📂 Meta's "Performance 5" for running profitable ads

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Major ad platforms are changing and updating all the time.

Meta's most recent update emphasizes a framework called the "Performance 5" to get the best ad performance on Facebook and Instagram.

It includes:

Account Simplification: Focusing budget on fewer ad sets and campaigns to maintain a Learning Phase under 20% of total budget.
Creators for Direct Response (DR): Investing initially 10% of the ad budget in branded content ads, emphasizing short-form video.
Creative Diversification: Testing new ad formats, especially Reels, and tailoring creatives for different customer profiles.
Conversions API Quality Check: Ensuring integration with the Conversions API and aiming for high Event Match Quality (EMQ) scores.
Business Results Validation: Conducting quarterly account-wide lift studies using Conversions API data, which is more accurate than pixel data.

This is the type of stuff that will get you that incremental 10-20% performance boost assuming you already have great ad creative, copy, and enough budget to play with.

—Corey

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📂 Meta's "Performance 5" for running profitable ads

Swipe Files does not have sponsors. We have partners.

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