Monday, Aug 19

B2B Business Marketing Opportunity

🗣NEW: A dedicated case study of your business. Reach 45,000 DTC brand owners: Learn more

GeoTargetly

GeoTarget Boost

Boost your business by targeting visitors based on their location with GeoTargetly. The all-in-one geo-targeting platform offers tools like geo redirects, links, popups, and more, allowing you to personalize user experiences by displaying location-specific content, offers, and pricing. Easily integrate with your website and enhance engagement and conversions by providing relevant information to each visitor based on their geolocation. Ideal for multi-regional and multilingual businesses, GeoTargetly ensures a seamless and personalized online experience, driving higher user satisfaction and sales.

For more information, visit GeoTargetly

With GeoTargetly you can offer:

🎯 Location-based targeting for custom user experience

🔁 Automatic geo redirects - always relevant content

💰 Tailored content = increased conversions

Elevate your website’s performance today with Geotargetly’s location-based personalization tools!

Message-Driven Targeting Is All You Need To Grow Your DTC Brand In 2024

In 2019-20, Meta Ads was primarily centered around Interest-based Targeting.

This allowed advertisers to reach specific audiences based on their assumed interests and demographics.

This methodology enabled marketers to tailor their campaigns to niche segments, but it often resulted in inconsistent outcomes, as what appealed to one group might not resonate with another.

In 2024, things have completely changed.

Meta's strong AI capabilities have transformed the advertising landscape, automating much of the targeting process.

As a result, advertisers no longer need to focus solely on detailed audience segmentation.

Instead, the emphasis has shifted to using the right messaging to target your relevant audience.

In this new landscape, effective messaging is crucial.

The Meta AI can analyse the messaging, visuals, and information on your landing page, allowing it to understand context and relevance.

This enhances its ability to target the right audience effectively.

When you craft compelling and relevant messages, the AI algorithms can optimise ad delivery, ensuring that the content reaches users who are most likely to engage and convert.

We call this "Message-Driven Targeting."

5 things that really matter:

1. Image or Video

2. Ad Copy

3. Ad Headline

4. The Offer

5. The Core Message

For example, when writing ads, I use the word ""DTC Brand"" in my ad image/video and copy.

This only attracts people in the DTC space, specifically DTC Brand Founders/Marketers who are responsible for growth.

So, focus all your attention towards speaking to your customers with your ad.

That's all you need to scale your meta ads in 2024.

Want Us To Help You Use Message Driven Targeting Effectively?

IBRAHIM’S NUGGETS

Happy Monday!

I was travelling to my home town last Thursday for the first time since I got married, and I’m just getting back, so it was a fun weekend spent with my family overall, although I’m jet lagged.

Today, I want to share an aha moment as I continue to think about reaching new audiences with diversified ad creative. I think the one negative that came from everyone targeting broad audiences is that it can be easy to think that we're actually targeting broad audiences, when in fact we're still doing interest targeting, just now at the creative level. So it's much easier to create general ads that don't speak to someone specific, and that's not a good thing.

In fact, when you run broad audiences you are still doing some level of targeting and reaching only a certain pocket of your "broad" audience. You can target different "audiences" by having diversified creative that speaks to different personas or avatars. But what about lookalikes?

Well, anytime you launch an ad, it goes into the auction and the system tries to learn who engages with it and who is likely to buy, then creates a probabilistic model to decide who to serve it to. Thus in fact, the system uses the data to create lookalikes for every ad. But there's a way to supercharge the lookalike modeling, and it's with partnership ads.

You're probably familiar with whitelisting ads. They still exist, but I suspect they will get depreciated over time. Meta seems to be going all in on Partnership ads, previously known as Branded Content Ads. Apparently, they see a 17% decrease in CPA using Partnership ads compared to whitelisting or just standard ads.

Why? First, they look native to the platform and secondly, you can reach new audiences really effectively. Apparently when whitelisting the system can create a model (or lookalike) audience to serve ads to based on the creator's page followers and engagers. But when you do Partnership ads, the system kind of creates a venn diagram of affinity between your page and the creator's page.

For audience, let’s consider these examples:

• People with plantar fascitis

• Pregnant woman with foot pain

• Doctors and nurses on their feet all-day

• People with back pain

Running ads from your brand page with creatives that speak to audience personas is a great idea. But I would also supercharge it with Partnership Ads. I would partner with creators for each personna. So using the above, I'd work with a middle-aged mom or rec athlete dude for the person with plantar fascitis. It could also be a recreational runner or weekend warrior.

There's no shortage of mommy bloggers and creators for the pregnancy avatar, and I'm sure there are plenty of nurse creators. Simply partner with one, or a few and work with them to create content around each pain-point.

There are a few ways to structure this. You could just reach out and pay them for some ad creative based on a brief, and get Partnership access. Meta is trying to make this as easy as TikTok Spark ads which is amazing.

A second option is to pay them to post on their feed, then get the Partnership code. This works with bigger creators who have a following and can help get the total cost down if you're interested in doing pay for play influencer as well. I'd look to essentially break even on the paid post and then your content to leverage in ads manager will be cheaper.

Third, you can just do a boatload of organic seeding and have someone on your team closely monitor to see who posts and what kind of content they post, then reach out and ask for Partnership access in exchange for a fee.

What I’d recommend is to mix all 3, and try finding out which works the best, and you don’t have to just keep doing one thing—it could be the case where all 3 of them are working for you, so it makes sense to continue executing on all 3 of them.

Alright folks, that’s it for today!

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Have any questions that you need help with?

Ask here - and look out for Fridays Issue where Ibrahim will answer them.