This Meta Masterclass with Adele Elliott is a must-listen for any e-commerce operator running or managing Meta ads. Learn the four critical metrics that dictate ad success, how to strategically manage ad sets with a unique netball analogy, and a winning creative strategy focused on quantity, quality, and authenticity. Unlock the power of persona targeting to speak to your entire audience and leverage Meta's algorithm for unparalleled results.
Key takeaways
Focus on the four core Meta ad metrics: AOV, CPM, Link CTR, and Conversion Rate. Understand what it means when each is off and how to optimize.
Do not turn off your highest-spending ad set. View it as the "center" of your campaign – disabling it can negatively impact your overall performance due to the interconnectedness of ad sets.
Implement a creative testing strategy of at least two new ads per ad set per week. Expect only 10-20% to be winners, and understand that authentic, less polished creatives often outperform highly produced ones.
Go beyond broad targeting by developing ads that speak to multiple buyer personas. Meta's algorithm rewards this approach, leading to improved engagement and conversions.
Monitor and interpret key Meta ad metrics to maximize budget efficiency and strategically manage ad sets.
FREE AIO AUDIT - Comment AIO Audit hereConnect with Adele on LinkedIn Here Get in touch with Chain Social HereMeta Masterclass with Adele Elliott from Chain SocialIn this episode, Ryan sits down with Adele Elliott, Digital Director at Chain Social — a fashion, beauty and lifestyle paid performance agency with a team of 22 (all female!). Adele recently presented a Meta Masterclass at the Social Summit, and this episode is a deep dive into everything she covered and more.Whether you're running your own ads or working with an agency, this one is packed with practical, no-fluff strategy.What We CoverThe four metrics that make or break your Meta adsAdele breaks down the four numbers every brand needs to know — average order value, CPM, link click-through rate, and conversion rate — and explains exactly what it means when each one is off.The netball analogy that changes how you think about ad setsStop turning off your highest-spending ad. Adele explains why that ad is your "centre" — and why pulling it kills the whole team.Creative: quantity, quality, and what actually winsTwo new ads per ad set per week is the minimum. Only 10–20% will become winners. Here's how to find them — and why your winner will never look like an ad.Persona targeting and micro-niche motivatorsIf all your ads say the same thing to the same person, you're leaving most of your audience on the table. Adele explains how to talk to multiple personas — and why Meta's algorithm rewards you for it.<st
What does this episode say about paid acquisition?
Focus on the four core Meta ad metrics: AOV, CPM, Link CTR, and Conversion Rate. Understand what it means when each is off and how to optimize.
What does this episode say about analytics & attribution?
Do not turn off your highest-spending ad set. View it as the "center" of your campaign – disabling it can negatively impact your overall performance due to the interconnectedness of ad sets.
What does this episode say about brand & content?
Implement a creative testing strategy of at least two new ads per ad set per week. Expect only 10-20% to be winners, and understand that authentic, less polished creatives often outperform highly produced ones.
What does this episode say about paid acquisition?
Go beyond broad targeting by developing ads that speak to multiple buyer personas. Meta's algorithm rewards this approach, leading to improved engagement and conversions.
What does this episode say about paid acquisition?
Monitor and interpret key Meta ad metrics to maximize budget efficiency and strategically manage ad sets.
