Caleb Kruse’s Post

Around half of the brands I talk to at the moment are seeing poor performance on Meta. The other half are doing great. Steal these three strategies that are keeping the top performers afloat. 1. Launch a new offer - come up with a net-new way to position your product that stands out from what has gone before. 2. New product or collection launch. Newness wins. 3. Focussing on organic content and community Not all of these are instant fixes - but invest in them now to reap long term rewards - whether Meta is playing ball or not. What would you add?

So from February thru March I am sure we’ve all noticed the chatter around poor performance on Meta. This is where your efforts outside of the ad account can actually make or break you. Yes we’ve seen weird performance over the last few weeks but I fully believe it could have been worse if we didn’t put in the work with: - Constant A/B testing - Consistently improving CVR/Revenue per session, etc - Consistent offer testing - Nonstop research of new angles, creative iterations, etc Whether its issues with Meta or Economic headwinds, these weird periods are inevitable and you should always be prepared for it. I am not saying these platforms shouldn’t take accountability for bugs etc but… You can only control what you can control Instead of dwelling on it, go and make everything else better This way when the uncontrollable happens you’re in ‘that’ much of a better position.

🚀 Big News from Meta! 🚀 Meta is rolling out bidding for incremental conversions, and it's a game-changer! 🎯 Brands might find their campaigns aren't as profitable as they once thought. but on a positive note brands can focus now on actual impact than the inflated numbers. Photo Credit: Taylor Holiday #metaads #incrementaltesting #conversionlift #d2cgrowth #performancemarekting #digitalmarketing

🚀 Hear what Alfonso Calatrava of Meta has to say about the importance of upscaling your creative strategy on Meta platforms. Watch the full video here ➡️ https://hubs.ly/Q02zNWYz0 🔥 Here are the key takeaways: 👉 Get Creative: Make sure your creative strategy fits all the different spots Meta offers. Don’t just stick to one thing—mix it up! 👉 Use Every Channel: Tap into all the channels to build real connections with your audience. 👉 Measure Everything: Get serious about cross-media measurement. Know where your money’s going and how it’s performing. 👉 Smart Decisions: Use data from all media to make smart, informed decisions. No more guessing games. 👉 Growth Hacks: Nail your creative and placement strategies, and make data-driven decisions to skyrocket your growth.

How many tests a year should you run on Meta? A few of us here at connective3 visited Meta today to attend the Unlocking Partnership: Agency x Meta Account Management event. Loads of interesting golden nuggets were shared by brilliant people, but the one which stuck with me the most was around the importance of running tests to help you grow your accounts. Meta discovered that businesses who run 15 experiments a year see a 30% higher ad performance than businesses who run no experiments. This number seems a bit overwhelming but can be easily achieved by sticking to a solid roadmap where you have a bigger test once every 1-2 months and smaller A/B tests looking ad copy and creative variations. How many experiments do you run on Meta in a year? #paidsocial #meta #paidads

Been on Cost Caps for the last 2 months off-season for my brand. Very poor results, even in the first 3 days of April which are typically good as we start Mother’s Day sales… I’m talking like 1.6 MER… Turn on a Lowest Cost ASC campaign yesterday... BOOM! I’m profitable. Meta Cost Caps seem to be a little dumb right now… Not choosing the best creative or the right spend amount. Usually would trust Meta, but something is messed up with Cost Caps over there. Now, on to scaling to 1k+ orders/day 🤗

You Don't Have to Spend Thousands of Dollars a Month on Meta. 😲 There seems to be a misconception being spread by certain Meta "experts" that you have to spend thousands of dollars every month to properly test Meta as a sales channel. It's not true. If you're making money with a small budget, you'll probably make money with a bigger budget. If you're losing money with a small budget, you'll probably lose more money with a larger budget. If a brand is JUST starting out, and the budget is limited, I recommend a budget floor of $1,000. $1,000 not $10,000. You don't have to spend crazy money to test things.

While most agencies are having to explain their lack of performance in Q1 due to "Meta issues", we have been scaling more spend with higher ROAS for the majority of our clients. You may be hearing "We are seeing a lack of performance across the board" or "You're too dependent on Meta" but the fact of the matter is: Meta is working. You just need the right formula. Unfortunately for larger agencies, the formula is constantly changing, and adjusting SOP at a big shop is hard. Think: the big boat vs. little boat comparison. For us, we can test new strategies and implement incredibly quickly because of the process we have built and the small team managing accounts. In fact, the two red accounts you see below aren't accounts we actively manage... One is managed by a large agency and the other ran out of inventory because of Q4 performance :)

Meta have quietly rolled out a couple of updates which personally I think are huge improvements, and massively positive. First Conversion Attribution 💡 Being able to view conversions by the First Conversion event vs All Conversions. 💡 First conversion will count the initial measurable conversion that happened after someone viewed or clicked your ad, All conversions counts the multiple instances - so if someone purchased multiple times, for example. Learning Phase Updates 💡 No longer will you need to drive 50 conversions in 7 days to exit the learning phase! 💡 Moving to 10 conversions in 3 days, means exiting learning phases quicker, allowing performance to increase and CP's to stabilise a lot sooner - and avoid campaigns being stuck in 'Learning Limited'! More of this please, Meta!

This is an awesome update... You may be familiar with Meta's introduction of Opportunity Score. This is a way to gamify best practices and the implementation of recommendations. But, something was missing. My latest Top Opportunity to improve my Opportunity Score is to increase my budget. Meta says I can scale my high-performing ad set to get a potential outcome of 29% more conversions. I’ve seen this kind of recommendation a lot and I even recorded a video about it. The issue was that there was zero context that tells me how much to increase my budget. Well, that has changed... Now when I click to review budget, I see this message: “Consider adding $29.12 or more to your ad set budget to further scale your results. High-performing ad sets won’t reenter the learning phase.” And Meta shows me a potential percentage increase of leads by added budget at several levels. Meta says: “This percentage is based on a machine learning model of data from real advertisers who took this recommendation.” It will be interesting to see how accurate these projections are, but this is enormously helpful. What do you think? Would you use this?