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

I could create an entire twitter feed of things Facebook has tried to cover up since 2015. Where do you want to start, Mark and Sheryl? https://t.co/1trgupQEH9


Ok, here. Just one of the 236 mentions of Facebook in the under read but incredibly important interim report from Parliament. ht @CommonsCMS
https://t.co/gfhHCrOLeU


Let’s do another, this one to Senate Intel. Question: “Were you or CEO Mark Zuckerberg aware of the hiring of Joseph Chancellor?"
Answer "Facebook has over 30,000 employees. Senior management does not participate in day-today hiring decisions."


Or to @CommonsCMS: Question: "When did Mark Zuckerberg know about Cambridge Analytica?"
Answer: "He did not become aware of allegations CA may not have deleted data about FB users obtained through Dr. Kogan's app until March of 2018, when
these issues were raised in the media."


If you prefer visuals, watch this short clip after @IanCLucas rightly expresses concern about a Facebook exec failing to disclose info.

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THIS.

Russia hasn't been a willing partner in this treaty for almost 3 decades. We should have ended the pretense long ago.

Naturally, Rand Paul is telling anyone who will listen to him that Trump is making a HUGE MISTAKE here.


Rand is just like his dad, Ron. 100% isolationist.

They've never grasped that 100% isolationist is not 'America First' when you examine it. It really means 'America Alone'.

The consistent grousing of pursuing military alliances with allies - like Trump is doing now with Saudi Arabia.

So of course Rand has also spent the last 2 days loudly calling for Trump to kill the arms deal with Saudi Arabia and end our alliance with them.

What Obama was engineering with his foreign policy was de facto isolationism: pull all the troops out of the ME, abandon the region to Iranian control as a client state of Russia.

Obama wasn't building an alliance with Iran; he was facilitating abandoning the ME to Iran.

Obama wouldn't even leave behind a token security force, so of course what happened was the rise of ISIS. He also pumped billions of dollars into the Iranian coffers, which the Mullah's used to fund destabilizing activity [wars/terrorism] & criminal enterprises all over the globe