👋 Hey fam!

I'm really excited to share this 👊 Wednesday roundup with you! Lots of amazing stuff to get to.

First off Nick Bauer shares his methodology on how cost caps are the most effective way to run paid campaigns on facebook ads and what you need to do. There are a few things in there you wouldn’t expect.

Next, we learn a simple mobile optimization for your site + a strategy for your offers to continue to convert. It’s incredibly simple.

Dive in and let me know what you think.

Hope your ads are scaling and LTV is 📈!

Cheers,

Chase

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Special Tip:

Chances are, your copy is too small in your statics.

I see SO many ads that are hard to read on phone screens.

After making your ad Zoom out, can you still read it? If not, fix it.

Courtesy of Fraser Cottrell

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Guest Content 👑 🐐

By Nick Bauer (Paid Social Lead @ Kynship)

In the past year, I've actively managed 53 Facebook ad accounts.

In every account, we only use cost caps.

Here's what I've learned:

In working at Kynship, I have unique insight into an aggregate of knowledge across brands, industries, and scales--- all while using a cost cap bid strategy.

We all have been trained in using low-cost campaigns:

- To increase scale, you raise the daily budget
- To "test," you allocate spend manually

Here are 7 ways cost caps fundamentally change the way we use an ad platform.

1. Everything is a test.

This is true whether using caps or not, but that’s an argument for another time.

The cap is your test. Insert creative at a $50 CC, does it spend? No? Then the creative likely wasn’t good enough to reach that efficiency.

2. Spend is success.

CTR, Thumbstop, and CPC, are all completely secondary to the question of..."Did the campaign spend?" Looking at 1 metric is not smarter than the aggregate of FB’s knowledge to identify creative that will create optimal success.

3. Your campaigns will rarely spend the entire daily budget.

Spending the whole of your budget isn't the goal. The campaign is optimized for efficiency.

It will spend the amount with the restriction of your target efficiency.

4. You cannot scale with daily budgets.

A cost cap campaign will spend as much as possible at your cap. Unless your campaign is spending the entire daily budget, you cannot increase spend by increasing the budget.

If it’s led by efficiency, how do you increase scale?

5. Scale comes by increasing the number of spending campaigns.

If I have 4 campaigns spending $100 at a $50 CPA on my $50 CC, the way I increase scale isn’t by decreasing efficiency but by increasing the number of campaigns at that efficiency.

4 campaigns spending $400 getting 8 purchases a day is great but, to scale, I can either decrease efficiency by increasing caps and spend more OR

I can identify 10 new campaigns that spend at the same efficiency. 4 spending $400 becomes 14 spending $1,400 a day.

6. I need creative.

If the goal is to identify as many campaigns as possible to spend efficiently then, I need large amounts of creative to add to an ad account

Here's how we do this:

6a. At Kynship, we "seed" (gift) products to influencers generating:

- minimum 100 influencers receiving your product
- minimum 30 influencers creating & posting 60-90 assets each month

7. The majority of campaigns won't spend.

This is HUGE.

Every campaign that doesn't spend is a win. That creative, that offer, that audience wasn't going to get you to your target CPA. That's valuable information to go get better.

And you wasted $0.

In conclusion, Cost Caps aren't the only tool that can help you succeed but it's been a major part of our success.

In the comments below please share: What has been your experience using CC? Has it failed miserably? Have you seen them work wonders? 

Why this matters: A few learnings here…

• You need creative (this is why we exist but why others do too)

• Most campaigns won’t spend - no one will tell you this but it’s important to recognize, your hit rate won’t be as high as the internet makes it seem.

• Spend is success → this one was very important - if your ads are getting budget that means there is some measure of success there and you should be digging into why.

Expert Strategy + Learnings

Some amazing learnings from thought leaders in DTC.

Dylan's CRO Tips 🙌

When looking at mobile, hold your phone horizontally and see how responsive your mobile website is.

You'd be surprised how older demographics use this to get larger images and text!

For more 🔥 follow Dylan Ander.

Rahul's Paid Media Learnings 🤘

Tip when finding a successful offer.

Constantly rotate out the name of the offer to make it seem like a new offer every time.

Works wonders, seen affiliate marketers do this a lot.

Follow Rahul and reach out to Reach Digital to work with him 🧠

Worth Your Time 🤌

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Fav Newsie's

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