I hope you are enjoying a merry Christmas. Before the year draws to a close I wanted to touch upon...
I hope this newsletter finds you well.
It comes somewhat delayed as I moved flats and moved all my virtual assets over to HubSpot too. Complete new website, success stories and everything. Have a look: fiegenbaum.solutions
Let's have a look at what happened in between:
Available impressions are no longer growing as user growth flat lines, but still more advertisers will bid up auction prices: CPMs will increase. It’s a matter of engagement and product innovation for Meta, where innovation really means short form video, i.e. TikToks. Now, Meta has brought short form video to the blue app front and center and CPMs on ads are spiking, because reels are receiving a high impression share from users that is missing on other ads placements. The challenge for Meta is that they haven't scaled ad units on reels - they are moving vast proportions of their traffic on to "free" inventory. Advertisers need to think about short-term video and adopt UGC concepts to set themselves up for reels ad units scaling up.
Content is here, no ads yet:
Watch out for Meta's Q1 numbers this Wednesday/Thursday.
Started running: This has been live for quite a while so must be a successful ad.
Platforms: Has selected all placements, which, when done well, averages out risk and cost.
This ad has multiple versions: They are using dynamic creative features, which you don’t switch on by accident.
Hover over the CTA and you can check their UTM-parameters, deciphering how they structure their ads and account.
The ads library is here.
Private Lift based on Conversion API to test for incrementality.
Post-Checkout-Surveys asking “Where did you hear about us first?” to attribute for views. Pretty low-tech, yes I know.
Marketing efficiency ratio, in short MER, dividing net revenue by platform spend and then looking for patterns across the different platforms.
Share of search, a method that uses Google Trends to compare search queries for brand A against a baseline of summed up competitior queries as a gauge of market share. Brands with a higher share of search relative to their market share will gain market share in the future, would you agree?
An exhaustive guide can be found over at Reforge.
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