August 9, 2018



How’s your split(testing)?

It’s inevitable, especially if you come from simple sources like pops, that Facebook’s split-testing feature and methodology had you a little confused.

Especially because it’s pretty well known that the same ad sets might not perform the same. It really depends on how those first impressions “fuel” the algorithm.

Well, Depesh Mandalia updated everyone in the FB Ads Experts Academy group that there are three new ways to split-test on Facebook.

You will now be able to:

  • Create a split test from an already running ad set via the duplication flow – maintain performance history of your existing campaign and test against new ads and ad sets.
  • Run a split test for more than one variable at the same time – such as different creatives for different audiences – to determine which combination of settings performed better.
  • Run split tests for brand awareness objective campaigns – test ads optimized to increase awareness of your brand.

Those sound like very useful upgrades. Duplicating and maintaining performance history is a very cool one, we must say.

Snapchat gets more “good news” from Facebook

We won’t bore you much with this. It’s really becoming like a broken record.

Facebook adds more features that basically makes Snapchat less useful and interesting than it was already.

The company is adding AR games in Messenger.

As we said, FB is aware of what’s going on, and their main Facebook app is not seeing enough growth but they are working on their ecosystem all the time.

This is just another sign of that.

Here’s what you need to know about the Frequency metric

There’s a new post from the well-known blog, Jon Loomer. It tackles the pretty frequent question of “What is an ideal Facebook ad frequency?” See what we did there?

Here’s what we can make of it…

Facebook defines frequency as the average number of times each person saw your ad. It’s an estimated metric, not always an exact number. Impressions divided by Reach. We hope most of you knew this already.

Depending on market factors, message factors and media factors of your campaign it might make sense to deviate from the general recommended base frequency of 1-2 per week.

Here’s what Facebook recommends:

The right frequency for your campaign also depends on the variation in the Ad Creatives.

When you have highly similar creatives across your campaign, multiple exposures of the same imagery/copy (high frequency) can be an issue for your audience.

When there is a larger variation between creatives, the high frequency is less of a problem.

You also need to differentiate between placements. While high frequencies in the News Feed may annoy or frustrate the exposed audience quickly, placements in Right Column tend to be seen as less intrusive.

To determine if your frequency is a problem you can check the data points Lifetime Negative Feedback from Users and Lifetime Negative Feedback. 

These metrics can be a potential indicator that your frequency may be too high, though sometimes it can just be that the audience dislikes your ad.

It’s always important to look at these numbers in context as a proportion of your overall reach. If the proportion of Negative Feedback from Users vs. Post Total Reach seems particularly high, you may have a problem.

There is no hard rule for frequency listed in the article since the ideal frequency depends on your specific situation! You should be used to the “It depends!” answer by now anyway.

If you ran into frequency issues before or simply want to learn more about Ad Frequencies on Facebook we highly recommend to check out the full post and the discussion in the Facebook Ad Buyers group.


Where should you retarget for people who initiated checkout but didn’t buy?

The question was asked in the FB Ads Experts Academy, by Josh Carvallo.

The answer is… You guessed it! It depends.

You retarget them on different devices and on different placements and perhaps might even use DPA.

Here’s what Depesh had to say on the topic:

“Ideally you’d send back to cart, however, few things:

1. Why did they drop out? Would a different page help? For example, I’d be running a pop up poll on the page to find out why and use that to remarket.

2. If they’ve browsed on mobile and you send them to cart on desktop or vice versa and there’s no cart, it’s a broken experience.

Safer/easier to send them to a homepage or relevant landing page, then the user can figure it out.

Else if you can, them the cart page is ideal”


Apple takes some subtle jabs at Facebook

Probably having a little confidence boost with their $1 trillion market cap, Apple took a few subtle jabs at Facebook, and really at Google too.

Not unlike the other tech giants, Apple was also asked a few questions by US officials.

But unlike the other tech giants, Apple does not have any horrifying leaks. Instead, it took the opportunity to win over those who are big privacy advocates, and dislike the business model behind Facebook, Google, Twitter, YouTube and all that only sell advertising.

“The customer is not our product, and our business model does not depend on collecting vast amounts of personally identifiable information to enrich targeted profiles marketed to advertisers.”


And also “Good on ya’, Apple!”

You can read all of Apple’s answers right here. But you should finish reading this newsletter first… A slightly special section coming up, dedicated to Apple and its spectacular stock performance.


Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

That’s pretty much the reaction of an average person hearing that Apple hit the $1 trillion cap mark.

And what do we, the customers, get for this tremendous success?

Maybe…oh, I know! Better quality charging cables, so that they don’t rip apart like one-ply toilet paper after a month of frequent using?

Maybe we get a “wireless future”… but Apple doesn’t include wireless headphones in the packaging? Or even a little charging mat?

Jokes aside, it wasn’t easy for Apple to hit the $1 trillion market cap. We respect them for that.

Two decades ago? Apple was on the verge of bankruptcy. But Steve Jobs resurrected it, showed the company which way to go, and followed that direction himself, at least for some time.

And what do we think is the secret here?

Not only did Steve Jobs and Steve Wozniak found the most successful and inspiring company, they created a cult. A following of people, who long for Apple products. For the Apple lifestyle.

And that’s a lesson everyone who wants to start their own business should try to follow. You might have the worse, more expensive product, but people still buy. That’s hard to beat!

Here are just a few things we’d like improved by you, Apple:

  • Sturdier charging cables, or cheaper replacements.
  • Make it easier to cancel iTunes subscriptions
  • Don’t kill affiliates – like you might with the October 1st shut down.
  • Siri… Maybe give her an upgrade.
  • iPhone with USB-C. You said it’s the standard and enough to have one single port in a laptop, why not enough to have one in the iPhone too?


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