The "hybrid model" of running both highest volume and cost control campaigns simultaneously on Meta is detrimental to ad account performance. This approach sabotages both strategies by creating auction inefficiencies where highest volume campaigns receive preferential spend, leaving cost control campaigns with "sloppy seconds." Ecommerce operators should transition fully to cost controls, leveraging existing performance data to set realistic initial caps and optimize over a few weeks for superior, cost-efficient results.
Key takeaways
Avoid the 'hybrid model' of running highest volume and cost control campaigns together on Meta, as it leads to inefficient spend and sabotages both strategies.
Transition to cost controls by setting your initial cost cap 10-20% higher than your current CPA from highest volume campaigns for the first week, then gradually reduce it to your target.
Expect a minor dip in performance during week one of the transition, but anticipate returning to previous performance levels by week two, and full optimization and scaling by week three.
Leverage "post ID" to retain social proof and optimization data from your top-performing ads when migrating them to new cost control campaigns, ensuring a faster exit from the learning phase.
Understand that cost controls prioritize performance by suppressing 'bad spend' and amplifying 'good spend,' ultimately leading to better overall efficiency than highest volume campaigns which prioritize spend.
Themes
ad account optimizationpaid acquisitionperformance marketing
Doing highest volume and cost controls at the same time? We hate to break it to you, but you’re probably sabotaging yourself… In this episode of The Bottom Line, we tackle yet another myth about cost controls: the idea that you can successfully run a hybrid ad model. Meta’s auction dynamics make it damn near impossible for cost controls to perform while running alongside highest volume campaigns. It’s like trying to drive a car while pressing the gas and the brake at the same time!But don’t worry, we got you! In this rundown, we explain exactly why your campaigns are failing and how you can fix them. We also share a step-by-step guide for transitioning your campaigns for maximum efficiency. Don’t miss out! Key Takeaways:00:00 Intro 00:15 The hybrid model doesn’t work 06:53 Practical transition plan 13:19 Outro Additional Resources:👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=60👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=60👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=60👉 Book Your FREE Growth Call Now: <a href="https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=60"
Frequently asked about this episode
What does this episode say about ad account optimization?
Avoid the 'hybrid model' of running highest volume and cost control campaigns together on Meta, as it leads to inefficient spend and sabotages both strategies.
What does this episode say about paid acquisition?
Transition to cost controls by setting your initial cost cap 10-20% higher than your current CPA from highest volume campaigns for the first week, then gradually reduce it to your target.
What does this episode say about performance marketing?
Expect a minor dip in performance during week one of the transition, but anticipate returning to previous performance levels by week two, and full optimization and scaling by week three.
What does this episode say about ad account optimization?
Leverage "post ID" to retain social proof and optimization data from your top-performing ads when migrating them to new cost control campaigns, ensuring a faster exit from the learning phase.
What does this episode say about ad account optimization?
Understand that cost controls prioritize performance by suppressing 'bad spend' and amplifying 'good spend,' ultimately leading to better overall efficiency than highest volume campaigns which prioritize spend.
