Three Strategic Shifts That Significantly Boosted Our Campaigns This April

To better understand the immediate impact of our ads, we’re moving towards shorter attribution windows. Previously, longer windows were common, but they often diluted the clarity of which ads were truly effective, especially in fast-moving consumer goods markets where decision cycles are short.

The Facebook ad algorithm is designed to optimise based on the goals set by the advertiser and the data received from campaign performance. When you use a 1-day click window, the algorithm is prompted to value and prioritise quick conversions. This feedback loop helps the algorithm to better understand and target users who are more likely to convert quickly after clicking an ad. For our client Primal Kiwi, this change means more efficient use of their advertising budget, as the ads now target users right when they’re ready to decide, making each ad more likely to lead to a purchase. This approach also makes sure the ads are shown to people who are looking to buy something right away.

By adjusting our attribution to a 1-day click window, we could do the following for our client Primal Kiwi:

• Measure Immediate Impact: Quickly determine which ads are driving actions without the lag that can obscure which elements are working. For instance, in our recent Primal Kiwi campaign, a”Multi-Page Post” ad under a 1-day click setting attributed $561.38 in sales, demonstrating its immediate effectiveness compared to other ads.
  
• Optimise Rapidly: Make faster adjustments to campaigns based on data that’s more immediately relevant and less influenced by external factors. For example, the agility allowed us to pivot quickly from underperforming ads like a “Testimonials – Carousel,” which did not generate any sales once it exited the learning phase.
• Improve Budget Allocation: Allocate budgets more efficiently by focusing on ads and strategies that deliver quick results, thereby improving ROI. This was evident in how budget allocations were adjusted based on immediate returns, so we could make sure we prioritise age groups like 45-54 which generated $1,039.97 in sales vs the 25-34 age group which only generated $152.00 in sales. 

By changing the ad attribution window, Facebook’s ad delivery algorithm learns from the outcomes attributed to each ad. By setting a 1-day click attribution, you essentially guide the algorithm to optimise for and prioritise ads that drive immediate conversions. This can help improve the efficiency of ad spend by focusing on what generates quick results. This adjustment was a key factor in Primal Kiwi achieving a record sales month, surpassing their previous best by over $1,500.

In the face of economic downturns, understanding and precisely targeting potential customers becomes crucial for any business. At Digital Influence, we’re doubling down on this approach by meticulously crafting detailed customer avatars for Java Furniture named Terri & Tony, Emily, & Nicky. These avatars—drawn from in-depth demographic, psychographic, and behavioural analyses—serve as foundational tools in our strategic marketing arsenal. They help ensure that our promotional efforts are finely tuned to resonate with the specific needs and preferences of diverse consumer segments, thereby enhancing both efficiency and impact.

Creating custom avatars involves:

• Detailed Customer Profiles: Building comprehensive profiles that go beyond basic demographics to include interests, buying behaviours, preferred content, and even common objections to purchase. For example, consider Nicky, a middle-aged administrative professional with a vibrant family life who is one of our avatars for Java Furniture. Her profile highlights her passion for home decor and social gatherings, guiding us to create content and ads that showcase our home accessories and dining furniture, resonating deeply with her lifestyle and interests.
• Segmented Messaging: Tailoring messages specifically designed to resonate with each avatar, which allows for more personalised and compelling advertising. We craft messages that are meticulously tailored to resonate deeply with each distinct customer avatar, making our advertising more personalised and impactful. For Terri & Tony, who are empty nesters renovating their home, our ads will focus on highlighting the enduring quality and classic elegance of our products. This approach reassures them that they are making wise, beautiful choices that will enhance their new open-plan living spaces. In contrast, for Emily, a young urban professional, our messaging emphasises sleek, modern designs and contemporary trends that reflect her dynamic lifestyle and keen interest in fashion. This approach ensures our content resonates with her taste for the latest styles. This strategy not only ensures relevance but also increases the effectiveness of our campaigns by speaking directly to the unique preferences and needs of each customer segment.
• Dynamic Creative Optimisation: Using Facebook’s dynamic creative tools to automatically test different combinations of ad elements (like images, headlines, descriptions) tailored to each avatar, ensuring the most effective version is always in play. This means that while Nicky might be shown ads featuring vibrant, family-friendly designs, Terri & Tony would see more sophisticated and classic furniture that fits the mature tastes they hold.

We’ve diversified our content with videos, static images, offers, and blogs to perfectly match the preferences and behaviours of our customer avatars at Java Furniture, to ensure our content engages effectively. We want every interaction to be an opportunity to connect and convince, especially when every purchase is considered carefully.

One of the standout strategies that has been successful for our clients, including Tradestaff Workwear, this month is the use of split-screen video ads. These ads divide the screen into separate panels, each showcasing different aspects of a product or telling different parts of a story.

Here’s why they’re performing well for Tradestaff Workwear and other clients:

• Enhanced Engagement: Videos continue to be a powerful medium on Facebook. Over 500 million people watch videos daily on the platform, and video ads are known to maintain viewer engagement significantly better than other types of content​​. The effectiveness of split-screen video ads could be attributed to their ability to keep viewers engaged with multiple pieces of content simultaneously, capitalising on the high engagement rates of video content.
• Storytelling Flexibility: By using multiple panels, brands can effectively tell a more complex story or show various product features and benefits concurrently. This method is especially useful for demonstrating products in use or comparing before/after scenarios. The high engagement metrics, such as 1.76% to 1.87% click-through rates, indicate that viewers are interested and interacting with the content.
• Repurposing Evergreen Content: This split-screen approach emphasises the innovative use of evergreen content, which we creatively transform into new formats like split-screen video ads. This strategy involves taking high-performing content that has resonated with audiences over time and reimagining it in ways that provide fresh perspectives or highlight different aspects simultaneously. For Tradestaff Workwear, this method has enabled us to continuously test and measure the effectiveness of different strategies, ensuring that we are always leveraging our best materials. By repurposing content into split-screen videos, we effectively extend its lifecycle and enhance its impact, appealing to various customer segments and adapting to diverse marketing platforms.

The success we’ve observed with split-screen video ads in the e-commerce space suggests that this could be a great tool in your advertising arsenal, particularly if you’re aiming to showcase multiple products or highlight diverse product features.

April has been a great month at Digital Influence! We’ve continued to hone our strategies—like quicker attribution, targeted custom avatars, and engaging split-screen video ads—to boost our clients’ success. Interested in trying these tactics for your business? Get in touch with us and see how we can help you stand out in the digital marketplace.