Thread by @codyplof

I've done several @MentorPass calls auditing growth strategies and FB ad accounts in the last few weeks, and I've noticed a consistent set of mistakes and areas of optimization.

Below are 5 mistakes I've seen that are all too common:

1. Poor FB Account Structure

I'm still seeing too many fragmented campaigns and account structures. There's no one size fits all structure, but you should shoot for 50 conversions per ad set per week. If you have a $50 CPA target, there's no purpose in running...

...several ad sets at $20 a piece with different targeting settings.

2. Not Targeting Correctly

Speaking of targeting, I am not saying you have to go fully broad. However, I still see agencies doing too much hacky targeting to look like they are doing something.

Stuff like only targeting certain states because CPA is lowest there. Your wins are likely not going to come from finding some obscure audience by targeting a niche interest. If your results are poor, you need better "marketing", not targeting.

3. Not Creative Testing

If you're not creative testing, you hate money. How much creative you need is dictated by your spend levels. If budget is low, you won't need a lot and you won't iterate as much. But you still need to test.

I recommend taking big swings, and testing concepts, angles, and hooks over small things like button colors or layouts. I see too many brands using all static and not testing videos. If half of your traffic is on IG and IG is now mainly video, a static on IG is going to stick out

...and get skipped so quickly.

4. Not Obsessing Over AOV

Increasing AOB by 10% can unlock so much scale if you do it right. It's entirely possible, if you obsess over it and test methodically. If people are buying 1 unit, what happens when you offer them 3 and 6?

Optimizing your offer will unlock your scale and efficiency potential far more than anything you can do inside of your FB ad account.

5. Not Testing Landing Pages

Everyone on Twitter: Landers are everything

FB Ad Library: Everything goes to PDPs

Why? Idk, but at the very least you need to test landing pages. Outside of offers, it's the biggest lever you have. I'm a fan of listicles, Trojan Horses, and...

...@mrsharma style product landers. If you don't have the bandwidth in house, I definitely recommend working with @hooxco. If you want to go about building pages in house, I'm loving building on @replohq

Try replo: replo.app/signup/cody-pl… #affiliate

If you want a good breakdown and real world example of how what you should be focusing on, check our this nice recap from the legend @Tim_Aton

https://twitter.com/Tim_Aton/status/1588276709882679297?s=20&t=51wR4Ps2qPEWxY7rJ8WINA

Finally, if you enjoyed this please RT the original tweet to help others.

Follow me @codyplof for more.

Like/Retweet the first tweet below if you can:

https://twitter.com/codyplof/status/1589303224447574016

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