๐ช๐ต๐ฎ๐'๐ ๐๐ต๐ฒ ๐๐ฒ๐ฐ๐ฟ๐ฒ๐ ๐๐ผ ๐ฏ๐ฒ๐๐๐ฒ๐ฟ ๐ ๐ฒ๐๐ฎ ๐ฎ๐ฑ ๐ฝ๐ฒ๐ฟ๐ณ๐ผ๐ฟ๐บ๐ฎ๐ป๐ฐ๐ฒ? Is it: A) Creative, B) Landing Pages, C) Server-side Data, or D) Campaign Structure? (Spoiler: It's all of the above)
These are the four pillars of excellence that lead to better ad performance on Meta (and Google / TikTok as well).
+ Engaging ๐๐ฟ๐ฒ๐ฎ๐๐ถ๐๐ฒ
+ High Converting ๐๐ฎ๐ป๐ฑ๐ถ๐ป๐ด ๐ฃ๐ฎ๐ด๐ฒ๐
+ Server-Side ๐๐ฎ๐๐ฎ
+ Modern ๐๐ฎ๐บ๐ฝ๐ฎ๐ถ๐ด๐ป ๐ฆ๐๐ฟ๐๐ฐ๐๐๐ฟ๐ฒ
When all four pillars are strong, you will have a massive competitive advantage over your peers and significantly lower ad costs.
Here's how to unlock this winning approach:
โถ๏ธ ๐ฆ๐ฒ๐น๐ณ ๐๐๐๐ฒ๐๐ which of these four pillars are your strengths vs weaknesses
โถ๏ธ ๐๐ผ๐ฟ๐๐ถ๐ณ๐ any weak pillar and turn your weaknesses into strengths
โถ๏ธ ๐๐๐ถ๐น๐ฑ ๐๐น๐ถ๐ด๐ป๐บ๐ฒ๐ป๐ across pillars for added performance gains
Few advertisers ensure there is strong alignment across each. Here's a few ways to think about this alignment.
โถ๏ธ ๐๐ฑ + ๐๐ฎ๐ป๐ฑ๐ถ๐ป๐ด ๐ฃ๐ฎ๐ด๐ฒ ๐๐น๐ถ๐ด๐ป๐บ๐ฒ๐ป๐ - make sure the messaging of your ads drives traffic to a landing page or webpage that speaks the same language and matches the same tone (create matching funnel stages to prevent disjointed experiences)
โถ๏ธ ๐๐๐ฑ๐ถ๐ฒ๐ป๐ฐ๐ฒ + ๐๐ฑ ๐ฆ๐๐ฟ๐๐ฐ๐๐๐ฟ๐ฒ ๐๐น๐ถ๐ด๐ป๐บ๐ฒ๐ป๐ - creative format diversity is critical to reach more unique people and prevent high ad frequency (especially when using broad audiences)
โถ๏ธ ๐๐ฎ๐๐ฎ + ๐๐ฎ๐บ๐ฝ๐ฎ๐ถ๐ด๐ป ๐๐น๐ถ๐ด๐ป๐บ๐ฒ๐ป๐ - make sure you are sending segmented data that aligns with your campaign optimization approach (ie. new vs return purchasers for prospecting campaigns)
I know its tiring to hear โsynergy" and "one plus one is three" but this aligned-4-pillars approach is absolutely the secret to have killer ads that perform 20-30% better.
Need help assessing and improving some of your key pillars of excellence? Drop a comment or using the booking link on my profile page to set up some time together.