Why ad creative is the new way to target customers
Are you a digital marketer feeling personally victimised by how much paid advertising has changed? You’re not alone. Victoria Obieglo, account director from The Digital Picnic, explains Meta’s latest updates and how to use them to win more eyeballs, and checkouts.
If you’ve spent any length of time on Meta’s paid ads platform, I can sympathise. Between the constant upgrades and updates, it often feels like you’ve only just got to grips with the most recent change before the next one is rolled out.
Then along came Advantage+, Meta’s latest advertising tool. Incrementally rolled out over six months, and now available across all accounts, Advantage+ is an algorithm-first advertising model that uses machine learning to automate most of the paid ads process.
According to Meta, Advantage+ has the potential to greatly improve ad performance, with an average 17% decrease in cost per acquisition and 32% increase in return on ad spend.
This sounds promising for anyone dipping their toe into paid ads however seasoned marketers and niche brands will need to amend their current paid ads strategy to make it work for them.
Please use correct language Victoria Obieglo. There is no such thing as a paid ad. An advertisement by its very nature is paid for, that’s what makes it unique. The advertiser owns the content of the message. I suspect you mean “paid media” – saying “paid ads” is the same as saying “paid paid media” – doesn’t reflect well on anyone who says it is all…