1/ What causes long term sustained performance in an ad account?

🧵featuring real examples 👇🏻

If you explore the source of FB ad growth and subsequently revenue growth for eCom brands it is almost never a function of iterative improvements to ad creative or tactics over time.

2/ More often it is a series of moments that unlock an order of magnitude increase in awareness, engagement, traffic and performance.

These moments can be caused by:

A single ad
A big PR moment
A breakthrough campaign
A change in market dynamics
A new product release
Etc.
3/ The problem is they are very hard to predict and create.

I’ll give you an example of a few that happened for us @QALORing that changed our trajectory (and ad account performance) each time...
4/ The first was @andydalton14 wearing a ring on @HBO hard knocks. It was the peak of the series popularity and they did a :30 piece on the ring he was wearing while playing.

See screenshot

Notice the traffic before and after the peak.
5/ This increased organic traffic let us alter our AdWords strategy, extract more post intent demand from new searchers and pull clips of the show to supplement our ad credibility.
6/ The next major moment was an ESPN article that we turned into a FB ad.

This article: https://t.co/yQ4Jopt0IE

Was turned into this ad:
https://t.co/b1JvPJThKx

That DOUBLED our prospecting performance for 2 months during Holiday.

We didn’t solicit the ad, we just responded
6/ Another step factor growth came from a campaign/product release we did in partnership with Crossfit and a charity called @barbells_usa.

It was an awesome multi channel campaign.

And again you can see the spike in traffic that is sustained from that moment on.
7/ I have seen this “progressive peaking” play out over and over for brands that sustain growth and efficiency.

It’s these observations that form the foundation for my “4 Peaks Theory”

https://t.co/Ea71pFWc11
8/ Many see small iterative creative changes and tactical improvement over time as how you win.

And that can help.

But time and time again I see the causal chain move the other way.

Great marketing, stories, products and moments drive ad account success. Not the other way.

More from Tech

The YouTube algorithm that I helped build in 2011 still recommends the flat earth theory by the *hundreds of millions*. This investigation by @RawStory shows some of the real-life consequences of this badly designed AI.


This spring at SxSW, @SusanWojcicki promised "Wikipedia snippets" on debated videos. But they didn't put them on flat earth videos, and instead @YouTube is promoting merchandising such as "NASA lies - Never Trust a Snake". 2/


A few example of flat earth videos that were promoted by YouTube #today:
https://t.co/TumQiX2tlj 3/

https://t.co/uAORIJ5BYX 4/

https://t.co/yOGZ0pLfHG 5/
(1) Some haters of #Cardano are not only bag holders but also imperative developers.

If you are an imperative programmers you know that Plutus is not the most intuitive -> (https://t.co/m3fzq7rJYb)

It is, however, intuitive for people with IT financial background, e.g. banks

(2)

IELE + k framework will be a real game changer because there will be DSLs (Domain Specific Languages) in any programming language supported by K framework. The only issue is that we need to wait for all this

(3) Good news is that the moment we get IELE integrated into Cardano, we get some popular langs. To my knowledge we should get from day one: Solidity and Rust, maybe others as well?

List of langs:
https://t.co/0uj1eBfrYj, some commits from many years ago..

@rv_inc ?

#Cardano

(a) Last but not least, marketing to people with Haskell, functional programming with experience and decision makers in banks is a tricky one, how do you market but not tell them you want to replace them. In the end one strategy is to pitch new markets, e.g. developing world

(b) As banks realize what is happening they maybe more inclined to join - not because they would like to but because they will have to - in such cases some development talent maybe re-routed to Plutus / Cardano / Algorand / Tezos

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Knowledge & Bharat : Part V

The Curriculum of Vedic Education :
According to the Ancient Indian theory of education, the training of the mind & the process of thinking, are essential for the acquisition of knowledge.

#Thread


Vedic Education System delivered outstanding results.  These were an outcome of the context in which it functioned.  Understanding them is critical in the revival of such a system in modern times. 
The Shanthi Mantra spells out the context of the Vedic Education System.


It says:

ॐ सह नाववतु ।
सह नौ भुनक्तु ।
सह वीर्यं करवावहै ।
तेजस्वि नावधीतमस्तु मा विद्विषावहै ।
ॐ शान्तिः शान्तिः शान्तिः ॥

“Aum. May we both (the guru and disciples) together be protected. May we both be nourished and enriched. May we both bring our hands together and work

with great energy, strength and enthusiasm from the space of powerfulness. May our study and learning together illuminate both with a sharp, absolute light of higher intelligence. So be it.”

The students started the recitation of the Vedic hymns in early hours of morning.


The chanting of Mantras had been evolved into the form of a fine art. Special attention was paid to the correct pronunciation of words, Pada or even letters. The Vedic knowledge was imparted by the Guru or the teacher to the pupil through regulated and prescribed pronunciation,