Missed our Meta Ads webinar? We've got you covered.
In this fast-paced tactical webinar, host Angela Arnold covers everything you need to know about creating Meta ads that actually convert. Watch the replay or read the full breakdown below to gain tips from top agencies managing millions in ad spend.
Section 1 - 2:17
How to Spy on Your Competitors Meta Ads (and What to Actually Do With That Info)
Don’t pay for your own research – evaluate competitors instead
High-budget companies have already done the testing to determine what works and doesn’t work, and they’re using that data for their own campaigns. Rather than dishing out dollars for your own research, get inspiration from what they’re doing and use it within your campaign strategy.
Use the Meta Ad Library to access competitor ads
This helpful tool (and the only helpful tool that the Zuck has ever made) can give you a behind-the-scenes glimpse at what competitors are doing. You can access their creative, copy, and ad duration, as well as search by brand, keyword, and political/social topics.
What to look for:
- Format
- Creative
- Offers
- Flight dates
- Seasonally
- Overall positioning
Section 2 - 12:53
Why Your Ads Look Broken
Testing is crucial
Experimenting with your ads, whether it be trying out different creative, changing a button color, or making a simple change to the copy, can give you insight into what your audience responds to.
Specific elements to tweak:
- Ad format diversity (reels, carousels, static images, etc)
- Creative that matches user behavior (stories vs feed posts)
- Offers
- Wording
- Colors
- Video vs Static
- “ugly” ads
Don’t get stuck in the physical world
Unlike a business with a physical storefront, a website or an ad is a living thing that can and should be adapted over time. We no longer live in the days of sending off an ad to print and no longer having the ability to make changes. There are infinite opportunities for experimentation – use them.
Considerations for testing your creative
- Make sure your creative is showing up correctly for all placements. Canva provides templates that are sized specifically for various placements and offers plenty of design tools to create professional, high quality ad graphics.
- Change your creative on a regular basis. Platforms don’t like when creative gets stale so even small tweaks can make a big difference.
Section 3 - 18:10
Keep 'Bad Ads' Running (Yes, Really)
Don’t pause ads that are performing poorly
It sounds counterintuitive, but Meta uses the data from ‘bad ads’ as upper funnel ads / as an “assist” to a different ad that closes the conversion.
Section 4 - 20:07
Don't Trust Meta's Attribution - Do This Instead
Tracking platforms are rarely accurate
Every platform wants to take credit for that final-touch conversion and will count whatever they can as a conversion, even if it isn’t.
Your tracking is the only reliable source
Even if your numbers look great, don’t trust platform attribution without vetting it against your own tracking.
Bonus pro tip: Install server-to-server tracking
Installing server-to-server tracking is one of the easiest, high impact optimizations you can make.
Tools to checkout:
- Elevar
- Popsixle
- Blotout
BONUS Section - 22:55
One Word That Gets Health and Wellness Ads Disapproved and What to Say Instead
The “You” Problem
Using words like “You” is the reason many ads get disaproved due to the Personal Attributions policy. Even simple lines like “Are you tired” can cause an ad to be rejected.
A simple rephrase can prevent ad rejection
Rephrase your ad copy so that the word “you” is not required for it to make sense. For example: “Are you tired?” can be changed into “Feeling drained?”.
Section 5 - 24:17
Match Retargeting Window to Price Point and Buying Cycle
Be strategic with your retargeting
Consumers take a while to make a decision, but that time period can be different for each type of consumer. Consider your decision window in determining your retargeting schedule.
It’s all about the product price point
Use the below guide to determine your retargeting schedule based on the product or service you’re offering:
- Low ticket items ( < $100): 1-7 days
- Mid-ticket items ($100 – $1000): 30-90 days
- High-ticket items ( > $1000): Up to 180 days
Use your own data
- Use high lifetime value customers to create lookalike audiences
- Exclude purchased in last 30 days (or match to your buying cycle, e.g. laundry detergent vs. computer RAM)
- Include high LTV customers for ad comments. They will state how much they love the product and help conversions for undecideds.
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