Facebook Creative Strategy Guide for 2022 (Mirella Crespi) (2)
Facebook Creative Strategy Guide for 2022 (Mirella Crespi)
>> DOWNLOAD the presentation slides here <<
Note from Amy - In this presentation, Mirella outlines some really next-level stuff on how to make creatives that convert! She is talking about FB ads, but the same techniques can be applied to other types of ads as well.
ALSO: Mirella gave the best explanation of the iOS14 changes in laymen's terms, and how to combat those changes, that I've seen ANYWHERE. Below is a summary of what she said in the speech...
-Due to iOS14 changes, we are losing 3rd-party data - ad networks are no longer able to accurately track user behavior outside of their platform.
-Before iOS14: If you had a massive email list, or a pixel full of data, it meant that you could create insanely powerful lookalike audiences and laser-targeted retargeting audiences, and launch very effective campaigns that would just basically work. But now, pixel-based audiences are dying.
-After iOS14: As we no longer have 3rd-party data, first-party data is all we have to go by. First-party data is about collecting information on what made made the user stop scrolling, what videos they watched, what they clicked on, what they shared, what they saved. That means your creative IS your targeting. Facebook is actively collecting these data points and building lookalikes off of your individual creatives.
Facebook stores performance history on your post ID and your creative ID. So even if you use the same videos and images in a different campaign/adset/ad - they're still going to carry over the performance history from before. That means that the videos and images you use in your campaigns, are your competitive advantage, so you should definitely focus on making amazing videos and ads.
Facebook is also encouraging us to consolidate campaigns, reduce the number of ad sets, so that we can gather more data under each adset and leave the learning phase faster.
FB is telling us: Stop restricting the algorithm, target as broad as possible, focus and double down on your creatives, your landing page and user experience, and your products.
The rest of the presentation is about how to make amazing creatives! Please refer to the slides.
>> DOWNLOAD the presentation slides here <<
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Below is just a small sample of Mirella's slides on how to create top-converting ads:
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>> DOWNLOAD the presentation slides here <<
Attend the next Ecom World for FREE! Details are here.
Just posted the full video replay of the speech, it's right at the beginning of the opening post.
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