Podcast #90 - 1 Week Before Black Friday for Facebook Ads

Introduction

Welcome to the latest episode of the Facebook Ads Breaking News Podcast! I'm your host, Costados, and today is podcast number 90. With just one week left until Black Friday, there are several important topics to discuss, including recent developments within the EU regarding Meta’s platform regulations, strategies for running ads across multiple countries, and how to leverage creative thinking for optimization. Let’s dive into the details!

Current Results and Observations

Overall, I'm pleased to report that my advertising efforts are generating positive results. From the 40 accounts I manage, only a handful of them—three or four—are struggling, which is routine for any freelancer in this field. Most of my larger accounts are seeing positive returns, particularly as we gear up for Black Friday promotions, which will begin officially next week.

Notably, even before commencing specific Black Friday promotions, I have observed higher return on ad spend (ROAS) in certain accounts, indicating promising sales prospects during this peak shopping period.

New EU Regulations on Meta Platform

Recently, communication from the EU indicated a shift in how Meta’s platform will operate. Users may now choose between using the platform for free with advertisements or opting to pay a fee to avoid seeing ads altogether. While I suspect that most users will stick with the free option, this change could impact ad visibility and strategy in the EU market, especially given GDPR regulations.

Testing Ad Strategies Across Multiple Countries

In a conversation with a colleague, I floated the idea of clustering multiple countries for ad campaigns, specifically excluding the United States to minimize overspending. For instance, combining Germany, Austria, and Switzerland into a single cluster has yielded insights. Although Germany drives a significant share of sales, isolating it from other countries may not always yield the best results.

I plan to run tests to cut spend to countries that demonstrate strong ROAS and potential, reducing competition for budget and potentially enhancing overall campaign effectiveness.

Creative Approaches for Call Center Campaigns

I’m currently collaborating with a client who operates a call center with limited hours. To optimize ad spend, I suggested two approaches:

1. Lifetime Budgets with Specific Scheduling: Implementing higher daily budgets during peak hours when the call center is operational and lowering them during non-business hours.
2. Cost Cap Strategies: Setting cost caps to allow campaigns to perform effectively while controlling expenditures to maximize funds allocated during operational hours.

These strategies highlight the importance of adapting creatives to specific business needs and leveraging Meta's ad features for unique situations.

Listener Questions and Insights

As always, I addressed several questions from listeners regarding Facebook ad strategies. Some key takeaways include:

• Lead Generation vs. Direct Purchases: Prioritizing purchases from the beginning rather than building a funnel through leads is crucial for algorithm training.
• General vs. Niche Stores: The effectiveness of a general store versus a niche store is largely dependent on product quality rather than the store’s format.
• Campaign Budgeting: Ad management strategies vary, and while experimenting is necessary, understanding when to pull the plug on underperforming ads is vital for optimization.

These insights and strategies are intended to assist advertisers in navigating the complexities of Facebook ads, especially as we approach major sales events like Black Friday.

Keywords

• Facebook Ads
• Black Friday
• ROC
• Meta Platform
• EU Regulations
• Call Center
• Ad Budgeting
• Lead Generation
• Ad Strategies
• Multiple Countries

FAQ

Q: What should I do if my ad campaign isn't performing well?
A: Monitor results closely. If an ad is underperforming for several days without signs of improvement, consider pausing or adjusting the campaign.

Q: Is it better to run lead generation campaigns or direct purchase campaigns?
A: For most advertisers, it's more effective to focus on direct purchase campaigns from the outset to better train the algorithm.

Q: How can I optimize for multiple countries in my Facebook ads?
A: Consider clustering similar countries together while excluding high-cost areas like the U.S. to manage your spending effectively.

Q: What are the benefits of using cost caps in Facebook ads?
A: Cost caps allow you to control spending while still getting enough reach during critical hours for businesses like call centers.

Q: How often should I test new creatives?
A: Regularly test new creatives, but be careful about cannibalizing successful campaigns with new but similar ads.

This podcast is abundant with strategies and insights aimed for optimizing your Facebook ad campaigns effectively as we approach one of the biggest shopping weekends of the year! Let’s get ready for a successful Black Friday!