Marketing Operators E051: Why Meta Purchase Conversion Isn’t Enough - Rethinking Ad Optimization for Incremental Growth
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Mar 18, 2025 The conversation dives into the evolving landscape of Meta advertising, emphasizing the shift towards targeting users already in-market. Marketers discuss the limitations of optimizing solely for purchase conversions, suggesting innovative strategies for incremental growth. The hosts explore testing methodologies, creative diversity, and how different revenue stages influence ad objectives. They also highlight the importance of measuring causality in marketing and the need for brands to adapt their strategies amidst rising costs and diminishing returns.
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Limitations of Purchase Conversion Optimization
- Optimizing solely for purchase conversions on Meta can limit incremental growth, especially for established brands.
- Meta's algorithm increasingly targets in-market customers, making it harder to reach new prospects.
View Content Optimization
- Consider optimizing for view content on Meta to expand reach and drive top-of-funnel awareness.
- This can be particularly useful for brands needing to generate net new interest in their products.
Ridge's Q4 Meta Experience
- Ridge's Meta performance declined significantly in Q4 2024, especially for click-based metrics.
- Surprisingly, view content campaigns performed the best, leading to a shift in optimization strategies.