Today we're covering the Facebook ad account, including common mistakes, changes in strategies, and the importance of testing and optimization.

We also cover the role of CRO (conversion rate optimization) and the impact of ad creative on audience targeting and engagement. Additionally, we chat about the significance of attribution settings, funnel goals, and the alignment of ad creatives with the appropriate conversion points.

Bid Multiplier Docs - https://developers.facebook.com/docs/marketing-api/bidding-and-optimization/bid-multiplier/

Takeaways

• The importance of adapting ad account strategies to changes in the Facebook ad platform and audience behavior.
• The significance of testing and optimization in ad account management, including the impact of ad creative on audience engagement.
• The role of CRO (conversion rate optimization) in enhancing the post-click experience and its relationship to media buying strategies.
• The value of exploring different attribution settings, funnel goals, and aligning ad creatives with appropriate conversion points for effective ad campaign performance.

Chapters

00:00 The Evolution of Ideas and Strategies in Advertising
01:07 Ryan Gives his Background in Paid Social
03:00 The Biggest Changes in Advertising
09:40 Common Campaign Mistakes 
12:41 Using Bid Multipliers to Avoid the CPM Tax
18:00 Test What Used to be a Bad Idea
23:00 FERMÀT Funnels