Yesterday, I wrote about my ad account that got disabled and I concluded by saying the following
And in the super optimist world, I’ll have two ad-accounts burning twice the fuel, delivering twice the sales, making twice the profit. I want to think that this will happen. Because without this kind of optimism, it’s hard to want to run a business
Today when I read my own blog post, I realized that overlapping brigade must hate me right now for saying something so foolish. But I don’t care about overlap as much as many other people.
I hear a lot of people say that this audience will overlap with that audience or that your ads are competing with your other ads and that you’re bidding higher against your own ads etc. I understand. I understand what you’re saying and I understand what you mean. But I am not concerned on the same level as you.
First things first, I mean no disrespect to other marketers. I will also never claim that I am good at what I do. I am always learning. I spend everyday in this industry with an open heart and an open mind with will to learn more than I knew yesterday. I understand that different marketers have different strategies and yet they are able to deliver results. In summary, I think any strategy that brings the results we seek, is the right strategy and that many strategies can co-exist together.
Now off to some of the reasons why I’m comfortable with overlapping and competing with my own ads.
In the past, I’ve had a successful product where we were spending thousands of dollars per day in ads, and were generating tens of thousands in sales. I did everything in my power to scale the ads profitably until I couldn’t anymore without hurting profitability. So I created a second ad account, created 100% duplicate campaigns as my first ad account, and started competing with my own ads.
The end result was that I was able to increase my sales by over 60% and my profits by over 40%. In summary, by competing with my own self, I slightly reduced my margins, and significantly increased the money I took home.
Now I don’t know about you, but I prefer focusing on the actual dollars I take home, and while the margin percentage remains the significant focus of my business, it isn’t what I’m actually focusing on at the end of the day.
There are many occasions when simply raising the budget will cost you much higher CPA than creating a duplicate copy of your campaign and duplicating budget like that. Of course, you’re overlapping and competing with your own ads, but if it works, then why not?
In addition, not many people know this but Facebook sets CPM penalization not just for ad-accounts, but even for business managers based on the reports it receives from the users about your ads. In this case, running identical campaigns from multiple ad accounts or even different business managers will generate significantly different results.
Furthermore, my attitude towards overlapping and self-competition is also lenient because we like to scale fast. If we won’t scale, someone else will. If we won’t compete with our own ads, someone else will compete with our ads. This is how we like our marketing at Socialoholic.