Show Notes
The Meta platform continues to evolve, leaving marketers with mixed feelings. While some fear the loss of control, others are already seeing extraordinary results. Today, we revisit a lab live session we had on Meta’s new Advantage+ sales system and share a game-changing creative strategy you’ll want to try. We’re hosting John Moran, who has spent over $1 million testing Meta's updates in real time. We discuss the shift from traditional targeting to AI-driven strategies in Meta’s Advantage+ campaigns. John reveals how advertisers are now at the mercy of the algorithm, with little control over exclusions or targeting.
However, we’ll also show you how to fight back with custom event cAPI imports, a strategy that’s helping us regain some of the control Meta has taken away. Plus, we break down the shifts in creative testing, campaign structures, and customer targeting to keep you ahead of the curve.
In This Episode: - Advantage+ campaigns vs. manual setup - Results from testing Meta’s algorithmic shift - How is Advantage+ different from PMax? - Testing Advantage+ for new customer acquisition - Merging Advantage+ with cAPI imports - Custom event cAPI imports explained - Step-by-step process of setting up Advantage+ campaigns - Inclusions and exclusions with the cAPI strategy - Regaining control with new creative strategies
Mentioned in the Episode: Episode 691: The MAJOR Meta Advantage+ Changes You Must Know: https://perpetualtraffic.com/podcast/episode-691-the-major-meta-advantage-changes-you-must-know/ Meta Advantage + Breaking News! | Tier 11 Live! https://www.youtube.com/watch?v=j9-nEIymAkw Get Your nCAC Calculator Now! https://www.tiereleven.com/ncac Tier 11 Data Suite: https://www.tiereleven.com/what-we-do/data-suite Partner with Tier 11’s digital marketing experts: https://www.tiereleven.com/apply
Listen to This Episode on Your Favorite Podcast Channel: Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify: https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK
Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1
We Appreciate Your Support! Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf
Connect with John Moran: LinkedIn - https://www.linkedin.com/in/johnmorangads
Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now
Connect with Lauren Petrullo: Instagram - https://www.instagram.com/laurenepetrullo/ LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode: https://perpetualtraffic.com/advertise-with-us/ https://perpetualtraffic.com/advertise-with-us/ https://perpetualtraffic.com/advertise-with-us/
More from Perpetual Traffic
Is the ad you're about to pause the one feeding every sale in your account? And is that shiny new channel really the fix for a rough month, or just an expensive distraction? Most marketers get both calls wrong, especially when the product costs thousands. Growth strategist Ricardo Pouwels joins me again to discuss this further. We open Meta Ads Manager to show how he reads frequency, hook rate, hold rate, and cost per engagement on a campaign that spent $145,000 in 30 days. The coldest video has a lower ROAS than the other ads, but pausing it would cut off the traffic that feeds the converting ads. I also talk about a flashlight campaign that "won" every engagement metric and sold nothing. Ricardo explains how an ad-level spend minimum stops Meta from dumping 90% of budget into one video. Plus, we cover the bad and good reasons for expansion, and why testing new avatars and messaging comes before adding any new channel.
Everyone tells you to put a booking calendar at the end of your funnel. What if that's exactly where you're losing half your leads? For businesses that rely on a sales team to close high-ticket offers, generating the lead is not the end of the process. The handoff is where businesses lose or win the opportunity. Thomas Mcnaught is back to break down a client case study that flips conventional wisdom. Most of their spend goes to Meta lead forms, the format everyone calls low quality. Yet show rates jumped roughly 20% once setters started calling every lead. Plus, they're turning six-figure ad spend into seven-figure monthly revenue at roughly a 7X MER.
What's the real cost of running brand and performance marketing as separate teams? It is more than most marketing leaders want to admit. When every dollar is judged on last-click conversions, you're capturing existing demand while the pipeline of future customers dries up.
Is your creative saying the same thing over and over? We can help you build a messaging strategy that scales your paid media. Talk to us at: https://www.tiereleven.com/apply Your creative team is producing more ads than ever. So why does every one of them say the same thing? Most brands skip the one step that decides what their creative actually says, and then pay for that mistake with every new dollar they spend.
Running ads across multiple channels and not sure which ones are actually driving growth? Our teams can audit your attribution and show you where your budget should really go. Talk to us at: https://www.tiereleven.com/apply A video is soaking up your ad spend and showing almost no conversions, so the obvious move is to kill it. But what if that video is the reason your cheap last-click image ads look so good in the first place?