Don’t fiddle!
A freshly launched ad campaign, first and foremost, needs time. Time for the algorithm to learn who best to show the ads to, to achieve the desired result.
Using existing purchase data, the algorithm builds a profile of typical purchasers, before seeking out more of those types of profiles, to show the ads to.
Depending on the amount of purchase data already held in the ad account, the algorithm may need a few days, or even a week, to start optimising.
All this to say, if you start fiddling with the campaign too soon, ie switching ad sets on/off, throwing in new ads, editing audiences etc, you’ll reset the algorithm’s learning and risk sending it into a bit of a spin.
As difficult as it may be, when you first launch a new campaign, the best strategy is to sit on your hands for the first few days, at least!
Edit with caution
In an ideal world, no published ads would contain any typos. The reality is, the odd one can slip through the net – and it’s beyond frustrating when it does.
When spotting a typo on one of your ads, your first instinct may be to rush to Ads Manager and correct it, before anyone else notices.
However – proceed with caution!
Any edits to a published ad, even if it’s as minor as a single full stop, will reset any existing social proof to zero.
Yep, you read that right. All those likes, comments, and shares, instantly wiped away.
A reset of the social proof won’t just affect the perceived desirability of the products being advertised, but will also have an impact on the overall ad costs.
An ad that’s accumulated social proof, indicates to Meta® that it’s of good quality and will be shown to more people, for a lower cost, than an ad without any social proof.
The next time you spot a typo on an ad, ask yourself if it really must be corrected, or can you live with it, for the sake of the existing engagement?
Supercharge your engagement
Ads with higher engagement cost less to run, so it makes sense that you’d want to maximise any engagement on your sales ads, right?
A great way to do this, is to also run your sales ads through an engagement objective.
Not only will this drive down your ad costs, it will also build a wide pool of in-app engagers, an ideal audience to test retargeting during Q4.
Audiences built from actions taken within the Meta® apps are especially valuable, as there is minimal loss of data, unlike audiences built from website behaviour or CRM lists.
Retargeting
And finally, whilst on the subject of retargeting – absolutely test bottom of funnel during Q4.
It may be that BOF traditionally doesn’t perform well for you, however, if it’s ever going to work, Q4 is definitely the time!
Leverage the marketing budgets of the big brands, they’re ensuring that Christmas and gifting is at the forefront of everyone’s mind.
Whilst your audience is primed to buy, now is the perfect time to test BOF, to really supercharge your sales and maximise your ROI.