We know that Facebook is a machine, learning platform built on game theory and signal theory economics. The scientific method is the most effective way to improve our efforts. The one campaign per business objective ad account is the single best union of these two objective facts.
Inside the Structure of the 1 Campaign Ad Account
The one campaign ad account is built on the concept of the scientific method. We need a consistent & projectable control element to test against & our testing needs to be uniform & purposeful. All of this can be done in very little time per week & leans into how the platform is designed to function.
The most important part of the one campaign ad account is our control ad set. This single ad set contains the post IDs of our top performing 4 to 6 ads. These ads all need to be focused on the same business objective, i.e.: selling the same product or service.
The other side of this campaign setup is our testing environment. We will use Dynamic Creatives set up in the 3:2:2 architecture. These are three Creatives with two headlines & two sets of the primary text.
This entire campaign is CBO & targets broad only. Broad is a noun, not an adjective. We are targeting only age, gender & location. This allows our ads to be unobstructed with the audiences that they create for themselves.
This architecture allows for the meritocracy of delivery within Facebook to leverage machine learning & artificial intelligence within the platform. Our success will be determined by our ability to weaponize the scientific method in order to amplify our business model.
The Best Facebook Ads & Audiences for 2023
When building ads for one campaign set up, we have to have the awareness & purpose of understanding what each ad is designed to accomplish. Some ads are designed to get attention, & some ads are designed to monetize intent. Because we are using a single ad set & CBO with broad targeting, our ads work in conjunction with Facebook's artificial intelligence to curate customer journeys.
Ideally, our ads will appeal to several different customer avatar types. This will be accomplished not only by the content within the ad but also by the format of the creative & copy itself. Mixing videos & images, with engaging copy & classic direct response positioning… will allow us to have a blended mix of touch points for the machine to utilize, to accomplish our shared business objectives, of the acquisition of attention in the monetization of that opportunity.
Our audiences will be defined by our content. Our content defines our CPA. Our marketing objectives of the platform, with respect to our media mix model, will be achieved by the proper strategic deployment & execution of content that meets our business objectives.
Some ads will spend more & be less efficient.
Some ads will spend less & be more efficient.
What matters most is the blended impact of these efforts & we have to think of the individual ads within this campaign in the same way that we think of efficiencies & messaging by part of the funnel.
The important thing to remember here is that our one campaign is handling all parts of the funnel, & each asset must be designed to achieve a specific objective within our marketing efforts.
How to Scale Facebook Ads in 2023
The easiest way to scale Facebook ads is to have more capital to invest & to have a larger allowable inefficiency within that investment. In order to do this, we all ultimately have to look at improving our unit economics.
Either we improve the PSM of a customer or the volume of customers. Improving the PSM can be done most easily by lifting the LTV. We can also have a smaller profitable scaling margin per customer if we have a higher volume of customers.
The economics of customer acquisition does not exist in isolation, however.
Because we have existing customers, & because not all revenue is driven by paid acquisition efforts on the day of the revenue being acquired, the efficiency at which we need to acquire new customers needs to be weighed against our revenue floor.
The most effective way to scale a brand is to scale your efficiency so that ultimately you can scale your revenue floor so that ultimately you can be less efficient at a higher volume.
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