📈 Triple Whale - Learn more about Sonar for Meta
🔗 https://www.triplewhale.com/meta?utm_source=chewonthis&utm_medium=podcast&utm_campaign=meta-sonar-mdf2024
In this episode of “Chew on This,” powered by Triple Whale, Ash sits down with Susan Duong, sales and marketing director at Firebrand Digital, to discuss media buying strategies in the post-iOS 14 world. The conversation centers on the importance of a full-stack agency approach, encompassing creative development, landing page optimization, and multi-channel campaign management. Susan emphasizes the crucial role of brand awareness campaigns, even for smaller businesses, advocating for a balanced approach that includes upper-funnel activities alongside conversion-focused campaigns. She highlights the use of Triple Whale for cross-channel attribution and the benefits of its new "Sonar" product- an integration with Meta Conversions API- for optimizing new customer acquisition. She also offers advice on navigating the complexities of modern media buying, emphasizing testing, patience, and a data-driven approach.
🗣️ Full-Stack Agency Approach: Agencies need to offer a comprehensive suite of services, including creative, landing pages, and multi-channel expertise, to succeed in today’s advertising landscape.
💡 Brand Awareness is Key: Even with limited budgets, allocating a percentage to brand awareness campaigns, utilizing diverse creative formats and strategic exclusions, is vital for long-term success and building a healthy sales funnel.
📈 Data-Driven Decision Making: Leveraging tools like Triple Whale for cross-channel attribution is crucial to accurately assess campaign ROI and optimize budget allocation across multiple platforms (Meta, TikTok, etc.).
🔄 Creative Diversification: To combat creative fatigue and capture attention, a diverse range of creative assets and messaging styles tailored to different stages of the customer journey are essential.
🧪 Continuous Testing: Consistent A/B testing of creatives, targeting strategies, and channel allocation are key to optimize campaigns and adapt to the ever-changing advertising environment.
0:00 - Intro
1:18 - What is Firebrand Digital?
4:01 - Ideal account structures for better results
5:16 - Post-iOS 14 challenges in managing ad budgets
7:03 - Importance of continuous optimization and testing
10:10 - Funnel strategies for driving new customers
12:01 - Brand awareness and conversion campaigns
15:01 - Creative content for engaging diverse audiences
22:00 - Budget allocation in brand awareness campaigns
25:30 - Exclusions in targeting
27:11 - Broad targeting and lookalike audiences
32:08 - Using Triple Whale for trusted platform data
35:51 - Nuances of different attribution models
39:01 - Assessing how many purchases are from new customers
41:10 - Proper budget allocation for existing and new customer targeting
46:01 - Simple exclusions in ad targeting for enhanced user experience
48:19 - Final chew
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Ash Melwani - https://twitter.com/ashvinmelwani
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