Would You Like Better Results from Your Ad Spend?
- Jack Klinefelter
- Jun 10
- 3 min read
This appeal is ongoing until we establish a culture among our DirectFlow clients that will give them the results they desire from their investment. This isn’t boardroom fodder. This is the REAL WORLD! This is not being broadcast to anyone outside the DSD family.
FACT: Meta’s Andromeda does NOT care if you sell pianos. It cares about one thing: its profitability - which hinges upon people being addicted to and staying on their platform. I’m appealing to you once more today to use, to your benefit, their desire to show content that keeps people engaged. We have figured out how to use their proclivities to your advantage but to do so, we need you to play ball by honoring our content request.
Here are some STARK realities about the world we live in:
Meta doesn’t care if you sell.
Meta stops delivering some of the best ads we create if the ad allows us to harvest leads at less than $50 per. They have stopped delivering ads that perform in the $18-20 range regularly to keep us spending more.
They have no competition, much like in my past world with the post office. DSE had to figure out how to do “enhanced shipping” for their shortcomings to meet important client deadlines. We have to work inside Meta’s tendencies because they are the best platform available until an AI company challenges them.
The AI can be out-thought and we have the antidote: Other than a couple of “credibility positive" ads, the entire ad series has to be so consistent with happy-face customers that if they kick one out, it will be replaced by another just as successful one. The happy customers in still shots and videos stop the scroll and perform best. In our perfect world, you would post a happy customer picture or video weekly to your Facebook, where we can grab it to keep the ad series fresh. Andromeda, whose single purpose is to provide new content to keep people on the platform, responds best to new content. It runs a new ad about 3-5 weeks before easing up and considering it “old hat.” New keeps the impressions up. This IS a part of selling in our world today. Meta doesn’t stop spending your money but their "invisible Pricing Schedule” algorithm works exactly opposite ours: They kick out the best ads while we kick out the poorest performing ads. The remedy is to be SO consistent with new happy faces that we win the algorithm battle, and get your leads back down into the “$20-30 per” range and away from where they want the CPL to be. If every option they have is to place an occasional education ad or a happy face customer, we get to tell our story at a lower cost.
Bottom line thoughts:
Knowing the propensities of the platform, we can use it to our advantage. The 90% of the shoppers who will never fill out a form will be more inspired to contact you directly knowing how satisfied all your ads show your customers to be. The winning formula is: post happy customers weekly, we use those images to get the best mileage out of your ad spend AND you post more happy customers on your web site on a “gallery”, “reviews” or “inspiration” page, and they will see happy customers everywhere they go! You will also have the most impressive feeling images of buyers from every occupation and situation to nurture your leads with.
All Aboard! The train to digital ad efficiency is leaving the station. You need to be on it to outperform your competition. Your competitors are NOT outthinking the AI, but playing into their hands by complying to Meta’s wishes and simply spending more instead of spending smart, OR selling single pianos on price indeed of value, using Google search or Meta. Hop on the train to being the most high profile and respected specialist in your market and let’s take over the online messaging in your market.
"The more authentic you become, the more genuine in your expression... the more people can relate to your expression and the safer it makes them feel to express themselves." - Stephen Covey
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