I’ve never really been one for using Meta Ads. Don’t get me wrong, I have, but I prefer the more challenging performance platforms such as Google Ads – they also provide better ROI. However, Meta Ads has recently had a boost to their platform providing more opportunities to improve performance through mostly Ai driven tech.
ROI from Meta Ads?
Meta Ads have always been a little mysterious, in all its iterations throughout the years. Just as you think you have the algo down-pat it changes, or with audience targeting being very, very skewed through fake profiles it has always been a platform last on my recommendation list for driving hard ROI. Great for brand awareness though – only if you’re doing it well.
Meta Ads have just received a bit of an upgrade that even has me a little more interested in what the platform has to offer. I’m currently working with very brand-forward clients – clients that need to get their brand more visibility and presence – and I’m excited to delve back into the land of Meta Ads. They have received a really good SEO makeover from me already and now we are turning to their brand visibility through Meta (Facebook and Instagram) presence as their target audience is definitely present here.
So let’s get to the good stuff.
Meta Ad Platform Strategy Boost
Meta Ads has recently released new Reels Ads – which has me really, really excited. It offers some great new formats especially for the Retail and Hospitality industry! Like Carousel Ads (auto swiping through static photos and scenes) and Collection – which are basically Product Ads – where you can showcase a variety of products in the same window, AND have it sent to multiple destinations!
I’m also loving the A/B testing invigoration – giving the platform a Google Ads type feel – with multiple headlines and descriptions, and on top of this, being able to let the platform decide where to send the user based on their past conversion metrics.
Comparative Boosts
I’m excited to delve into and experiment with Advantage+ – the automated/Ai driven option that will give you recommendations on your creative and kind of sounds like a PerformanceMax campaign in Google Ads.
I’m always a little suss about having to opt-in to publishing across all the “meta channels” – such as Messenger and other marketplaces in the meta-neighbourhood. As I honestly have never seen great ROI from using those. At the moment the Advantage+ Placement recommends something like 6 channels for Reels Ads – I’d be keen to see how this performs.
Opportunity Scoring Gives me Hope!
What I do love and am really excited about is the new Opportunity Score. From my understanding it is very similar to QS in GoogleAds. Opportunity score can give you feedback on the performance of your creative, audience and placements based on similar businesses and creative assets where those recommendations helped to boost performance. You receive a scoring out of 100 and by implementing recommendations can boost your score – which in theory should improve your opportunity in Meta. Very much like QualityScore (QS – GoogleAds).
I will be working with some clients to test these features and will report back on my findings.
I’m all about lead conversion and ROI, and if this works, it will be a channel I may recommend more – where it makes sense to the business of course!
If you are looking for a holistic digital marketer that is focussed on Conversion optimisation and lead generation, not fluffy metrics, get in touch to see how I can boost your business performance!