Can you spot the video ad that had a 16X ROAS for one of our accounts?
Taylor Lagace
Co-CEO & Co-Founder at Kynship // Helping Ecom Brands Grow Their Bottom Line
Hey marketers ??
Can you spot the video ad that had a 16X ROAS for one of our accounts?
Let’s try it:
Put your media buyer hat on.
Take a close look at each of the three videos I have below.
Pick a winner in your head. Ready?
Did you find it?
Video #2 was the winner, and it wasn’t even close!
But there’s more to the story.
Here’s what happened next…
Right after I had sent a message to the marketing team for this brand reporting that we’d just broken a 16X ROAS, they told me to remove it immediately.
They didn’t want it running.
I was shocked.
The reason they asked us to take the ad down was because they didn’t think it represented the brand well enough.
The band wasn’t referenced in this video and it wasn’t clear that the creator was using their product.
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It was a huge L on our end, but we learned something valuable.
We realized the least-desirable ad that we had for this account was a top performer
& it's best to lean into Facebook's machine learning system to make creative decisions for you
But we never would have learned this if we didn’t run this ad through our cost-cap bid strategy
The way we run ads, we only spend money if we make money.
We create Dynamic Creative Testing campaigns with cost caps set below our CPA target.
It only allocates spend to the ads that are well received.
It makes it impossible to lose.
We learned that Facebook’s 50 billion data points can predict a winning ad before you can, even if you’re a great marketer.
The machine is too smart.
In conclusion…
Even though we decided to take down the ad for this account, it showed us to always run EVERY piece of content, even if you don’t think it’s a winner.
Because you might end up making $16 for every $1 you spend on the platform that everyone thinks is dead.
If you wanna learn more about our Facebook ads strategy and how we’d execute it for your brand, introduce yourself in my DMs!
Thanks for reading and enjoy your weekend ??
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