Introduction: In the ever-evolving world of digital advertising, we often find ourselves adapting to new technologies and strategies. Today, I received news that left me feeling a mix of nostalgia and uncertainty. According to one of our trusted meta reps, the Facebook conversion pixel, which has been a staple in our advertising efforts, is set to meet its end. In just three months, it was said that it is likely to be phased out, making way for conversions API and other privacy-enhancing technologies as the new standard for all things web.
The Changing Landscape: This transition has been on the horizon for quite some time, triggered in part by Apple's App Tracking Transparency (ATT) moves and Meta's strategic decisions. Additionally, Google's anticipated changes with Chrome's cookieless future indicate a shift in the digital advertising landscape. These shifts reflect a growing focus on user privacy and data protection, as privacy-enhancing technologies take center stage. Adapting to the Future: While the news might cause some concern, it's important to remember that change is a constant in our industry. We have weathered significant changes before and emerged stronger than ever. As privacy concerns become more prevalent, it's crucial for marketers to adapt their strategies accordingly. Embracing privacy-enhancing technologies like conversions API can help us maintain the performance and efficacy of our advertising campaigns while respecting users' privacy. A Walk Down Memory Lane: As I reflect on the journey we've had with the Facebook conversion pixel, I can't help but feel a wave of nostalgia. I remember the day it was released natively by Facebook, transforming our approach to tracking conversions. From its birth to the supposed end, the conversion pixel has been an integral part of our digital advertising toolbox. Looking Ahead: As we bid farewell to the conversion pixel, we must remain optimistic about the opportunities that lie ahead. Meta's emphasis on attribution tracking through purchase is a step in the right direction. Moreover, their push for adoption of checkout features in Instagram and Facebook shops shows their commitment to embracing change. A Word of Reassurance: While the conversion pixel's deprecation might seem daunting, it's essential to remember that we are not alone in this. Dedicated client reps and agency representatives are working to provide us with more insights and support during this transition. Together, we can navigate this change and find success in the new era of digital advertising. Conclusion: As we prepare to say our goodbyes to the Facebook conversion pixel, let us cherish the memories it has brought us and embrace the future of digital advertising with optimism. Change is inevitable, and as marketers, our ability to adapt is what sets us apart. By embracing privacy-enhancing technologies and staying informed about industry shifts, we can continue to thrive in this ever-changing landscape. So, let's bid farewell to the conversion pixel, thank it for its service, and welcome the exciting possibilities that await us. Stay tuned, as the journey has only just begun! My business partner and I have operated a solar installation company for 3.5 years now spending just north of 1mil on digital marketing.
Before establishing this business I have been in the SMMA space for a decade and handle a dozen accounts. This is just a brain dump of lessons I've picked up over the years, hopefully it helps! #1 - Remove emotion Some people that I've worked with and even other marketers, get very emotionally attached to a particular ad or way of doing things that has worked well in the past, but it is no longer working. Every time you advertise your business, the vast majority of your decisions should be rational and logical as to why you're trying something different, or whether you should stop doing something. #2 - Diversify your ad platforms If any of you use Facebook ads, you would know you're only an ad account ban away from totally losing all new customer inquiries. So look for other opportunities to spend your budget in other platforms additionally, like Facebook, TikTok, YouTube, and Google. Just think of these other platforms like having an additional fishing pole in the water – the more fishing poles you have, the better chance you have of catching a fish! 🐟 #3 - Get good at scripting ads With the majority of content being consumed nowadays being predominantly video format, it will help you tremendously to understand scripting. (Hook, body of content/relatability, CTA) And then when you find a good script that works well in generating new customers from your ads, you can use something like Chat GPT to come up with iterations of that script for you. #4 - Get even better at editing ads Whether you're using a platform like Canva to edit images, or a video editor like CapCut, having a basic understanding of how to edit these assets and to do it quickly will enable you to push out an infinite amount of ad variations, as you need them. And you will need them! #5 - Always accept different strategies, 💁🏻 Even if you've tried them in the past. Personally, I have a playbook of all the strategies I've used over my decade of advertising, and let me tell you, I am constantly cycling between these strategies that may not have worked last year, but for whatever reason, possibly a platform update, they start working now! #6 - Simplify your ad campaign structure Back in 2017-2018, the general consensus among marketers was to have quite detailed ad campaign structures. I'm talking about the top of funnel, middle of funnel, bottom of funnel – I'm talking about going really granular with targeting. I'm talking like having 50 different ad targeting things going on at once. These days, for the vast majority of my clients and myself, I have two campaigns running – one is top of funnel or going out to a cold audience who've never heard from the business before, and the second campaign is remarketing people. That's it! #7 - Check in on your ads daily If you really, truly want to understand how your ads are performing and you want to keep your finger on the pulse, then checking in on performance daily will tremendously level up your understanding of them. I check all the accounts I manage at 6:00 am in the morning and 7:00 PM at night. #8 - Test new ideas for no longer than 4 days This does a few things for you: No. 1, you're not waiting weeks to see some form of result. No. 2, you'll likely get enough impressions to make a decision of statistical significance so that the idea you had is being scientifically validated, or invalidated, without your speculation. And this also allows you to optimize a lot faster! That's all! Alright, mate! It's time to talk about the TikTok sensation sweeping through Australia like a kangaroo on a sugar rush!
If you haven't heard of TikTok yet, you must be living in a koala's pouch! But fear not, because we're here to show you how Aussie businesses are shaking things up Down Under with some hilarious TikTok advertising! TikTok's Aussie Invasion TikTok has taken over like Vegemite on toast – everyone's addicted! From Sydney to Melbourne, Aussies are swiping and tapping their way to non-stop entertainment. And guess what? Our Gen Z and Millennial mates just can't get enough of this bite-sized, laugh-out-loud content! Why TikTok Ads Are More Fun Than a Barbecue
Top-Notch TikTok Strategies, Mate!
Aussie Rules: Ad Compliance Before you go charging in like a bull at a gate, make sure your TikTok ads play by the rules, mate! Follow all the advertising regulations and guidelines so your brand stays as clean as a sandy beach. Time to Throw Another Shrimp on the Barbie TikTok advertising is a fair dinkum ripper way for Aussie businesses to connect with their audience, have a laugh, and create memorable brand moments! Embrace your inner larrikin, get creative, and watch your brand soar higher than a kangaroo on a trampoline. So, don't be a drongo – grab your phone, start creating, and let the TikTok magic happen, mate! Better yet! Book a 30 minute chat with me, and I'll tell you what to do Click here to book! |
AuthorRevel Loughlin Archives
July 2023
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28/7/2023
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