0:09 this video is the definitive Guide Series volume 1 this is over 6 hours of incredibly powerful and important information if you want to scale your business especially with Facebook ads now you can choose to watch it from beginning to end or you can go down below and check out all of the chapters I've broken out every single talking point so that you can skip ahead to what's most valuable to you so whether you want to go cover to cover or Choose Your Own Adventure I hope you really really enjoy this because I am super proud of it and this is [Music]
0:57 massive now before we welcome to the definitive guide to how Facebook ads actually work how does an ad actually work what is a Facebook we're going to dissect this down to how post IDs function how Facebook actually measures everything that happens within that post ID in the web page you're actually promoting and not the one on your site plus how that actually turns into targeting so that you never need to worry about bidding models or audiences ever again and ultimately how Dynamic ads function so that you can understand why if you're not currently using Dynamic ads you are 100% not setting yourself up for Success so we're going to dive into all of that right here right now definitive guide to how Facebook ads actually work let's go but
1:43 first I just want to say this thank you very much I know you could be anywhere on the internet right now and I'm going to make sure the next half hour is 100% worth your time if you need more help go to links. Facebook the.com sign up for everything don't forget to subscribe ring that Bell let's go so first thing post IDs so every time you make an ad Facebook assigns that ad a post ID now really what this is that is Facebook's way of designating the file where is it on Facebook's website because your post ID is actually a web page if you ever noticed the post ID of your ad it is facebook.com aunch of numbers that's your page ID and then it'll say posts or
2:31 videos or something else and then another backs slash and another long string of numbers that is the post ID every ad you make is actually a web page now what Facebook is doing when they make this web page is they are measuring the clickthrough rate the bounce rate the stickiness the engagement rate How likely people are to positively experience with that and ultimately every Downstream metric that you might use on cro for your own web page in customer Journey Facebook is doing that for every single post for every single ad that ever gets made whether it's an organic post or not and you have to remember the Facebook news feed is really just a collection of these posts
3:20 the Facebook news feed is just a media Rich version of the Google search so it is just a bunch of web pages that you can scroll through anytime you make any post on Instagram or Facebook that's how it works in the news feed is just this cation of all of these web pages so when Facebook is looking at what happens do people respond positively right do they scroll through a carousel do they watch a video do they read an image do they hit like do they share do they comment do they read the comment section what are people doing when you show them this web page How likely are they to see that web page and then leave Facebook right
4:07 away How likely are they to when they see that web page engage in some way and then come back to Facebook potentially if they leave or stick around on Facebook for much longer because they were shown that content what is the correlation to a positive user experience which is ultimately Facebook's business model and the content that we are making the post IDs that we are putting out now Facebook is ultimately also seeing how people behave and then using that information to choose who else to show your content too because remember even if it's not an ad if it's just an organic post or maybe a Instagram real
4:55 or a Tik Tok or YouTube short or pinterest. idea pin ultimately these optimized CPM environments are saying who likes this who else is eligible to see it and what happens if we show it to them and then using that information of how everybody has responded for instance how you have responded to content over the last 10 15 years that you've been on Facebook what images what videos what words make you respond positively or negatively what types of content what topics of conversation do you engage with in a way that is desirable for their business model and not a liability to their business model and based on that they're going to show you more
5:42 content that is like that in which you are going to have a positive user experience that's why even if two people had the exact same user experience on Facebook follow the exact same Pages once they start to behave a little bit differently even if it's not on Facebook because Facebook is also seeing all of your credit card activity all the pages that you're on outside of Facebook all of the content all of the things that you're doing on your phone because remember you probably don't log out of the Facebook app if you have it on your phone you're probably not logging out of the Instagram app when it's on your phone so it's tracking everything that you're doing all the places that you've been and collating all of that information in the algorithm to figure out what you want to see if those two
6:29 people had everything the exact same except they didn't live the exact same life and maybe one person went to one building and somebody went to another website and they traveled in different directions they're going to see a different user experience even more than that when it's showing when we bring ads into the environment once you start to stop and look at ads click on ads or ignore them that environment that user experience that Facebook news feed is is going to continue to evolve rapidly every time you swipe up to see a Refresh on that feed it is ultimately creating a new user experience now why this is really really important is because it ultimately
7:16 breaks down into some fundamentals that we need to understand as marketing advertisers the first of those being if we are a liability to somebody's bottom line and in this case Facebook's bottom line as a business owner then we have to understand that that's not going to help us reach good people so if your ad is very byy now or if your ad is maybe immature or if your ad is in some way either lacking in data or ultimately not presenting a user experience that Facebook can easily present to somebody else to give them a positive interaction
8:04 and ultimately meet Facebook's business goals then your ad is a liability to their business model and they will charge you a higher CPM I've been seeing a lot of conversation lately around cpms of 50 $100 and understand that this is a direct ramification of content being made that is not something that people are responding positively to moreover if you are asking Facebook to deliver you business results that it does not have the data to give you if you're not out of the learning phase if you're running a conversion campaign on 50 bucks a day to sell something that's $100 and you're
8:51 seeing Wicked icbms maybe it's because there's nobody for Facebook to know with high confidence is going to see your content positively and as a result the other people where Facebook does have more data where content may have been designed to improve the estimated action rate they're going to get higher quality Impressions so when that user is swiping what are they going to see and these higher quality Impressions tend to come when somebody's on the edge of making a purchase picks up their device what is that first impression that they're seeing How likely like if you're get shown only when somebody's 30 minutes into their Instagram news feed only when somebody's 15 20 minutes into their
9:38 reals only when somebody's been on Facebook for the eighth time today you are getting lower quality inventory because your web page that you've made on Facebook remember when you making a Facebook post you're just basically coding a web page that experience is less desirable for people now if you've been reading the tea leaves here you're also noticing that this gets down to another fundamental truth and that Facebook ads do the targeting there is no benefit to using Facebook ads to uh audiences to improve your aov there's no correlation there's no correlation between LTV and a custom
10:25 audience or an interest group or some detailed targeting as a matter of fact you are more likely to see less stable less desirable lower incremental lift when you are using detailed targeting instead of letting that ad go out unabated and be shown to all of the people that that ad should be shown to because remember Facebook has looked at the click through rate the bounce rate the stickiness the engagement rate how well people respond to that content versus is some other option and because of that Facebook is choosing who else to show it to now organically this is the people that are following you or the people that have liked your page or the people that are
11:12 in your group what are they seeing we also see very aggressively and something that Tik Tok moved forward more aggressively than anyone taking what YouTube was doing beforehand and push the needle to the 10,000th degree and Facebook is getting a lot better at it where you're seeing reals from accounts that you've never seen before but because of all of the other content you've engaged with Facebook thinks you might like to see this and that's why you could have a hundred followers and get a real get a million views it's not that your 100 followers watched them you know all that many times it's that you were shown to way more people in the same way that that reach
11:57 that view count that engagement is is a meritocracy on the content the cpms that you pay with your ads are the exact same type of conversation if you make content and make ads and produce post IDs that people want to see in their Newsfeed that they engage positively with that ultimately meets Facebook's business objectives you are going to see lower and lower cpms because the CPM is ultimately a tax on your business relationship with Facebook and what this really means is every time you pay extra for detailed targeting because remember all detailed targeting costs extra when
12:46 you pay extra money to restrict and prevent Those ads are being shown to everybody that wants to see it what you're ultimately doing is forcing Those ads to be shown to a larger number of people that don't necessarily want to respond positively to it because you said out of this 50,000 person or 5 million person audience I want to make sure that you're showing it with this dollar amount now ultimately that ad at Broad is going to run unrestricted every impression that is good for that ad will be delivered and you're going to win auction that are far more desirable for your ad
13:31 account for your business ultimately for the bottom line of whatever company that you're running ads for or yourself and because you're not forcing bad Impressions on people you are allowing Facebook to create better user experiences so you are one being more aligned with Facebook so that you don't have to worry about necessarily getting cpms that are over 40 50 $100 that's not going to happen when you use something like this also you're providing greater incremental lift to the rest of your business because instead of just focusing on this small group of people and paying way more to
14:17 reach them you can reach this much bigger group of people for a lot cheaper and ultimately that's going to help with your search volume that's going to help with your email volume that's going to help with the reach that your Tik Tock videos get that's going to help with your email open rate because you're reaching a higher quality of people at a higher volume for a lower cost now these are simple basic business economics these aren't arguable points some folks say well broad doesn't work for me my reaction to that is you haven't tested ads that work at Broad you've only been able to make things work in a small little Silo and ultimately if your
15:02 business only works when you can't grow it how good is your situation to begin with if you have to rely on local like audiences and interest groups that pretty heavily overlap with the data set that you already have and you're not growing the size of the pie by reaching a whole bunch of new people then at some point aren't you just basically working really hard to prevent the growth that you're looking for and this is one reason why we don't use targeting audiences because also and there's way more videos you can dive into on my Channel about this stuff way more podcast way more content but audiences don't work like
15:49 you think they do remember an interest group is full of just as many people that feel negatively about that topic as those that feel positively and onethird of that audience is actually there by mistake because the interest group technology is a decade old it was invented by Facebook to bring Google advertisers onto the platform 10 years ago it was introduced in 2012 how good do you think 10year old technology is and a rapidly changing digital Marketplace especially when half of those those people are in that interest group because they don't like something and if onethird of the people even before you
16:36 start shouldn't even be there that means 2third of every dollar that you could potentially spend 2third of that entire group is actually bad for you so if that audience is say 3 million people there's maybe 1 million people that your ad should even be shown to and now hopefully your post ID the overlap of the people at that post ID where Facebook wants to show it to because remember Facebook is is deciding who wants to see this and who doesn't basically every ad makes its own look Alik audience again that is an analogy and a hard fact not arguable anybody that disagrees with it fine you're wrong but you can have that opinion that's fine um I've worked at the engineering
17:22 department this is literally how the product was designed and Facebook has been telling us this for a decade and everybody ripping off Facebook literally uses the exact same model to grow Tik Tok is literally that exact same thing built to grow on that exact same principle create content get data on who likes it show it to more people who are likely to like it show it to more people that look like those that responded positively every ad is making its own look alike audience we literally just established that in an inarguable hard data objective fact function so we can move on from that conversation my point here
18:10 is if that available audience that you are using if the overlap if the bend diagram of the ads look alike audience doesn't have a lot of overlap of that other 1 million people you are spending a lot of time and effort and investing a lot of Impressions to tell Facebook that you don't give a damn about their business model and your cpms are going to go up now you're going to get some wins and look where there is an overlap is great and maybe you get really solid performance right away but is it scalable is that somebody that is incremental to your
18:57 business knowing that broad or loal likes or interest groups literally every single impression available on Facebook is ultimately still a retargeting impression because Facebook has determined that you want to see this content because of other behavior that you've taken other websites you've been to other words that you've used other content that you've engaged with even if it is impression number one for your business that impression is a retargeting add to somebody else's Journey so with all of that being said if you are dramatically reducing the scope of who you're allowing that ad
19:43 to see by eliminating the large majority of the people that are in that ad's own lookalike Audience by restricting it down to just the people in this in the lookalike audience that you've defined or in the interest group that you've defined or the retargeting audience that you've defined when you've paid extra to make it way more difficult for that ad to reach good Impressions and ultimately deliver Facebook's business model which puts you in a good relationship that sets you up for long-term success when you have paid extra to do worse quality work and you win by getting sales my argument is this one is that sustainable and scalable the answer is always no number two with that person bought
20:30 anyway is it incremental are you using branded search and bottom of the funnel retargeting and email and influencer and working on organic do you need to do all of that stuff or more importantly instead of introducing a thousand new people or 10,000 new people to the business was it really a good investment to make make sure that one person that was going to buy tomorrow still buys tomorrow what is the opportunity cost of making your Facebook ad look good because you don't understand how the post ID makes an audience and ultimately and when you pay extra to make success more difficult
21:16 does that grow your business now objectively speaking the answer to that is no so we can extrapolate from that very simple conversation that using targeting audiences bad idea hold stop there's no use for you can get good results today you can make Facebook look good but ultimately the business will suffer because you're chasing vanity instead of performance and if you're not building for the environment that curates good performance ultimately you're going to struggle because you don't understand how Facebook works now the last thing that I wanted to cover here because I think it's incredibly important is dynamic ads
22:05 every single ad account should be built on the back of dynamic ads again sort of an opinion but we're going to back that up with objective facts and I'm going to struggle to find a way to prove that that's not what you should be doing it's been years hundreds of millions of dollars hundreds of ad accounts dozens of examples people from you know dozens of countries in six different Contin folks that I've had conversations with and people that I've trained students and clients of mine this is a hard fact for every single one of them Dynamic ads are something you should be using and instead of trying to
22:51 undermine well like I don't use Dynamic ads for my creative testing and I'm going to go build post IDs and well I already have I already have all this stuffff let's throw all of the bad advice that worked in 2017 before the power five was introduced let's through all of the guru agency like I'm searching for vanity metrics to prove my value instead of actually growing your business because I run an ad agency and I don't give a damn about your bottom line let's throw all of that out the window and let's just start real data let's have a real conversation about data let's start that when you make a dynamic ad using Dynamic creative remember how a post ID collates all the information in a dynamic
23:38 creative that Dynamic creative ad is the post ID and now every element of that web page is dynamically responding to that impression which means that one post ID is actually collecting information from every permutation of ad that is built within that Dynamic ad so to put this a different way you could build 20 individual ads to try out to see what happens with five different images and four different headlines with your one primary text okay that's 20 different ads now you can try that to run the
24:25 scientific method across all of it and maybe you're even doing something like running to make sure every ad gets the exact same spend whatever to try to control for this scientific process well let's really dive into what you're doing you are making 20 different web pages that don't talk to each other that are competing against each other in every auction odds are the vast majority of them are not good maybe there's two or three of them that are desirable but because you're trying to get a scientific read on all of the data forgetting the fact that spend is a meritocracy because Facebook is built on the back of understanding customer
25:12 Journey so we don't need to do that type of testing that's not how it works then you are investing more heavily in losses than in wins you're also investing a lot of imp ression share the the majority of the money that you spent is into an asset that you're not going to use again so you are investing heavily in disposable assets of no value on the hope that the assets that do work one you're able to identify them two that you're able to replicate their success and three that you're able to pay off for all of the loss
25:59 just to break even now when you think about it in that way that's a pretty terrible way of running a business in fact no real business runs like that at scale that's just playing the lottery bad for business now moving forward let's dive into one or two other things about Dynamic ads instead of competing with each other at every level now if we were to in instead put all of those elements into one Dynamic creative now that one single post ID that one web page that has Dynamic elements within it is curating all of the data from
26:45 everyone to create the best user experience and then we can extract the post IDs from that by basically seeing an itemized list of permutation by estimated action rate by hitting the Facebook post with comments preview and seeing what out of all of these actually meets Facebook's business objectives then we can index that against where' the spend go what performance do we like is this test even good and we can develop high confidence assets built on the back of every bit of investment so instead of setting 90 cents of every dollar on fire and then hoping that that one 10 cent investment where we got lucky pays for everything else we can say that every penny
27:32 informed the data set of the actual post that were running with and now on day one it's launching on the back of all of the work that we've done instead of in spite of all of the work that we've done trying to put this in one other way let me be more obtuse with this and give a real world example when you make 20 different ads think about it like this you're hiring 20 different salespeople that never talk to each other that are going after the exact same set of leads often retargeting
28:18 those leads with each other so you unleash all of these people to knock on doors in a neighborhood you're going to have have one house be knocked on by four five 10 of those sales people when one of those sales people gets to sale is it because they're the best one or because they were the 10th time somebody answered the door how pissed off am I going to be at your business because every single day I'm getting hit on my door by two or three of your salespeople and I don't want to buy the vast majority of people are getting really pissed off at you but to be fair that's sort of the industry standard way of running ads which is horrible it makes no sense when you
29:04 actually break it down it's what you're doing there's no defense to that logic it doesn't work instead Dynamic ads would say you're going to have one salesperson that knocks on every door that knows about how that person wants to be communicated to and instead shates sales pitch to meet that person's needs to give them the best chance of positively embracing seeing that sales person now yes that one salesperson is going to be smarter and yes that one salesperson might hit on a few things early that work and try to replicate
29:49 that and yes that one salesp person isn't necessarily going to tell you this is the best exact permutation of everything because they don't know but we can look and see well when we showed them this picture this video they responded better when we use this opening line our headline they responded better now maybe it's not the best image and the best headline that's okay because ultimately we're worried about isn't the best single element across each one it what is the collective learning of the entire in investment that we've made and ultimately how do we use that to make sure that every penny we spend
30:34 produces the best post IDs that are already completely aware of how users want to be engaged with and that that ad because we ultimately go to market with the best post ID it's cating all of the targeting data it's collating all of the user information and it's going to go out there and have the best chance for Success on day one because it's not actually day one it's sitting on the top of every single door that you've knocked on from every single and permutation of every single sales pitch that you've done so it's not one salesperson that was lucky enough to get a few people to say yes after a week of just abusing an entire neighborhood it's the one
31:19 salesperson that took the time and effort to give a damn about the people before they knocked on the door that is now really really good at their job job and you're letting them do the one or two things they do the absolute best and you're taking the rest of that to market now one of these ideas makes complete sense and actually has a hit rate of about 80 90% of producing really high confidence really stable assets that you can invest really heavily in the other one is building individual ads worrying about audiences using or manual bidding and basically running Facebook like it was Google 10 years ago which one of those things do you think is
32:05 ultimately easier more scalable more stable creates a higher bit of incremental lift and at the end of the day gets you the lowest cpms on your account sometimes less than $10 on you know domestic us conversion objective campaigns and then which one of those do you think is really commonly used by the same people that want about $50 cpms that are still trying to tell you what type of AD works really well today what audience is working really well today and I'll leave it at that I'm going to not throw in too many pejoratives because I'm trying to be nice guy anyway that's something for you to think about this is how Facebook ads actually work again from the engineering team and the
32:53 product team because I was there when we built it over the last 10 years giving feedback on hundreds of millions of dollars of spend that's the Insight I'm trying to give you today once again thank you if you made it this far please hit like Please Subscribe please comment just go ahead and like the video if you made it this far it means everything to YouTube's algorithm to tell them that you responded positively to this so they're going to show it to more people and if you like this too subscribe if you're listening to it on podcast share with your friends comment with any questions you have and thank you so so much what is the best optimization window or attribution window that you can use on Facebook let's dive down to the bottom
33:38 of this question because honestly it is quite a simple answer but in order to understand why it's so simple there's a lot of complex pieces that we need to decode and demystify and really get to the bottom to it for what it's worth I have done well in excess of $10 million spending Facebook and Google's money to do correlation studies for years and the outcome over 95% of the time has basically been the same thing so let's dive deep into all of that I'm super excited that you're here I really really appreciate it you can be anywhere else and I hope that you're using this in addition to everything else you're seeing to make the best decision for your business let's go first thing once again thank you so much for taking the
34:26 time to be here we haven't hav't subscribed yet go ahead and do that so that you can see new information on almost a daily basis I'm creating as much content as I possibly can to help you see more success and less stress with your Facebook ads and ultimately your digital marketing efforts that being said I think there's been a very heated debate around optimization and attribution windows and the honest truth is there isn't a wrong answer here and I'll be even more accurate the right answer is different for each person so let's dive deep into first what this all means and then we're going to get through all of the available choices and what you should and should not be doing so thank you
35:11 again I really appreciate you being here if you're following me on socials it's @ct the disruptor let's dive into it so first off what we're talking about here is attribution and optimization Windows Facebook now meta has bind these into One Singular option it used to be that you could optimize towards one thing and then attribute otherwise I don't necessarily love that they've combined these things but it has made decision- making easier although it made reporting more difficult but honestly that means that just things are more actionable so that's kind of a good thing for the vast majority of people so let me give you what this means we basically have on the table four options and thankfully they got rid of the 28
35:56 day because that was was basically only used by ad agencies to lie to their clients to look good and propagate lies like delayed attribution and we saw a lot of ad agencies and experts and gurus really push on this thing and well they were proven wrong anytime any empirical data study was run and as soon as it disappeared nobody's talking about it anymore as though it was some valuable thing that they no longer can do so again it was now let's dive into this our four options start with what we call one day click So within 24 hours of somebody clicking on that ad the action that you're optimizing for occurs and they can attribute that to that click we also have the option of a one day view which means within one day of a user
36:42 being shown this ad that desired action occur now you can be shown that ad and even if you have click blocking on where they can't see that you've clicked on something they can't necessarily see the traffic back and forth with Cappy we can understand that this user took this action we don't know how they got there but we showed them this ad and then this action occurred we can marry those things so one day view is pulling in data even if somebody clicks if we can't tell that that user clicks so there's a little bit of Val value in there I don't want to dive too deep into that because it's a highly technical thing and honestly that is a massive oversimplification of the truth and I'm just trying to say it to to cover that ground in case somebody brings it up the other option that we have here is doing the same thing with the in seven days of
37:28 the click So within a week of somebody clicking do they take the action that is desired now let's dive into what is of real value here so if you've been listening to me for years you know that I think the absolute best optimization window if you're trying to take action with your data on Facebook is a onday click I think for reporting one day click is the only source of truth that's really important if you're trying to have integrity in the data because it provides you three things number one the lowest amount of opportunity for duplicity in attribution one day click means that it's far less likely that somebody clicks on a Facebook ad opens up an email does a
38:13 Google search within 3 4 days and everybody gets credit for it that's not an available option if everything has to happen within 24 hours and the average person doesn't take actions on five different platforms within a 24-hour period to make a conversion but they might do that in a week so you have lower duplicity in the attribution and your reporting so ultimately it's a much more actionable um reporting attribution option because you know exactly what the Last Action that somebody took was to push him over the edge The Last Action that somebody took to push him over the edge so with a one day click what we have here is the option of saying who's ready to buy right now now the honest truth is one day click is
39:00 great it's actually like I said my preferred methodology if I have the luxury of using it and especially if I'm requiring Facebook to deliver me a consistent and stable and scalable result on Facebook a one day click if I have the volume is phenomenal now there's a lot of provisos in there and here's why one day click tends to favor accounts that have a very high spend because in order to do it those actions need to occur within 24 hours and in order for you to get an ad set out of the learning phase you're going to need five to seven actions a day to maintain that consistency to get it out of learning so you're talking
39:46 about requiring say you have three four five adets you're going to need to be making dozens of sales attributed just from Facebook just within 24 hours just have the bare minimum required to have this be useful now if you're spending $5,000 or $30,000 a day this is a no-brainer but if you're spending 500 a day this is probably not an option so the application of a one day click is a luxury that many advertisers don't have and I want to say that because while it is the most actionable piece it's only the most actionable because you have the luxury of being able to use the data in that way and I want to really stress
40:32 that now if you do have the luxury of doing that it is probably the highest Integrity use of the Facebook information that their platform has on user Behavior both on Facebook in their environment and after the click to make things happen but I also want to specify something very clear here Facebook in the algorithm is not just optimizing towards somebody's actions because of what they see after the click and this is a part of the equation that almost every expert in Guru that I have conversations with that doesn't really know what they're talking about completely misses when this is the reason why iOS 14 isn't the reason that your Facebook ad is suffering if you're using
41:18 broad Facebook is looking towards your behavior now the average person in the you know first world has had a Facebook account for up upwards of 10 years years you've engaged with thousands or hundreds of thousands of pieces of content if not more you've been on dozens or hundreds of thousands of web pages Facebook has mapped out your user Journey with literally tens or hundreds of millions of data points they know what it is you're trying to do even with iOS 14 blocking what's happening on some users after the click Facebook knows well you clicked on an ad from Adidas you clicked on an ad from new balance you clicked on an ad from rebro maybe you're interested in seeing this ad from Converse not only did you click on those
42:04 ads but you are bouncing around you came back within 5 minutes within 8 minutes within 12 minutes and we know generally that is the amount of time that you spend on a website and come back to Facebook because you're in the mood of buying because of correlations that have occurred over the last decade of your existence on the platform so what Facebook's actually block with iOS 14 is blocking after the click is a small fraction to a percentage of individuals and is a small fraction of the algorithm and very much not the needle mover data point that most people that don't understand Facebook ads claim it is so one day click if you have the volume to make it work is amazing here's another thing though that I want to specify this before we get to the other options what Facebook attributes to that
42:49 ad is not all the data that Facebook sees Facebook is seeing every time that purchased pixel event fires so if you get a thousand Buys in a day and only one of them come a Facebook ad your ad manager might show one but your revenge manager might show a thousand and Facebook is able to use the data of that entire thousand to inform the next impression so Facebook is using that data of the entire thousand plus the hundreds of millions of data points for every single user on what they're doing in real time including today across multiple platforms to determine who's best like likely to see this impression which is why broad is better than any interest group for like reason 437 one day click basically says who's
43:38 most likely to take an action right now which is awesome right one day click is the gum in the checkout aisle right it is can I get somebody to buy this one day click is the after you bought a car and there's the guy or girl making you sign the paperwork and buy the way you want this $500 up sell thing you're like fine I just spend 30 grand on the car I've been in for 4 hours just give me the thing I I need to get out of here that's the one day click and it's amazing it is the most powerful tool that you can use and it gives you the highest level of integrity and data so why doesn't everybody use it all the time and let's get to the other options a one- day view now one day view the argument is well one day view doesn't bring incremental sales I would say I 100% disagree with that and
44:27 we've proven that 95% of tests with literally 10 figures in ad spend testing across multiple channels for years now don't hear what I'm not saying I'm not saying that one debut is going to bring you a majority of incremental lift that's absolute and that's not what I'm saying what I'm saying is one day view allows Facebook to see users and take into account on that ad well somebody saw this ad and then they made a purchase well let's go down the rabbit hole of who might see an ad and make a purchase but not necessarily click well anybody with iOS 14 had blocking
45:15 that's one pool because of the tech we talked about before and again that's not a complete perfect answer and I understand that and if you'd like to explain that further please go into the comment section of this video so that other people watching it can get into it honestly that's a 45-minute conversation on its own I'm trying to make this less than a 45-minute video but who else well the person that sees your ad and goes to Amazon the person that sees your ad and just shares it with a friend who then goes to Google when you include a one- day view what you're saying is attribution or in modeling on your GA or some other platform where you're looking at direct or branded search or any search result
46:02 or even email signups it's able to account some value for that which is by no means purely incremental but if we're only going for purely incremental traffic you're either this or you're this anybody that's both gets missed and there's a giant opportunity there for the vast majority of advertisers to take advantage of I'm not not going to say everyone because I don't really generally try to speak in absolutes unless it's an empirical fact like yes water is wet the sky is blue on a well I mean sometimes it can be other colors but I don't even say that I've seen it be green when there's a tornado outside or something my point to all of this is that one debut does
46:49 have value to a brand now when do you use one debut well I would argue that the worst place to do it is one day click and one day view because if you have the data to use one day click and you don't need the whole seven days don't pollute it with the one day view because you have enough volume to say I'm going after data integrity and I'm going after the highest quality data you have a qualitative solution to your data situation you have the hyperbolic best quality data and you can use that to scale your business awesome throwing in view to that is a compromise of what I would
47:34 consider ultimately the sum of its parts is less than what it could be let's move to another spot 7-Day click why not do s-day click instead of one day well you'll hear a lot of arguments around this well like our customer has a journey that that has nothing to do with attribution if the average customer takes 7 days to make a decision they're going to see another Facebook ad in that time they're going to search things they're going to see more content from you anybody that says the reason they want 7day because the customer journey is long fundamentally doesn't understand attribution and should honestly take a moment of time to understand how the tech Works before giving more bad advice that is an empirical fact that is not an
48:21 opinion so why is 7-Day click not as good as a one day well because a 7-Day click allows you to see a longer window which is great but if you don't have enough data for one day click to work and you're going to open it up a little bit if you're saying I don't have enough data for that to be effective then why are you not including all of the data so 7-Day click has less information than a 7-Day click one day view so my argument here is and again I'm just saying what I've learned from No 10 figures is it 10 no eight sorry my apologies eight figures in spend for years man I made that
49:07 mistake earlier someone's going to call me out on it and oh man I up anyway eight figures of spend over many years across multi-channel lift exercises with both Google and Facebook and other multi-touch attribution modeling platforms that just tried to make this stuff work which they've all given up because basically it's in the only reason you have multi- touch attribution is so that everybody inside of a very large business can validate their paycheck it's man that 10 day that that 10 figure thing's going to come back and bite me oh well whatever I made a mistake um that being said 7day click one day view gives you a quantitative solution to data now ultimately data is only as
49:53 valuable as it is actionable and so when you are trying to get data what we want is either the highest we want the highest quality pit that we can and we either get that in a qualitative solution which is the one day click right that is the highest quality data we only have the most high quality data we've screened out everything else that is of lesser value we're only going off of that and we're completely fine with it and we're crushing or we have a quantitative solution where we're saying hey Facebook you can see everything and we're going to let you seeing everything try to give us the best results now you've heard me also before say especially in this where the one- day click is a luxury that Brands can take advantage of because they have
50:38 enough actions to be taken in one day to get their adsets out of learning phase now a 7-Day click gives you a week to do that so it means that yes you need to get enough actions in any given day to get out of the learning phase but that action has seven days to occur not 24 so it becomes seven times easier to achieve that action and not only is it seven times easier after the click but you're getting the viewr as well so it becomes fundamentally easier to get adsets out of the learning phase which ultimately is the most important thing if your adsets are not out of learning phase what you have is a lack of confidence and an instability in your architecture any adset you have that is not out of learning phase is a liability to your overall growth and stability that also empirical fact not an arguable
51:25 Point not an opinion so what is my point here well a 7-Day click one day view gives the system the most amount of data to deliver the highest quality Impressions now the argument here is well Facebook's going to show a bunch of Impressions to people that aren't necessarily incremental it you know what that might be true but does it have to be 100% incremental would our business benefit by driving click conversions as well as being able to optimize Impressions to those actions which might allow somebody to which might optimize towards a customer journey of someone who might buy again that may not have before or go to Google and search the brand or go to Amazon and
52:10 buy what is the incremental lift of that one day click that is clearly defined again not a onetoone basis but allowing a one-day click does lead to the correlation factor to lift in nonf Facebook click driven customer Journeys is inarguable it's there so the question really becomes do you have enough volume to use a one- day click or do you not now here's the really fun part attribution is remember that there's almost no customer Journey where somebody sees an ad for the very first time for a thing that they've never ever seen before that they didn't know exists and they bought in the first
52:55 click that ideal is absolute that's why we don't rely on prospecting ads and think that they're all net new people that's why we don't worry about firsttime impression rate that's why midf funnel and bottom funnel ad sets inside of our Facebook account are actually liabilities to our bottom line and herur incremental lift that's why we start to talk about attribution being because also we can't necessarily see all those things we can't optimize for that action and really realistically grow the brand because ultim Facebook is able to see what people are doing on Facebook as well as their actions outside of Facebook and also on other customer sites and with other competitors pages and ultimately say this person is the best person to show an impression to right now because of X Y and Z 10 other
53:42 actions that got them to this point and if you say only this is the thing they get somebody to buy what you're effectively saying is that person in the checkout process when you bought the car that's giving you the five that $500 upsell they're the reason you bought the car or that salesperson is the reason that you bought that car considering that you've never seen a vehicle before in your life you didn't see anything from your friends you didn't see any Billboards you didn't test drive anything else you didn't go online you weren't influenced by anything else in the world other than that salesperson who somehow randomly found you off of the street when you weren't even expecting to buy a car it's and it's supp because it's not actionable so that being said the question really becomes if you have the volume to go off of a one day
54:27 click when is it okay to use a 7-Day one day and I would argue this if you are sophisticated enough in your marketing to not rely on attribution instead you are measuring for incremental lift across your entire ecosystem maybe you're using ecosystem Ras and you're able to solve for these problems with super high confidence if you're able to do that then making sure that Facebook does as good as it can on Facebook isn't necessarily the most important thing for your business because what's most important for you is that Facebook this thing that is the fuel to your fire this Force multiply for your entire ecosystem of omni
55:14 Channel advertising has the most amount of data signals to be the greatest Force multiplying effort that it can and in that way there's no attribution or optimization model that's more effective than a 7day click one day view because a 7-Day click one day view allows the Facebook journey to give the most added value to Amazon and to Google and to email maybe it's not bringing you purely incremental sales but maybe you're not asking Facebook to be purely incremental if you're goal with Facebook is to say I have an existing business that is working really well and what I want to do is pour view on that fire then Facebook isn't purely
56:02 incremental Facebook isn't all net new customers and net new sales Facebook is I've got something that works and I want to make it 10 times bigger it's actually lifting the efforts that you're seeing on every channel to make each one of those things stronger and in that way a 7-Day click one day view is actually the strongest thing you can ask Facebook to do so my point to all of this is the right answer is given for almost everyone you have to figure out what works best for you and this brings me to my final point and this is the unfortunate truth people will say well test to see what works best for
56:47 you I'm going to let you know this that test is almost impossible to execute and I'll tell you why it's almost impossible for three reasons number one most people don't have most brands don't have the luxury of having a Mastery of their incremental lift modeling across all of their attribution model across all of their channels and their attribution and a sophisticated way that is strong enough to say well this Facebook ad was on one day click and this one was on a 7-Day View and because of that I know what the right move is so it requires a level of Integrity in your
57:32 data and amount of volume in your data that most brands can never get to and ultimately it also impedes any other testing that you would have anywhere else so even doing that test effectively would mean that you would have to cease all other testing for a long time in order to understand what the right move is with empirically solid data at statistical significance you'd have to stop literally every other test that you're running because you are changing something so fundamental to the source of traffic into your system and that's a really big piece to understand because basically now everything else is a control and the force multiplier is something that you're changing so like in order to get that answer you
58:20 have to stop so many other important things that it becomes a liability and most people don't even have the luxury being able to do that second point when you are doing this we have to think what is the net benefit the net benefit of picking the right attribution or optimization window for your business is not going to be some better performance next week on Facebook the net benefit is you have chosen a lane on how you're going to man manage the acquisition and growth strategy for your business as a whole so my point there is there's not a right or wrong answer on the Facebook
59:07 side but this is an ethos of problem solving that goes all the way up to the CMO and ultimately will fundamentally change the road map for everything that you do afterwards otherwise it's not necessarily even that worth it because are you going to make Facebook look good who gives a making Facebook look good only is beneficial to an ad agency that's charging a commission on ads spend that's trying to improve their commissions by raising ads sped by making Facebook look good the third point which I think is the most important I'm going to end with this if you're currently running a one day click and you want to test to see if 7-Day click one day view ads any value you've already
59:54 spent time and money training the algorithm to be really good at a one day click you to realistically think that it is going to be able to say well now you're 7day click one day View and it for to be for it to be competitive enough for you to have statistical significance on the outcome of that test what you're going to have to do is completely train something else to be as good as that one day click to evaluate them against each other now maybe you're an Advertiser that spent $500 total in which case it's really easy to do but if you're an Advertiser spent a million doar $20 million even 500,000 training Facebook to do one thing really well and
1:00:40 then you say hey look go ahead and do something different let's see how well it is I'm going to go ahead and save you a lot of time and money 95 99% of the time that new thing you're asking it to do isn't going to be as good because you've trained the machine to do one specific task and now you're asking it to behave completely differently and for you to expect it to be able to be on par even right away much less even after a week or two is I will let you know that that is an unrealistic expectation so in order for you to
1:01:25 conduct this test you have to be willing to invest longterm and have an infrastructure inside that is going to allow you to truly be able to Define incrementality and then ultimately the answer there is going to have to give you a direction in which to change the entire way you're forc multiplying your business so it's incredibly important test to run if you have that luxury but this is something that's going to take months to do properly and if you don't have the time and effort and the ability to do that then it is not something that is ultimately worth your time and effort to do and I would argue ultimately that comes down to do you have the volume to run on a one day click if so the answer 90% of the time is going to be that's probably the right move unless you're sophisticated enough as an Advertiser to
1:02:11 measure for incremental lift in that case one day click might not be the best move for you if Facebook is not the primary source of the lift that you're conducting and cost your entire business if it is the big TurnKey to your system then yes go to one day click because it's going to drive a higher volume of higher quality customers into your store and you have the luxury of doing that if it is instead a small piece of your overall piece of your overall business maybe SEO is 40% of your stuff and influencer is 30% and PR is 10% and Facebook is making up a little bit of 15 20% that's left then maybe actually going on 7day click one day view is much better for you my point here is this is way more advanced than this one is better than this one one and if anybody tells you
1:02:58 this one is better than this one without a lot of that Proviso understand it is a criminally simple explanation and that's fine because sometimes that's what people need but if you're legitimately trying to evaluate your seven or eight figure brand on which way to go I want to lean I want to give you the permission to lean into what's going to allow you to use the system most of actively that's the most important thing because ultimately Facebook is performing a function in your business whichever one of these options allows it to do that job better is the
1:03:46 option that you should choose and if you want to change paths that's okay but understand there are a plethora of Downstream decisions that are going to be coming that come because of that ultimately your tldr strategy here is do a 7-Day click one day view if you're starting out in low budget if you're driving a 100 or a couple hundred conversions a day odds are probably a one day click is going to help you out once you get to the point where you're spending dozens of thousands of dollars on Facebook and it also isn't the
1:04:34 primary source of your acquisition and growth going back to a 7day one day might be the best thing and fun fact uh if you are using predictive modeling like a cost cap or a look Alik maybe that's where the rest of your account runs on a one day but on that one you're going to do a seven because you don't want to bleed the value that you're getting out of the one day with this other test that was legitimately going to steal the data set so that's a whole other conversation anyway I hope that this is helpful um I've been having this debate with extremely powerful and smart people for many many many years and I've changed my opinion 20 times but over the last four
1:05:21 or five years 95% of tests basically come down to this one day click if Integrity of data is your course multiplier if the tip of your spear is I'm getting enough I want to make sure that every impression is of the highest value for an action taken from a Facebook impression today after a click go for that if the answer isn't that then 7day click one day view the options in between ultimately are compromises of lower value and I would never compromise the legitimacy and upside of my dreams and my opportunities and my baby that I'm
1:06:07 growing from the ground up on something that's is of lesser value you have the choice pick and choose what problems you want to have based on what Solutions you can best account for and ultimately that's one day click 7day click one day view all right I hope that was help for if you want to you can go ahead and subscribe there's other videos Here YouTube Welcome to the definitive guide on Dynamic creative the greatest tool that Facebook allows us to have to test creatives scale accounts consolidate data make more reliable results make our jobs easier so we work less and less and less and have a higher and higher confidence and higher quality assets that can help us develop our plan
1:06:53 business and plans for the future if you want to know more about this you are in the right place let's go so first off you could be anywhere on the internet right now and I really appreciate you being here and it means a lot to me that you have chosen to take this time in your day to learn about this topic Dynamic creative is something that's very near and dear to my heart I use it on every single account I have not legitimately been able to come across a reasonable databased solution and cause to not utilize it in any account in years now and for the vast majority of accounts that I run students that I have and clients that I work with quite legitimately there's not a single
1:07:39 post ID that we've made in years because Dynamic creative does all the work for us so if you want to know how to use Dynamic creative and yes iOS 14 is here and know that has had zero impact on the reliability functionality or your ability to make good ads from it so let's get rid of all that nonsense and start making the world a lot easier because if you were still testing ads by building out four or five and a bunch of different adsets and launching it every single week you are at least two to three years behind what you should be doing so let's get into the first part right here around consolidating our data okay so when we're talking about consolidating our data with Dynamic creatives what we're getting at here is
1:08:24 if we're testing all all of our ads inside of one ad unit inside of Facebook what happens when you make a bunch of different post edes manually is that Facebook is sharing or Facebook is not sharing all of the data that any of those ads get so you basically have four five different people wandering off into the Wilderness seeing what happens now you might get lucky in a couple of days hey this one got five sales great now everything goes there to try to chase that that is highly reactionary very low confidence and ultimately produces really low value in competence assets which is the reason why your ads are dying so fast and why you need to make more ads to keep up the flywheel is not Perpetual in order to keep it spinning
1:09:10 you have to add a little bit more and a little bit more and a little bit more and so you keep ramping up your creative testing speed and volume just to maintain the same performance and you know what happens because you're forcing post on people which is kind of disrespecting the customer experience what is happening to your ad account as a net result you're getting higher cpms you are getting lower page scores you are losing higher value options and ultimately you are inhibiting your future success because you're not using tools the way they were designed to be used and instead you want to work harder to make less money now I don't know about you but that feels like bad business so what dynamic creative does for us is it actually consolidates all
1:09:57 of this data and the results so instead of having 20 ads or like 50 ads like for instance if you're making if you make you know you might make the mistake of running five ads where you have some creative and they have different headlines and different primary text maybe you're running the same headline and the same primary text with five ads great but you're still trying to guess what users want to see and each one of those ads has its own life cycle which means that you're not able to say well one ad appeals to one person one ad appeals to another and we can tell because of the way this ad works and the way this ad Works what we want to do is a person number three every single impression especially early on when you're in the learning phase is the Facebook's best attempt to giving you
1:10:42 better than dumb luck now really what you're going to get here is trying to optimize for while you are trying to push for a net business result what you're getting is optimization for estimated action rate as well is in the auction so instead of getting good business results that are stable projectable definable and accomplish a business objective at large you're getting results in the first couple of days and then the system is rallying behind that result regardless of the end users experience now if you get three or four sales on the first or second day around some ad but it's something that most people don't want to see it's still going to get all the spend and maybe it has a good CPA maybe it doesn't but if you make that same mistake Time After
1:11:28 Time After Time After Time what happens to your ad account over the course of months or years your cpms go up because Facebook is seeing you as a liability to their business model in their bottom line so while you are trying to ultimately find the best ad that people are going to that's going to make people buy what you're really doing is saying how can I throw enough at the wall to try to make money while also not respecting fting any person that sees this ad now it's not what you're really trying to do but that's the net effect of your actions and your investment so what's really important here inside of a dynamic creative is that Facebook is able to take your selection of headlines and primary texts and creatives and ultimately put them together to make
1:12:13 sure that the end user sees the best possible combination for their user experience that also then generates a positive business result for you but
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