Monday, Sept 23

B2B Advertisment Opportunity

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5 Best Practices To Launch Ads For Maximising Performance in 2024

Timing can make or break your ad performance. ⏰

While creating great ad content is crucial, knowing when to launch is also important.

The right timing can reduce costs and maximise your ROAS.

Let’s dive into the best timing practices to launch your ads in 2024 to get the most out of your Meta campaigns. 🚀

1. Avoid Mondays and Tuesdays 📅

The beginning of the week is often when engagement rates are the lowest.

People are back at their desks, checking emails and returning to the work rhythm.

Landing page views may be higher, but conversions will be lower for obvious reasons.

Pro Tip: Focus on testing new creatives or audiences early in the week rather than pushing for conversions. Save your budget for the midweek and weekends when people are more likely to make purchasing decisions.

2. Budget Scheduling: Increase Budgets at Peak Hours 💰

Meta’s latest feature, budget scheduling, allows you to increase ad spend during specific hours.

Instead of spreading your budget evenly throughout the day, you can now allocate more funds during peak times like mornings (9 AM—12 PM) and evenings (5 PM—8 PM).

This ensures your ads are shown when your audience is most active, maximising your chances of clicks and conversions.

Pro Tips: Access this feature at the Adset level. Use the Breakdown feature to determine the best times for your account.

3. Leverage Weekends: Capture Leisure Browsing and Buying 🛍️

Weekends are the best time to reach audiences when they have more leisure time.

While weekdays are filled with work distractions, weekends see a surge in casual browsing, especially in the afternoons and evenings.

Brands can benefit from higher engagement during these relaxed hours.

A Quick Fact: We run Meta Ad Toolkit ads only on the weekends ;)

4. Key Dates and Holidays: Leverage Seasonal Opportunities 🎉

Major sales seasons like Black Friday or Cyber Monday are gold mines for e-commerce brands.

Your customers are in a buying frenzy; All they need is a quick nudge from your brand.

I'll be sharing tips on how you should prepare for BFCM.

Reply: If you need any help with specific topics.

5. Never Launch Your Ads after 3 PM:

Ads need time to optimise.

The later you launch in the day, it will have lesser time to optimise.

And chances are it won't spend the daily budget to give you the intended conclusions for the day.

Pro Tip: If you launch the ads after 3 pm, try scheduling it for the next morning.

Was This Insightful?

You'll find many more insights in our 5-phase Ad Testing and Scaling System that dive into the best practices for launching and scaling ads profitably.

IBRAHIM’S NUGGETS

Happy Monday!

Hope you a great weekend and got spend some quality time with your loved ones.

On this week’s nuggets, I’d like to focus on under rated tactics to make better paid media creatives, and I’d like to split this into 3 parts, sharing 6 tactics each day, starting today, tomorrow, and on Thursday. If you’re new here, just know that Wednesdays are meant for deep dives, and Fridays are meant for Q&As—where I’d be answering questions, which, by the way, anyone can ask here. Mondays, Tuesdays, and Thursdays will have my bite sized nuggets alongside other nuggets from our in-house experts such as Sai and Kaushal.

From my conversations with other media buyers, and also just buying media myself, one thing is clear: the best form of targeting is your creative.

• The angle and messaging in your creative will determine who sees is.

• You know how you open TikTok and as soon as you engage with 1 fitness video or 1 cooking video, you start to get more like that? Then when you go 1 layer deeper and engage with a video talking through the best cookware to use in the ktichen, you go from just cooking to cookware.

• The same thing happens with your ads. You have to think of the ads being published to a For You page, and your creative steering who sees it.

• That’s why the angle is so important, and the way you speak about the product is equally important.

• Once someone clicks through, they’ll get to a web experience that is hopefully consistent with the messaging and the angle they clicked on.

Alright, let’s get into 6 actionable nuggets for today..

1. Create ads that YOU would personally screenshot or share

   • If it won’t perform well organically, don’t make it into an ad

   • You might remember my email about the Broke Man’s Content Playbook… create content, test it organically, and then push it into paid

   • Content that won’t get shared into the group chat, isn’t content worth putting out

2. Let the data help you decide

   • If it drives sales, it’s “on brand”. There is nothing worse than a CMO saying, “That’s not on brand,” and then having their “On brand” creative perform 10 times worse!

   • Unless you’re doing $50M in topline revenue, your “brand” is built by getting your products into the hands of consumers who can use and enjoy what you create

   • I recommend Motion to track and understand analytics behind ad creatives. For TV, I recommend Vibe or Tatari to understand the analytics!

3. Hire actual creators to make your content

   • Want amazing video creative? Go search for creators who do this for a living and contract them

   • If they’ve built their own audience online, making content like the ads that you want to see, they can make strong creative for your brand

   • If you work with content creators, don’t try to tell them exactly what to do either—you hired them, let them do their job

   • In this same bucket, I would highly recommend using Refunnel—it’s free to use (basic plan) and automatically saves, downloads, and categorizes any content that customers tag you in on social media

4. Experiment with all mediums and formats

   • Until you’ve tried all the mediums and formats listed above, you haven’t tested enough creative concepts for your ads

   • You absolutely should be doing a “media mix” of statics, videos, studio shot, UGC, comparisons, unboxing, reviews and testimonials, story based creative, ads that are comedic, ads that are serious, founder stories, fully animated ads, advertorials, listicles, articles, holiday themed creative, influencer creative and more to see what works best for your brand

   • The learnings from testing all of these formats will be worth their weight in gold

5. Build a “creative reference bank”

   • Everytime you see an eye-catching ad from another brand or creator online, take a screenshot or save the link

   • Obviously you don’t want to copy these ads directly, but you should be building creative references that can help inspire elements of your future campaigns

   • Maybe you like a color, font, hook, or something else

   • Save it in your creative reference bank to spark ideas for future ads

   • Within your team, I would also recommend creating an Instagram DM group for ads inspo. Whenever someone sees something good, send it in there with 1 sentence on why/what you like about it

   • You can also store and organize all these ads in Foreplay for your team to reference

6. Have a pre-established holiday content calendar

   • Proactively make your holiday promo content early on

   • Make sure that you have an evergreen and sale creative ready for every major holiday including New Year’s Day, President’s Day, Memorial Day, July 4th, Labor Day, Halloween, Black Friday and Cyber Monday, Mother’s Day and Father’s Day each year

   • Not taking full advantage of these holidays with custom ad creative is always a big miss, especially for high CTR ad opportunities

Alright folks, that’s it for today!

I’ll see you tomorrow inside Part-2, where I’ll be sharing Part-2 of this series.

Have any feedback for me? I’d really appreciate it if you could spare a couple of minutes to let me know here. Thank you!

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IN THE NEWS

Logistics readiness for the next phase of e-commerce in Southeast Asia

AI Briefing: This startup is using Salesforce for its AI-powered semantic search for e-commerce

YouTube and Shopee Partner to Boost E-commerce in Southeast Asia, Starting w/ Indonesia

Have any questions that you need help with?

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