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Well even the ROI calculated example is unstable ground. One change to one of several invisible algorithms can turn your boom to bust. And user acquisition cost
by forrestthewoods 12y ago
Well even the ROI calculated example is unstable ground. One change to one of several invisible algorithms can turn your boom to bust. And user acquisition costs tend to go up. You can find yourself priced out real quick. Particularly during the holiday season.
- lexap 12y agoSo true. Just like when Adwords changed its quality score algo.
- rfergie 12y agoI know businesses who had to adjust when the QS algo changed but I don't know any for whom the change was dramatic enough to class as "going from boom to bust" What kind of sector/business are you thinking about?
- 7Figures2Commas 12y agoHere's the thing though: the marketers who are serious about paid media, and spending a significant portion of their budgets on it, tend to know that those algorithms exist and are smart/experienced enough to monitor and manage their campaigns accordingly. If you have good margins and/or a solid customer LTV, "boom to bust" isn't likely. If you don't have good margins and/or a solid customer LTV, the eventual demise of your business is the result of the economics of your business, not your marketing channels. From what I can tell, a sizable number of the folks who have been running around treating Facebook Pages as owned media probably don't even know what "owned media" is.