​​🛑 Retargeting Funnel Broken? Try This NOW

Your weekly roundup of only the most important content for advertisers

Bhuvi Gupta
May 04, 2022

Estimated read time: 3 min, 19 sec

In this week’s letter 📨:

  • 🏃 RUN THIS TEST to improve your BOF ads now
  • 🛎️ TOF audiences you CAN’T MISS
  • 😲 Your best audience on TikTok? Guess AGAIN 
  • 👻 #FeaturedAd - Casper
  • ⚡ Close your sales fast with FOMO for Dynamic Ads

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Don't Give Up On Your Retargeting Ads - Try This Instead

If you’re struggling with your BOF ads on Meta, you’re certainly not alone. 

Advertisers working across accounts have reported a steady decline in sales from retargeting. 

Some marketers are even advocating you switch off Facebook retargeting altogether!

But is running broad campaigns your only option? Our most recent learning from running tests in our partners’ accounts suggests otherwise. 

Read all about it here.

P.S. Wondering why you should you take this seriously? We saw a 100% success rate. 

The Best Top of Funnel Audiences of Spring 2022

Stacked and broad. 

No, we’ve not been watching Hitchcock movies on our weeknights. 👀

According to the founders at Foxwell, Meta’s collapsing interests, and so should you. 

With broad targeting and interest-based ads outperforming others, it’s time to stack your lookalikes too. Here are some quick and dirty tips: 

  • Broad targeting is consistently doing well
  • Higher percent lookalikes (5%, 8%, 10%) are your friends
  • Stack your interests around broad personas 
  • Design your creatives for this broader persona

Read about the best practices for Spring 2022 here

Let’s Talk Tik Tok 🎶

Thought TikTok is only for millennials? Turns out, the 40-year-olds on TikTok are the real deal.

And that’s not the only curveball when it comes to advertising on the platform. 

From why your Facebook creatives won’t do well on TikTok, to how consolidating more (NOT LESS) is the answer to scaling (!), this thread by @lboy100 is for advertisers who don’t want to miss a trick:

Quick Tips: Film on your phone. And use that TikTok editor. 

What are your favorite takeaways from running TikTok ads? We'd love to hear about them.

#FeaturedAd - CASPER

Brand: Casper
Category: Mattress
Format: Video

Caption: Because it’s “sweet” dreams, not “sweat” dreams.
Headline: Now you can sleep cooler all through the night.

WHY IT WORKS:
UGH. SO. Relatable. Designed to run in the summer, everything about the ad speaks to a real pain point. Especially since you’re likely to see the ad when you should be asleep instead.😭 The super-lean creative keeps the attention on the message. In fact, we felt the ad didn’t even need a headline!

16 Amazing FOMO Ideas for Your Dynamic Ads

56% of all users on social media make purchase decisions due to FOMO.

That’s amazing, right? But did you know you can combine this powerful psychological trigger with dynamic ads on Meta? WHAT?! 

That’s right, what you get is nothing short of the perfect recipe to close your sales. Real FAST. Check out this blog for some great ideas. You’ll thank us later. 

Branded Catalogs help design and automate your product feed. Learn more here.

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