Ep 293: Biggest Opportunities and Oopsies for Smaller Brands on Meta Ads (AKNF)
DTC Podcast · with Cam and Jacob · April 7, 2023 · 28 min
Summary
For early-stage DTC brands, mastering Meta Ads is crucial for traction and scale. This episode breaks down how to strategically use social proof, micro-engagement campaigns, and intelligent ad library research to appear larger and more established. It also highlights critical mistakes to avoid, such as poor campaign setup and premature testing, ensuring your ad spend is optimized for growth.
Key takeaways
Leverage 'dark posting' and 'As Seen On' features to build social proof and appear as a larger brand on Meta, even with a limited budget.
Run micro-engagement campaigns ($5-10/day) targeting PRS and RTG audiences to boost non-sales focused posts, improving optics and engagement.
Utilize the Facebook Ads Library to reverse-engineer successful strategies from competitors and identify gaps in their approach.
Implement separate test campaigns and funnels for new vs. existing customers to optimize messaging and budget allocation.
Prioritize polished studio and lifestyle shots, alongside user-generated content (UGC), but avoid overinvesting in creative until initial tests prove efficacy.
Avoid cutting tests too early, set realistic benchmarks, and use page testing tools like Warpdrive and Hotjar to maximize insights and minimize wasted ad spend.
Subscribe to DTC Newsletter - https://dtcnews.link/signup It's All Killer No Filler, and today we're chatting with Cam and Jacob from Pilothouse's Pilot Program for early-stage brands. Jacob breaks down the key opportunities and oopsies he sees brands take advantage of and make when trying to get traction and scale on Meta Ads, including: -Appearing as a large brand using social proof(Pages, Darkposting, As Seen on features, popups, events, etc)
-Running micro engagement campaigns optimizing to build up optics(pushing non-sales focused posts from pages for $5-%10/day to PRS and RTG audiences)
-Using FB ads library to see what the “big guys” are and AREN’T doing
-Dial in on messaging of NEW vs Existing customers(split out test campaigns and funnels)
-Ensuring you have polished studio shots, lifestyle shots, CGC, etc at your disposal(but not going too deep until you see what’s working) MISTAKES
-Bad Meta campaign setup(leads to wasted budget)
-Cutting tests too early with limited budgets
-Not adding in enough contrast to tests(for quicker insights and less wasted budget)
-Not using Page Testing tools (ie. Warpdrive and Hotjar)(Needing additional Meta campaigns that spend more wasted budget).
-Relying solely on the ads over the product itself(a good product does most of the talking)
-Being stuck on set goals while benchmarks are still being set
-Paying too much attention to the day-to-day and not the week-to-week, especially important on new and smaller brands. Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertise<
What does this episode say about paid acquisition?
Leverage 'dark posting' and 'As Seen On' features to build social proof and appear as a larger brand on Meta, even with a limited budget.
What does this episode say about dtc strategy?
Run micro-engagement campaigns ($5-10/day) targeting PRS and RTG audiences to boost non-sales focused posts, improving optics and engagement.
What does this episode say about brand & content?
Utilize the Facebook Ads Library to reverse-engineer successful strategies from competitors and identify gaps in their approach.
What does this episode say about paid acquisition?
Implement separate test campaigns and funnels for new vs. existing customers to optimize messaging and budget allocation.
What does this episode say about paid acquisition?
Prioritize polished studio and lifestyle shots, alongside user-generated content (UGC), but avoid overinvesting in creative until initial tests prove efficacy.
