Taking social advertising to the next level

How I go about it

I have been professionally involved with successful paid social approaches for years and have derived a receipe from this in order not to leave effectiveness to chance. I go about it quite pragmatically according to the Pareto principle. Focus on the decisive 20% in order to achieve an 80% optimisation state. This saves time and energy.

• Optimise technical basics

  Without a well thought-out tracking setup, the best ad and the biggest budget are of no use. A stringent pixel and CAPI concept opens up new possibilities. Every step along the completion process is covered with the appropriate event and relevant parameters in order to be able to optimise the ads precisely. A product catalogue and its link with Instagram Shopping, among others, is also an absolute must.
  

• Improve attribution after iOS14

  Everyone was satisfied as long as enough events were displayed in the Ads Manager. That is no longer the case. Broadening the approach to attribution is the order of the day, because the solution is not just a new tool or conversion API, but a holistic view of user journeys and platforms. Facebook's Aggregated Events Measurement is a start. Geo Lift tests and post-checkout surveys are other tools I use. Also, some browsers cut off utm tags, this should also be investigated. After all, you can only optimise what you measure.
  

• Developing creation and creative approaches

  Creation is often either overthought or only as an afterthought. I know what is important for which products, services and platforms, and I share know-how along with best practices and approaches. Because good, variant-rich creation is crucial, even more so when the platforms have less data to optimise. Some even talk about "targeting by creative". My checklist for good creative is: A B C. Attention - Benefit - Call to Action.
  

• Integrate lift testing

  Retargeting is popular because the numbers in Ads Manager always look great. But is it also incremental? Not always. That's why you should test it for the profitable increment. Sounds complicated, but it works with Lift Tests. These are also available for brand metrics and help to understand how the brand is perceived. Continuous lift testing is data-based work. I think we should all do more of that.
  

• Simplify account structures

  The days of small-scale interest targeting and microtests are over. Thanks to a good technical basis, the system knows more than any paid social analyst and can optimise very well on its own. For this, however, a labyrinth must not be built in the advertising account. The decisive data points must be able to access the budget without detours and be given (almost) all freedom. You only dare to do this if you have structured and thought through everything beforehand.
  

• Metaverse

  The concrete use case for the metaverse in advertising is augmented reality and 3D ads. Meta provides the basic tool with SparkAR, Snapchat has been at it a little longer with Lens Studio. However, this is at best a first step in the direction of the metaverse, but those who start early can profit the most.

• Campaign management

  I take over the campaign management. In doing so, I use the experience and best practice I have acquired in recent years, which makes me a premium meta partner. I can confidently do without agency test games, because I know the crucial levers.