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Fermat Fridays

EP:007 Managing an Ever-Evolving Ad Account

Ryan and Alex are discussing the Meta Ad Account and how it impacts FERMÀT. They're covering common mistakes, tactics to improve your account, and how to integrate it to FERMÀT.

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In this episode of FERMÀT Fridays, we had the pleasure of hosting Ryan Sondhi from the account management team. Ryan, is a seasoned expert in paid social with experience across brand, agency, and tech. He's sharing what he has been seeing work and not work in Meta recently, and some tactics that you can steal to get the most out of your account. Here are the key takeaways from our discussion:

Key Changes in Ad Management

Ryan pointed out significant changes in the landscape of Facebook ad management. One notable shift is the move from detailed segmentation to a more generalized approach. In the past, advertisers would create multiple segmented ad sets based on user actions, such as adding to cart or viewing a product within specific timeframes. This method relied heavily on Facebook’s pixel and accurate tracking. However, with recent tracking issues, this segmented approach has become less effective. Today, a generalized strategy with broader lookback windows (e.g., 0 to 30 days) is more effective in optimizing costs and performance.

Current Meta Ad Account Best Practices

Ryan emphasized that modern ad management is less about intricate audience segmentation and more about the creative content of the ads. The Meta algorithm has become highly proficient at determining which creatives resonate best with specific users. Therefore, the focus should be on producing and testing diverse ad creatives. User-generated content (UGC) is particularly powerful, but it’s also important to test various hooks, scripts, and value propositions. This approach ensures that your ads remain engaging and relevant to different audience segments.

Utilizing Meta's Algorithm

One of the standout points Ryan made was about leveraging Meta’s advanced targeting capabilities. The algorithm is now sophisticated enough to handle much of the targeting work that previously required detailed manual segmentation. Advertisers should feed the algorithm with a variety of high-quality creatives and let it do the heavy lifting. This means that instead of meticulously segmenting audiences, you should focus on creative variety and continuous testing. Meta’s algorithm will intelligently distribute these creatives to the right users, optimizing for conversions.

He also highly recommends using bid multipliers to layer in targeting without taking what he refers to as the CPM tax of being too targeted.

Conversion Optimization

Ryan also shared his insights on optimizing the post-click experience, which is crucial for driving conversions. He highlighted the importance of maintaining business-as-usual (BAU) campaigns alongside Automated Shopping Campaigns (ASC). BAU campaigns provide a stable baseline, ensuring consistent performance even when ASC campaigns experience volatility. This dual approach allows advertisers to quickly pivot between campaigns based on performance data, maintaining a steady flow of conversions.

Additionally, Ryan recommended working closely with FERMÀT account managers to ensure that the best-performing ads are paired with the best possible FERMÀT Funnels. This cohesive approach ensures a smooth funnel from ad click to final purchase, reducing drop-offs and maximizing conversion rates.

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