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

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Today's newsletter is proudly supported by MarketerHire 🎉

I see more and more top-tier marketing talent going freelance these days. And as a 4x first marketing hire myself, I know just how hard it is to find and build a marketing team. That's why I've been recommending MarketerHire to every startup I talk to and am excited to partner with them to help more startups find the perfect marketer for their needs. They can match you with a marketer in as little as 48 hours. Whether you're looking for a generalist or a specialist, it's worth reaching out to them. Use my link and mention "Corey" or "Swipe Files" to get a $1,500 credit toward your first month.

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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:

  1. Account Simplification: Focusing budget on fewer ad sets and campaigns to maintain a Learning Phase under 20% of total budget.
  2. Creators for Direct Response (DR): Investing initially 10% of the ad budget in branded content ads, emphasizing short-form video.
  3. Creative Diversification: Testing new ad formats, especially Reels, and tailoring creatives for different customer profiles.
  4. Conversions API Quality Check: Ensuring integration with the Conversions API and aiming for high Event Match Quality (EMQ) scores.
  5. 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

p.s. ready to take your marketing skills to the next level? Invest in a Swipe Files membership to get 4 courses on SaaS Marketing.

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Swipe Files does not have sponsors. We have partners.

We partner with trusted top-tier service providers. In fact, I reached out to them — each one has been carefully selected and vetted so I have 100% confidence in recommending them to you. Doing business with them supports this newsletter. 😊

See how these services can help you grow and mention "Swipe Files" or "Corey" for special treatment:

  • ​Conversion Factory — My product marketing agency on a subscription to help you turn traffic into revenue.
  • ​ReactSquad — The only developer matchmaking service for SaaS startups focused on vetted engineers who focus on React & Node.js.
  • ​xFusion — Get trained, reliable, and affordable customer support reps ready to go for your business.
  • ​Sales.co — Cold email from idea generation to A/B testing, all you have to do is show up for the sales call.
  • ​Videodeck — Done-for-you video production with an expert team at an affordable price.
  • ​Dofollow — My go-to service for sourcing high-quality backlinks in ethical ways to help you rank higher in Google.
  • ​Embarque — Level up your content and SEO at an affordable price, from keyword research to content production to promotion.
  • ​MarketerHire — Get matched with a top-tier freelance marketer within 48 hours.
  • ​A Team Overseas — Proactive VAs for founders who need more than just task-takers.
  • ​Boopos — The best way to buy & sell SaaS businesses with founder-friendly financing.
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