Yoni Levy
@MrYoniLevy
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Following
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Media
650
Statuses
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Dad x3, fantasy football champ x4, failed side hustles x2, prev years in banking x11. Marketing solutions @Meta
Toronto, Canada
Joined September 2010
Don't wanna be here?
Send us removal request.
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Pinned Tweet
Campaign bidding strategies & budget pacing for Meta ads.
In a tiny corner of the internet, among a few folks like me who need a more exciting social life, a discussion started about the differences between bid cap & cost cap (cost per result goal) campaigns on FB.
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Calling all marketers who've previously been disappointed with their Meta rep.
Could you do better?
Would you consider joining Meta?
Let's talk!
Seriously. Let me pitch you.
Many ads consulting positions open globally.
Like or comment if interested
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Seeing everyone's messages. Escalations sent.
Product & engineering teams are on it.
We take these matters seriously.
I don't have more information right now.
When things go wrong, Meta has a history of making things right.
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Not even an email... My wife’s store got the Shopify Capital offer via Kit (messaging) and got it all sorted out in seconds.
So timely, so helpful.
Just awesome! 👏
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Consolidation & account simplification can drive real performance gains. This has been rigorously studied by some of the best data scientists in this field.
Account simplification = reduce ad delivery constraints to improve performance efficiencies
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Our evaluation process for the next wave of advertising agencies to receive increased Meta support is underway.
Please get in touch if you're interested.
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"It feels like Meta cares about advertisers again, for the first time in a while. We've taken over the Reality Labs campus to talk about ads, so I love that."
-
@SeanEcom
, CEO Ridge
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You're welcome to all those who have patiently waited. 😉
Cost caps advisors, you can sleep easy now 💤
@TaylorHoliday
@TaylorLagace
@DaveRekuc
@rokhladnik
@MrYoniLevy
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We heard about Athletic Green's measurement journey during the "Unlocking Growth with Measurement" session at Performance Summit.
Courtney Johnson highlighted some of the efficiency gains and growth achieved using incremental measurement and MMM.
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Found something precious in the office today.
It's my only one.
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I’m hiring! Come join my team at Meta as a Client Solutions Manager in Toronto!
In this role, you’ll be responsible for helping some of Canada's largest and fastest-growing brands drive profitable business growth by unlocking the full potential of the Meta ads growth machine.
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PSA: Take a proper vacation.
Whatever that means for you. Do it.
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Please help signal boost this msg 🙏🏼
I want to speak w people you'd be excited to work with if they suddenly became your primary contact at Meta.
@TaylorHoliday
@andrewjfaris
@andrewfoxwell
@heyitsalexP
@codyplof
@jaketheadnerd
@sarah_carusona
@binghott
@cmikulin
@CoryDobbin
Calling all marketers who've previously been disappointed with their Meta rep.
Could you do better?
Would you consider joining Meta?
Let's talk!
Seriously. Let me pitch you.
Many ads consulting positions open globally.
Like or comment if interested
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Loved this 401 discussion on Marketing & Meta media strategies.
@andrewjfaris
&
@codyplof
cover a ton
- bidding strategies & challenges
- reach testing
- bid multipliers (curr avail via API or partners)
- managing for total contribution vs. MER
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I've learned (the hard) there's no "right way”.
Brands can drive profitable incremental conversions w/ cost controls or w/ max volume (lowest cost).
Results vary by vertical, purchase lifecycle & frequency, sales funnel, offer, signal scarcity...
Hot take that many you are going to hate - sorry
@codyplof
!
If I were still media buying I would absolutely not be on cost or bid caps until I’ve validated with a holdout test (I even think a conversion lift test in meta would suffice as a lightweight validation layer).
Cost
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Meta Performance Marketing Summit next week in SF!
We're hosting a day of keynotes and actionable strategies for driving growth.
In-person attendance is by invitation only (space is limited), but here's a link to register for virtual viewing:
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@MehtabKarta
Blink twice if you've been locked out of your account and are being forced to say this.
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Valentine's Day love letters 💌 to Ads Manager:
Seriously though, I'd love to hear all your Meta ads product wishlists and feature requests.
Let me know 👇🏼
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This is a cheat code for entrepreneurs and business builders.
I recently discovered my new favourite podcast series
@FoundersPodcast
("Learn from history's greatest entrepreneurs")
So many good ones, I'm not sure where to start.
Try these...
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@binghott
@andrewjfaris
99 times out of 100, the ML will make a better informed decision than you could
Given those odds, I would bet on the ML
Use ur marketing brilliance to give the ML better tools (great creative, compelling offers, fast & effective landing pages).
Let ML handle math & predictions
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Killer Summit with some hooligans
Love the IRL experience 🙏🏼
Hope everyone enjoyed!
@andrewjfaris
@TaylorHoliday
@J_Sterl
@StuMcMullin
@SeanEcom
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These books helped me:
- Radical Candor
- High Output Management
- Five Dysfunctions of a Team
There are always more books I should read than time allows.
is perfect for a 25-min audio summary and great for people like me who can't juggle it all!
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I'm cheering for all you entrepreneurs, business builders, marketers, and media buyers.
Wishing you all a successful BFCM season!
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👀
"Introducing the AI Sandbox for advertisers and expanding our Meta Advantage suite"
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Great episode.
The feedback & compliments have reached all the right ears. Cheers.
cc: wallet boy and garbage man. 😉❤️
@SeanEcom
@mbertulli
Operators E047:
- Amazon Fees
- TikTok Ban?
- Klaviyo Agency Move
- Risks of going public
- DTC Hardships
& More!
Out Now
@SeanEcom
@mbertulli
@JasonPanzer
@mikebeckhamsm
Watch full episode below 👇
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Considerations for when testing new creative while using cost & bid controls.
You all know your businesses better than I ever will, but Barry is right that there are some considerations you need to keep in mind.
@andrewjfaris
@TaylorLagace
@nicholassbauer
@TaylorHoliday
@DaveRekuc
Touché! Of course, humans are guilty of all sorts of ad sins like this!
I just want any of y'all "DTC thought leaders" 🤪 to answer my question: what is the minimum spend you're comfortable with before a concept gets completely shut off by cost caps.
1x your goal CPA? 2x? 10x?
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@rokhladnik
@rpiip
@TaylorHoliday
@andrewjfaris
@brad_ploch
@SamMendelsohn4
@max_rosewater
1 - Confirmed with our ads product team.
From the date of the cost goal change onward, the campaign (or ad set) attempts to achieve the new target cost. Previously generated conversions do not affect the average cost goal calculation going forward.
2 -
@andrewjfaris
@SamMendelsohn4
When you change a cost cap, that changes the average cost target for the full length of the campaign. I.e. if you are at a $55 cost cap and change it $60 after spending $10,000, you now allow Meta to get $70 CPAs or higher as long as it takes to get to a campaign average of $60.
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To any of the good people at
@Spotify
who might care.
Music & podcasts need a separate queue, desperately.
I'm forced to use another podcast app b/c when I play music, it automatically plays any podcast episodes in my queue next, which is not what I want
Am I doing this wrong?
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Sharing recorded keynotes from the Meta Performance Summit in SF.
My personal favs:
1/ Unlocking Growth with Measurement
2/ Performance 5 Framework for Growth
3/ Meta’s CMO on the Future of Marketing
4/ Meta’s Commitment to Performance
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@andrewjfaris
Taylor is right (this never happens)
Max # of ad sets = weekly budget / (CPA x 50 conversions)
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Meta webinar this Thursday.
Remove friction this holiday season
We’ll cover:
- Instagram Shops best practices
- Importance of mobile site speed and how to improve it
- Optimizing your mobile UX for 'buy online, pick up in store'
Register here:
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👇🏼 a look under the hood
New AI advancements drive Meta’s ads system performance and efficiency
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2024 prediction I plan to revisit.
Pinning here. 📌
Consider this my 2024 prediction:
"Many exceptional marketers are sleeping on the significant impact of view-based conversions & in 2024 we will accumulate more evidence via structured testing to prove this."
Another bolt on Performance 5.
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**As always, if I learn I've unintentionally misrepresented anything, I'll report back.**
I hope this is helpful.
Thanks for attending my TED Talk.
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And this...
Removing the 8 event optimization limitation & domain verification requirements for Web Conversion Campaigns
"No longer limited to only 8 events, you also will no longer have to prioritize events. This also means that the AEM tab in Ads Manager will be going away."
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These are the videos my kids are sending to family & friends from my portal 🤦♂️
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If there's interest, I can setup group discussions to answer questions and/or share perspective.
Bonus points for people based in 🇨🇦
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One of my fav experiences (besides time w my kids, especially our 3rd 😉) is teaming up with exceptional colleagues (who care deeply about their clients' success & have deep domain expertise) to exchange & develop ideas about how to achieve better results.
It's exhilarating!
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Parents,
What's the consensus on using dog training shock collars to train / discipline kids?
Asking for a friend, of course.
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Trying to do some good.
Which performance marketing agencies based in Canada should I know about?
Somewhat familiar with these, who else should I 👀 ?
@WeAreKulin
@NorthernComm
@makeitbloom
@thrive_digital
@agencyabacus
@shoelace
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Sharing a bit more context on the Bid Cap + Inflated Budget strategy
👇🏼
@thenawazrahman
Campaigns are either constrained by budget (eg. daily budget of $) or constrained by bid strategy (eg. bid cap, cost cap).
The pacing mechanism seeks to distribute a set budget evenly & maintain performance stability. In doing so it decreases/increases the bid to pace delivery
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@andrewjfaris
ASC's new ML model makes this a moving target. Later this week, I'll look for more current analyses.
Generally, our formal guidance has been to aim for 5 or fewer ads per ad set. Advertisers that exceed this limit aren't getting a clean read on the potential of ads 5, 6, 7, 8...
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Tagging you all to signal boost
Help me help you 😉
@TaylorHoliday
@herrmanndigital
@andrewjfaris
@DaveRekuc
@codyplof
@heyitsalexP
@MiloOutdoorEcom
@cmikulin
@MattiSchroder
@binghott
@rokhladnik
@ashvinmelwani
@andrewfoxwell
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@JamieArtkin
@nytimesbusiness
Unfortunately, there isn’t a clear end in sight. And for businesses that can reasonably do their work remotely, we have a duty to allow those that can’t to get back to their workplaces sooner. By staying home, we avoid overburdening the system and elevating risk levels.
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@andrewfoxwell
These are super frustrating & a priority to fix.
I don't have any good excuses.
DM me examples to escalate.
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Our 4-year-old (middle child) has started to refer to us as "old lady" and "old man".
I'm not ready for this. Is this a thing?
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@TaylorHoliday
@JZhaoMarketing
@J_Sterl
We don't have a validated best practice, yet.
In many cases, we're seeing brands drive performance gains from over 15-20 diverse ads and semi-frequent creative refreshes (biweekly).
ASC can handle up to 150 ads.
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Highly recommend this pod episode from
@andrewjfaris
He does a much better job than me explaining how to use bid constraints (bid caps, cost cap) + inflated budgets to drive scale, by stacking creative angles, products, offers.
@thenawazrahman
Campaigns are either constrained by budget (eg. daily budget of $) or constrained by bid strategy (eg. bid cap, cost cap).
The pacing mechanism seeks to distribute a set budget evenly & maintain performance stability. In doing so it decreases/increases the bid to pace delivery
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1) value the ad sets very differently (due to bid, optimization, audience),
2) have a proven need to match creative to a specific audience, or
3) have a strong business reason for a separate ad set,
and
4) can generate ~50 conversion a week per ad set.
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Consider this my 2024 prediction:
"Many exceptional marketers are sleeping on the significant impact of view-based conversions & in 2024 we will accumulate more evidence via structured testing to prove this."
Another bolt on Performance 5.
@MrYoniLevy
This is interesting and I'd love to see some info around this. I've excluded them because I think most view conversions are nonsense. But this is an interesting argument in favor of keeping them.
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Using cost controls should not reduce the likelihood of driving incremental conversions.
But, when targets/caps are set too low, this constraint may cause the system to only deliver the highest probability (easiest) conversions, limiting profits & incremental revenue potential.
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@iamshackelford
@binghott
@J_Sterl
Cell 2 drove more incremental conversion at a lower cost per (lower iCAC)
I'll caveat that most of my exposure is with high-spend brands (>$20K day)
I would not recommend a brand to do this until they've maximized the existing opportunity within conversion campaigns.
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Always insightful perspectives from
@11FSTeam
. If you like this interview, check out their
@FinTechInsiders
podcast.
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@TomPelissero
@RapSheet
Frankly, he’d be crazy to report.
Despite all the criticism he’s faced,
@LeVeonBell
is well within his rights & (in my view) is making the correct decision for his future, his family, & his well-being.
It’s fun & games for us as football fans. But this is his life, his career.
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We also hosted a Performance Summit in Canada (Toronto & Vancouver). Recorded keynotes & resources are here:
These were particularly valuable.
⭐ 1/ Unlocking Growth with Omnichannel Marketing ⭐
2/ The Performance 5 Framework
3/ Create to Convert
Sharing recorded keynotes from the Meta Performance Summit in SF.
My personal favs:
1/ Unlocking Growth with Measurement
2/ Performance 5 Framework for Growth
3/ Meta’s CMO on the Future of Marketing
4/ Meta’s Commitment to Performance
0
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Today I had an incredible opportunity to attend a learning session in VR, with colleagues across the globe.
It was a super cool experience & I felt like we were all together in a room.
And yes, I have less white hair in the metaverse.
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You've probably seen this explainer before.
Each time there's an opportunity to show an ad to someone, an auction takes place to determine which ad to show to that person.
The ad with the highest total value wins the auction.
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Campaigns are either constrained by budget ($ daily budget) or constrained by bid strategy (bid cap, cost per result goal)
The pacing mechanism seeks to distribute a set budget evenly & maintain performance stability. In doing so it decreases/increases the bid to pace delivery
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A
@FinTechInsiders
junior member. She has some interesting thoughts on Blockchain, Open Banking and stacking toys.
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I'll write more on this later, but I believe these are 2 separate (almost mutually exclusive) buckets of incremental customers brands can go after.
1/ New people who will convert within 1-7DC
2/ New people who will convert within 1-DV
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@jaketheadnerd
@dennishegstad
@Facebook
If this actually did happen, I agree it's outrageous and unacceptable.
I can't become the FB Twitter escalation path, but as a one-off I can try to assist here.
If someone with direct first-hand knowledge about exactly what's going on here DMs me with details, I'll investigate.
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I'm sharing this to honour a gentleman's agreement.
Along with a good laugh, I always learn / discover something new.
You won't be disappointed.
My First Million w/
@ShaanVP
and
@thesamparr
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@DaveRekuc
Answer: no, in this scenario, they're probably the same.
Actual bids in the auction between the two campaigns would likely be very similar since both campaigns would be constrained by daily budgets.
Pacing mechanism explained here:
Campaigns are either constrained by budget ($ daily budget) or constrained by bid strategy (bid cap, cost per result goal)
The pacing mechanism seeks to distribute a set budget evenly & maintain performance stability. In doing so it decreases/increases the bid to pace delivery
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@thedanielokon
For advertisers without access yet, we hear you.
Teams are working hard to improve the product and increase access.
Safe bet that more advertisers in more verticals will have access soon.
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When launching an offer, consider increasing your bid cap beyond your usual target cost, since the system will take time to accurately estimate an increase in conversions driven by a rapid rise in conversion rate
Otherwise, you might miss out on conversions at an acceptable cost
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Have a background in advanced analytics, statistical modeling, data / marketing science?
Our Marketing Science team is currently recruiting for exceptional people with expertise in this space. 👇🏼
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Side note
I'm incredibly bullish on the potential for ASC campaigns to reduce some of this complexity and dynamically manage performance across ads.
Especially once cost & bid controls are available.
Pushing... Don't know when yet 🤞🏼
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@iamshackelford
@binghott
@J_Sterl
I can also say.
In multi-cell lift studies, we've proven that for some brands a mix of campaign objectives can outperform a conversion-only campaign. Ex:
Cell 1: 100% budget allocated to conversion
Cell 2: 10% budget allocated to reach + 90% conversion
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CIBC just partnered w/
@Borrowell
and Equifax to enable free credit score monitoring, right from mobile banking!
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"Investing for Humans" - Another top-notch, touching campaign from
@Wealthsimple
#InvestingForHumans
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The latest bill payment hub from
@paytmcanada
might be the best I've seen globally so far. This is top notch.
#fintech
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Please help me discover some new up-and-coming Canadian brands. 👇🏼
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Flex your creative work! 💪🏼👇🏼
ATTENTION AD CREATORS:
I'm getting a ton of requests for quality video ad creators and graphic designers for some major brands that have budget to spend big.
All I need you to do is post below this tweet ONE of your ads you've done. It can be a static or video.
Use this
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- Adding view-based conversions into optimization engine can have drastic impact on ads delivery
- Lower CPMs, higher reach, delivery skewed towards IG vs FB
- More incremental conversions below target cost🎯
- Low audience overlap; suggests potential for campaigns to co-exist
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@AndrewScheer
Rather than posting fear-mongering headlines that aren’t helpful, are you able to point to a credible, non-partisan source on the issue so that people can better understand the circumstances, history, rationale, along with any opportunities to improve?
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Shhh... 🤫 don’t tell my wife (she’s not on Twitter), but
@amazon
Prime next day delivery just completely saved my butt... Mothers Day gift arrived!!!
Thank you, Thank you, Thank you! 🙏
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If you’re looking for high quality baby or toddler apparel, please have a look.
🙏🏼
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@afalkhatib
Pls don't let these nonsensical voices get to u
The quiet majority want peace
I don't agree w/ every position u take, but it's obvious to anyone who's been following (the 3 of u) that u want a genuine peaceful coexistence.
I have the utmost respect for u 3
You give me hope 🙏🏼
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I'm clearly biased & these episodes are conveniently self-serving given my current state of employment 🙏🏼
Taken together,
@andrewjfaris
is making & proving an important point.
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