Pearmill’s Facebook Ads Playbook.

We’re opening up our playbook to run Facebook Ads

We’re launching a content series on Facebook Ads for performance marketers.

At Pearmill — a tech-enabled ad agency — our ad ops team has been running Facebook ads for an average of 7 years! We’ve been through every platform design change Facebook, Google and others have thrown at marketers in the past decade.

In other words, we’ve felt the pain of having to deal with the changes of the platforms we’re using. However, over the years it’s become rather clear to us that there are plenty of basic rules, tactics, and processes that have consistently worked for us when running a strong performance marketing machine.

There no secret sauce for performance marketing.

We’ve come to the realization that there’s no secret sauce when it comes to performance marketing and that with a strong process, a creative team, and enough attention — you can build a strong advertising machine.

Over the next few weeks and months, we’re going to start sharing some of these basic rules and systems we follow internally at Pearmill as an attempt to help new marketers and those we can’t afford to help yet achieve their goals.

Some of these rules are built within our internal processes, some of are inside spreadsheets we use to deploy ads from time to time, and some are built into software that we use to help us run campaigns more effectively.

You don’t need fancy spreadsheets, software, or a team that’s been running ads for almost a decade to run great Facebook Ads.

To reiterate — you don’t need fancy spreadsheets, software, or a team that’s been running ads for almost a decade to be successful. You just need to have a clear process and systematic way of running your advertising budget that can be derived from the rules and systems that we’ll share with you. All the tools just make it easier, and save you time and money.

The rules are decided in two major categories:

  1. Judgement Rules: How to judge campaigns, ad-sets, and ads. These will be rules of thumb to use to consider digging deeper into a specific campaign.
  2. Action Rules: How to act on data and situations that arise when running campaigns.

These judgement and action rules have been used by members of our team for years, and we’ve recently opened them up to a handful of YC companies who have been able to improve on their performance marketing as well. We’ve excited to share them with the larger community as we solidify them.

Sneak Peek: Audience Selection

To give you an idea of what the content will be like, we’ve included the following excerpt from the first lesson below. Subscribe to our list here (or below) to receive them one by one in your inbox over the next few weeks.

Because of [Facebook’s pricing and pacing dynamics], it then follows that the more you spend (and the larger the size of the people who you’d like to reach), the more expensive any campaign gets as you’ll be competing with more advertisers and you’ll slowly run out of the cheapest users within your audience.
As a marketer, your job is to go to battle against all the other marketers in the ecosystem to win against those market dynamics. Through a rigorous process and approach (at least as of 2018), this is still possible.
The good news is that you don’t have to be the best copywriter, graphic designer, videographer, or even statistician to be a great Facebook Advertiser — you just have to be systematic, follow the data, and continuously double-down on whatever is working.