Summary In today's episode, I walk through how to evaluate Facebook Ads versus Google Ads for a SaaS product and which metrics actually matter for results. Here's what this means for you. You'll gain a practical framework for balancing lead quality against acquisition cost so you can judge whether any ad channel is genuinely profitable.…
Summary In today's episode, I break down why the metaverse is not the revolutionary change Facebook wants you to believe it is, and how brands should actually approach it. Here's what this means for you. You'll avoid wasting marketing dollars chasing a hyped technology that has high barriers to entry and limited practical applications today.…
Jen asks, “How can brands find out which kind of Facebook Ads work best for them?” You’ll need to do a content assessment in 4 layers: – Audience content – Your own content – Competitive content – Landscape content Once you’ve done all 4, you’ll have an understanding of what the different concepts and media…
Lea asks, “Curious about your thoughts on when to pause any ad campaigns (in US) across the board during the election?” I wouldn’t necessarily pause unless you’re targeting so broadly that you’ll be bidding and competing for the entire adult population. What you should do is monitor your performance and pricing like a hawk, and…
Jen asks, “How can brands find out which kind of Facebook Ads work best for them?” One way to approach this problem is with large scale data analysis. In your industry, gather up a list of Facebook Pages and use any service which can address the Facebook API like Facebook’s Crowdtangle, then filter to only…
Summary In today's episode, I explain how brands can use large-scale data analysis to figure out which Facebook ads actually work in their industry. Here's what this means for you. You can stop guessing about ad creative and instead mine competitor posts, tag them for themes, and test data-driven variations against your normal ads. You'll…
Hannah asks, “For attribution modeling, what model do you use on your Facebook campaigns?” Facebook offers substantially similar attribution models as Google Analytics; most of these will fail to give you an accurate picture of every digital channel. Unsurprisingly, Facebook’s models tend to paint Facebook in the best light possible; their data-driven attribution model, for…
