You should be buying your Meta Ads with Cost Controls.
I've believed that for awhile now, but in the last six months my conviction on this point has solidified to where I now believe advertisers are costing themselves huge amounts of money in both efficiency AND scale when they refuse to implement this incredible tool.
In today's episode I'm explaining that belief with 6 arguments aimed at convincing you to see the light of Bid Caps, Cost Caps/Cost Per Result Goal, and Minimum ROAS bidding.
EPISODE HIGHLIGHTS
- [01:19]What are cost controls?
- [03:58] Argument 1: Cost Controls make obvious theoretical sense
- [07:45] Argument 2: Humans are much worse forecasters than Machine Learning
- [13:16] Argument 3: Especially when human media buyers are running lots of accounts
- [14:37] Argument 4: Risk-free creative testing
- [20:12] Argument 5: Adjusting spend up and down with changes in Meta's Daily Active Users (DAU)
- [24:07] Argument 6: Risk-free scaling
- [29:15] Why people are annoyed at cost controls
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FOLLOW UP WITH ANDREW
Follow Andrew on Twitter: @andrewjfaris
Email Andrew: podcast@ajfgrowth.com
Work with Andrew: www.ajfgrowth.com
EPISODE MUSIC
Music Intro: "Tell Me Mama" by The Devious Means
Music Outro: "Rusty Little Scissors" by The Devious Means
