Solving Common Marketing Agency Social Advertising Myths
Marketing agencies need to be at the forefront to provide outstanding outcomes for their corporate brand clients. However, misconceptions about campaign strategies can hinder optimal performance. Let’s debunk some common myths and discover how harnessing social AdTech, purposefully designed to leverage Meta’s AI-driven capabilities, can elevate social ad campaigns to success.
MYTH #1: The More Campaigns, the Better
It’s tempting to flood the market with numerous campaigns, showcasing all available creative pieces. But believe it or not, less is more. Simplifying the ad structure with Meta enables its AI systems to swiftly gain campaign performance insights. By consolidating multiple campaigns into fewer ad sets, the learning phase of campaigns speeds up, leading to a more efficient allocation of ad dollars.
A shining example of this approach is a Meta retail partner who reduced their ad setup from 70 ad sets to just 15. The outcome? A staggering 41% increase in sales and a 1.2x higher return on ad spend. The evidence is clear – optimization thrives on strategic simplicity.
MYTH #2: It’s Good for Performance to Make Adjustments Mid-Flight
Mid-flight adjustments may seem like a proactive approach, but when it comes to performance optimization, Meta’s AI reigns supreme. Tampering with campaigns during their learning phase disrupts the AI’s ability to reach full optimization potential, resulting in wasted ad dollars and missed opportunities.
Instead, focus on channeling expertise into crafting a comprehensive testing plan that aligns with client goals, budget, and targeting requirements. This approach provides strategic value without interfering with Meta’s AI-driven optimization process.
MYTH #3: Lots of Small, Specific Audiences are Better Than Broad Audiences
While it’s natural to want to target a multitude of audiences, broadening the scope is the key to unlocking greater results. A/B testing multiple audiences is effective, but Meta recommends focusing on high-return audiences and maintaining a wider targeting pool. Broad targeting, particularly for Reach campaigns, is essential to avoid inefficiencies in ad spending or failure to reach the desired audience.
Remember, aim for a large targeting pool without excluding potential audiences. This approach helps capture valuable insights and paves the way for achieving long-term campaign goals.
MYTH #4: Page “Likes” are More Valuable than Brand Awareness
Engagement is undoubtedly essential, but the true powerhouse in the world of social advertising is brand awareness. While “Page Likes” signify interest, brand awareness campaigns leave a lasting impression on a broader audience. They build trust, credibility, and recognition, laying the foundation for long-term growth and customer loyalty.
Brand awareness extends beyond the confines of “Page Likes,” attracting new potential customers and amplifying your brand’s presence in the market. Emphasize this pivotal element to establish a robust and influential brand identity that resonates with your audience.
To achieve success in social advertising for enterprise brands, it’s crucial to dispel these common myths and embrace the power of Meta’s AI-driven solutions. Simplify your ad structure, trust in AI for performance optimization, focus on high-return audiences, and prioritize brand awareness. By doing so, agencies can unlock the full potential of their social ad campaigns and make a lasting impact on their clients’ businesses.