Marketing Maxims
Between Apple and the FTC, this is going to be an interesting year on social media.
The team at dysrupt has seen and helped manage first hand over 50 different companies' spend across every social platform. Some of these advertisers spend $1 MM a year and others $100 MM a year on Facebook alone.
Here is a list of gut checks, maxims, guide posts, heuristics, aphorisms, and principles developed over the years.
Folk wisdom from the frontline.
Signal is Everything
The Facebook pixel is the link between your business and the platform. If this link is weak, you can expect your advertising to have weak results. The first step to optimization on the platform should always be to ensure all best practices and data transfers are in place. This can be anything from pixel QA all the way up to building for Facebook’s Conversions API (CAPI). But at the end of the day, if you are feeding bad or incomplete data to an algorithm it will produce bad or inefficient results. Feed the machine the best data you can… because we guarantee your top competitors are!
Go Through Your Flow
It’s amazing how many marketing teams have never gone through their own purchase flow. No shame if you haven’t, you can start right now! Before you begin make sure to turn on some sort of pixel tracking plug-in. Explore around the site as if you were coming in through the homepage, click on an ad and go directly to a landing page, add multiple items to cart, input PII, create an account, etc. Do all the steps a standard customer would take. Did it seem like a lot? Were you losing interest or finding points of unnecessary friction? Now do the same thing on your competitors site. Track, compare, and see who’s flow you prefer.
Retargeting new customers is usually 2 - 3x more efficient than prospecting on new customers
If your business falls out of this norm, there should be a clear and concise answer as to why the difference exists. If retargeting is 10x more efficient than prospecting, then there are probably some improvements to be made on prospecting. If prospecting is on par or more efficient than retargeting - we’ve seen it happen - then there may be an investigation around the product’s pitch, website, user flow, etc.
Lookalikes should work better than interest targeting
The smartest engineers in Silicon Valley spent many years to ensure this is the case. If lookalikes are underperforming interest targeting, it’s time to examine what seed list is being leveraged to create the Lookalikes.
Broad targeting is the goal
The largest advertisers on Facebook use broad targeting. Having broad targeting work for your business means that Facebook’s algorithm is tuned to search the masses for your next best customer. This only can happen when signal fidelity is high, account structure is lean and creative is following best practices. In short, this can take time but is a great goal to achieve.
Make and maintain a catalog
The more data the algorithm can ingest, the more of a competitive advantage you will have as an advertiser. One often overlooked aspect of signal fidelity is the catalog. If you are selling multiple SKUs, it is critical to set up a catalog so Facebook can learn who is looking at what type of products on your site. It also unlocks a different campaign objective to test!
Only do Alphas/Betas if you can retain access to them after the test
Alphas and Betas are great but can also cause a lot of extra work on the advertiser side. To offset this cost, ensure that if the Alpha or Beta is available after the testing period as an option to leverage so that the research cost is offset with a gain over those who didn’t gain access.
MMM is great for the brand team, MTA is great for the data science team and Finance doesn’t understand or believe in either
In the past decade of interacting with clients, about 95% of them have dictated budgeting via last click measurement. Of those, around 50% have pursued some type of MMM or MTA model from one of the top tier providers in a move to leave last click measurement. 0% of this cohort changed their behavior after they were implemented. While those models may be intriguing to the marketing team, at the end of the day Finance is dictating budgets and Finance is looking for consistent metrics that can be easily repackaged for C-Suite or a Board. Build marketing systems that align to the purse strings of a company (also known as the real KPIs).
If the CEO can’t explain the test to their mom, it has no shot in transforming the company
Testing is great but the results have to be simplified to their core for them to have a lasting effect. Consider the game of telephone before starting a test that requires a lot of explanation and moving parts. Is the test able to produce a result that can be explained and implemented easily? Does the test bump into any cross functional teams that will be positively or negatively impacted by the results? Don’t forget that companies are just people, and every organization has its own unique set of internal politics.
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Photo by Markus Spiske on Unsplash
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Effective landing pages often utilize well-designed templates, clean layouts, and concise messaging. These elements help maintain visitor attention and reduce the likelihood of them leaving the page. Additionally, personalizing the content to resonate with the target audience can significantly enhance engagement.
Conversion rates can be improved by incorporating elements such as testimonials, relevant images, and strategic use of whitespace. These elements build trust and highlight the value proposition of the offer, making the visitor more likely to take action. Utilizing best practices and continuously optimizing the landing page will ensure it remains effective over time.
Essentials of Effective Landing Pages
Creating an effective landing page involves focusing on design and layout, as well as crafting compelling content. These elements work together to capture visitor attention and drive conversions.
Design and Layout Considerations
A clean and organized design is crucial. An effective landing page for ads should have a simple structure that guides the visitor's eye to the CTA. Avoid clutter. Remove extra navigation to keep the visitor focused on the main action you want them to take.
Visual elements like high-quality images or videos can capture attention. Use colors that align with your brand but also create contrast to make the CTA stand out. Consistent font styles and sizes help maintain readability, while white space enhances content focus.
Content Is King: Crafting Compelling Copy
The headline should quickly communicate the main benefit or message of the page. It needs to be clear and persuasive. Compelling copy is crucial. Use a value proposition to explain what the visitor gains by completing the desired action.
- Bullet points* can break down benefits or features in an easy-to-read format. Avoid long paragraphs – be direct and concise. Testimonials or case studies can add credibility and encourage trust. Ensure that all text supports the main goal without overwhelming the reader. Keep it straightforward and focused.
Optimization Strategies for Google Ads
Effective optimization of Google Ads involves enhancing keyword relevance, leveraging analytics, and conducting A/B tests to improve ad performance and user experience. Focusing on these strategies can lead to higher ad efficiency and better return on investment.
Keyword Relevance and Ad Copy
Keywords are the backbone of any Google Ads campaign. Ensuring keyword relevance means that the keywords used in ads must match what potential customers are searching for. This involves extensive keyword research to find terms that align with user intent.
Ad copy plays a crucial role in optimization. The text should be clear and compelling, directly addressing the needs highlighted by the keywords. Including keyword-rich anchor text, such as phrases that link directly to landing page best practices, can improve ad quality scores and relevance.
Here are some tips:
- Use exact match keywords for highly relevant searches.
- Write ad copy that reflects the keyword intent.
- Highlight unique selling propositions (USPs) to stand out.
Utilizing Analytics for Improvement
Analytics is essential for measuring and improving the performance of Google Ads. Google offers tools like Google Analytics and Google Ads reports that provide insights into user behavior. Key metrics like click-through rate (CTR), conversion rate, and bounce rate help in understanding how well ads are performing.
By analyzing this data, advertisers can make informed decisions about where to allocate budget and which landing pages need improvement. For instance, a high bounce rate might indicate that a landing page does not match user expectations. Optimization efforts should focus on making the landing page closely match the promises made in the ad, which can be guided by Google’s guidelines.
A/B Testing for Performance Tweaks
A/B testing is a method where two versions of an ad or landing page are compared to see which performs better. This involves changing variables like headlines, images, and calls-to-action to see what resonates the most with users.
Running A/B tests can lead to significant insights. For example, one version of an ad might have a higher CTR because of a more compelling headline. Tools like Google Optimize can be used for this purpose. When tweaking landing pages, it's important to implement changes like strategic CTA placements and messaging.
By systematically testing different aspects of an ad campaign, advertisers can fine-tune their strategies to maximize performance and conversion rates.
Conversion Rate Optimization
Conversion Rate Optimization (CRO) focuses on improving the number of visitors who take the desired action on your landing page. This can be achieved through effective CTA elements and trust signals like testimonials.
Call-to-Action Elements
The call-to-action elements are crucial for encouraging visitors to act. These elements should be clear, concise, and placed prominently.
Use action-oriented language like "Sign Up Now" or "Get Started Today." The button or link for the CTA should stand out with contrasting colors to grab attention. It's essential to perform A/B testing to see which CTA versions drive higher conversions. Split testing different offers or placements can significantly improve landing page performance.
Trust Signals and Testimonials
Trust signals and testimonials help build credibility and reassure visitors about your service or product.
Displaying testimonials from satisfied customers can increase the conversion rate by proving that others have benefited from your offering. Trust badges, like security seals or endorsements, add a layer of trust. Positive reviews and ratings should be easy to find on the page, boosting visitor confidence and leading to more conversions. Aim to include images of real people with their testimonials for added authenticity.
Building a Perfect Landing Page for Advertising
Meta’s Advantage+ Shopping Campaigns (ASC) are transforming how advertisers run their marketing efforts on Facebook. These campaigns automate up to 150 creative combinations at once, helping advertisers save time while optimizing ad performance. By leveraging machine learning, ASC identifies the best audiences, driving more efficient and effective results.
ASC campaigns focus on smarter and faster ad conversions. Unlike manual setups, Advantage+ campaigns have preset settings that streamline the creation process. This results in higher performance and less time spent on configuration, making it ideal for businesses looking to maximize their advertising efforts with minimum hassle.
For those interested in taking advantage of this automated solution, Meta’s Advantage+ simplifies the setup and management of ad campaigns. By using advanced algorithms, it ensures that campaigns reach the right audience, improving the cost per acquisition and overall return on investment.
Understanding Advantage+ Shopping Campaigns
Advantage+ Shopping Campaigns streamline the ad creation process by using automated systems to target the best audiences. This method improves efficiency and reduces the need for manual adjustments.
The Role of Meta’s ASC in Digital Marketing
Meta’s Advantage+ Shopping Campaigns play a crucial role in digital marketing. These campaigns use machine learning to identify and reach the most relevant audiences. This automated process helps businesses save time and resources while improving ad performance.
Instead of manually selecting audiences, the system dynamically adjusts settings to optimize results. Advertisers only need to choose a country, and the platform handles audience targeting. This leads to higher efficiency and potentially better return on ad spend (ROAS).
Components of ASC Campaigns
Components of ASC campaigns include automated targeting, dynamic creative testing, and centralized budget management. Automated targeting eliminates the need for manual audience adjustments, allowing the system to find the best placements.
Dynamic creative testing is another key feature, enabling advertisers to upload various creative assets such as static images and videos. The system then rapidly tests these assets to determine the best-performing ones. This approach saves time and optimizes ad delivery.
Budget management in ASC campaigns is more flexible. Unlike traditional campaigns, where budgets are set manually, the ASC system adjusts spending based on performance. This ensures that the best-performing ads receive the most budget, maximizing efficiency and effectiveness. These features make ASC campaigns a valuable tool for digital marketers seeking to optimize their advertising strategies.
Launching an ASC Campaign
Creating and launching Meta Advantage+ Shopping Campaigns involves setting up ads and targeting the right audience to optimize performance.
Creating Your ASC Ads
To start, navigate to Ads Manager and select Create. Choose Sales as your campaign objective. Then, opt for the Advantage+ shopping campaign.
Click Continue. Many settings are preset for ASC campaigns. You can review these by selecting See all preset settings.
Meta's ASC uses machine learning to create up to 150 ad combinations. This helps in finding the best-performing ads. Customize your ads by uploading product images, writing ad copies, and setting a budget.
Ensure your ads are visually appealing. High-quality images and clear, engaging text result in better performance.
Targeting and Optimization
ASC targets both new and existing customers. To set up targeting, first define your audience's demographics, interests, and behaviors. ASC leverages machine learning for optimizing ad delivery, finding the most likely buyers.
Utilize custom audiences to target people who have interacted with your business before. Lookalike audiences can help reach users similar to your best customers.
Monitor campaign performance regularly. Use the data to refine targeting and improve ad effectiveness. Adjust budgets based on what works best, ensuring optimal performance and better return on investment.
By following these steps, you can effectively launch and optimize your ASC campaigns, reaching the most relevant audience efficiently.
Measuring Campaign Success
Measuring the success of Advantage+ Shopping campaigns involves tracking specific performance metrics and analyzing data to ensure your advertising goals are met. This includes monitoring key performance indicators (KPIs) and interpreting data within the Meta Ads Manager.
Key Performance Indicators
To evaluate the effectiveness of ASC campaigns, it is essential to focus on several KPIs. Click-through rate (CTR) measures the proportion of people who clicked on the ad after seeing it. A higher CTR often indicates a more engaging ad.
Conversion rate indicates the number of visitors who completed a desired action, such as making a purchase. This helps assess how well the ad translates interest into actions.
Return on ad spend (ROAS) calculates the revenue generated for every dollar spent on the campaign. A higher ROAS means better efficiency in ad spending.
Cost per acquisition (CPA) measures the cost to acquire one customer. Keeping a low CPA while maintaining or improving conversion rates indicates a cost-effective campaign.
Analyzing ASC Data
Analyzing data from ASC campaigns requires understanding patterns and making informed decisions based on them. Segmentation of data by audience demographics or behaviors helps identify which groups are responding best to ads.
A/B testing different ad elements, such as headlines or images, helps find the most effective combination for attracting customers.
Visualizing trends with tools like graphs or charts in Meta Ads Manager allows easy comparison over time. This aids in identifying periods of better performance and understanding possible reasons behind them.
Using these methods, advertisers can continually optimize their campaigns by adjusting their strategies based on the insights gained from data analysis. For more details on ASC performance, refer to the insights available on Meta’s Advantage+ performance.
