Kill The King: Why Meta Won’t Spend on Your “Better” Ads | The Ad Lab Live! EP068 скачать в хорошем качестве

Kill The King: Why Meta Won’t Spend on Your “Better” Ads | The Ad Lab Live! EP068

Join Ralph Burns, Founder & CEO of Tier 11, and John Moran, Head of Strategy at Tier 11, as they answer your digital marketing questions LIVE every Friday! This episode is a masterclass in why platform CPA can be a trap and how to “kill the king” when Meta gets stuck spending on one dominant ad. The core idea: Meta’s algorithm will keep feeding the best-known performer (the “king”) and starve new ads—even when those new ads have equal or better hook rates and engagement signals. So the only way to validate whether the new creative can actually outperform is to force spend by pausing the king and letting the new set take over. They break down the two leading creative indicators—hook rate (3-sec views ÷ impressions) and hold rate (15-sec views ÷ 3-sec views)—as early signals of creative potential. Then they show the right operating rhythm: judge creative engagement inside Meta, but judge business impact in the source of truth (Shopify / Looker / Data Suite). If same spend + same traffic produces a higher conversion rate, you’ve improved messaging, not “media buying tricks.” The second case study goes further: they temporarily shift budget away from a massive, mature campaign into a new video-heavy test campaign, and CPA inside Meta gets weird… but topline conversion rate improves. That’s the sticky pixel at work: Meta keeps chasing the same warmed-up people until they “buy, die, or unsubscribe,” so when you shift spend, CPAs can swing wildly while the system rebalances. The lesson: don’t panic at platform CPA during controlled budget shifts—watch conversion rate, ENCAC, and topline outcomes. 🚀 Get Tier 11’s Creative Diversification Package + Media Buying + Data Suite FREE: https://tiereleven.com/cd Timestamps: 0:00 Profitable Growth First 0:26 Ad Lab Intro 1:08 Solutions 8 Origin Story 5:02 Kill The King Theme 5:14 Google Backseat 6:54 Standard Shopping Sacrifice 8:03 Rich vs Right 10:20 Sticky Pixel Setup 10:57 Bully Stick Central King Ad 12:36 Five New Ads Launch 13:56 43 Ads Can’t Kill It 14:31 Pause The King Test 14:52 Hook Rate Definition 15:07 Hold Rate Definition 16:37 Forced Spend Shift 17:11 Cost Per Result Down 18:06 More New Customers 18:14 CVR Up 36% 19:07 ENCAC Check 19:42 75% More New Customers 20:30 Source of Truth Reminder 22:14 Big Campaign Pause Test 23:14 SID Testing Setup 24:32 Looker Studio Topline View 25:03 ENCAC + CVR Focus 25:46 CVR Jumps 50% 26:42 Weekend Apples-to-Apples 27:01 Scale Spend + CVR Up 28:13 Two-Thirds Video 28:56 Sticky Pixel Explained 30:52 CPA Swings Explained 33:08 Natural Transition 35:41 Test Outcome Summary 36:50 High CAC Explained 38:14 Subscriber Value Logic 42:26 Forced Continuity 44:21 31% Take Rate 46:09 Default Subscription Flip 47:09 29 Subs in 18 Days 48:05 Subs Fund Ad Spend 49:47 Triple Whale Take 52:40 Feeder Attribution Answer 57:26 Speed Round