🪲 META BUG ALERT: Are your audiences updating?

Estimated read time: 3 min, 34 sec

In this week’s letter 📨:

• 🧭 Your guide to Meta’s Adv+ catalog ads

• ⚠️ Are your audiences updating?

• 👉 Testing landing pages? See this first.

• 🎨 #BrandedCatalog Spotlight - Wren + Glory

• 👑 #FeaturedAd - Crown Affair

• 🆕 New Ads @Socioh

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Meta’s Advantage+ Catalog Ads: The Only Guide You Need 

If you’re running ads on Meta, there’s no way you have not heard about them. 

In all likelihood, you have run them in your account and seen at least some success. 

But what if we told you that you haven’t unearthed the full potential of Meta’s Advantage+ catalog ads? 

And that all you need to do to get insane sales with catalog ads is get the basics right?

Here’s a guide to Meta’s Advantage+ catalog ads and everything you wanted to know about them — but didn't know whom to ask.

You’ll want to bookmark this one. Get them right, and Meta’s Adv+ catalog ads are the gift(s) that keep on giving.

Using Existing Customer/Engaged Audience Segments On Meta? Check Them Now.

Have you defined your existing customer and engaged audience segments at the account level? 

There’s a massive bug on Meta that may be leaving them empty. 

Here’s what’s happening: 

Thanks @binghott for flagging this. 

While there’s no reason to panic, check your audiences’ size right away and take steps to ensure they get updated. 

As Barry says, all you need to do is ensure that these audiences are being used in an active ad. 

TIP: In our experience, you don’t have to run ads to these audiences to keep them updated. You can also add these audiences as exclusions (for example from your broad/prospecting ad campaigns) to ensure that Meta keeps them updated.

Thinking About Testing Landing Pages? Read This.

So you’re thinking about testing landing pages? 

Here’s some data that suggests that while landing pages are great for getting as many new customers as possible, they may not be for everyone. 

While lower AOV (average order value) brands benefit from the diversification in personas, this is not necessarily the case with brands with higher AOVs. 

Brands with high AOV and higher conversion rates, on the other hand, seem to be directing their traffic to their home and collection pages.

Take a look at what @DylanAnder has to say:

P.S. Don’t let this discourage you. But if you’re looking to test landing pages, do so only after you understand your customer persona(s) and the problems you can solve for them.

#BrandedCatalog Spotlight - Wren + Glory

Brand: Wren + Glory
Category: Apparel & Accessories
Template type:  Rotating USPs with collection labels

DESIGN HIGHLIGHTS:

• The template uses a minimalist design with off-center product placement in keeping with the brand’s edgy aesthetic.

• Rotating USPs are added to highlight that their unique pieces are all handpainted and made to order.

• Collection labels are mapped to highlight their latest collections or special collaborations.

Create on-brand designs and map important information onto your dynamic ads. See how other brands are using Socioh’s Branded Catalogs.

#FeaturedAd - Crown Affair

Brand: Crown Affair
Category: Haircare
Format: Video Ad (Story)

WHY IT WORKS:

We consume content all day. 

But if you ask people what Reels/TikToks they are most likely to look at, the answer will likely include hair & makeup tutorials in the top 5. 

This 1-minute UGC-inspired ad by Crown Affair uses this fact to its advantage. 

Let’s take a look at what works: 

• Featuring an everyday person’s hair-care routine using products from their brand helps the brand seem relatable and create trust.

• By focusing on the fact that their routine takes just one minute, the brand makes it look easy and the results achievable. 

• Did you note that the product bottles aren’t full? Yes, that’s a subtle indicator that the person in the video regularly uses their product — and isn’t a paid influencer.

That’s it. The captions are simple, informing you they have “Buy Now, Pay Later” options. 

There’s no hard selling, no catchy hooks, no promos. Amazing what a relatable video with the promise of accessible, healthy hair can do, is it not?

Want more ideas? See this ad and 1000s of others in Socioh’s ad library.

New Ads @Socioh

New ads this week — TULA, NuFACE, Heyday, and more. Find these ads and tons of inspiration in Socioh’s ad library.

P.S. We update our library with new ads every week.

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