E-Com Founders, You Need To "Get" This

I've got a story for you that might sound familiar...

A client of mine was ready to pull the plug on a Facebook ad he thought was underperforming. He was looking at the numbers, seeing high costs and low conversions, and his finger was hovering over the "off" switch.

But here's the twist: that "underperforming" ad? It was actually the unsung hero of his entire ad account.

You see, it was a prospecting ad, feeding fresh potential customers into his funnel. If he had turned it off based on those "bad results," it would have caused a domino effect of problems across his entire ad strategy.

This is just one example of what happens when you don't truly understand how Facebook's algorithm works. And trust me, it's not just my client - I see this kind of misunderstanding all the time.

Here's the thing: 99% of marketers, agencies, and even "gurus" are thinking about Facebook ads all wrong. They're stuck in an outdated mindset that's causing them pain and holding them back.

Let me break it down for you:

1. Most people think they can “test” by isolating variables and get reliable signals to make decisions. Spoiler alert: you can't. Facebook's algorithm doesn't work that way.
2. Many try to restrict the machine learning to force a signal. Sure, you'll get an answer back... but it's not a useful one.
3. Almost everyone is focused on the wrong metrics. They're looking at leads, sales, and CPA - all lagging indicators. It's like trying to drive a car by only looking in the rearview mirror.

So, what should you be looking at? The metrics that actually influence the algorithm: Spend, CPM, Reach, Impressions, and Frequency. These are the leading indicators - the ones you can actually influence.

Now, I know what you might be thinking: "But Deacon, aren't you oversimplifying this? Isn't Facebook advertising supposed to be complex?"

Here's a truth: effective Facebook advertising isn't about day-trading ads or using complex strategies. It's about understanding how the algorithm works and letting the machine learning do its job.

And yes, that might make some agency owners and gurus uncomfortable. After all, if there's one valid way to work effectively with the algorithm, how do they differentiate themselves?

But here's what I really care about: helping business owners like you grow your e-commerce operations effectively.

I'm not a Facebook agency, and I don't offer ad management services.

What I do offer is a deep understanding of how e-commerce businesses work and grow. My expertise spans from building winning strategies to leveling up teams and implementing smarter work processes.

If you're feeling overwhelmed by the complexities of scaling your e-commerce business, frustrated with underperformance, or just confused about the next steps to take - I get it. And I want you to know: there's a clearer path forward.

Want to know more about how to grow your e-commerce business effectively, beyond just "hire an agency"? Message me and let's chat. I'm here to help you cut through the confusion and start seeing real, sustainable growth.

To your success,

Deacon

P.S. Remember, in the world of e-commerce, understanding the big picture is key to success. Ready to take your business to the next level? Just message me, and let's explore how I can help you build a winning plan, level up your team, and start working smarter.