Mar 12 in General Discussion
What Spending $2.4M Over The Past 90 Days Taught Us About Meta Social Media Ads.
Right now we're managing close to $820k/mo in ad spend for high-ticket coaches, consultants and info publishers.
And we have a lot of insights on what's working, what's not working, what you should do and what you should avoid.
So I wanted to share some of these insights so that you can apply them to your Meta ad campaigns and get better results.
1 - VIDEO ADS WORK BETTER FOR TOP OF FUNNEL AND EDUCATION
Video ads are the way to go to attract new audiences, engage them, help them and get them to like, trust and know you.
Especially for high-ticket coaches and educators, that are selling products and services that require some education upfront.
Additionally, we NEED to build their trust and authority in the marketplace, so that they can charge premium prices on the back-end.
One of the things that I love about video ads on the front-end is that you can really see who engaged with these ads.
For example, you can grab whoever watched 75% or more of these ads and put them into a custom audience for later retargeting.
Also, video ads get more placements than image ads, which make them really good for top of funnel assets.
2 - IMAGE ADS WORK BETTER FOR RETARGETING, QUICK ACTIONS AND CREATIVE TESTING.
Once people consume your video, it's a good idea to stay top of mind with image ads. Right now, they're working better for retargeting.
Additionally, when you're launching a campaign from scratch, you can use images for creative testing with Dynamic ads.
Image ads (generally speaking) are easier to put together and video ads, so they allow you to launch and test quicker.
3 - BRANDING CAMPAIGNS "ALLA FRANK" ARE A MUST
This approach to video first allows us to run branding ads for our clients with campaign objectives such as engagement, awareness and reach.
Remember: We're selling something expensive to strangers, so we want to position our expert as THE solution in their marketplace.
Then we can build audiences of highly engaged people, engages, clickers, visitors, etc.
This also helps the sales process, increases LTV, lead quality, etc.
4 - TRACKING IS A MUST (AND NO, THE FACEBOOK CAPI IS NOT ENOUGH).
We use third party tracking software for all of our clients, such as Hyros, Anytrack, Redtrack, etc.
Some people will say: "But I have Google Analytics, so I can see what's working".
Or "But I have the FB CAPI setup, that should be enough".
You want BOTH things. You want to understand what's working with powerful analytics but you ALSO want to feed data back to the Facebook pixel for it to become smarter.
A third party tracking software achieves these two things. And it'll give you a "second opinion" on what's working vs the Facebook ads dashboard.
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I hope these insights are helpful! Let me know if you have any questions!
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What Spending $2.4M Over The Past 90 Days Taught Us About Meta Social Media Ads.
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