Thread by @TaylorLagace

1/ How to:

Set Up 💻

Launch 🚀

& Scale 📈

Your FACEBOOK AD ACCOUNT through the use of mass INFLUENCER creative

** Post-Launch: How to make ongoing decisions within your ad account to SCALE INFLUENCER paid media efforts**

(Thread - Part 3/3)

2/ 🚨GIVEAWAY ALERT🚨

Like & RT this thread if you'd like us to send you our guides surrounding...

🛠Ad Account Build Outs

🌴 Ad Decision Making Trees

🧮 Budget/Cost Cap Calculators!

3/ TLDR:

✅ Consistently identify which Dynamic Creative Testing (DCT) campaigns are "Winning" & "Losing" (To be defined)

✅ Scale spend behind "Winning" Campaigns as much as possible

✅ Repurpose content within "Winning" Campaigns into separate DCTS

4/ TLDR (Continued):

✅ Replenish "Losing" DCT campaigns with content from your "Winning" Campaigns as well as with fresh content you get from your continued influencer seeding efforts

✅ Scale what's working, Scrap what's not, & Continue to create as many "pipes" as possible

5/ Continuing off of the last thread, where we set up as many "pipes" as possible for Facebook's Machine Learning system to find success:

We hypothetically launched 100 influencer creatives via 10 DCT campaigns with a Cost Cap bid strategy

6/ Our team uses the following naming convention for these initial 10 DCT campaigns:

"Kyn - DCT - Prospecting - CBO - CC $ - Insert Date - NEW SEEDING CONTENT"

Emphasis here on "NEW SEEDING CONTENT"

7/ We want to make sure the initial DCT campaigns use this naming convention to begin with...

As it will change for each individual DCT based on the campaign "Losing" or "Winning"?

8/ With this in mind,

How does our team identify if the 10 DCT campaigns are "Winning" or "Losing"?

9/ The leading metric of success probably will not be what you would guess...

Highest ROAS?

Lowest CPA?

Initiated Checkouts, ATCs, Outbound CTR?

Nope- None of the above.

10/ The leading metric of success is...

SPEND

11/ That's right... Not ROAS or CPA but SPEND!

With the Cost Cap bid strategy in place on each of our 10 DCT campaigns,

SPEND is our leading metric of success when determining if a campaign is "Winning" or "Losing"

12/ Why?

Because if the campaigns are spending,

Facebook's Machine Learning system is determining that the creative within those specific campaigns...

Will WIN at the current cost cap we have set in place.

13/ If the campaigns aren't spending,

Facebook's ML system is determining that the creative within those campaigns...

Will LOSE at the current cost cap we have set in place so the campaigns DON'T spend whatsoever.

14/ With this in mind,

If a "New Seeding Content" DCT is receiving sufficient spend...

It's naming convention will be swapped out for "Winning" DCT

15/ From there, I'd increase the budget on those campaigns as much as possible...

Scale those campaigns to the moon and back!

16/ In order to keep your "Winning" DCT campaigns from reverting back into the learning phase and out of optimization,

Facebook recommends increasing your budget by a MAX amount of 15% each day

17/ I.e. if your daily budget on a Winning DCT campaign is $1,000...

Make sure to NOT increase the budget that day by more than $150

You want to avoid these winning campaigns going back into the learning phase AT ALL COSTS

Scale as much as possible but do so responsibly 🙌🙌

18/ So now you know what to do with "New Seeding Content" Campaigns that transition into "Winning" Campaigns....

But if a "New Seeding Content" DCT is NOT receiving sufficient spend...

19/ This is what our team calls a "Losing" campaign, but thankfully, its naming convention actually will NOT be swapped out for "Losing" DCT.

Can't be having all that negativity in our ad accounts...

20/ Instead, the "New Seeding Content" campaigns that are currently losing will be re-labeled as one of the following based on what creative is replenished within that campaign:

"Top Performing Content"

"2nd Chance U"

or once again...

"New Seeding Content" (Fresh content)

21/ Let me explain this clearly one step at a time...

As I understand this process and these naming conventions that we use internally can get confusing without a visual walk through

22/ Let's start from the from the top,

If a "New Seeding Content" Campaign ends up "Losing" in the way we define this

ALL of the creative (10 pieces of content) within that campaign's DCT get taken out and are replaced by a separate set of content all together.

23/ Once again...

If the campaigns aren't spending,

Facebook's ML system is determining that the creative within those campaigns...

Will LOSE at the current cost cap we have set in place so the campaigns DON'T spend whatsoever.

24/ So for the time being, these assets get removed from the ad account all together...

To be used later on with different ad copy to give them another chance at finding success!

25/ So what content gets replenished into these "Losing" DCTs?

Let's revisit our hypothetical and walk through an example together to help this all make sense.

26/ Let's say...

Out of our initial 10 "New Seeding Content" DCTs,

5 of them end up becoming "Winning" Campaigns

5 of them end up becoming "Losing" Campaigns

27/ Let's also say...

Since launching these initial 10 campaigns your continued influencer seeding efforts have generated an additional 50 creative assets 🙌🙌

28/ With this in mind, you'll scale the 5 "Winning" campaigns in the way we've discussed!

But when it comes to the 5 "Losing" DCTs, you'll take all 50 pieces of content within those "Losing" DCT ads and put them to the side for the time being.

29/ So how do we replenish these 5 "Losing" DCTs with new creative?

Let's keep going. Stay with me here!

30/ Within the 5 "Winning" DCTs you will identify creative that has surfaced as "Top Performing Content"...

How?

In the same way we identify campaigns as "Winning", we apply the same to identify creative within those campaigns as "Top Performing Content"

31/ The creatives within your Winning DCTs receiving the most SPEND are your "Top Performing Content" creatives!

32/ Now, let's hypothetically say you're able to identify 2 creatives within each of the 5 "Winning" Campaigns as your "Top Performing Content"

This gives you a total of 10 assets to repurpose into "Top Performing Content" Campaigns

33/ Quick Math Breakdown:

2 "Top Performing Content" Creatives

x 5 "Winning" DCTs

= 10 Total "Top Performing Content" Creatives

34/ You would then take those 10 assets and replenish 1 of the 5 "Losing" DCT Campaigns.

Remember each DCT ad is able to hold up to 10 creatives.

35/ The naming convention of this "Losing" campaign would go from "New Seeding Content" DCT to "Top Performing Content" DCT

36/ So this takes care of replenishing 1 out of 5 of our "Losing" campaigns, but now let's take care of the rest.

In addition to identifying "Top Performing Content" creative within our "Winning" DCTs...

37/ Our team also recommends identifying content within those same "Winning"DCTs, outside of the "Top Performing Content",

That will go into what our team calls internally:

"2nd Chance U" DCT Campaigns

38/ Within the 5 "Winning" DCTs our team then repurposes all of the content that didn't get any spend

Why?

Because ALL of those creative assets may very well still beat your CPA target

39/ These assets simply didn't receive any spend within the "Winning" DCTs because the "Top Performing Content" was receiving ALL of it

40/ For example, let's hypothetically say your cost caps are set at $50...

Within your "Winning" campaigns your "Top Performing Content" is receiving ALL of the ad spend & is achieving a $30 CPA

41/ This means the rest of the content within those Campaigns could very well still beat the $50 cost cap that you have in place so it's worth repurposing that content into what our team calls "2nd Chance U" DCTs

42/ While this does mean Facebook is determining the "Top Performing Content" creative will outperform the other content within the "Winning" DCTs

It does NOT mean that other content wouldn't beat your CPA target and the cost caps you have in place!

43/ So let's put it to use and repurpose those remaining 40 assets within the 5 "Winning" DCTs and use them to replenish our remaining 4 "Losing" DCTs

44/ The naming convention of these 4 "Losing" campaigns would go from "New Seeding Content" DCTs to "2nd Chance U" DCTs

45/ Quick Math Breakdown Pt. 2:

5 "Winning" DCTs containing 50 creative assets in total

10 out of the 50 creative assets identified for a Single "Top Performing Content" DCT

40 out of the 50 creative assets identified for Four "2nd Chance U" DCTs

46/ So once again, we still have 10 DCT campaigns running within our ad account but with different naming conventions and strictly scaling our "Winning" Campaign's creative

47/ These intial 10 DCT campaigns will no longer be labeled "New Seeding Content" Campaigns but instead:

5 will be relabeled as "Winning" DCTs

4 will be relabeled as "2nd Chance U" DCTs

1 will be relabeled as a "Top Performing Content" DCT

48/ If you remember though,

We still have 50 new pieces of content from our continued influencer seeding efforts as well...

All you do now is start the process from the top!

49/ Let's get all of this content live into...

5 "New Seeding Content" Campaigns

Giving us 15 DCT Campaigns in total now!

Let's keep building out these "pipes" for FB to find success 📈

50/ So once again-

When initially launching content, the naming convention will include "New Seeding Content" but will then transition into one of the following naming conventions:

"Winning"

"Top Performing Content"

"2nd Chance U"

"New Seeding Content"

51/ In conclusion:

CREATIVE is the largest lever we can pull on to find Facebook Ad Account SUCCESS

It's all about creating as many "pipes" as possible for the machine learning system to work with to scale your paid media efforts

Scale what's working, Scrap what's not!

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Our intern Kendrick writes these weekly emails, and they’re great. You’ll love them.

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