Whatever you call them, we can finally lay these terms to rest. RIP in peace 🫡
It's the death of these campaigns as we know it.
And Iiiii feeeeel fiiiiiine.
Let's talk about modern media buying on Meta, how ASC delivers across all sorts of users, and how advertisers can adapt.
Yes, ASC is going to go after more "middle funnel" and even "lower funnel" users than a "pure" "upper funnel" campaign that excludes visitors/engagers/etc.
Mar 29, 2023 • 16 tweets • 4 min read
Attention Meta advertisers:
Learn how to control your ad targeting, view reporting breakdowns, and set specific UTMs for Advantage+ Shopping Campaigns (ASC) with this helpful guide:
By default, ASC targets *all users*, including existing customers.
Most advertisers don't know you can/need to add your existing customer lists at the *ACCOUNT* level.
Dec 15, 2022 • 11 tweets • 2 min read
I spied on my mom while she shopped to buy something on her phone.
What I witnessed was a study in real-world ecom buying behavior, user experience, discounting, and marketing attribution:
My mom already knew what she wanted to buy: a gift for my 9-month-old.
My wife had already researched the product and shared the link with my mom.
My mom opened the link and added the product to her cart...
Aug 12, 2022 • 17 tweets • 23 min read
I've been working in marketing for over 15 years.
Here are some of my fav tools that I could've only dreamed of back then and everyone should be using now:
Varos | @Varos_com
Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.
I've heard several stories like this and a brand I work with was recently attacked
I've been working on FB ads for 14 years and this is the worst I've seen.
Let's dig into how they're doing it, how to prevent this from happening to you, what to do if it does, and what Meta needs to fix/change to prevent this from continuing.
If you don't read this, don't come crying to me when it happens to you!
May 20, 2022 • 17 tweets • 4 min read
I've been in marketing for nearly 20 years, and I'm skeptical of 97% of performance claims and case studies I see.
Why?
I've debunked too many.
The ones that seem too good to be true are always too good to be true.
I’m not saying that all marketers are frauds or liars.
I am saying that marketers make mistakes.
They also can cherrypick data to make themselves look better.
Apr 29, 2022 • 16 tweets • 3 min read
Stop comparing your brand to Nike, Coke, Apple, etc.
Their marketing playbook isn't going to work for your brand.
Those are established brands and most people have experienced their products.
Those mega brands were established in a time before the internet when TV ads were more common and not skippable.
Consumers have changed.
Marketing has changed.
The whole world has changed.
There are more small brands competing for attention than ever before.
Jan 25, 2022 • 9 tweets • 2 min read
Stop trying to compare interests vs lookalikes vs broad performance. It doesn't matter!
Use them all and allocate spend based on performance (or let CBO do it for you).
They're all different and great to run together.
BUT overall, all roads lead to broad. . .
🧵👇
If you're optimizing to purchases and targeting:
A. Broad ad set
B. 1% LAL stack ad set
C. Relevant interests ad set
Which will win over time?
Broad.
Why?
And wait, didn't you just say "it doesn't matter".
It doesn't matter that one wins, you should still use them all. . .
Jan 24, 2022 • 4 tweets • 1 min read
FB campaign structure that has been crushing for me for the past few years of spending hundreds of millions of dollars, finally revealed:
My FB campaign structures are: 1. Not important or relevant to you 2. Not the cause of my success 3. Not indicative of any expertise in this area
Things you don't need to know from anyone:
-# of campaigns/ad sets
-Lookalike % and source audience
-Specific interests
-CBO v ABO
Jan 20, 2022 • 10 tweets • 3 min read
"It takes 7+ impressions before someone purchases"
❌ FALSE ❌
👴 This kind of thinking is 100+ years out of date. I still hear this claim all the time but nobody can cite a reliable source.
🥱 I'm tired of people refusing to question these old unproven myths.
🧵👇
Before we get started, go ahead and give me a follow: @binghott. I've been advertising on FB since '08 and I've spent almost $1 billion on ads.
If you like this thread, RT the first tweet or your favorite from the thread.
Ok, let's dive in 🤿
Jan 3, 2022 • 28 tweets • 7 min read
I've spent almost $1 billion advertising on FB since '08 and this is something I see advertisers getting wrong all the time:
🛑 Stop focusing on FB CPMs (and CPCs)! They don't matter that much.
❌ Turning off ads due to high CPCs or CPMs can be turning off top performers.
🧵👇
Before we dive in: this is for *conversion-focused* advertisers
If you're focused on reach/awareness, then yes, of course, CPMs matter. DUH!
If you're *only* focused on reach/awareness, you should consider optimizing to other actions. DM me for help!
