Marketing Operators E046: Matt Bertulli: Is Meta Still Incremental? How Paid Media is Changing & Scaling Beyond Facebook Ads
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Feb 11, 2025 Matt Bertulli, CEO of Pela Case and Lomi, shares his expertise in sustainable e-commerce. He discusses the declining effectiveness of Meta ads and why traditional playbooks no longer apply. The conversation shifts to diversifying marketing strategies, including reallocating budgets to TV and YouTube for better customer acquisition. Bertulli emphasizes the importance of adapting content for ads and the need for performance marketers to rethink long-term impact measurement in a rapidly changing digital landscape.
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Hexclad's Meta Experiment
- Hexclad's tests revealed that Meta's purchase-optimized campaigns weren't effectively reaching new customers.
- They shifted a large budget percentage to view content optimization, resulting in a significantly higher incremental ROAS.
Meta's Shifting Focus
- Meta's focus on bottom-of-funnel conversions might be why upper-funnel objectives are now more crucial.
- This shift necessitates a broader marketing approach, aligning with Meta's user experience goals.
Content is King
- Brands succeeding on Meta have shifted from being ad machines to content machines.
- Focus on creating high-quality organic content that resonates with the platform's users.