30 Days of Facebook Ads Best Practices — Day 12: What are Control Ads and Audiences?
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Control Ads & Control Audiences
These are the core of how we can establish testing and reduce workload while increasing stabilized ultimately scale.
Without these,
we will inevitably scale our results by workload,
and reach diminishing returns that are harder to maintain.
Control Ads:
These are the highest-spending ads,
that have proven to deliver better-than-target KPI performance.
ie: Contribution Margin adjusted Platform Specific CPA is below the target
Control ads should deliver these results consistently.
Most important, the ads should be evergreen…
meaning they can work in an evergreen fashion,
and are not reliant on short-term efforts.
Control Audiences:
These should be the highest-spending audiences in your account,
and the most stable & projectable opportunities,
that are also scalable with confidence.
*often this is simple Broad
Limited only by: Age, Gender and Location
Most important,
the audiences should be evergreen…
meaning that they can work permanently,
and provide a singular business goal.
Prospecting Audiences tend be either be large
(ie: Broad) for low CPMs & stability & scale
or focused LALs for high conversion rates,
that depreciate over time
Retargeting Audiences should be close to enough to a conversion event to deliver better than goal KPI performance,
but large enough to drive consistent conversions,
at enough spend to stay out of “learning phase”