🚨 Meta’s coming for your ASC campaigns

Estimated read time: 3 min, 39 sec

In this week’s letter 📨:

• ​​​​​​​​​​​​😟 Meta’s ASC campaigns are changing

• 🔁 Why you should cross-sell when you refund

• ​​​​💰 Want higher AOVs? Do these 2 things

• 🧼 ​​​​#FeaturedAd - Branch Basics

• 🏖️ #Branded Catalog Spotlight - Las Surenas

• 🆕 New Ads @Socioh

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Is Meta Removing Existing Customer Budget Caps?

Seeing this warning when you check your Adv+ shopping campaign(s)?

You’re not alone. 

It looks like Meta’s been restricting existing customer budget caps in specific accounts for over a month. 

But this is now being reported a lot more frequently.

Just like Maurice, we’re hoping Meta rolls it back. 

But if it doesn’t, here is what you can do:

1. Don’t set up retargeting campaign(s) unless you have high traffic: With the Adv+ campaign targeting high-intent users, it’s likely to cover pixel audiences that are most likely to convert anyway. If you already have profitable retargeting campaigns that slow down after an Adv+ campaign, either expand the audiences in your older campaigns, or reduce your budget.

2. Create a DABA campaign: This is a prospecting campaign that uses a catalog or product feed along with Meta’s broad audiences (exclude all website visitors for 180 days). TIP: The idea is to let Meta optimize who to show which product to based on historical account learnings, so the more data in your pixel, the better.
   BONUS: One of the most profitable ad formats to test here is the product set + intro card combination. Don’t miss out!

In our opinion, the biggest concern with this change is that Meta won’t allow you to decide how much of your ad budget you want to spend on retention. 

—
JUST IN: Some of our users are reporting 4:5 ratios for their catalog ads in their Adv+ shopping campaigns. If you have designed creatives, go to your Commerce Manager → Settings → Catalog → Image Cropping and choose the “Show entire image in ad” option. 

Processing Returns? Don’t Miss Your Opportunity to Cross-Sell

Get that sinking feeling when you have to process a refund for a return?

We do too. 

What if we told you that this is the perfect time to cross-sell a different product for the same price? 

YES, REALLY!

Check out the study quoted by @SarahLevinger here: 

Curious as to why it works? 

Money already spent = free money. 

Your customer has already spent the money so if you present a product that could better fit their needs, there’s little hesitation in spending it again. 🤯

2 Steps To Higher AOVs and Faster Checkouts

Want to optimize your checkout experience? 

It’s actually really simple.  

Let @ashvinmelwani tell you how he did it:

And yes, the checkout experience starts as soon as a shopper carts a product.

Amazing how uncomplicated things can be once you have clarity about what you want to achieve.

TIP: Running discount codes? Add trust to your checkout experience by showing users the best offers for them. 

#FeaturedAd - Branch Basics

Brand: Branch Basics
Category: Home Goods
Format: Static Ad (Story)

WHY IT WORKS:

Is there a secret to a good ad?

A lot of things may improve your thumb-stop ratio — attention-grabbing fonts/colors, great hooks, or clickbaity claims. 

But all ads that convert will have one thing in common. They speak to your customer(s). 

This simple ad featuring a product shot and customer testimonial by Branch Basics does just that. 

The brand knows its customers, and aren’t afraid to speak to them. And using a customer testimonial to do that is pure genius — as you feel like you’re part of a community.

What we think: As someone who wants a non-toxic cleaner for their home, and has tried making their own cleaners in the quest to adopt a more sustainable lifestyle, I could almost cry.

Once you feel seen, it’s impossible to resist clicking through. 👀

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

#BrandedCatalog Spotlight - Las Surenas

Brand: Las Surenas
Category: Apparel
Template type:  Collection-based messaging (New Arrivals/Sale)

DESIGN HIGHLIGHTS:

• The eye-catching two-image design showcases the brand’s vertical lifestyle photos — minus white bars .

• The template automatically alternates between two variations: one for new arrivals and another for discount messaging shows before-after prices depending on the collection they’re in.

• Further, ‘Low Stock’ messaging appears for products with inventory <10 to create FOMO.

Create collection-based rules to customize your dynamic ads with Socioh’s Branded Catalogs.

New Ads @Socioh

New ads this week — Outer, Boy Smells, HAY, 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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