setting up your ad account in way that launches mass amounts of influencer creative most efficiently and cost-effectively?

6/ Let's dive right in...

Let's say our initial seeding efforts lend 100 pieces of creative...

At the prospecting level of the funnel you will create 10 Dynamic Creative Testing Campaigns

7/ Dynamic creative testing makes it easy to lean into the machine learning system -

Your campaigns will deliver & allocate spend behind the creative within each given target audience based on what Facebook believes will be the top performing asset.

8/ Not what you believe will win - but FACEBOOK and it's machine learning system.

Sound familiar? It's getting redundant I know...

But trust me- you want them to decide, NOT you.

9/ The quicker we die to our prides, the quicker we'll all become better media buyers.

10/ To make this point clear-

Dynamic Creative Testing Campaigns are the most efficient and cost-effective way to test, optimize, and scale all of the influencer creative you have at your disposal.

11/ Let's continue on our step-by-step set up instructions for such campaigns...

Within each Dynamic Creative Testing Campaign, you will have 1 ad set and 1 ad in order to consolidate the campaign as much as possible

12/ Reason being-

This is to make it as easy as possible for your ad set to reach optimization and get out of the learning phase.

Consolidation will allow for more efficient & cost-effective optimization.

13/ Facebook says:

"Advertisers with ~20% of spend in the learning phase see 17% more conversions and 15% lower CPA than advertisers with ~80% of spend in the learning phase."

14/ Translation:

Get your campaigns into optimization and out of the learning phase.

Your ad account will have greater performance because of it.

15/ Let's continue:

With 100 ad creatives, we'll have 10 Dynamic Creative Testing Campaigns to build out as each one is able to hold 10 creatives.

16/ 100 ad creatives / 10 creatives per DCT

= 10 DCTs (Dynamic Creative Testing Campaigns)

17/ Some quick hitters here for the build out of these Dynamic Creative Testing Campaigns:

✅ Optimize for Conversions

✅ Turn on Campaign Bid Optimization

✅ Set budgets up to reach 50 purchases per week for campaign optimization purposes

18/ Additional Quick Hitters:

✅ Turn on Detailed Targeting/LAL Expansion

✅ Select Automatic Placements

✅ Use Cost Cap Bid Strategy!

19/ Every line item above is meant to leverage Facebook's machine learning system

- as Efficiently and Cost Effectively as possible -

With the launch of our 100 creative assets.

20/ I wanted to pause here an address something at this point:

A common concern I personally hear often-

"But Won't We Waste Money?"

21/ With so much creative being launched across 10 DCTs-

People tend to be concerned that they'll need to spend significant ad dollars to do so

22/ & Not only spend a lot, but they're concerned about wasting a lot on creative that will end up being poor performing ads

23/ To continue down this rabbit hole-

They believe this fear could all be avoided by simply choosing not to launch specific content that they THINK would ultimately be poor performing ads

24/ Do not give into this fear or temptation.

It's a lie.

25/ This strategy will actually lead to more efficient and cost-effective spend

& to be clear...

NO money will be wasted whatsoever

26/ Within our ad account set up- we only spend money...

IF WE MAKE MONEY.

27/ As I mentioned in my previous thread, you can only LOSE by NOT launching a piece of content.

How is that?

28/ Let's expound upon the Cost Cap Bid Strategy-

Each of our 10 campaigns will have a Cost Cap set at a CPA in which your brand is profitable on the ad dollars being spent.

29/ Typically, only 1-2 pieces of creative end up getting 90% of the spend within DCTs

Why is that?

30/ Because only the influencer content that Facebook's Machine Learning system knows is able to beat the Cost Cap in place...

Will end up getting all of the spend

31/ NOT the poor performing ads that you were so fearful of...

Poor performing ads end up getting NONE of the ad spend within these DCT's as Facebook knows such content will not beat the cost caps we have in place.

32/ But again, I can't harp on this enough,

Allow Facebook to make this decision on your creative library, NOT you

33/ I can't tell you how many times I thought a piece of content would end up being trash and it wound up being the top performing ad...

It literally happens EVERY DAY.

34/ This is why you can only LOSE by choosing not to launch an influencer creative that...

YOU, not Facebook, deem unworthy of being launched in the ad account.

35/ When launching such content, If Facebook agrees with you, it will end up getting no spend-

No harm, No foul.

36/ If Facebook disagrees with you though, it will end up getting significant spend-

Meaning it's beating your CPA target and the cost cap you have in place & has ultimately become a Top Performing Ad

37/ By not launching a piece of influencer content, you risk missing out on these unexpected top performing ads that ultimately scale ad accounts!

We see this happen all the time.

38/ And what do you risk by launching this content?

You risk NOTHING, as such content will NOT get any spend unless it proves to be the cream of the crop and beats your cost caps.

39/ To make this point hyper clear:

The Cost Cap Bid Strategy ensures you will literally waste ZERO dollars.

Your campaigns will only spend money if Facebook believes it will make you money.

40/ But with so much creative at your disposal, let's make your campaign build out even more efficient and cost effective...

How do we recommend doing this?

41/ Set your desired CPA (Cost Cap) at a low number...

Below your target performance, and slowly increase your limit until you hit desired deliverability for each of the ten campaigns.

42/ This is a great strategy if you want to prioritize being as efficient and cost-effective as possible with your spend instead of speed.

43/ We recommend setting your initial Cost Cap on each of the 10 DCTs-

25% lower than your target performance to begin with.

44/ I.e.

If you have a target CPA of $100, set each of your campaign's ad sets with a starting cost cap of $75.

45/ Once again, continue to incrementally raise such cost caps until you get to your desired deliverability on your daily ad spend amount.

46/ With so much creative at your disposal we're confident Facebook will find several top performing ads out of the 100 pieces of IGC at your disposal

- BEFORE your cost caps reach your original CPA target of $100 -

Leading to greater efficiency on your ad spend.

47/ In conclusion,

It's about setting up as many "pipes" (DCTs) as possible for Facebook to find success.

We will only spend money within these pipes, if and only if,

WE'RE MAKING MONEY.

48/ Incredibly long thread today, so if you made it this far, kudos to you:

If interested, reach out to me via DM for our GUIDES surrounding...

Campaign Build Outs as well as Budgets/Cost Caps

49/ Within the next thread

- Last one I promise -

We'll get into how we make decisions post launch and scale these ad accounts 🙌🙌

Stay tuned!

P.S. Ad Decision-Making Guides to be included