Meta
- Create a few personas
- Create a few value adds for each persona
- Create visually distinct assets highlighting each value add for each persona
My Meta rep’s go-to approach for creative differentiation in Advantage+ Shopping Campaigns:
Word is Meta Advantage+ product teams are broken out by feature—like an Audiences team & an Ad Serving team—that ship changes & updates without alerting other teams.
These changes appear to contradict or move ASC backwards. Which means performance is now volatile.
What do you get when you mix Google’s Performance Max and Meta’s Advantage+?
Pinterest Performance+
Similar to the others: streamlined creation flows, fewer levers to pull, (platform-touted) increased performance.
Early testing saw over 10% improvement in cost per acquisition for conversion and catalog sales campaigns.
Consideration campaigns saw a more than 10% improvement in cost per click.
via Adweek
Following up on my post about how to make a video according to Meta, from Meta:
we won’t recommend Reels that are over 90 seconds long
If you’re hoping for organic discovery of your Reel, keep it shorter.
From a Meta rep, creative differentiation isn’t just about designing assets that look different. It’s about creating assets and messaging that speak to every potential customer segment.
It’s not just about the stage of their journey, it’s about them plus their stage.