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1/ What causes long term sustained performance in an ad account?
featuring real examples 
If you explore the source of FB ad growth and subsequently revenue growth for eCom brands it is almost never a function of iterative improvements to ad creative or tactics over time.
featuring real examples If you explore the source of FB ad growth and subsequently revenue growth for eCom brands it is almost never a function of iterative improvements to ad creative or tactics over time.
2/ More often it is a series of moments that unlock an order of magnitude increase in awareness, engagement, traffic and performance.
These moments can be caused by:
A single ad
A big PR moment
A breakthrough campaign
A change in market dynamics
A new product release
Etc.
These moments can be caused by:
A single ad
A big PR moment
A breakthrough campaign
A change in market dynamics
A new product release
Etc.
3/ The problem is they are very hard to predict and create.
I’ll give you an example of a few that happened for us @QALORing that changed our trajectory (and ad account performance) each time...
I’ll give you an example of a few that happened for us @QALORing that changed our trajectory (and ad account performance) each time...
4/ The first was @andydalton14 wearing a ring on @HBO hard knocks. It was the peak of the series popularity and they did a :30 piece on the ring he was wearing while playing.
See screenshot
Notice the traffic before and after the peak.
See screenshot
Notice the traffic before and after the peak.
5/ This increased organic traffic let us alter our AdWords strategy, extract more post intent demand from new searchers and pull clips of the show to supplement our ad credibility.
6/ The next major moment was an ESPN article that we turned into a FB ad.
This article: https://www.espn.com/blog/nflnation/post/_/id/215875/the-wedding-rings-the-thing-silicone-bands-growing-trend-in-nfl?fbclid=IwAR3ymy3em8OPRdoAdeeIvJb8FsH5DHCJyrNzBKEwRYkNhu-FLEOtlrrnEnw
Was turned into this ad:
https://www.facebook.com/106906666148614/posts/600752583430684
That DOUBLED our prospecting performance for 2 months during Holiday.
We didn’t solicit the ad, we just responded
This article: https://www.espn.com/blog/nflnation/post/_/id/215875/the-wedding-rings-the-thing-silicone-bands-growing-trend-in-nfl?fbclid=IwAR3ymy3em8OPRdoAdeeIvJb8FsH5DHCJyrNzBKEwRYkNhu-FLEOtlrrnEnw
Was turned into this ad:
https://www.facebook.com/106906666148614/posts/600752583430684
That DOUBLED our prospecting performance for 2 months during Holiday.
We didn’t solicit the ad, we just responded
6/ Another step factor growth came from a campaign/product release we did in partnership with Crossfit and a charity called @barbells_usa.
It was an awesome multi channel campaign.
And again you can see the spike in traffic that is sustained from that moment on.
It was an awesome multi channel campaign.
And again you can see the spike in traffic that is sustained from that moment on.
7/ I have seen this “progressive peaking” play out over and over for brands that sustain growth and efficiency.
It’s these observations that form the foundation for my “4 Peaks Theory”
It’s these observations that form the foundation for my “4 Peaks Theory”
8/ Many see small iterative creative changes and tactical improvement over time as how you win.
And that can help.
But time and time again I see the causal chain move the other way.
Great marketing, stories, products and moments drive ad account success. Not the other way.
And that can help.
But time and time again I see the causal chain move the other way.
Great marketing, stories, products and moments drive ad account success. Not the other way.
