The five pillars of performance
1. Account simplification
To boost performance, make your ad account structure less complex. This just implies allocating the appropriate amount of time to the "learning phase." Any time you create a new ad set or significantly change an old ad or ad set, your account enters learning mode.
The Meta advertising distribution system gains knowledge about the most effective audiences to target, the best times of day to show the advertisement, and the best locations and creatives to use during the learning phase. Additionally, performance has not yet reached a point of stability, and CPAs for ad sets are often higher.
The learning phase shouldn't consume more than 20% of your budget as a best practice because doing so could lead to subpar performance and increased costs. Meta introduced Advantage+ shopping campaigns this year, a new product under Meta Advantage that uses the power of AI to automate the creation, distribution, and administration of ad campaigns, to aid in the automation of the campaign process.
2. Creators Direct Response
Today's creators are more than just influencers; they are also the builders of culture and communities that support the achievement of brand objectives.
In order to launch Branded Content advertisements on Meta technologies, this strategy promotes marketers to take use of creators' credibility, authenticity, and creativity.
These advertisements give brands and creators the tools they need to collaborate on original, real content that speaks to both current and potential customers.
According to an internal study involving 12 e-commerce advertisers, using Branded Content Ads in the media mix resulted in an average sales bump of 39% and a median CPA that was 19% lower than the desired CPA.
3. Creator Diversification
Advertisers are finding success with creative diversification across the board.
Advertisers who used this method in 2021 had two primary advantages: 9% more growth in reach and 32% more effective DR outcomes.
Creative fatigue occurs as a result of consumers growing weary of seeing the same advertisements repeatedly.
To do this, there are two basic types of creatives:
Creative format: This involves utilizing fresh, interesting ad locations and forms. For instance, if you haven't tried it, you can think about testing video or one of our more recent creative forms, like Reels. In order to engage with their audience and boost performance, we've seen advertisers rely on UGC (User Generated Content)-style ads, or advertisements that look like they were made by a user or artist.
Creative Concept: Adding new messaging and tones to your creative mix is the creative concept here. Make sure your creative's concept will appeal to the target demographic if you're aiming to attract that group.
Adore Me, an online retailer of women's intimates, collaborated closely with Meta's Creative Shop, a team of internal creative strategists, to develop and test a range of creative messages that was in line with their understanding of their five main client segments.
Adore Me was able to cut their CPA by 17% and increase the number of new clients they acquired by 21% by tailoring their pitch for each of these segments.
4. Conversion API for quality assurance
Through the Conversions API (CAPI), Meta and your marketing data are connected in a trustworthy and straightforward manner. Conversions API reduces cost per action, improves campaign measurement accuracy, and optimizes ad targeting and personalization.
Your marketing engineering teams should pay particular attention to the following two crucial technical areas since they have a substantial impact on the quality of your Conversions API setup and, ultimately, the success of your Meta media:
Redundant event setups: This calls for the use of both the Meta Pixel and the Conversions API. The delivery system lowers your cost per action when you utilize the Conversions API in addition to the pixel since it establishes a stronger link.
Using the EMQ score, which can be found on the Event matching tab of your server event details, you can increase the Event Match Quality score. Events are more likely to match to a Meta account when they have a higher EMQ score, which can increase the number of conversions you observe and minimize your cost per result.
5. Business Result Validation
We are aware that last-click cookie-based attribution methods do not accurately reflect the value of advertising because they do not take into consideration the influence of the impression or cross-device customer behavior.
In actuality, last click attribution undervalues Facebook and Instagram by 47% on average, according to an internal meta-analysis of 32 firms.
This is why we recommend Conversion Lift, which helps you understand the true, causal impact of your investment on Meta. Conversion Lift uses a gold-standard methodology to capture the causal impact that Facebook, Instagram and Audience Network ads have on business performance that addresses measurement challenges marketers face such as over-reliance on clicks and shift to mobile browsing.
We look forward to seeing many companies adopt the strategies outlined in our Performance 5 framework, along with our new automation tools like Advantage+ shopping campaigns, to drive success for their businesses in 2022 and beyond.
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