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Perpetual Traffic

3 Big Takeaways from The Meta Performance Marketing Summit

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.7 • 867 Ratings

🗓️ 16 June 2023

⏱️ 41 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode of Perpetual Traffic, Ralph and Kasim explore the implications of Meta (formerly Facebook) and AI in marketing. They discuss the advantages of Facebook's Advantage Plus campaign type, highlighting how it has been utilized by larger brands to enhance their e-commerce efforts. However, they emphasize that this tactic should be seen as just one piece of the puzzle, and CMOs and marketing directors should focus on leveraging it to drive growth and expand their market. Ralph shares a case study involving Allergan, showcasing how a combination of awareness campaigns, video views, traffic campaigns, and middle-of-the-funnel exchanges helped introduce customers to the brand and collect data for retargeting. The hosts stress the importance of targeting individuals who may not be ready to make a purchase with branding campaigns that tell the brand's story or highlight its lifestyle. While acknowledging the impressive AI capabilities of Facebook, they also advise marketers to exercise caution and prioritize building campaigns that truly resonate with their specific target audience.

Chapters:

  • 00:00:00 - Welcoming Ralph back From the Meta Marketing Summit
  • 00:05:31 - Repurposing Content For Online Challenges
  • 00:07:17 - How AI Tools Transform Call Summaries and Add Strategic Insights
  • 00:12:04 - Exploring the Advantage Plus Campaign and Other Game-Changing Tools for Media Buyers and Creators
  • 00:16:49 - How Big Brands Fine-Tune Their Strategies for Massive Success
  • 00:19:23 - What CMOs and Directors of Marketing Need to Know About the Advantage Plus Campaign and Scaling Strategies
  • 00:23:51 - How Strategic Awareness Campaigns Can Expand Your Market and Drive Conversions
  • 00:25:16 - How Botox and Lesser-Known Products Can Benefit from the Same Strategy
  • 00:33:04 - Discover the Fascinating New Iteration of Meta's Agency Events

LINKS AND RESOURCES:


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Mentioned in this episode:

https://www.activecampaign.com/

https://perpetualtraffic.com/advertise-with-us/

Tier 11 Data Suite

https://www.NEXTInsurance.com/perpetual

www.AdRoll.com/PT

Transcript

Click on a timestamp to play from that location

0:00.0

Hey folks, Ralph here.

0:02.3

With something that could seriously upgrade your top of funnel ad game, if you've been a

0:07.4

PT listener for any period of time, you know that we talk about top of funnel all the

0:10.8

time and how challenging it is for you to get quality top of funnel clients or leads

0:17.8

or customers and then convert them typically at bottom of funnel.

0:22.8

Well, TV advertising is one of those areas that we haven't discussed here on PT all that much.

0:29.4

But our friends over at AdCritter have figured this stuff out.

0:33.2

They do connect to TV ads so you can be everywhere without spending millions on Super Bowl ads,

0:39.9

but they pair it with display retargeting. So you're hitting the audiences with a complete approach.

0:46.4

You reach them, then you remind them, and then you collect the revenue. It's a strategy designed

0:52.6

to deliver, and let me tell you, it really

0:55.6

works. We're testing this at Tier 11, and so far, the results have been very impressive. Now,

1:01.6

with Ad Critter, creating custom audiences are so easy. You don't need to reformat files. You don't

1:07.3

need to mess around with complex spreadsheets. You just upload any file in any format and you're ready to go.

1:12.9

And the match rate is awesome.

1:15.0

They make it easy to connect with the right people,

1:17.4

the actual people that have interacted with your ads in the past,

1:20.7

and then allow them to naturally flow through your funnel

1:23.7

so you can convert them at bottom of funnel.

1:26.9

Now, the folks at AdCritter, we twisted

1:28.7

their arm to get us a great deal for you, the PT listener. They are offering a special deal for

1:34.3

y'all, and that is you can get a $500 campaign credit, meaning $500 in free money to test out the

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