Why You Should NEVER Turn Off An Ad In Your Facebook Ad Account

In this video, Taylor explains the concept of expected value as it applies to Facebook ads.

Much like flipping a coin multiple times, the short-term outcome may not align with the expected value, over time it will even out.

Each delivery of an ad on Facebook is kind of like a bet: By understanding expected value, you can make informed decisions about your ad campaigns that take longer-term outcomes into consideration.