The DEFINITIVE GUIDE to FACEBOOK AD SUCCESS AFTER iOS14

Why are my Facebook ads dying so fast?

Often when we talk about success with Facebook ads, we come back to creative testing
Creative testing is absolutely fundamental to success, because our ads do our targeting, that is a fact, that is not debatable

Every single ad
Has a post ID
This is the URL
Of that ad as a webpage
Facebook measures the click through rate, the stickiness, the bounce rate, and the engagement rate as well as the sentiments of user’s interactions with each webpage that you are promoting, as a Facebook post, as an ad

Much like how Google will show you the results to your search to give you the best experience…
Facebook shows you the content that you are most likely to respond in a proactive manner with

In this way, every ad creates its own lookalike audience, of users who want to see that content, and have given Facebook the signal that they will respond positively to being shown your ad

When we force ads onto people who don’t want to see them, their performance dies extremely quickly
The trick is to test creative in a way that allows you to produce content that people want to see, and produces desirable business results at scale

When you build individual ads and test them as individual post IDs
You are forcing a very high volume of bad experiences onto Facebook users, in the hopes that you get a few that are good enough to pay off for all of the bad ones, and then additionally scale good results with
The problem is, none of these ads communicate, and each one competes with each other to cannibalize your success while making you a worse business partner to Facebook with every dollar you spend

That’s just another reason that we use Dynamic Creative, with validated elements, to scale our relationship and opportunity with Facebook


Can you trust Facebook Attribution?

The answer ultimately is yes
However we have to remember that attribution has never, can never, and will never, be an accurate depiction of every customer journey, or who gets credit for the sale

The only objective truth that we can in fact trust, and is that Facebook, and every computer program, will behave the same every single day
If it makes a mistake, it’ll make the mistake in the same way every single time
This means, that we can trust that attribution in relation to itself, for trend analysis we can have a very high confidence in

Because no two people behave the same, and because not every person takes the action you want them to the second you want them to do it, and because people might be exposed to multiple channels, or potentially take multiple actions on their own, concepts like ROAS & MER ultimately lack any actionable confidence with regard to their data integrity


Systems and process for repeatable and scalable results

One of the pillars of the Facebook Ads MBA Program, is the documentation of the problem solving process, prioritizing accountability and empirical data to systematize an execution and planning strategy that allows for scale

If you have built a system
That needs you
And requires critical thinking and dedicated communication for the execution of each task
What you have is ultimately not scalable and incredibly fragile
This system is also not repeatable
And has no ability for redundancy

Meaning that if anything goes wrong, or if anything goes really well, you have no ability to replicate that success nor accommodate for a continuation of service without a loss of quality

The critical error in your business
Will be the reason
that you fall far short of the potential that you deserve