Notes from the work · Tag
Video from static images in Advantage+ creative is now generally available. It is a cheap way to get more video into your account. Whether it earns a place depends on one number, not on how slick it looks.
Meta opened its Customer Lifecycle Strategy setting to every advertiser on October 6. Here is what it does, what is still a test, and how to use your customer list so your new-customer budget goes to new customers.
TikTok announced one-click checkout from the For You feed, and Meta is testing checkout inside Messenger and Meta AI. None of it is a finished product yet. Here is what a business that sells online should do while it settles.
Our free benchmark report opens your website on a phone and checks nine things. Here is what each one is, why it matters to someone who just tapped an ad, and how to fix it.
How many ads to launch, which kinds to test first, and how to judge them at the end of the month without fooling yourself.
Two of the lower cost ad looks in our data are also two of the easiest to script. Here is how to make each one, and how to tell if it is working.
Headline-only ads cost $34.35 per lead in our data, 83% more than before-and-after. Feature and benefit lists were close behind. Here is how to rebuild both into ads that show instead of tell.
Phone-shot ads became winners at more than twice the rate of high-production ads in our data, and at a lower cost per lead. The group is small. Here is how to test it without a crew or a budget.
The way an ad opens changed its cost per lead more than any other label we tracked, from $14.30 to $73.48. Here is what each opening did, which groups are too small to trust, and how to test your own.
Before-and-after ads brought the lowest cost per lead of any look we labeled. The group is small, so here is how to test one properly, and how to make it without stretching the truth.
Some kinds of ads bring cheap leads but rarely scale. Others scale often but cost more per lead. Here is how to read both numbers and pick the one that fits the job in front of you.
Cost per lead is the most useful number in a lead-gen account and the easiest one to misread. Here is how to compare it fairly, and how to tell a real difference from a lucky week.
Meta decides which ads get the money. You decide which ads get the leads you can afford. In our data those two picks agree less than half the time, so every ad needs two grades.
Nearly half of all the money in 18,920 Meta ads went to the 6.2% that became winners. Here is how to manage that concentration, spot a tiring winner and replace it before it fades.
Two of every three Meta ads we graded spent under $100 in their whole life. Here is how to read a new ad early without cutting a winner before it starts.
Accounts that launched four or more new ads a week found about one winner a month. Accounts under one a week found about one a quarter. Here is how to pick your pace.
Meta grades your ads by where it puts the money. We grade them a second time, by what a lead actually cost, and that second grade decides what our team makes next.
Before a new ad reaches your inbox, Studio checks it against what has actually brought you leads at a good cost. If the read it is checking against is more than a week old, it refuses.
Meta is automating both ends of local marketing: machines that buy the ads and machines that answer the people who click them. Part 5 of Beyond the Four Walls: what that means for a gym, a studio or a med spa.
We graded every Meta ad we ran for gyms, studios, med spas and salons. The popular formats are not the cheap ones, and Meta's favorite ad is often not yours.
Book a walkthrough with David Steel. Bring last month's lead count and one location you are worried about.
