In this episode, we dive into the common mistakes marketers make when running Meta ads and how to correct them. From creative testing to campaign objective misalignment, we discuss the nuances of effective ad strategy on Meta’s platform. Tune in to learn about the best practices for ad measurement, the strategic use of various ad formats, and optimizing for both e-commerce and B2B audiences. More of a skimmer? Keep reading for our top takeaways.
Top takeaways from this episode
What are some things that marketers get wrong about Meta ads?
- Neglecting creative testing campaigns: Marketers often overlook ongoing creative testing or rely on outdated insights from previous quarters. Testing different ad formats and tailoring for varied user interactions can yield better engagement.
- Improper measurement of ads: Marketers need to account for user behavior that doesn’t follow a linear path, such as users watching video ads and then visiting the website later. This can skew data if not measured properly.
- Misuse of campaign objectives: Meta strictly follows the objectives set by marketers, such as focusing on "traffic" or "add to carts." Ensure these objectives align with conversion goals to prevent under- or over-attribution in an AI-driven platform.
- Overreliance on certain creative types: Avoid subjective preferences for ad types—relying on data-driven decisions is key. Regularly updating creative strategy to match audience data and analytics prevents stagnation.
- Platform data discrepancies: Meta’s reported metrics may not align with internal data. Running lift tests consistently can validate incrementality and confirm reported results.
Why use Meta?
- Meta’s multi-platform approach across WhatsApp, Instagram, and Facebook provides unmatched creative flexibility, offering formats from short-form videos to static ads. Its variety helps reach diverse audiences effectively.
How should e-commerce and B2C brands use Meta?
- Conversion lift studies: Ensure conversions are incremental rather than capturing users who would convert anyway.
- Product catalog ads: Leveraging dynamic product catalogs can reduce the buyer journey’s friction by offering personalized recommendations without requiring additional navigation.
How should B2B brands approach Meta?
- Audience targeting: B2B brands benefit from customizing audience segments based on existing data to create lookalike audiences on Meta.
- MMM and lift testing: Meta’s new search lift testing (in beta) can be a valuable tool for B2B brands to measure ad effectiveness.
- User journey optimization: Segment the user journey—use page views for top-of-funnel, demo requests for middle, and differentiated bottom-of-funnel actions to drive conversions.
- Data validation: Frequent testing is crucial for B2B, where user journeys are complex and quality lead generation is a top priority.
Automation
- Caution with AI: While Meta encourages broad targeting, recent issues have shown that relying solely on automation has risks. Use AI for targeting but exercise caution with creative to maintain brand consistency.
- Akshita wrote a whole blog about How AI is going to affect Meta if you want more details.
Data reporting
Third-party data integration: Meta now allows integration with platforms like Google Analytics, Northbeam, and Adobe, enabling marketers to optimize using custom events and enhanced reporting capabilities.
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Santana Blanchette
