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REMEMBER This Week

line REMEMBER This Week

It’s taken me a relatively long time to be able to identify my successes, let alone celebrate them.  I used to think that acknowledging success meant settling…

but last week, I beat the machine…

and I can’t be happier about it.  More as a statement and validation than simply retaining a client.  The very thing that I’ve previously written about, robots taking our jobs, stating that those with innovation will survive, came full circle for me.

The story goes something like this (as I’ve come to understand it second and even third handed):

A client began directly interfacing with Facebook shortly after I launched their campaign seeking mobile app installs.  Our Facebook rep, after reviewing my work and the results of campaign (pretty darn good and improving) later referred my client to the Facebook Preferred Ad Vendor under the guise that ‘You could be doing much much better’.  Drinking aforementioned blue and white Kool Aid, the client put my services on hold to perform a week-over-week winner takes all comparison.

What was  I up against?

For starters, I am but one man.  I have no expensive machinery or macros, or software.  I use the Facebook Power Editor, MS Excel, and the native Facebook platform to manage ads and build campaigns.

Reviewing Facebook’s preferred ad vendor list, it could have been anyone of these companies that I was challenged by, but the long and the short is that any one of them would have more substantial bandwidth, technology, and big name clients to draw experience from.

What were/are my challenges?

As with any large scale campaign that is properly developed, the man hours required to manage were/are nearly full-time status with some likely human error always inflicting more pain and punishment.  The Facebook Ad Platform is simply not built to be the active manager of thousands of ads and terabytes of rolling data.  Moving things around, restructuring, and abiding by consistently evolving terms of service create a wild roller coaster of emotions without the assistance of the big software providers (Kenshoo, Wildfire, Acquisio, etc).  There are no alerts, budget monitors, or split test building devices in the stripped down version.  When an ad needs to be clipped or turned back on, my alarm clock is set at midnight and my netbook is always within arms length.

What happened?

The test agency was provided the same instruction, ad collateral, and budget that I had been given all along.  I tested first, which is not necessarily the drivers seat.

Keeping a tight loop on my mid-week budget, I rotated between 10 core targeting segments, adding and subtracting daily budget as performance dictated.  My findings have been that certain age and interest groups operate like migrating predatory fish, appearing at the same time in herds consuming everything in their path.  Over the weekend, I tripled my daily mid-week spend, capitalizing on an already existent engagement observation previously made by the client.

My results were pretty consistent with what I had been producing on a consistent basis, around 10%-15% growth from the previous week.

The opposition took an opposite approach spending the majority of their budget allocation over the first 3 days of the campaign.  As I only had an app ranking tracker to measure the competitor’s results, I was startled when rankings spiked in midweek. They tapered off and fell to the cellar by the weekend, leaving my perception cloudy.

When I was initially presented with this challenged, my expectation was that I had an incredibly daunting task at hand.  Facing just the challenge of new tech was enough to put me in a severe underdog position.  But, seeing ranking numbers that were very pedestrian gave me hope.

 

The Results

I didn’t receive direct communication from the client immediately after the test.  First word was that we should ‘resume spend as previous’, and I turned back on my money makers,  without delay.  My attached sales rep, who’d been heavily involved in the client management reported to me that from what he could gather, we (meaning I) had outperformed based on the early data.

I acknowledged that this was astounding for one person to even be in the ballpark of outperforming, as I was.  But, it ran even deeper than that.  The rumor mill began to turn, and third-hand people knew and asked me about my BIG win.  David had struketh Goliath, right in the stupid self-entitled face.

It turned out, that it was not even a close race.  Once the data tabulated, I completely mopped the floor with the opposition.  Discovering this, my client fired them in dramatic fashion, recommending that they seek my assistance in revamping their service.  They had mismanaged budget, oversold their capabilities, and didn’t meet any expectations.

Superior strategy and tactical fulfillment proved to be more effective than better technology and bandwidth. 

In this instance, I’ve further substantiated the innovation over robot theory by outperfoming a larger agency that uses global controls and technology versus my manual articulation of ads, but superior launch strategy.

Still wondering how I did it? 

I’m being pretty vague about the ACTUAL delivery method that made my campaign stop-drop-and open up shop.  You would too if you just beat the ‘best’.

I believe that the Facebook ad strategy I’ve used in this amazing win can be replicated for almost any industry.  I’ve spent almost $1million in the last three months testing.  If you would like to take a new, fresh approach to your Facebook marketing, I will back up all of my claims and pull back the curtain.  Simply fill out the form below and mention this post and I will be in contact shortly.

 

 

 

 

 

 

 

 


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