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.