5 Ad Tactics That Are Working Right Now
Yes, Facebook performance seems to feel a lot like a pendulum always swaying back and forth usually leaving you feeling like your account regularly heading in the opposite direction you want it to go. So, here are a few success stories from across the industry (and in our own accounts) that might help put the pendulum swing back in your favor.
Switching from CBO to ABO: We’re big fans of CBO, but recently we’ve noticed that Facebook’s algorithm has been having some issues when distributing budgets across multiple ad sets. We get that Facebook’s machine learning is smart but sometimes it really feels like it’s taken a vacation day (or week), and thus we’ve taken budgeting into our own hands. Start with your mid and bottom funnels and TOFU audiences where delivery just seems lopsided.
Of course, this means paying even closer attention to performance and editing/adjusting budgets as you see fit and as performance ebbs and flows.Patience: Yes, it’s easier said than done. With all of the attribution changes that have been going into effect on Facebook, we’ve been trying to look at nothing shorter than a 7-day window, and then also comparing to a 14-day and 30-day window for context. Basically, it’s like having a swear jar, but you put a quarter in when you look at ‘yesterday’ or ‘today’ in Ads Manager reporting.
Instagram Reels creative as regular ad placements: It makes perfect sense - vertical video that’s engaging in the first 3 seconds, quick enough that the viewer doesn’t get bored, and especially if your customer is in a younger demographic, they’re already engaging with this type of content. Win, win, win.
Shorter seed data lookalikes: yes, we love employing as much data as possible but instead of building lookalikes from 180-day purchasers, we’ve seen success from 7-day purchase lookalikes, or even 14- or 30-day lookalikes. Because, let’s be honest, the 180-days-ago-you is NOT the you that you are today.
Bonus idea: Try testing a shorter time window (like 14 or 30 days) of specific product or collection purchasers as a lookalike audience with ad creative of just that product.
Out-of-the-box interest targeting: For us, interest targeting is usually hit or miss on most accounts. BUT, what has been working is testing out-of-the-box interests or those that aren’t the first thing that come to mind when thinking about your product. For example, we audited an account recently that had a self-care/skin care product. However, instead of targeting things like “face” or “skincare” we saw they were having success with things like Netflix, Spotify, Target, and Starbucks, because their target demographic is 20- to 34-year-olds … who are interested in all of those things. Not sure where to start on uncovering these? Hop into your Google Analytics and review interests they recommend.
Let us know if you test any of these and if you’re not sure on how to put these ideas into a valid test, we highly recommend trying out our Tried + True Testing Course.
– The Foxwell Digital team
