osass | Marketing strategy | Meta Ads Expert

👉I help you build profitable campaigns. Transitioning from SEO content to Meta Ads Media buying.

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

I never said I was a good person. You came to that conclusion by analyzing the energy I have dispersed into nature. However, whether it's real or carefully selected actions, is only known to me. So, whatever misfortune you get from this misconception is your fault.

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

Videos is taking all the spend and I am thinking it will be best to run graphics and videos as separate ad spend. Cus I have seen how the graphics perform and chances are high they will get more conversions if they had their own spend.

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

Noticed funny with this campaign I am running on Meta. Video add have lower CPC but cost per purchase is high. While graphics ads have a higher CPC but cost per purchase is low. You'll expect Meta to allocate more spend to the graphics ad since it's cheaper right? But nah

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

@alic_xc @thekenndubisi Are you active on the platforms you want to run ads on? That's the first thing to check. The are you ideal clients active on that platform too? What problem are you solving? What solution will they pay for? You can build on that step by step

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

@Oionz @theekachi @Akpanthankgod_ This isn't accurate tho. Whether or not there's a conversion, Facebook will charge you as long as you ad runs. There's nothing free on Meta. The rules is the same for all ads regardless of whether pixel is set or not

[Ebuka Chidube👑 @Daevee007]

If you’re running ads in a tech company, you need to read this.

When it comes to attribution, two incredibly important metrics you need to pay attention to are count and volume.
Stay with me I will explain.

On this app there are a lot of brilliant people that do performance marketing but many of them are not running ads for core tech companies.

Mostly info products or ecomm. At best lead gen.

The platforms in use mostly cover attributions solutions or they could be plug as play as needed.

If you run ads in any tech company you have to build out your attribution systems.

No automatic events matching here, no conversion API. It will be you and the developer, that’s why this tweet is important.

Say Appsflyer or any mobile measurement partnership tool of your choice is already setup, the next thing is to measure conversion count and volume.

How many times did the required action you’re trying to measure happen and how much volume came through in terms of numbers.

I’ll use my 9-5 as an example.

If I want a potential user that sees my ads to use our house money product, I need to see every single time someone funded that wallet and how much.

This does two things for me
1.I can see the channels that drive the highest count in terms of the event I’m optimizing for
2.The most important is that I can see how much came through in terms of assets that we will not manage in the house money wallet (naira and kobo). You see, some channels can drive higher counts but lower volumes.

You need to ensure that your spend is always allocated to channels that will probably drive lower counts but more volume or best case scenario, a balance between both metrics.

So here’s a task for Monday,

Open your Appsflyer or alternative tool, look for your North Star metric. (The one metric that matters to your business.)

Are you measuring count and volume ? If no, fix it. Schedule a meeting with your dev.

Back end and mobile dev will be mostly the two functions you would need.

If yes, next step.

Go to your break downs, look at your channels and see how count and volumes are being recorded.

You can even take it a step further and see what creatives are driving either volumes or count.

You will know what platforms to allocate budget to, and what new creative iterations to test next week.

I’ll do my best to tweet more about performance marketing in tech. A lot happens in here.

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

@Daevee007 Thank you very much for this 🙏

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

@Akpanthankgod_ See all his packaging. That's how they fool business owners. Last time they were pushing Andromeda targeting too. It's just sad to see

[Thankgod Akpan • Paid Ads Expert @Akpanthankgod_]

That’s not the case chief for Meta, the ideal scenario for this strategy is efficiency and preventing wasted of budget.

You’re spot on on the CPA being too small but ideally supposed to know your target CPA if you have a solid understanding of your unit economics, which is where a strategy like this comes in to play.

While you don’t know how much it might be to acquire a customer in that channel, you should know what it is to acquire a customer for your business.

If you’re already running ads, you alresdy have a baseline from your account history which you can use as a benchmark.

If you’re just starting out with no historical data you can still use cost cap, as long as you know what your target CPA should be from the business side to stay profitable.

That said, i always recommend you start of 20% above your CPA target, and adjust based on performance.

if it’s spending, fine then increase your budget and if it’s not then you need to adjust your bids.

I usually start my budgets above 50% what my target spend should be.

i might do a thread on this topic and how we use this to scale brands.

I always advise people to understand the idea behind all these features before using them, as most people usually expect same CPA daily which is not the case always.

For meta, cost cap is supposed to give you an average of your set target on a 7day period i believe.

But the foundation always remains same.

Cost cap doesn’t fix a bad product
Cost cap doesn’t fix a bad offer and bad creative.

Ignore the typo’s

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

@patrickumeobika They won't attribute it as a sale for the ad you are running. The whole job of Pixel especially is to track all successful set event for that campaign. If the person doesn't click on your link from the ad, it doesn't count as a sale for the ad.

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

@Dedonmerciy People rarely use the term organic ads tho so it's no surprise that they will argue when it's used.

[‘Femi @thefemianthony]

one of the too many mistakes nigerian organizations make is to hire a marketing manager and immediately load them with strategy, copywriting, paid ads, email marketing, social media, and partnerships then wonder why results are slow.

what you’ve done is give the job of an entire department to one person without support which makes their role more operational than strategic. the marketing manager’s job is to think, innovate and drive strategy for growth.

and until we start treating marketing as a department, we’ll keep wondering why our marketing isn’t working.

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

The job of your meta ads is to bring attention, the conversion decision depends on how that attention is treated or managed. If they don't see what keeps them, they drop off. So response time, website load time, copy, FAQ etc will cause more harm than good

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

When businesses reach out and say I want to run ads, the first thing I check is how prepared the destination is. In most cases, they don't have an IG page or website that will convert. If you don't fix that, your ads will struggle. Why?

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

3. They think about ads as the beginning and end and forget it's just part of a sales process
4. They don't want to test creatives
5. They don't have the systems that ensures their meta ads is successful.

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

I have audited more than 100 businesses who want to run profitable Meta ads. Here's some things I have noticed
1. Their issue isn't meta, it's a clarity problem
2. They use the wrong objective and expect sales

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

So my question for you is this "Are you optimising your customer experience for retention? Or is it just vibes?

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

With Meta ads, where most businesses miss it is they treat it as their source of revenue and ignore other areas. So even though your ads are getting sales, those customers aren't returning cus your customer service, response rate and delivery is crappy.

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

For restaurants, this will mean you are spending more on trying to acquire new customers and losing our on return value. Meta ads is just a channel but if what they meet doesn't satisfy their needs you will keep losing money and chasing customers.

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

Hey X, I want to connect with media buyers running Meta ads for service business. I mean one off service not e-commerce. Know anyone? Please tag them..

[osass | Marketing strategy | Meta Ads Expert @osasDaniel3]

@kokochidozie LoL. Ask them to run ads now and you notice they know nothing. I won't be surprised if they are secret haters looking for ways to talk trash to you 🤣