Everything you need to know about Facebook & INCREMENTAL LIFT

What is Incremental Lift?

Incremental lift is the measure of the net impact of your advertising

Scaling a Brand or Account profitably has very little to do with ROAS or attribution

This is the difference in thinking between a Media buyer or Ad Agency… and a CMO

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The Truth about Facebook Ad Attribution

What is far more important than “what ad drove the sale”, is how do we leverage the best return on our investment

Marketing is just as much investment banking as it is copy writing and creative design

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Facebook is a Market Research & Intent Creation device

Facebook can be a Business Amplifier

Facebook Ads are one of the most effective & actionable way to generate more volume to all channels in a stable, projectable manner

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The Secret Math to Success in Growth Marketing!

The 2nd Fundamental here is
“High Confidence Correlation”
＊This is often referred to as “the shape of the curve”

When you spend more on Facebook
Do you see more email signups, or greater search volume or “direct traffic”?

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How improve Incremental Lift

Each sale is an opportunity for a journey to Net LTV

For every 10 conversions that are “Attributed to a FB Ad”, another 1 or 20 might come from these other options

Better Ads
& Brands
& Business Models
All improve this differential

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The Easiest Way to Scale a Brand

Remember, you cannot move mountains if you worry about the pebbles

Business Models scale Brands

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The often overlooked secret to Scaling

The Artful Science here is in proving that investing resources in 1 place creates a change elsewhere
＊also called the ‘halo effect’

Often this is seen as drop offs in “organic” traffic & sales in the days after FB spend is cut dramatically

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How to test for the Incremental Lift impact of your Facebook Ads

1: Establish benchmarks for all channels
2: Cut spend by 10% for 2 weeks
3: Measure the change in all channels
4: Push spend past baseline by 10% for 2 weeks
5: Measure the change again

Simple Test