Thomy Roecklin

Typ für Digitales Marketing in Leipzig, Germany.

[Jared @Grizzly_Jared]

My FB ads experience in a tweet:

Started 12 years ago. No pixels. No lookalikes. Anyone could have a profitable campaign.

Had 6+ years of "the glory days". Targeting was unreal. You could get incredibly granular.

During that time I started doing affiliate marketing. I often got 3, 4, even 10x ROAS on good days.

Wild.

Then came the algorithm changes that throttled organic reach.

Brands that once thrived on organic engagement found themselves in a pay-to-play environment. The glory days of 'free' exposure were over, forcing many to pivot to paid advertising to maintain visibility and scale. Who ran wildly profitably “boosted post” campaigns at scale?

Then Cambridge Analytica happened (remember those quizzes?) which lead to a huge privacy push… hello GDPR and CCPA. This led to reduced engagement and increased costs. Many said this was the end of Facebook advertising.

They changed Power Editor to Ads Manager. Which I hated and I used Power Editor until I was forced to move to ads manager and I know many other fb ad buyers that did the same. They also made tertiary changes to make it easier for FB to make money (a little tougher for brands).

Then came a wave of ad account bans that hit many users and businesses hard. I personally lost my Facebook Business Manager and 800 ad accounts overnight, with a 'final decision' notification. Despite spending mid-six figures a month, I had no dedicated rep.

My affiliate business vanished overnight. I exhausted every avenue to recover the accounts, to no avail. But persistence paid off. After 8 months of relentless appeals, I received a message saying, 'Sorry, your account was mistakenly disabled.

Then came the Ad Limits Per Page, a change that many of us advertisers despised. This forced us to delete existing ads to comply with the new limits and made it more difficult to revive old winning ads.

IOS 14 was a massive change. It weakened targeting. They report that 70-80% of people opted out of tracking. In the US, 60% of people are on iOS. They tend to be the the wealthiest people. So you lost targeting on up to 80% of the wealthy people.

It's why you hear "retargeting doesn't work anymore" - cause FB doesn't know what's going on with those people and your retargeting audiences are now more android user heavy who tend to not have the buying power of iOS users. Many said this was the end of Facebook advertising.

Then came the rise of the biggest competing platform threat to Facebook, the rise of TikTok. It seemed like everyone that was schilling crypto became the worlds fastest growing TikTok ad agency over night. Many were sure that TikTok was the end of Facebook as the dominate online ad platform. This hype lasted maybe 6 months ish and now you barely hear about TikTok only agencies. Sure some brand are making a killing on the platform but its still not the powerhouse that Facebook is.

But in the last 6+ months, FB has made a big comeback. I'm seeing things tighten up. Recently ran a test for a client and what FB reports vs 3rd reporting platforms vs reality is within 5% of each other.

Each of those major events – Cambridge Analytica, Power Editor, and iOS 14 – were terrible when I went through them. Every time it happened, a sizable segment of media buyers left forever. Companies gave up because they or their ad buyers couldn't figure it out.

But those who understand the fundamentals dominate EVEN WITH all the changes.

My conclusion:

FB is still THE 800 lb gorilla and most brands can still spend profitably on it today.

If you want help from a FB platform expert, shoot me a DM.

[The Verge @verge]

Pretty sure Google is focusing on AI at this year’s I/O. #GoogleIO

[Thomy Roecklin @roecklin]

@AmaliaEFowler My first name is trademarked… 🤡

[Amalia Fowler (she/her) @AmaliaEFowler]

Really, Google Ads? The word "focus" is trademarked?

[Matt Navarra @MattNavarra]

TikTok just became the first major platform to ban multilevel-marketing schemes https://t.co/lksICLyVRs

[Matt Navarra @MattNavarra]

Facebook has removed Apple’s blue tick Page verification 😆

[Thomy Roecklin @roecklin]

Neues Office gesucht?

Kilian Springer sucht Nachmieter für die wirklich schönen Räumlichkeiten im Waldstraßenviertel! https://t.co/0NLDFGCRoE

[Thomy Roecklin @roecklin]

Winzerbrunch auf Empfehlung von Ralf 🥂 - hier: Schloss Wackerbarth https://t.co/BK3tNi1soD

[Sächsischer Meilenstein @BBS_Meilenstein]

Sie haben in den letzten 4 Jahren ein #Unternehmen übernommen?

Der Sächsische Meilenstein ist ein Preis für eine erfolgreiche #Unternehmensnachfolge.

→ #Bewerbungen sind noch bis zum 23. August möglich. Dazu eine Mail an [email protected]

[Thomy Roecklin @roecklin]

Nachschub gesucht: Digital Native (m/w/d) 🤓🤙 https://t.co/7ugakwX0n4

[Thomy Roecklin @roecklin]

https://t.co/kRisIr7u3X

[Thomy Roecklin @roecklin]

Impressionen vom letzten Wirtschaftstreff der Wirtschaftsjunioren Leipzig e.V.

David Gutzaluk, Tim Hard und ich haben da mal was aufbereitet. https://t.co/lqudoKhzfA

[Thomy Roecklin @roecklin]

An die Hamburger (oder die, die es werden wollen). https://t.co/lZMZRs3Gl5

[Thomy Roecklin @roecklin]

Schon den besten Fan-Made Trailer ever gesehen?

The Fresh Prince of Bel-Air aus einer anderen Perspektive & im 2019er Netflix-Stil. Das Beste: Will Smith hat den Produzenten eingeladen und mit ihm über den Trailer gesprochen... https://t.co/lxhVM2IDKQ

[Thomy Roecklin @roecklin]

Klicke hier, um Manuel Bolduans Kampagne „Diagnose Knochenkrebs - Wunsch nach Leben !“ zu unterstützen https://t.co/OwciFPp5jl

[Thomy Roecklin @roecklin]

Ein Kombi-BNI? Funktioniert!

2 Chapter, 60 Menschen und etliche Empfehlungen. https://t.co/8Ur17iqON2

[Thomy Roecklin @roecklin]

Gestern kam Folge 4 von Bitgeflüster raus: Ralf wurde geshitstormed – ein super Aufhänger für das Thema der Folge: Shitstorms und wie man damit umgehen kann. https://t.co/TtnMP6BGg7

[Thomy Roecklin @roecklin]

Google Ads und Quellensteuer – was soll dieser Unsinn? 🤷‍♂️ https://t.co/rntnkgAYCa

[Thomy Roecklin @roecklin]

1 Ticket für den diesjährigen Chaos Computer Congress (35C3) in Leipzig gesucht.

[whyapply @whyapply_de]

mgm entwickelt seit über zwei Jahrzehnten Webapplikationen für #Commerce, #Insurance & #EGovernment. Sie brauchen Unterstützung in #Leipzig und wollen wissen, wie Du ausfallsichere Online-Shops in Java gestalten würdest: https://t.co/isgFStzv1O