Do we feel like there is a clear media buying playbook or is every ad account truly different? Would love thoughts on this. Maybe @jordanhaswings , @herrmanndigital , @zachmstuck and others can chime in.
Generally speaking, yes… The playbook that works 99% of the time: Try to keep things consolidated, that said the more products you have the more campaigns you will have. ABO is usually preferred creative testing, but CBO with min spend per ad set can work well too (especially if you have a ton of creatives to launch). Lowest cost works best for scaling —> trying to go from $10k/day spend to $100k/day spend on Meta in less than 6 months. Cost controls work great if inventory is constrained, this is most brands sub $10M/year. They can work well for 8-figure brands but will limit scale and can break frequently. So don’t expect it to be less work than lowest cost. Test out audiences outside of just broad (Interest Stack or Lookalike) for small wins. They will never be your golden unlock to long term strong performance. In most cases, stick to broad targeting and focus efforts elsewhere. Testing shouldn’t involve too many variables, make sure you can see what variable is effecting performance. Break these out into different ad sets. The biggest wins in performance always come from one of these 3: 1. new ad creative + more diversity of content (mix of pages — whitelisting vs brand page) 2. offer change (usually the fastest to show change in performance) 3. big swing in CRO (think entirely new PDP design or entirely new landing page format)
@zachmstuck @jordanhaswings @herrmanndigital epic answer, thank you Zach
“We have tacitly abandoned certain public spaces to the most disordered and depraved among us because enforcing the law feels mean and makes us uncomfortable,” writes @katrosenfield.
@zachmstuck @thedanielokon @jordanhaswings @herrmanndigital The post above could be a good book or course. Well said Zach 💯
@zachmstuck @thedanielokon @jordanhaswings @herrmanndigital Great post, Zach! 👏🏻How do you define breaking in the context of CBO? Spends less than you want, or?
@zachmstuck @thedanielokon @jordanhaswings @herrmanndigital wen info course Zach?
@zachmstuck @JakubSzunyogh @thedanielokon @jordanhaswings @herrmanndigital I agree with this. Cool to see we are on the same wavelength.
@zachmstuck @thedanielokon @jordanhaswings @herrmanndigital Great great answer
@zachmstuck @thedanielokon @jordanhaswings @herrmanndigital How do you test new offers and landers?
@zachmstuck @thedanielokon @jordanhaswings @herrmanndigital Glad the last 3 points did not mention that account structure will change things, and superb writeup
@zachmstuck @thedanielokon @jordanhaswings @herrmanndigital One campaign per product?