Digital marketing and online advertising play increasingly crucial roles in a company’s success. With the evolution of online advertising platforms, it is practically guaranteed that with an efficient strategy, creativity, dedication, and some patience, a brand’s growth can be virtually limitless. In this article, you won’t find the key to your business, but you’ll discover best practices to consider in a Meta Ads online advertising strategy. These tips can be applied to any type of goal, but are especially relevant for optimizing costs per result of conversion campaigns, whether for E-commerce or Lead Generation.
1st Tip – Organize Campaigns Clearly
The more organized, objective, and clear the campaigns are, the faster the algorithm will learn and the easier they will be to analyze. The algorithm constantly learns, so the longer a campaign remains active, the more efficient it will be. An effective way to organize campaigns is by audience:
Knowing that audiences are not defined at the campaign level, it may be interesting (in conversion campaigns) to divide the audiences respecting the funnel. This will allow cold audiences to be tested in one campaign (interest and lookalike audiences) and warm audiences to be tested in another (retargeting).
2nd Tip – Try CBO
Now that you understand the importance of investing in continuous campaigns and that you can test multiple audiences in a single campaign, it is crucial to know CBO – Campaign Budget Optimization. CBO allows you to place the budget at the campaign level and let the algorithm decide which ads should receive more investment based on the costs per result of each ad. This simple functionality saves work on manual optimizations and allows testing multiple audiences simultaneously. If the campaign concentrates too much on a set of ads, campaign spending can be limited (minimums and maximums).
3rd Tip – Explore All Relevant Formats and Stand Out from the Competition
Now, let’s move on to the most creative phase of Meta. Online advertising ultimately becomes the “showcase” of any business/website, inviting people to the website, introducing them to the brand, and encouraging them to buy/contact in a simple, coherent, and elegant way.
This area is constantly evolving, and you must stay updated with trends. Analyze the competition, get ideas, and create your own identity. One way to be impacted by competitors’ ads is to interact with the content on their social networks and/or browse their sites. After this analysis, we can conclude which formats your potential customers are familiar with. Diversify and test the different available formats to make your ads unpredictable and less repetitive. In the case of e-commerce, activate the catalogue and take the opportunity to showcase your products.
You can also see what the competition is doing through the Meta Ads Ad Library.
4th Tip – Creativity Rotation
However, exploring formats and keeping up with trends is not enough to avoid boring your audience. It is also important to refresh the content constantly and consistently. It would be best to plan how often this creativity rotation will occur. Usually, it is advisable to do it at least once a month. One problem that may arise is creativity that works well over time. In that case, you can and should focus investment on that creativity and, over time, as the costs per result vary, allow others to compete with it until it loses strength. However, never change all the creativities simultaneously, as this will cause the campaign and ad set to return to the learning process.
5th Tip – Prepare a Report Focused on Campaign Objectives
A good report is fundamental for the stability of an effective strategy. Here, you should be able to understand how close you are to the monthly goal in relation to budget and time spent, as well as the weekly evolution of costs per result and which platforms, formats, locations, and ads contribute most to the success of campaigns. Generally, it is recommended to follow the progression of the funnel, starting with the weekly evolution of impressions, reach, video views, and clicks. By studying weekly costs per result at the top of the funnel, it is possible to identify trends and even predict conversion results. Several platforms can assist in creating automatic and real-time reports with results from all channels. Some examples are Whatagraph and Sprinklr. However, it is also possible to create similar reports using Meta statistics with Excel.
Don’t miss out on these results, as they will be necessary for future campaign benchmarks and specific markets
