Looking back on the past 3 years, from pre-Covid to post covid, the ‘good old days’ to the post-iOS hellscape, there is one constant in paid media. There are no playbooks.
If you spend time developing your own playbook you’ve trapped yourself into proving that you are right, rather than exploring, texting, experimenting your way to success. Anyone pitching you a playbook is telling you what worked yesterday, not where you will find your wins tomorrow.
This is not a playbook.
Rather, this is a breakdown of the core elements we are focusing on at ATTN Agency to drive sustainable improvements within Facebook and Instagram ads to hit our clients big picture goals, and how you can apply them to your own strategy.
Do Facebook Ads work? Without a doubt. You just have to know which buttons to push. Here’s how to make Facebook Ads work for your brand in 2023.
“If you have no destination, you’ll never get there” - Harvey MacKay
Before the year starts you should be clear on what your end of year target is and why it is important.
Every business is not built for the same goals, and goals will change based on the business’ positioning. Last year many brands focused on acquisition at any cost. Next year we expect most brands will focus on profitability over everything. Some brands focus on new customer acquisition, others prioritize retention and loyalty.
Before you start breaking down your strategy you should first know what your revenue goal is, what your growth goals are, and how those tie to channel KPIs. Once you know this you can hold channels to specific accountabilities.
iOS updates demolished data integrity and the understanding of the customer journey. As a byproduct it also eliminated lazy marketing. Looking forward, marketers cannot light up a product flatlay with a text overlay and expect to drive engagement on Meta.
To make sure prospecting and pre-purchase retargeting ads resonate, brands need to focus on performance-based storytelling to drive clicks over views. This doesn’t mean focusing on user-generated content as your go-to, instead it means focusing on the fundamentals of performance and growth marketing.
The C-Suite wants to focus on creative assets that look pretty. There is a perception that the prettier the ad is the more thought and effort must have gone into it. The problem is pretty ads don’t convert well. Pretty ads are built to fill graphic designer’s portfolios, not to drive conversations or conversions.
“Ugly” ads work better. They are designed to feel organic, natural, like they are native to the platform.
TikTok’s emergence and explosive growth into the ad ecosystem has forced marketers to focus on a video-first advertising strategy. According to Meta, 91% of Instagram users watch Reels every week.
Meta has put a tremendous focus on Reels to compete with TikTok. With massive organic reach and bottom of the barrel CPMs, Reels should be a huge part of your strategy. Considering that 75% of brand posts on Instagram are single images, Reels also presents a blue ocean for brands willing to invest into content.
With all of this said, keep images in your asset mix, they will drive engagement and feeds still dominate eyeballs. You also want to make sure you have an asset mix
Creative strategy is fundamental to direct response. We see creative strategy as the convergence of data analytics and storytelling. It is finding new angles and opportunities, and methods to communicate them. It is the ability to read data and make decisions about creative iteration to drive growth and performance.
Require that your internal creative team is built around this philosophy or that your external resources have this built into theirs.
Without beating a long-dead horse, following iOS data degradation first party data is and will be essential to sustainable success. To be clear, first party data is any information your brand collects directly from your customers and owns.
Account structure is where there is the most contention among marketers.
Should you build your account out vertically or horizontally? Which method will allow you the most scale but with deep insights into what is working?
At ATTN Agency we believe in maximizing reach without cheating. We do not run reach campaigns, but we do build horizontal structures with big audiences - 100 million - 1 billion.
We consistently test all placements but also drop in placement specific sizes. We want to give Meta enough autonomy to drive down CPM and CPA, but also build in.
We believe in a broad asset mix, incorporating statics, gifs, and videos, with on-model, flatlays, lifestyle, and user-generated content.
Diversify your value props to constantly explore what will drive the next conversion.
Meta tends to recommend vertical structure. This means less campaigns with more consolidation at higher budgets. This was previously known as the Power Five.
In our experience horizontal structuring still works better for two reasons. The first is the ability to get to your best performing audiences faster, the second is controlling ad spend distribution between new and existing customers.
The new kid on the block is Advantage Plus. In our analyses powered by Triple Whale, we consistently find that Advantage Plus hunts for the lowest hanging fruit. It will prioritize past purchasers and retargeting audiences to show the highest return on ad spend. If you choose to lean into Advantage Plus we recommend making sure you have your exclusion lists in place so you push Meta to discover new audiences.
The last piece of our anti-playbook playbook is the integration of sales pages and optimization of collection and product pages to help tell your story to new customers.
We find that a lot of brands send their prospects to product description pages (PDP’s) expecting them to “just get it” and purchase. The reality is that those prospects are still at the beginning of the decision tree trying to understand why they should want your product in their life. They need to know what makes your product so great. Often a PDP will just show variations, sizes, colors, and a brief description.
This is not salesmanship.
To improve conversions, we find that driving top of funnel audiences from Meta to sales pages containing product specific add to cart blocks or exclusive offer calls to action drives significant improvement in conversion rate. Some of our top performing pages are,
If you explore using sales pages, we recommend testing them through third parties like Fascination and on your owned website. Third party sites will build more credibility in the content while your owned site will provide better insights and clearer results.
There are two tools we are recommending to all of our clients, Triple Whale and KnoCommerce.
You likely already know why Triple Whale is the solution of choice for data analytics and creative analysis. It is a powerhouse tool to supplement in-platform data. We use it to understand performance across channels and to find missing success indicators.
KnoCommerce post-purchase surveys help us validate the information we are getting from Triple Whale and in-platform reporting through the customer voice. We can quickly learn where incremental conversions are coming from by asking customers where they discovered the brand.
Treat your full year as a discount and promotion sandbox environment for Q4. Everything you test should be tracked for what worked and didn’t work. If you execute on this through the entire year you should know exactly what type of promotion resonated the most with your customers to drive the deepest impact when it matters most.
I hope our anti-playbook playbook has been informative and that you’ve found at least one insight or suggestion that can help you evolve your business in 2023.
If nothing else, the biggest takeaway from this is to stay antifragile. Build your marketing strategy around testing, learning, and iterating. Do not buy into playbooks - even when it comes from Meta itself. Instead, constantly seek out new opportunities, lean into what’s working when it’s working, and always be testing.
And if you want help measuring, visualizing, and optimizing your Facebook Ads, give Triple Whale a try.
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