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

In this episode of FERMÀT FRIDAY, we welcome a very special guest, Aaron Orendorff, the VP of Growth at FERMÀT. Aaron and Alex discuss how they have begun to refer to FERMÀT and how it's redefining funnel creation for ecommerce businesses.

Check out Aaron's funnel guide for a comprehensive resource on creating effective ecommerce funnels, complete with over 100 examples, categorized templates, and practical tips.

https://www.fermatcommerce.com/ecommerce-funnels-sales-conversion-marketing

Takeaways:

Fermat lets you create funnels with the same flexibility and speed as you create ads, making it easier to optimize your customer acquisition strategies.

Challenges in Customer Acquisition: The conversation touches on the difficulties in navigating a saturated market and the importance of being adaptable to constant changes in customer behavior.

The Power of Metaphors: Using metaphors to explain complex ideas, like how Fermat works, is crucial for clear communication and customer understanding.

Leveraging Fermat: With its modular design system, Fermat allows companies to quickly test, iterate, and optimize their landing pages, creating seamless customer experiences from ad to checkout.

Expanding Channels: Exploring the diversification of acquisition channels beyond traditional platforms like Meta and Google, including the potential of direct mail and other innovative strategies.

Chapters:

00:00 Introduction and Background
03:15 Aaron’s Journey in Marketing and SEO
07:45 What is Fermat?
13:20 Creating Funnels Like Ads
20:10 The Power of Experimentation
25:50 Leveraging Metaphors for Better Understanding
30:40 Challenges in Customer Acquisition
36:15 Expanding Acquisition Channels
42:00 Final Thoughts and Future Excitement

Follow Aaron on Twitter (@AaronOrndorff) and LinkedIn for more insights and updates.

In this episode of FERMÀT FRIDAY, we welcome our first customer guest to the podcast. Erin Silvia, Director of Marketing at Caddis, joins us to discuss her journey and how Caddis has been using FERMÀT to revolutionize their customer acquisition strategy.

Takeaways:

Caddis's Unique Approach: Caddis started as a reading glasses company with a mission to reframe aging and has now expanded to a full optical retailer.

Challenges in Customer Acquisition: The market has become more saturated, making it harder and more competitive to acquire customers efficiently.

The importance of adapting to constant changes in the market and customer behavior.

Leveraging FERMÀT: FERMÀT provides a flexible, conversion rate optimization tool that allows Caddis to test and iterate quickly.

Fermat experiences have become a proving ground for Caddis, helping them optimize both site experiences and product merchandising.

FERMÀT's modular design system simplifies the creation of cohesive and high-performing landing pages.

Exploring New Channels: The conversation touches on the diversification of acquisition channels beyond Meta and Google.

The potential of new and traditional channels like direct mail and how FERMÀT can fit into these strategies.

Chapters:

00:00 Introduction and Background
05:37 Erin's Journey with Caddis
10:15 Challenges in Customer Acquisition
15:45 Using FERMÀT to Optimize Conversion
22:30 The Power of Testing and Iteration
30:20 Leveraging FERMÀT for Better Customer Experience
38:10 Exploring New Acquisition Channels
45:00 Final Thoughts and Future Excitement