Ditly’s Post

"You need to reduce your ROAS" 😲 Wait, what! A digital marketing agency telling a client to REDUCE ROAS! Have I lost my mind... not yet! Over attribution is a huge problem right now for both Meta and Google (PMAX especially) but lets talk about Meta for now. We recently took on a new client running at what seems like a healthy 4.0 - 4.5 ROAS consistently. Yet the revenue that Meta was claiming was nearly 100% of the business revenue, despite other active channels such as Google, TikTok, Email and Organic. I love Meta ads, they're our bread and butter, but I don't believe for a moment that Meta drove almost every sale. The issue is that the algorithm will learn to take the low hanging fruit; particularly with Advantage+ campaigns. It seeks out loyal customers, users that have already been active on the website those who engage with socials and those already at the point of purchase; regardless of how they got there. It'll swoop in, serve these people a 2 second, half screen ad impression and claim the sale which was bound to happen anyway. At the same time, it's not the algorithms fault, it's been asked to attribute sales to ads and it's doing exactly what was asked, just not in the way we intended. To combat this, we need to control the algorithm as best as we can with the few controls we have left, this includes: - Setting Advantage+ campaign budget to target 0% of your existing customer/user base and regularly uploading audiences to the account setup - Exclude customers from both TOF & MOF, plus exclude web and social engagers from TOF - If running other channels consider a 1-day click attribution window to force the algorithm to have a valid and immediately trackable influencer on sales - Don't optimise TOF, MOF, and BOF based on the same ROAS target. TOF is driving NEW customers which will add LTV to your brand, it's worth paying more for them These changes WILL reduce your ROAS, but it's for the best since it'll be a more accurate representation of the incremental revenue Meta is actually driving. Reporting and optimising on overly inflated ROAS may look and feel good but is pointless if it was never incremental. #metaads #facebookads #digitalmarekting #paidsocial #instagramads #overattribution #advantageplus #advantageplusshopping

I was considering whether it would be better to focus more on paid media on META rather than creating a new e-commerce platform. After conducting research and analyzing data from our website and Google Analytics, I found that our conversion rate is approximately 3.46%, which I think is quite good. Naturally, we want to increase sales further. This is why upper management wants to try something different. However, budget is a concern for all of us. We allocated the company's budget early this year, so whatever remains is what we can use for the e-commerce platform I currently manage. My question is, should we create a new platform and invest in promoting it to gain recognition, or should we focus on paid media on META, which already has an established base and a known audience? #Meta #facebook #digitalmarketing #marketing #advertisement #paidads

Despite ongoing industry conversations about challenges with Meta ads, our experience tells a different story. Our clients, particularly those leveraging the platform's robust targeting and Meta shops, are seeing strong conversions. A recent analysis by Triple Whale shows that Meta's performance this March aligns with last year's and other platforms, indicating a stable trend. So what's with all the noise? The conclusion: platforms, the industry, and the demands and challenges are shifting. It's vital to bring an adaptable and proactive approach to your platform management and marketing strategy in a landscape that demands constant innovation. 🔗 Read the details from Triple Whale: https://lnkd.in/gMjYcanP? #MetaAds

Optimize for the Right Goal: Lessons from Facebook Ads If you optimize for purchases, Meta’s algorithm focuses on satisfying that goal. If you’re not getting purchases, the algorithm believes something is wrong and will make changes. This is good! However, let’s consider a scenario where this could lead to issues. Instead of optimizing for purchases, you optimize for landing page views, thinking it’s a cheaper way to get purchases since historically, 5% of visitors convert. You calculate that if you maintain a $.20 cost per landing page view, you can drive 100 visitors for $20 and get five purchases. This seems cheaper than optimizing for purchases, so you go this route. But then a strange thing happens: you don’t get any purchases from the first $20. Even after spending $100, you still haven’t generated any purchases! Why? Because Meta is optimizing to deliver the landing page views you requested. The algorithm’s focus is solely on getting landing page views, not on what visitors do after landing on your site. You might get accidental clicks, low-quality traffic, or irrelevant visitors, but Meta thinks you’re happy because you only asked for landing page views. This highlights a critical optimization weakness that Meta needs to address. However, it underscores the importance of optimizing for the specific action you want. While it’s challenging to optimize for purchases, especially with lower budgets, it’s crucial to prioritize this approach to ensure your goals align with Meta’s ad set optimization for success. Align your optimization with your true goals to drive the results you want! #DigitalMarketing #MetaAds #FacebookAds #Optimization #MarketingStrategy #AdCampaigns

🌟 Welcome to Day 2 of 5 DAYS OF Meta! 🌟 Today is about really the most important part of your marketing on Meta (& any platform!) - TRACKING! 📊 You can have the best strategy & creatives in the world, but without tracking - how can you know what they're doing? 🤔 With correct tracking you can: 🎯 Accurately measure platform performance 📈 Make strategic decisions based off 'real data' 🧠 Give the algorithm accurate data to optimise to The standard practice for Meta is to have the Pixel set up BUT this is not where the tracking should end. Make sure you look into Conversions API & UTMs to get the most from your data & campaigns! 💪 Want more Paid Social tips & tricks? Follow us or send over a DM with your questions! 🚀💬 #5DaysOfMeta #paidsocial #paidsocialmedia #metaads #metaadvertising #metamarketing #marketingtips #socialmediamarketing #socialmediamarketingtips #digitalmarketing

Big Paid Social updates you may have missed 📈GA4 and other 3rd party analytic integration  Meta has been rolling out GA4 integration and has expanded to other Analytic partners. Meta claims that advertisers are seeing a 30% increase in conversions after making the integration. ✨Conversion value rules New “conversion value rules” will soon allow campaigns to be optimized based on a brand’s definition of a valuable conversion. 📊Incremental conversions Later this year, advertisers will be able to bid on incremental conversions rather than going for pure volume. 🤳Zuck on AI social feeds and taking my job Straight from the Zucks mouth “feeds are going to go from friend content, and now it’s largely creators. In the future, a lot of it is going to be AI-generated”. In Meta’s earnings call he said that in the future advertisers might just need to provide a business objective and budget with AI handling the media buying and creative … hopefully not anytime soon. 💭 Every Meta update over the past few years points towards more automation within business manager and less need for segmentation and manual adjustments. Still, I find it hard to imagine Meta producing high-end creatives directly within Business Manager any time soon. As everyone leverages the same automated features, standing out will increasingly depend on creating great ads and building a strong brand beyond just social media. #metaads #facebookads #paidsocial

🔴 Make sure to pay attention to "1-day click -- first conversion reporting" in Meta. Too often I see huge ROAS numbers, and people scaling ads that don't actually work. This is a byproduct of Meta attributing organic / influencer / referral / email sales to itself through 7-day click / 1-day view attribution. This attribution model is outdated, and if you are not a brand new business that only gets sales from paid ads, you may wanna compare the results between multi window attribution and first conversion attribution models. The reason is -- advertising platforms (therefore Meta as well) are often exaggerating their impact on your sales. Don't get me wrong -- "1-day click -- first conversion reporting" is not perfect, and it shouldn't be taken as a true ROAS, just note that perspective it provides needs to be considered. Truth is probably somewhere in the middle. #facebookads #scaling #metaads #digitalmarketing #smm #paidads

Meta Ads are just like your ex-partner👿♥️.......... The Truth About Meta Ads: Are They Really Worth It? Running Meta Ads is like thinking about going back with an ex; it's tough. Here is the truth about whether they're actually worth it. 1. The Honeymoon Phase 🌆 The start of a Meta Ads campaign is thrilling, much like a new romance. Avoid being fooled by the first excitement; everything appears promising. Verify the success of the strategy by looking more closely at the data. 2. The Effort 🧞 It takes regular attention to detail and optimisation to run Meta Ads. Similar to keeping up a relationship, it will eventually die out if you don't put in the work. Establish yourself to keep an eye on and adjust your campaigns all the time. 3. The Red Flags 🚩 It's similar to overlooking warning signs in a relationship to ignore performance measures. You're putting yourself up for failure if you ignore the warning signals (such as high CPC or poor CTR). Pay attention to those statistics! 4. The Perfect Match👩❤️👨 It's similar to figuring out your ideal match when you identify the correct market for your Meta Ads. It requires patience and work, but when done correctly, it works like magic. To make sure the correct individuals see your adverts, use precision targeting. 5. The Long-Term Commitment 🔗 Meta ads are not a one-time fad, but they can produce excellent results. A long-term dedication is necessary to achieve consistent success. Maintaining a successful campaign requires ongoing testing and optimisation. #DigitalMarketing #MetaAds #FacebookAds #MarketingHumor #AdOptimization

⏳ 🎮 The average lifespan of an average Candy Crush ad on Meta is a bit over 2 weeks. Yesterday, Marcus Burke shared a tip on how to find a Facebook Ad ID for an advertiser. Followed by Michal Tomcany who created a website that duplicates Meta Ads. Wild stuff :D 🍬 This inspired me to visit the Facebook Ads Library API again. I chose my go-to example: Candy Crush. Candy Crush on Meta launched 3520 ads since the first of January this year. The graph below shows the average lifespan of each ad on the Meta platform. Each blue bar is one ad and the length represents for how long the ad is running. Only a handful of ads (exactly 15) ran for more than 120 days. The average lifespan is 14.59 days. 📅 The 25% percentile of this dataset is 6 days. This means that 25% of all ads have a lifespan of under a week. Which is crazy when you think about it, 880 times you set up something that is only running for a couple of days. This is reality, I know. And doesn't mean that we are talking about 880 unique videos or creatives. It just means that it was a unique Facebook Ad ID (which can also include text variations). 📅 The 90% percentile is 29 days. The vast majority of Candy Crush ads do run for under a month. The EU Total Reach for all 3520 campaigns in the last half year is 109,687,265. From the 15 ads with the highest lifespan, the best campaign had a reach of 710,711. Which first of all sounds very low. This is only 0.64% of the overall EU reach of the whole dataset. However, it is just one campaign ;-) One campaign that stands against 3520 others and is still responsible for more than half percent of the overall performance. From that angle, it doesn't sound too bad. ✨ Good guy campaign id: '1233517417609665'. You did great. And you are the most average ad I've ever seen... https://lnkd.in/edCBzx2T

😱 Revealed: The number one trick that will save 11% of your budget spend on Meta Ads! 𝐒𝐓𝐎𝐏 𝐔𝐒𝐈𝐍𝐆 𝐀𝐃𝐕𝐀𝐍𝐓𝐀𝐆𝐄+ 𝐂𝐀𝐌𝐏𝐀𝐈𝐆𝐍𝐒! I've been quite vocal about my skepticism towards Advantage+ Campaigns (as mentioned here: https://lnkd.in/eNm_wZUe). Finally, I have some data to back it up! Meta sneaks their Advantage+ features everywhere—Campaigns, Creatives, Audiences, and more. These features are automatically active, hidden, and hard to turn off. This can lead to significant budget waste. In a recent audit, an advertiser aimed to target users aged 30+ for their app, as historical data showed paying users are typically older. But when we analyzed the campaign results, we were surprised: 📊 11.5% of ads served to users aged 18-24 📊 12.9% of ads served to users aged 25-34 If we assume half of the impressions in the second age group go to users below 30, that totals 17.9% of impressions served to out-of-target users. This results in an 11.7% waste of the budget. So, is it worth saving a bit of time at the cost of wasting so much budget? 𝐀𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞+ 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐚𝐫𝐞 𝐧𝐨𝐭 𝐚 𝐨𝐧𝐞-𝐬𝐢𝐳𝐞-𝐟𝐢𝐭𝐬-𝐚𝐥𝐥 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧. They may work in very limited cases, but more often than not, they lead to unnecessary budget waste. Don't let Meta's algorithm waste your budget. Make informed choices and keep control of your targeting. Raise your hand if you don't like wasting budget on Facebook! 🙋♂️🙋♀️ What are your thoughts? Have you experienced similar issues with Advantage+ features? #MobileMarketing #AppMarketing #FacebookAds #DigitalMarketing #MetaAds #AdStrategy #MarketingTips #AdSpend #PerformanceMarketing