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

Next.js has taken the web dev world by storm

It’s the @reactjs framework devs rave about praising its power, flexibility, and dev experience

Don't feel like you're missing out!

Here's everything you need to know in 10 tweets

Let’s dive in 🧵


Next.js is a @reactjs framework from @vercel

It couples a great dev experience with an opinionated feature set to make it easy to spin up new performant, dynamic web apps

It's used by many high-profile teams like @hulu, @apple, @Nike, & more

https://t.co/whCdm5ytuk


@vercel @hulu @Apple @Nike The team at @vercel, formerly Zeit, originally and launched v1 of the framework on Oct 26, 2016 in the pursuit of universal JavaScript apps

Since then, the team & community has grown expotentially, including contributions from giants like @Google

https://t.co/xPPTOtHoKW


@vercel @hulu @Apple @Nike @Google In the #jamstack world, Next.js pulled a hefty 58.6% share of framework adoption in 2020

Compared to other popular @reactjs frameworks like Gatsby, which pulled in 12%

*The Next.js stats likely include some SSR, arguably not Jamstack

https://t.co/acNawfcM4z


@vercel @hulu @Apple @Nike @Google The easiest way to get started with a new Next.js app is with Create Next App

Simply run:

yarn create next-app

or

npx create-next-app

You can even start from a git-based template with the -e flag

yarn create next-app -e https://t.co/JMQ87gi1ue

https://t.co/rwKhp7zlys

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