What steps do you take to improve the quality of your results? One of the difficulties that many Meta advertisers face is in relation to low quality results.

Once they get results that look good at first glance, they soon realize that they are actually getting very little for their money.

This is most often found in top-of-funnel leads or actions (link clicks, landing page views, post engagement, or ThruPlay). You notice that you’re getting empty actions and feel like you’ve been ripped off.

Once you understand how it all works, it makes sense why this happens.

So, here we will look at the weaknesses and the specific steps you will need to take to increase the likelihood of high-quality results.

In this article, we will focus on the five steps according to the specialistClick and learn about the history of the great names in Marketing… in Meta ads Jon Loomer which you can follow to control the quality of your ad results.

1. Performance target

This is a very important step as it explains why this problem happens and how to help fix it.

The performance goal is what defines success. It is, literally, your objective when measuring the performance of your ads.

Example: If your performance goal is “Maximize link clicks,” then your entire focus for ad delivery optimization will be on getting the most link clicks within your budget.

There is no concern about what people do after they click. Meta is not trying to get clicks on “quality” links. The assumption is that you simply want link clicks.

Let’s provide some examples of how using performance goals can improve the quality of results, based on what you’re trying to accomplish.

Shopping

Even when optimizing for conversions where the conversion event is a purchase, you may encounter this issue. It’s not that you’re getting “low-quality” results, but they may be low-value. Why? The algorithm is literally focused on maximizing the number of purchases.

But you can impact this by changing your performance goal to maximize value. The focus will then be on higher-value purchases. This may result in fewer conversions, but it will likely will generate more revenue.

Leads

Possibly the most common quality results problem of all is related to leads. We’ll cover this multiple times in this post. But there are a few things you can try from a performance goal perspective.

The problem is that your performance goal is “Leads.” But that’s not really your goal. Your goal is to increase the number of people who are likely to buy from you. Meta doesn’t know about this.

Unless, of course, you optimize for converting leads when using instant forms.

The process of setting up a conversion lead is long and potentially frustrating. But it can be worth it. It allows you to set up your funnel to Goal so that your leads can be tracked from registration to an end goal. The algorithm will focus on final purchasenot in the initial lead.

If you’re running ads to website leads, there are things you can try as well. You can optimize for an action that happens after the lead is submitted. This could be as simple as setting the conversion event to something related to an action that can be taken on the confirmation page (watching a video, clicking a button, etc.).

Traffic

This is the worst of the bunch. If your performance goal is to maximize link clicks or landing page views, prepare to be disappointed.

Unless you significantly narrow your audience, you are likely to get incredibly low-quality results. Just empty clicks.

But that’s partially your fault. As far as Meta knows, you want landing page views. The algorithm delivered landing page views. The fact that you actually wanted or expected these people to do something else after landing on your site is something you need to clarify.

This might mean optimizing for some sort of standard event, rather than link clicks or landing page views. Another thing you can do is optimize eventsClick and see the next Digital Marketing Events… custom created and designed to define quality traffic behavior.

2. Lead forms

Suggestions regarding adjusting your performance goal to improve lead quality may not be reasonable if you are budget conscious.

The reason is that optimizing for conversion leads or some other event that happens after the initial send will have a significant impact on volume. And when that happens, a bigger budget is a necessity.

If you’re hoping to improve lead quality while still optimizing for a baseline lead, all hope is not lost. There are several other steps you can take.

Ask more questions

This is lead generation 101. If you want more leads, ask fewer questions. If you want better leads (but fewer), ask more questions.

By making it difficult to fill out the form, you will drive away those who were not so interested after all. People are often wary of providing too much information. Those who actually fill out a form that asks more questions are likely to be best leads.

Ask personalized questions

Along the same lines as asking more questions, but technically you can ask pre-populated questions using instant forms. Whether you use instant forms or a form on a website, consider asking a question that requires more thought to answer.

These can be sentence or paragraph-long answers that provide examples or detailed explanations. Those who aren’t as interested won’t bother.

Lead Filtering

This may be the best solution of all. The lead filtering will only allow people to fill out your form if they answer your questions the way you want them to be answered.

Again, it’s all about telling the algorithm what you want. If only qualified leads are able to fill out the form, Meta learns from these conclusions.

Avoid the “More Volume” form type

If you use instant forms, the default form type will be “More Volume”. It’s the simplest to complete.

“Higher Intent” takes you through several steps, including a confirmation. It may not make a huge difference, but it can help improve quality.

Experience rich content

Another type of form. Rich Content (previously called “Custom”) allows you to create an instant form with up to four sections. The additional information and steps can help improve the quality of your leads.

3. Copy and Creative

This can easily go unnoticed. However, the text and the creative do a lot of your targeting now — especially in this new world of audience expansion and broad targeting.

If your ideal customer is a specific type of person, craft your copy and creative to speak directly to that person. Appeal to their needs, desires and weaknesses.

Create generic, creative copy that appeals to everyone and hope to attract generic people.

4. Improve your offer

This refers to a situation where you offer something of value in exchange for contact information. This can have a big impact on lead quality.

Make sure your offer attracts the right lead. If you try to generate leads through iPad giveaways, don’t be surprised when none of your leads buy from you — unless you sell iPads and related devices.

If you’re collecting contact information in exchange for something of value, make sure that something of value is especially desirable to your ideal lead. In fact, make it boring for anyone else.

5. Manual placements (sometimes)

One of the biggest pitfalls for low-quality results is related to weaknesses in placements. In fact, this is one of the main reasons why you will get misleading results by optimizing link clicks and landing page views.

THE Audience Network is notorious for attracting accidental clicks, bots, and click fraud (before they are detected).

So if you optimize for link clicks or landing page views, the algorithm will go straight to getting those clicks because assume that’s what you want. You will get a lot of them and they will be cheap.

You’ll find something similar if you optimize for ThruPlay. Meta will spend most of your budget on the Audience Network’s rewarded video placement, and you’ll get results that seem too good to be true.

They seem too good to be true because they are.

These people are incentivized to watch your video in order to receive something of value in return. Apps monetize this placement. So, players may be asked to watch a video in order to gain access to virtual currency. You will find that these people never do anything other than watch your video.

The reaction may be to simply remove Audience Network in all cases. But that’s not necessarily the solution either. The reason you should remove it is directly related to your performance objective and whether there are weaknesses in that positioning that would be exploited to achieve that result.

Otherwise, you should generally use Advantage+ Placements When optimizing for any type of conversion, remove a channel that you know is the direct source of low-quality results.

Of course, this isn’t a good solution either because there’s usually a bigger problem at play. Removing these channels can help, but it won’t eliminate the problem entirely.

You can just use the News Feed. If your performance goal is link clicks or landing page views, you’ll still get cheap, low-quality traffic. It just won’t be as terrible as if you stuck with the Audience Network.

You have control!

Ultimately, it’s easy to blame Meta for low-quality results. But this is much less likely to happen if you take the appropriate measures to avoid them.

Set a performance goal that truly defines what you want – don’t assume that one action will naturally lead to another. Create ads and offers that appeal to your target customer.

Once you’ve done that, you’ll be better equipped to avoid, detect, and fix issues related to low-quality results.

Google has announced a series of new tools and solutions for advertising for mobile app developers in Games 2024 Developer Summit.

New tools announced include: artificial intelligence (AI) asset suggestions; real-time bid buyers; an updated mediation toolkit; enhanced A/B testing; and controlled, geography-based experiments.

The tech giant said the updates were designed to “increase creativity, diversify recipes and make data-driven decisions”.

AI Asset Suggestions

Google has confirmed that image suggestions for app campaigns are now generally available, while text suggestions are currently in beta testing.

These suggestions, including titles, descriptions and imagescome from a variety of sources, including your website, the Google Play Store, asset library, and stock images. These will now be displayed for you to review and add to your campaign during the build phase.

Real-time Bidding Buyers

Additionally, Google is making new real time bid buyers on AdMob for “amplify the revenue impact of app publishers.” Unity Ads Network and ironSource Ads will soon be able to bid on publisher inventory available on AdMob.

Updated Mediation Toolkit

Additionally, AdMob is introducing an enhanced mediation targeting feature, coming soon in beta, that allows personalized ad experiences based on various user behaviors.

For example, this feature allows you to adjust mediation settings, such as price floors, to better optimize ad interactions for users who are less likely to make in-app purchases.

Improved A/B testing

AdMob is also launching an improved tool for A/B testing for publishers experimenting with different mediation configurations.

This tool will provide results in a few daysaccompanied by visual reports and comprehensive metrics. Enhanced A/B testing functionality will be available in beta soon.

Controlled experiments

In response to the evolving privacy landscape, Google is introducing controlled, location-based experiments to accurately measure the incremental return on investment of advertiser spend on iOS and Android app campaigns.

This solution is currently available for campaigns targeting specific countries.

According to the company:

As we continue to share more innovative ad solutions, we hope you are empowered to expand the scale and possibilities of your ad campaigns and monetization strategies.

Why should I care?

It’s super important to stay up to date with Google’s latest news and improvements. Because these updates are usually made to make things easier for you!

They simplify the way you manage your campaigns and make them more effective. And that means you can get a better return on your investment.

So, keep an eye on Google’s latest developments, because they can really help you with your work!

To learn more about what’s new, see the official Google announcement.

Source: Search Engine Land

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Meta recently announced a series of new ad updatesprimarily focused on retailers and those using their automated Advantage+ campaigns.

And there are many niche use cases in these new updates that can be applied to your business.

Advantage+ and creative optimizations

The first update is “Advantage+ creative optimizations,” which will automatically optimize your video ads for viewing on Reels or the Facebook and Instagram mobile apps with a 9:16 aspect ratio.

This will help more brands take advantage of the popularity of various Meta video formats, with Reels being the main focus.

According to the company:

Reels and videos across our apps continue to grow as daily watch time across all video types grew more than 25% year over year in Q4. In fact, people are now re-sharing Reels 3.5 billion times every day.

The new process will also allow advertisers to dynamically create multiple variations of an adso that the system has more options to display to users, depending on what they respond best to.

Advantage+ Catalog Ads

Meta is also updating its Advantage+ catalog adswith the added ability to import and use branded videos or customer demo videos instead of just static images.

Advantage Catalog Ads, which Meta first launched in beta testing last year, provide personalized recommendations to users based on what Meta’s system detects they’ll be most interested in, and this new process will provide more ability to surface relevant products in the display.

Meta will now also allow brands to upload a “hero” image to the center of their catalog ads, which Meta’s AI will use to show people the best products from their catalog to boost performance.

Additionally, Meta is adding more ecommerce ad optionswith Magento and Salesforce Commerce Cloud users now able to create store listings within their management systems.

The company is also integrating your store ads and branded content ads (now called “partnership ads”), which will allow direct purchasing of collaborative campaigns.

Instagram Reminder Ads

Additionally, there are new elements in Reminder Ads on Instagram, according to the platform:

Advertisers can now include external links to a new product or sale in their Reminder ads to help convert a person’s interest into a purchase. This summer, we’ll also give advertisers ways to notify people when a eventClick and see the next Digital Marketing Events… start and before finishing.

Meta also plans to expand reminder ads to Reels in the coming months.

Other Meta Updates

There are also new Promo Code promotions on Facebook and Instagram, as well as product tag ads:

In March, we’ll bring product tag ads to Facebook Feed (currently only Instagram), and in April, we’ll launch global availability of product tag ads to all businesses, regardless of whether they have a store or not.

Meta is also updating its collaborative ads offering to provide more performance analytics while also testing the ability for advertisers to use collaborative ads with Advantage+ shopping campaigns.

Finally, the company is also working on Advantage+ catalog ads with brand and product-level omnichannel reporting as a new managed service solution. “to help NMRs prove that ads on Meta platforms drove online and in-store sales”.

So yeah, a lot of updates, all with varying levels of applicability and use. And while there may not be a big headline change that gets the most attention, there’s a lot of value for specific brands in those changes.

You can read more about Meta’s latest ad updates here.

Source: Social Media Today

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