A common media buying thought process in which I disagree with is to not optimize your campaigns for:
-Placement
-Age
-Time of day

While FB& #39;s machine learning mechanisms may work over time, with this strategy you can maximize ROAS AND spend more money simultaneously.

An example which illustrates this is as follows:

We ( @snowagencyco) recently onboarded a client and noticed that after the first 7 days:
-95% of the budget was going to FB with a 1.56 ROAS
-5% of the budget was going to IG with a 2.2 ROAS

In order to test if the IG placement would have substantially different results (with the same content) we:
-duplicated these ad sets to serve ONLY to IG.

The result: 4-8x ROAS on all ad sets duplicated ($50-200 budget per adset)

On the same ad account we also noticed an interesting thing:

The time of day between 1am-9am was under a .5x ROAS

In order to test this and give more ad spend to the rest of the times of day we duplicated the top performing audiences to exclude these times.

RESULT: 6-8x ROAS

Now I already know what some of you are about to say:

"BUT WHAT ABOUT THE CPM INCREASES?!?"

-Something SUPER interesting happened to these segmented ad sets:

THE CPMS WERE 40-50% CHEAPER THAN THE CONTROLS!!!! https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤯" title="Explodierender Kopf" aria-label="Emoji: Explodierender Kopf">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤯" title="Explodierender Kopf" aria-label="Emoji: Explodierender Kopf">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤯" title="Explodierender Kopf" aria-label="Emoji: Explodierender Kopf">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤯" title="Explodierender Kopf" aria-label="Emoji: Explodierender Kopf">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤯" title="Explodierender Kopf" aria-label="Emoji: Explodierender Kopf">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤯" title="Explodierender Kopf" aria-label="Emoji: Explodierender Kopf">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤯" title="Explodierender Kopf" aria-label="Emoji: Explodierender Kopf">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤯" title="Explodierender Kopf" aria-label="Emoji: Explodierender Kopf">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤯" title="Explodierender Kopf" aria-label="Emoji: Explodierender Kopf">