3 Key Ad Strategies You Can Implement Now
In order to reach optimal success within the ad account, it’s important to keep your marketing strategy current. This includes testing out new ad types, keeping track of new platform updates, and working to reach new audiences that may be interested in yours or your client’s products or services. Here are three proven strategies for managing successful campaigns that you can implement today:
Advantage+ Shopping Campaigns
Meta began slowly rolling out Advantage+ Shopping (ASC) to advertisers in August of 2022, and this campaign type is available in most ad accounts as of Q3 2023. ASC campaigns allow Meta to utilize a machine learning algorithm to dynamically serve your ads to audiences most likely to convert. Targeting for these ads is largely automatic, with Meta only allowing advertisers to choose the country or countries in which they want to serve ads. This ad tactic has proven to be the most successful in driving cost-efficient CPAs for the majority of our clients across a variety of industries.
ASC has grown significantly in popularity since its launch in 2022. In fact, Edgewater Research has shown that ASC campaigns now hold more than 50% of e-commerce spend on the platform. While Meta’s machine learning algorithm is responsible for the majority of targeting decisions, there are still some best practices advertisers can implement to ensure they’re giving their ASC campaigns the best chance to succeed.
1 - Keep your country targeting in line with your client’s business goals and shipping restrictions
2 - Test out multiple different types of creative in your ASC campaign, including static images, videos, carousels, and catalog ads.
3 - Include multiple different copy versions for each form of creative you implement to ensure. Facebook can serve the version of your ad to the person most likely to resonate with it.
Lightweight Motion in Creative
With hundreds and thousands of ads being served to each social media user every day, it is becoming increasingly difficult to stop someone’s scroll. To engage users with thumb-stopping content, Meta recommends adding lightweight motion to otherwise static images. This can include something as simple as having your logo pop onto the screen within the first three seconds of a video. Other examples of lightweight motion can be including a step-by-step process on how to use a product, or including pop-ups with brand value props. Meta data shows that ads that utilize this lightweight motion tactic drive 76% more conversions than their static image counterparts. Read more about designing creative to drive action and take Meta’s short lesson course on the topic here.
Seasonal Keyword Rotation on Pinterest
As Pinterest continues to rise in popularity as a social platform, it’s becoming more frequently used as a planning tool for inspiration. In fact, Pinterest data has shown a yearly spike in holiday searches as early as April. This is why it’s so important to stay on top of seasonal trends when planning your Pinterest targeting. One key way to do this is by seasonally rotating the interests and keywords you include in each ad group. For instance, including back to school keywords in your ad groups in early summer will allow you to capture users who are searching for dorm or organizational inspiration before heading back to school in the fall. Once you’ve reached these users in early summer, you can retarget them with relevant advertising and messaging in the fall when they’re at their point of purchase.
These are just a couple of the key ways we continue to stay on the cutting edge of our paid social advertising. If you’re a brand looking to run successful campaigns, we’re here to help! Book a call with us today so Milked Media can help you reach your revenue goals.