Marketer Crew - A Better Way to Optimize Your Ads...


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Hey 👋🏼 Chris here…

Happy Friday to the thousands of motivated marketing professionals, startup founders, and business owners who are a part of this community.

We're always looking to stay on top of tactics that work! Being a Marketer means being a lifelong learner. So let's take a look at one way we should evolve our ads strategy to stay ahead of the curve.

Today’s issue takes around 2 minutes to read. As always, if you have any feedback or questions I would love to hear. Feel free to reply to this email.

Cheers!

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A Better Way to Optimize Our Paid Ads...

The one constant truth is that things always change.

Marketers have had a wild ride over the past decade as new platforms, technology, and trends have made it more possible than ever to achieve brand distribution at scale.

But as the platforms evolve which means to stay ahead of the curve, we have to as well.

A little history...

Early 2010's -- Organic social had amazing distribution. Just create content and build a following.
Mid 2010's -- Organic social distribution took a dive. Now we must pay to reach our audiences. New marketing technology began to emerge to help with attribution. New social platforms came on the scene.
Late 2010's -- Social channels are saturated with the same tired conversion based ads. Influencer Marketing takes over.
Early 2020's -- Organic social is seeing a surge as users of the platforms demand more engaging and entertaining content. Creator marketing takes over.

So what does this all mean for our ad strategy in 2022?

✅ Optimize Ads for In Feed Consumption... Not Clicks.

This may seem counter intuitive. But it's clear that the social platforms reward engagement. They even suppress posts that include links.

So we need to be creating content that people actually want to engage with.

But if we're not optimizing for clicks then what are we measuring?

Total Social Actions
Engagement Rate
Sentiment Scores
And yes... CTR... (But the traffic will be much higher quality)

✅ Use the Gary V Model of Value

Gary literally wrote the book... Jab, Jab, Jab, Right Hook.

The message is still clear. If we lead with value, ungate our content, and work to build authority and THEN ask for the click we will have much more success.

So spend 75% of our paid ads promoting content with quality engagement as the goal.

Here are some approaches:

Identify the main issues your customer struggles with and produce free content to help them solve it.
identify the Jobs to Be Done for your customers and then create content around best practices to accomplish them.

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If we evolve our tactics along with the platforms then we can stay ahead of the curve. Right now, short form video, in-feed consumption, and engagement is what the algorithms promote.

I'd love to hear what's working for you. Feel free to reply to this email and let me know what tactics have shown positive results in your campaigns.

Cheers,

Chris

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