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The post 2024 Facebook Benchmark Report (and 2025 Q1 Forecast) appeared first on Strike Social.

YouTube Ads for Traffic and Action Campaigns: Do They Work?

YouTube is well known for brand awareness, and the numbers speak for themselves. Take Pringles’ Super Bowl bumper ad campaign—it generated 120 million impressions, proving the platform’s strength in reach-focused advertising. This is just one of many success stories demonstrating why YouTube ads are effective for awareness campaigns.

And it’s not just major brands that can maximize YouTube ads’ effectiveness. With the right strategy, businesses of all sizes can drive both brand awareness and bottom-funnel actions by using YouTube ads for website clicks, lead generation, and sales.

YouTube Video Campaigns For Every Stage of the Funnel

Indeed, YouTube is widely known for its strength in brand awareness campaigns, but its advertising capabilities go beyond just reach. 

Whether your goal is to drive website traffic, generate leads, or increase conversions, running ads on YouTube can be effective at every stage of the marketing funnel. Let’s break down how YouTube ads work across different campaign objectives.

Awareness – Top of the Funnel

Did you know that over 90% of users worldwide discover new brands or products through YouTube? That’s how effective YouTube ads are in maximizing visibility and brand recall.

YouTube’s Video Reach Campaigns (VRC) deliver ads to the most relevant audiences at scale, generating up to 41% lower CPM than traditional TrueView non-skippable ads. This cost-efficiency ensures that brands get the most out of their paid social media ROI while reaching high-intent users.

Additionally, Connected TV (CTV) has been an effective driver for brand awareness. In one of Strike Social’s YouTube ad campaigns, expanding placements to Google TV and YouTube TV resulted in 12% higher impressions and a 14% reduction in CPM.

Recommended YouTube Campaign for Awareness

• Video Reach Campaigns

Recommended YouTube Ad Formats

• Bumper Ads
• Non-Skippable In-Stream Ads
• Masthead Ads (Reservation only)

Results from Strike Social’s YouTube Awareness Campaigns

• 13% cost-efficiency boost with CTV placements for an industrial service brand
• 96% video completion rate (VCR) on CTV for a QSR campaign

Consideration – Middle of the Funnel

Is YouTube advertising effective for traffic campaigns? Absolutely.

YouTube video campaigns excel at keeping users engaged longer than other platforms, making them a powerful tool for nurturing interest and driving brand consideration. By running ads on YouTube that target mid-funnel audiences, brands can stay top of mind when potential customers are ready to make a purchase or choose a service.

Consideration campaigns are strategically placed where targeted audiences have either previously seen your ad or interacted with your brand. This makes engaged views (view-throughs) a critical YouTube advertising metric. Strike Social’s YouTube Video View Campaigns have achieved up to 27% cost-efficiency in CPV on mobile placements—even during peak holiday periods.

Despite increasing competition during high-demand seasons, Video View Campaigns prove to be a strong investment for keeping audiences engaged and moving them closer to conversion.

Recommended YouTube Campaign for Consideration

• Video View Campaigns

Recommended Ad Formats and Placements

• Skippable In-Stream Ads
• In-Feed Video Ads
• YouTube Shorts

Results from Strike Social’s YouTube Consideration Campaigns

• 59% cost-per-view (CPV) efficiency during Q4 peak advertising season for a US HVAC campaign
• 81% video view completion rate, indicating strong viewer engagement for a Canada HVAC campaign

Conversion – Bottom of the Funnel

Are YouTube ads effective for action campaigns? It’s a resounding yes.

When using intent-driven ad formats, YouTube conversion ads can effectively drive direct sales, leads, and store traffic. With the right strategy, you can transform engaged viewers into paying customers.

Formerly known as YouTube Video Action Campaigns, Demand Gen campaigns on YouTube are designed to turn views into high-value actions. These campaigns go beyond YouTube, expanding to Google’s action-driven placements like:

• Gmail
• Discover Feed
• Google Display Network (GDN)

A key feature coming to Demand Gen campaigns is integrated product feeds, allowing users to shop directly within the YouTube app. Similar to Shopping Ads, this feature removes diversion by eliminating the need to leave the platform to purchase or express interest in a product.

Further, advertisers will soon be able to choose preferred placements for better control, brand suitability, and audience alignment, solidifying the way your customers interact with your business and integrating your identity.

Recommended YouTube Campaign for Conversions

• Demand Gen (formerly Video Action Campaigns)

Recommended Ad Formats in YouTube

• Skippable In-Stream Ads
• YouTube Shorts
• Shopping Ads

Results from Strike Social’s YouTube Conversion Campaigns

• 7.8x ROAS through geo-targeted YouTube ads driving in-store foot traffic for a family entertainment brand

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Further Reading

Know the Difference: Demand Gen vs. PMax vs. Display Ads

Video Action Campaigns (VAC) were built to drive key actions like initiating clicks and driving website traffic with YouTube ads. Now transitioning to Demand Gen, how does this new format stack up against Performance Max and Display Ads within Google’s advertising ecosystem?

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Why YouTube Ads Are Effective for Lower-Funnel Campaigns

YouTube stands out in lower-funnel advertising by combining intent-driven user behavior with AI-powered ad delivery, making it a highly effective conversion tool. This unique combination proves YouTube ads’ effectiveness by serving ads to the right audience at the right time, strengthening engagement, and driving conversions.

Here’s how YouTube ads drive results for your traffic and action campaigns:

Leveraging User Intent and Behavior

One of the biggest advantages of YouTube ads for traffic and conversion campaigns is the platform’s ability to align with user intent. Unlike passive social feeds, YouTube users actively search and engage with video content, making them more likely to take action when presented with relevant ads.

For example, if you’re preparing YouTube traffic ads for Amazon Prime Day, positioning your watch brand alongside videos featuring “Best Amazon Prime Day Deals” or “Top Influencer Gift Ideas” makes sure your ad reaches high-intent shoppers at the right moment.

Beyond standard targeting options like location, device, and language, Custom Audiences allow advertisers to build highly specific audience segments that can be used and refined across multiple campaigns. This is particularly valuable for seasonal and holiday-focused YouTube campaigns, where granular audience segmentation can improve ad relevance and engagement.

By building Custom Audiences, you can tap into users’ existing intent to watch and engage with video content, with the ability to link your products or services to relevant user behavior. Even more, Demand Gen campaigns extend this reach beyond YouTube, providing broader brand visibility and higher conversion potential.

Integration with Google and Its Vast Ad Network

Another key factor making YouTube ads effective for traffic and conversion campaigns is its integration with Google’s advertising network. This allows precise targeting through in-market audiences and remarketing, allowing you to expand your reach to individuals who are already familiar with your brand or have profiles similar to your current customer base.

For lower-funnel campaign types like Demand Gen or YouTube video conversions, you can maximize your reach across a broad range of placements, including:

• YouTube (In-stream, In-feed, Shorts)
• Google Discover
• Gmail
• Google Display Network (GDN)

Even for awareness campaigns, YouTube’s reach extends beyond the app itself. For instance, Connected TV (CTV) placements on Google TV and YouTube TV provide even greater exposure with larger screen placements.

By opting into Google’s Display Network video partners, your ads can reach a broader audience, bringing your brand to users in various contexts and increasing the potential for both awareness and conversions.

Designed for Engaged Views Gearing Toward Conversions

YouTube campaigns like Demand Gen and Video View Campaigns are specifically designed to drive conversions, not just views. As highlighted in the full-funnel strategy earlier, YouTube’s closed-loop attribution creates a seamless synergy between each stage of the funnel—from awareness to conversion.

To help illustrate how this works, let’s walk through an example of a full-funnel YouTube ad campaign for a fast-food restaurant (QSR). This will show how initial awareness views can be nurtured into website traffic and ultimately drive purchases.

Full-Funnel YouTube Ad Campaign Strategy: Fast-Food Restaurant (QSR)

The expected outcomes of this full-funnel YouTube ad strategy include increased brand awareness and ad recall among sports audiences and food lovers during key seasonal events, ensuring a strong top-of-mind presence. Engagement rates will rise through interactive ad formats and remarketing efforts, driving users from awareness to consideration.

From here, using optimized bidding strategies and audience targeting, the campaign will maximize online orders, particularly during peak periods like the holidays and the Super Bowl. Ultimately, the strategy ensures cost efficiency while maintaining high performance across all funnel stages, creating a continuous loop of audience engagement, re-engagement, and conversion.

Achieving Your Target ROI with Strategic YouTube Advertising

By now, we hope we’ve shown you just how effective YouTube ads can be—not only for brand awareness but also for traffic and action campaigns. Driving website clicks, online orders, and in-store traffic through YouTube ads is entirely achievable. Many brands have done it successfully, and with the right strategy, you can do it, too.

Partnering with an experienced YouTube ads agency can help you build a full-funnel campaign tailored to your goals and maximize your YouTube ads ROI.

Ready to take your YouTube campaigns to the launching stages? Get in touch with us below, and our team will be happy to reach out and guide you through your YouTube advertising journey.

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Guide to Transitioning Your TikTok Ads to Instagram Reels

If the TikTok ban proceeds without a resolution, advertisers will need a new platform to reallocate their ad spend. With 170 million U.S. TikTok users, now “TikTok refugees”, seeking a new home for short-form content, Instagram Reels is emerging as the top alternative.

Instagram Reels offers an experience that closely mirrors TikTok’s feed, making it a natural transition for audiences and advertisers. Plus, with Instagram’s foundation in photo and video content, brands gain expanded opportunities beyond short-form video.

For advertisers looking to move TikTok ads to Instagram Reels, the transition may seem straightforward. And with the right tools and strategy, it can be. This guide will walk you through everything you need to run ads on Instagram Reels and successfully make the switch.

Why Choose Instagram Reels

Did you know that Reels now make up 38.5% of the content on users’ Instagram feeds? That’s nearly on par with the platform’s original focus—photos, which account for 39.8% of shared content. Despite launching later in August 2020, the growth of this content format is surely not going unnoticed.

Rising Popularity and Engagement

In the plight of the news of TikTok restrictions from 2024, Reels was already the first choice of U.S. users. Based on MGH, Inc.’s survey, about 60% say they will jump to this platform if it totally closes down.

Instagram Reels can easily be seen as TikTok’s competitor, with its significant share of the short-form video audience. While TikTok leads with a 5.53% engagement rate, Instagram Reels is closely behind at 4.36%. The platform is also seeing consistent growth, with a 3.7% YoY increase in user count, further boosting its appeal.

For brands leveraging influencer marketing, Instagram has introduced new updates. One of which is Trial Reels, which allow content creators to A/B test their videos before releasing them to the public.

Additionally, Instagram Reels now allows videos up to 3 minutes long, providing more time for creators and advertisers alike to connect with audiences.

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Further Reading

Partner Up with Brilliant Instagram Creators with Partnership Ads

As you continue to utilize influencer content for your brand’s marketing, Instagram continues to innovate to ease up the process. Know how you can connect with more communities and audiences on Instagram using Partnership Ads.

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Meta’s Robust Ad Ecosystem

While TikTok captures about a third of the U.S. population, Meta’s dominance in social media advertising is unmatched. With Facebook and Instagram holding 77% and 56% of the U.S. social media market, respectively, TikTok trails behind in fourth place at 45%.

Meta also leads in digital ad spending with a 21.3% share in the U.S. and commands an even larger 74.5% of social media ad spend. This makes advertising on Instagram Reels a strategic move, allowing brands to tap into Meta’s extensive ecosystem.

Beyond Instagram Reels, advertisers gain access to Facebook video placements, Feeds, and Meta Audience Network, which extends its reach across over 10 million publishers.

Stability Amid Regulatory Challenges

With TikTok facing ongoing scrutiny in the U.S., advertisers need a reliable and stable platform to continue reaching their audiences. As part of Meta, Instagram offers a more secure advertising environment, backed by an established U.S. presence and strong financial performance—Meta stocks saw a nearly two-thirds increase by the end of Q4 2024.

Even before the January 19 TikTok ban, creators were already directing their audiences to Instagram as their new content hub. This shift underscores Instagram’s role as the primary beneficiary of ad spend reallocation and the trust and long-term stability the platform provides for brands and advertisers.

Is Instagram Reels the Right Choice?

TikTok has built a unique space in short-form video, but does Instagram Reels truly compare? If you’re considering shifting from TikTok ads to Instagram Reels advertising, it’s important to understand the similarities and differences.

Let’s break down how these platforms align for advertisers and what you need to consider when making the switch.

Audience Demographics

Instagram Reels ads reach users starting at age 18, and Instagram’s audience closely mirrors TikTok’s, especially among younger demographics. In fact, 78% of U.S. adults aged 18-29 use Instagram, compared to 62% on TikTok. Here’s how the two platforms stack up across different age groups:

While younger users are active on both platforms, Instagram has a notable advantage in reaching older demographics—particularly users 30 and above, such as parents, families, and professionals. This makes Instagram Reels a strong alternative for targeting a wider age range beyond Gen Z.

Diversifying Ad Spend

According to eMarketer data, Instagram is set to capture up to 22% of ad spend reallocation. This puts Instagram ahead of its partner app, Facebook (17%), and YouTube (10%), making it the top alternative for advertisers shifting budgets from TikTok.

But what about ad costs? Does transitioning from TikTok ads to Instagram Reels mean a higher cost with the incoming competition? Jump to our costs and budget discussion for an in-depth look at Strike Social’s ad cost data for TikTok and Instagram.

Instagram Reels vs. TikTok Ads: Key Differences to Consider Before the Move

You’ve noticed the similarities—where TikTok and Instagram overlap, the shared features, and the advantages you can leverage. Now, let’s examine how the actual campaign preparation and setup differ. We’ll explore the creative process, ad campaign setup, and optimization as you transition from TikTok to Instagram Reels advertising.

Creative Adjustments

While both TikTok ads and Instagram Reels use a 9:16 vertical format, their safe zones, ad specs, and text placements differ. Optimize your video ad creatives for Instagram Reels’ layout to ensure a smooth transition. For a clearer view, let’s visualize this:

A side-by-side comparison reveals that moving your ad from TikTok to Instagram Reels offers a larger safe zone. TikTok’s ad layout accommodates up to four lines of text, requiring additional space at the bottom—an area that should be kept free of calls to action (CTAs).

Additionally, primary text on Instagram Reels appears in a smaller font size compared to TikTok, providing more space when transferring your video ad.

Refer to the table below to make sure your TikTok ads are compatible with Instagram Reels’ specifications. It outlines the minimum requirements to guarantee that when you switch from TikTok to Instagram Reels advertising, you’ll maintain (or even improve) the visual resolution for your audience’s view.

With the data above in mind, you can now tweak your image or video ad creatives to be more compatible before you launch your paid ads on Instagram. Keep in mind that you are entering a more aesthetically coordinated type of content platform, and it’s important to make the right impression with your Instagram Reels ads.

Costs and Budget

As you finalize your transition from TikTok to Instagram Reels ads, ad spend and campaign budget will definitely be important factors to consider. Without understanding how competitive Instagram advertising can be, you might be concerned about the potential increase in costs when making the switch.

To help you make an informed decision, let’s take a look at Strike Social’s campaign data:

CPM and CTR Trends

Many brands are vying for brand awareness on TikTok, leading to historically higher CPMs on the platform. Although TikTok’s CPM for Q1 2025 is projected to drop to $4.20 due to the impending ban, you can also expect lower engagement, especially if your primary audience targeting is largely or exclusively U.S.-based.

This trend has already been observed at the end of Q4, when TikTok’s CPM began to narrow the gap with Instagram CPM. Strike Social’s data further shows that while TikTok’s click-through rates (CTR) have been higher, there is a noticeable drop as the January ban approaches. During the same period, Instagram’s CTR continued to rise, highlighting the growing effectiveness of Instagram Reels advertising and demonstrating that it can now compete on equal footing with TikTok.

As indicated in the data, if impressions and brand awareness are your primary goals, based on our data (and with the steady user growth on IG),  Instagram offers lower CPM trends compared to TikTok. While Q4 does show an uptick in rates—likely due to the holiday season—these higher CPMs are still relatively close to the previous month’s levels, rather than a drastic peak.

TikTok vs. Instagram Cost Benchmarks

To give you a better sense of the cost differences, here’s a quick comparison of cost benchmarks for various campaign types on TikTok and Instagram:

It’s clear that Instagram can now match TikTok’s cost levels, particularly in terms of CPM and CPV. While you’ll need to adjust your campaign budget for Instagram advertising, the data suggests it will ultimately be a more efficient investment.

However, competition is likely to increase as more brands consider making the switch, which could raise these costs over time. With the right agency partner, you can optimize your costs while ensuring campaign performance stays strong. Learn more about how we can help you make the switch by scheduling a personalized walkthrough of our AdTech services.

Ad Setup, Targeting, and Campaign Management

While ad management software is generally easy to understand once you’re familiar with how it works, there will be some unfamiliar terms and tools that differ from what you’re used to.

One basic thing, though, is that both TikTok and Meta Ads Manager funnel down starting from Campaign to Ad Groups or Ad Sets and Ads level. However, for instance, TikTok classifies views as 2-second views, 6-second views, and video view-through. For Instagram (Meta), the classification for video views goes from 2-second video plays to 3-second video plays and ThruPlay.

To help simplify your process, we’re going to give you some of the things you can adapt to while shifting your ads over from TikTok to Instagram Reels:

Ad Placements

• TikTok: Available ad placements include TopView (the first ad shown upon opening the app) and In-Feed (For You, Search, Profile). In TikTok Ads Manager, you cannot specifically choose which placement you want your ad to appear in. However, you can deselect the tick box if you do not want your ads to appear in the Search Feed or search results.
• Instagram: Available ad placements include Reels, Explore, and In-Stream (post-loop). In Meta Ads Manager, you can choose to promote exclusively on Instagram Reels or expand to other placements. If you select Advantage+, Meta will automatically determine the placements where your video ad will perform best within the Meta Audience Network.

Audience Targeting

• TikTok and Instagram Reels offer similar audience targeting options. Meta recently added DMA targeting (introduced in 2023), which was already available on TikTok since 2021.
• A key distinction lies in Custom Audiences:
  • TikTok requires a minimum of 1,000 users in a Custom Audience to begin targeting matched users.
  • Meta only requires a minimum of 100 users, making it easier to refine your ad audience with smaller lists.

Ad Monitoring and Management

• Both TikTok Ads Manager and Meta Ads Manager provide comprehensive ad monitoring tools designed for their respective platforms. For a quick comparison, here’s a side-by-side view of TikTok Ads Manager and Meta Ads Manager:

• Getting familiar with a completely new platform may take some time and require adjustment. Browse through our Meta Ads Manager guide to begin your learning.

Make the Switch to Instagram Ads Without Sacrificing Performance

TikTok is still very much active to this point, that much is true. But for U.S. advertisers, your local audiences can still be reached through other mediums that don’t compromise your costs and keep traffic and sales coming through. Your priority now is to never let your ad campaigns go dark, and moving TikTok ads to Instagram Reels may just be the best decision you make.

Simplify this transition by partnering with the right experts and using the right tools. Strike Social specializes in ad activation and management, easing the burden on your in-house advertising team and taking care of the heavy lifting for you.

Ready to make the move to Instagram Reels? Contact Strike Social today to get your Instagram ads up and running.

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The post Shifting From TikTok to Instagram Reels Ads Without Losing Performance appeared first on Strike Social.

From artificial intelligence (AI) advancements and social media marketing evolution to the rise of short-form videos, staying ahead of these trends will help you connect with your audience in creative and meaningful ways.

In this article, I’ll discuss seven transformative digital marketing trends set to shape the industry and how you can leverage them to thrive in a competitive landscape.

What’s Next in Digital Marketing: 2025 Trends to Watch

1. Voice and Visual Search 

How consumers search for information online is one of the digital marketing trends set to revolutionize the industry. Tools like Alexa, Siri, and Google Assistant have made voice search an integral part of our lives, while visual search options like Google Lens and Pinterest Lens are unlocking new ways to discover products and services.

You’ll need to create visually rich and voice-friendly content to adapt to this shift. Here are some tips to optimize for voice and visual search and improve your SEO strategy:

• Use descriptive image tagging and alt text to ensure visuals are discoverable
• Include long-tail conversational keywords that mimic natural speech for voice SEO
• List your products on visual-heavy platforms like Pinterest and Google Shopping

2. Short-Form Video Content

Attention spans are growing thinner, and platforms like TikTok, Instagram Reels, and YouTube Shorts are thriving. These platforms prioritize quick, captivating, and value-packed videos. This explains why 39% of marketers find short-form videos lasting 30-60 seconds as the most effective, as shown below.

Short-form videos grab attention quickly, delivering your message concisely. The best part? Modern video-making tools empower you to create professional-quality content without advanced technical skills or costly equipment. Get started with a comprehensive guide to streamline your video creation process.

Here are some short-form video ideas you can incorporate:

• Focus on storytelling. Create compelling narratives that evoke emotions, humor, or thought-provoking messages within a brief moment
• Invest in skippable ads and sponsored reels to increase visibility without annoying users
• Leverage trends like challenges, memes, and popular audio tracks to stay relevant

3. Generative AI in Marketing 

The rise of AI is among the digital marketing trends revolutionizing every aspect of modern business operations. In fact, 56% of organizations look forward to improving productivity and efficiency with AI, while 35% anticipate reducing operation costs, as shown below.

Generative AI, in particular, allows you to create content and designs, use text to create images, and even strategize in a fraction of the time you usually take.

For instance, you can use ChatGPT Plus to draft high-quality content for your startup pitch deck slides, Midjourney to design stunning visuals, and Synthesis to produce high-quality voiceovers.

Other ways you can use generative AI to scale your marketing efforts include:

• Use AI-powered analytics tools to predict customer behaviors, measure campaign performance, and optimize ad targeting
• Utilize DALL·E to create custom images, infographics, or ad visuals 
• Leverage AI tools to create personalized email campaigns, ad copy, and blog content tailored to your audience segments

4. Social Media Advertising 

Digital marketing trends are stretching as far as disrupting generic social media ads. Thanks to AI and machine learning, social media advertising is becoming more personalized, engaging, and data-driven.

You can now create hyper-personalized ads that resonate deeply with your target audience while using data-driven insights from AI-powered analytics tools to refine your campaigns and maximize ROI. 

For instance, you can enhance your LinkedIn lead generation strategy by targeting specific job titles, industries, and company sizes to reach decision-makers and influencers.

What’s more, platforms like Instagram and TikTok now feature shoppable ads, where users can buy directly from their feeds.

To get the most out of your ad campaigns in 2025:

• Emphasize personalization while respecting user privacy. Tailor your ads using anonymized data to balance relevance with trust.
• Explore new ad formats, like augmented reality experiences or product demos in reels
• Test, analyze, and refine your ads constantly to keep up with algorithm changes

5. Community Building 

Instead of chasing every potential lead, brands are now cultivating loyal, engaged communities where meaningful interactions flourish. Platforms like Discord and private Facebook groups offer intimate spaces for organic interactions and engagement.

A thriving community can amplify your reach organically by sharing your content, offering testimonials, and defending your brand in these public forums. 

To build a vibrant community:

• Engage in genuine interactions and respond to feedback and concerns
• Offer exclusive perks, such as loyalty points or early access to products or special events
• Focus on niche interests to attract the right people, not just more people

6. Interactive and Immersive Content 

Consumers now want to be part of a brand’s experience. That’s why interactive and immersive content will be one of the biggest digital marketing trends this coming year.

Interactive experiences like polls, quizzes, and live webinars or Q&A sessions can captivate your audience, keep them engaged longer, and leave lasting impressions. In fact, about 35% of marketers globally reported polls and quizzes as one of the most effective types of interactive content, as shown below. 

You can also take it up a notch with augmented reality (AR) and virtual reality (VR). These tools allow potential customers to try products and experience virtual showrooms virtually. And you don’t have to do it alone—leveraging a well-trained virtual assistant can help you manage and moderate these interactive experiences seamlessly.

7. Sustainability and Ethical Marketing 

Today’s consumers don’t just care about what you sell. They support brands that care about the environment, practice ethical business, and value transparency. According to a Nielsen report, 17% of consumers purchased from sustainable brands, while 14% chose transparent brands.

Brands like Patagonia are already leading with eco-friendly initiatives, as illustrated below.

With the help of a sustainability business mentor, you can follow suit. Here are some tips to help you get started:

• Infuse your marketing with messages of transparency, ethical practices, and environmental consciousness
• Publish sustainability reports and share progress on eco-friendly initiatives authentically
• Showcase eco-friendly sourcing and manufacturing practices, such as carbon-neutral shipping or sustainable packaging
• Collaborate with organizations or causes that align with your brand values

Conclusion 

The future of digital marketing is packed with possibilities, but success depends on your ability to stay agile. Whether it’s harnessing the power of AI, embracing short-form video, or committing to sustainability efforts, each digital marketing trend offers a chance to connect more deeply with your audience.

So, which of these digital marketing trends will you embrace first? Start experimenting today, and let 2025 be the year your brand takes the lead in digital transformation.

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This article is written by Reena Aggarwal, Director of Operations and Sales at Attrock, a result-driven digital marketing company. With 10+ years of sales and operations experience in the field of e-commerce and digital marketing, she is quite an industry expert. She is a people person and considers the human resources as the most valuable asset of a company. In her free time, you would find her spending quality time with her brilliant, almost teenage daughter and watching her grow in this digital, fast-paced era.

Have some great content up your sleeve? We invite you to reach out to us. We are excited to collaborate with talented writers and feature high-quality content on our blogs.

The post 7 Emerging Digital Marketing Trends for 2025 appeared first on Strike Social.

Feel the Love With Our 2025 Valentine’s Day Advertising Guidebook

As the first major holiday following the Q4 rush, Valentine’s Day offers the perfect opportunity to kick off your 2025 advertising efforts with fresh ideas and dynamic campaigns. Known as a season of love and thoughtful gifting, it’s a time for brands to connect with audiences on an emotional level and celebrate relationships.

This year, we’re bringing you the latest trends and actionable strategies to lock in your Valentine’s Day ad campaigns capture hearts—and deliver results.

Top Valentine’s Day Trends for 2025

Before we discuss specific advertising insights, let’s first explore what consumers are thinking about this Valentine’s Day. Understanding what shoppers are searching for, where they’re shopping, and how they plan to celebrate provides guidance for shaping your paid social strategies.

Ideas for Valentine’s Day Gifts

When it comes to Valentine’s Day gift ideas, sweet treats like chocolates and candy continue to reign supreme, with 52% of consumers listing them as their go-to choice. Flowers and gift cards take second and third spots, hinting at celebrations that range from intimate dinners at home to outings at restaurants or bars.

Shopping Destinations

Online retailers remain the top choice for Valentine’s Day shoppers, with 36.55% favoring Amazon for gift purchases. However, physical stores are not far behind, as 36.37% of consumers still prefer shopping in-store.

Interestingly, even with a projected rise in overall spending, about 3 in 10 U.S. consumers prioritize affordability, opting for lower-cost gifts. This trend makes discount stores, alongside department stores and local businesses, a key destination for Valentine’s Day shoppers.

Choice of Celebrations

Will your audience be staying in or heading out this Valentine’s Day? According to Statista, more than 20% of U.S. consumers plan to celebrate with a home-cooked meal. Interestingly, many celebrations are expected to occur before or after February 14, as consumers aim to avoid crowded restaurants and high costs associated with peak Valentine’s Day activities.

Valentine’s Day isn’t just for couples. In 2024, 29% of Valentine’s Day spending was dedicated to celebrating with friends, coworkers, and classmates. This growing trend of “Galentine’s Day” or group celebrations highlights that love comes in many forms—romantic, platonic, or professional.

Love is indeed everywhere, and this just proves that advertising during Valentine’s Day is not just for flowers and chocolate brands, right?

Valentine’s Day Advertising Insights on Paid Social Media

Even if your brand doesn’t offer traditional Valentine’s Day gifts or experiences, there’s still ample opportunity in social media advertising. Whether you’re a sports brand or an industrial service company, your Valentine’s Day ad campaigns can be tailored to resonate with a wide audience.

As mentioned earlier, Valentine’s Day is not only about romantic love. People celebrate various forms of love, making Valentine’s Day ad campaigns highly versatile. Check out these insights and trends to guide your advertising strategy this year:

YouTube Ad Trends for Valentine’s Campaigns

As with other major holidays like Halloween and Thanksgiving, Valentine’s Day sees a significant spike in activity, particularly during the week of the event. But how much of a spike can you expect? Let’s take a look at our YouTube data for Awareness campaigns:

If you’re mainly advertising on YouTube for your Valentine’s Day 2025 ads, expect higher CPM (cost per thousand impressions) during the event week. CPM starts to rise during the last two weeks of January, stabilizes for a short period, and then spikes back up on Valentine’s Day week.

For YouTube bumper ads, the optimal period for awareness campaigns is two weeks before Valentine’s Day, continuing through the first week of March.

Views-focused campaigns follow a similar pattern during the week of Valentine’s Day. The cost-per-view (CPV) trend favors Video View Campaigns more, showing steady movement during Q1. 

Early spikes are also seen by the last week of January. As February progresses and into March, YouTube VVC shows more stable results.

Facebook Advertising Insights for Valentine’s Week

With online shopping dominating this Valentine’s Day, Facebook, the largest social media platform in the U.S., should definitely be part of your advertising strategy. If you’re considering launching your Valentine’s Day ad campaigns on Facebook, our data indicates you’re in good hands.

During Valentine’s Day Week, Facebook campaigns tend to show relatively stable performance in both top and mid-funnel efforts. Let’s take a closer look at the data:

Last year’s Valentine’s Day campaigns proved successful, with both awareness and click-focused campaigns performing well during the event week. Our Facebook advertising cost benchmarks for CPM ranged from $2.78 to $9.60, and our Q1 data shows an average of $3.51 to $5.91. For the Valentine’s Day week specifically, our Campaign Lab insights show CPM levels between $3.95 and $5.82.

Click-focused campaigns also showed positive trends, with Q1 CPC ranging from $0.14 to $0.72 (vs. $0.14 to $0.72 benchmarks). We expect Valentine’s Day 2025 trends to exhibit an identical pattern, especially with the 8.5% increase in ad spending as 2024 closed.

As we previously indicated from our Valentine’s Day 2024 trends, being specific in the target audience interest may raise costs. However, Valentine’s Day ad campaigns on Facebook show that February sees a lower cost level right after the mid-January peak. Costs stabilize as we approach March Madness and the end of Q1, creating an optimistic outlook for Valentine’s Day campaigns on Facebook.

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Case Study:

Our Valentine’s Day advertising insights show a typical uptick in ad costs a week or two before the holiday. However, our recent campaign for a CPG brand promoting specifically for Valentine’s Day revealed a different trend.

The goal of this Valentine’s Day campaign was to acquire 88 million impressions over a one-month period on Facebook. While we did observe the usual CPM spike in late January, the weeks leading up to and including Valentine’s Day showed more controlled and optimized CPM levels.

With the help of Strike Social’s team in continuous campaign optimization, we achieved a 31% improvement in CPM efficiency. Additionally, by optimizing campaign pacing during the key weeks of Valentine’s Day, we reduced costs by up to 36%. This approach helped the brand meet its target number of impressions within the campaign’s timeframe while keeping ad costs under control.

While it’s common to see high peaks in ad activity during the event itself—just like any other holiday—this shouldn’t deter you from focusing on your campaign goals and driving more traffic or sales during Valentine’s Day.

Stay ahead of every holiday event by knowing the best times to ramp up or scale back your campaigns. Subscribe to our newsletter for the latest advertising news, trends, and updates on paid social media.

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Leap Into Success with Your Valentine’s Day 2025 Advertising

It’s a given that paid social media advertising is not for the faint of heart. Thus, your Valentine’s Day ad campaigns should also be resilient and adaptable to make sure you get the best results at the best costs.

Strike Social offers a data-driven approach to maximize the effectiveness of your paid social campaigns. With over 10 years of machine learning combined with our proprietary tool, Campaign Lab, and the expertise of our media buyers, we’re here to help you surpass your Valentine’s Day 2025 campaign goals. 

Schedule a demo with our team to discuss your campaign targets and how we can help you succeed.

The post Inspiring Insights for Your 2025 Valentine’s Day Ad Campaigns appeared first on Strike Social.

Download the 2024 YouTube Ads Benchmark Report

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Your Ultimate 2025 Super Bowl Ads Strategy From Kickoff to Touchdown

The 2025 Super Bowl is just around the corner, with the Detroit Lions and Kansas City Chiefs emerging as fan favorites for this season’s championship showdown. But while the NFL playoffs heat up, the real competition for advertisers happens off the field—fighting for coveted Super Bowl commercials and top social media ad placements.

With over two-thirds of Americans tuning in as NFL fans, the Super Bowl’s cultural impact is undeniable. From Taylor Swift’s appearances at Chiefs games to Jason Kelce’s post-retirement ESPN broadcasts, and Kendrick Lamar’s highly anticipated halftime performance at Super Bowl LIX in the Caesars Superdome, the event is as much a pop culture phenomenon as it is a sports event.

For brands, this presents an extraordinary opportunity to connect with sports audiences and more. However, with intense competition in TV and social media ad spaces, creating a winning campaign requires a strong 2025 Super Bowl ads strategy.

How Are Social Media and the Super Bowl Connected?

Short-form video content has transformed the way sports fans engage with events like the NFL playoffs and the Super Bowl. Platforms like YouTube, TikTok, and Instagram have become go-to destinations for fans to consume bite-sized highlights, real-time updates, and behind-the-scenes moments. 

While NFL games are traditionally TV-driven spectacles, social media amplifies the experience, keeping fans engaged between games and hyping up major events like the Super Bowl. The buzz intensifies online as the big game approaches, connecting brands with highly engaged audiences eager to interact with Super Bowl-related content.

Early Super Bowl Buzz Since Q4

The Super Bowl conversation starts long before game day. Brand24 data reveals that by December 2024, mentions of the Super Bowl had already reached a social media reach of 94 million. Additionally, spending on 2025 Super Bowl ads reached an estimated $31.55 million, highlighting how brands have embraced the hype to secure their place in the conversation.

Super Bowl Social Media Reach by Platform

Each social media platform has its moment to shine during the Super Bowl. Here’s a breakdown of the engagement stats from the 2024 Super Bowl, showcasing how each network plays a unique role in connecting with audiences:

How Will Brands Use Social Media in Super Bowl Advertising This Year?

Social media advertising’s versatility is vast now—from the usual video ads to AR filters, interactive add-ons and stickers, and more. Brands can take advantage of many features in social media advertising platforms when preparing for their 2025 Super Bowl ads strategy. 

Here are just a few of the ways that brands can engage NFL fans in Super Bowl advertising campaigns:

Break into Cross-Device Experiences

Mobile devices dominate YouTube viewership, with an estimated 47.9% share for 2024. However, Connected TV (CTV) is proving to be a formidable contender. According to Strike Social’s Q3 2024 report, CTV campaigns boasted a 76% view rate, edging out mobile’s 73%.

The takeaway? A successful Super Bowl ads strategy for 2025 should target both mobile devices and CTV screens to maximize reach across large and small-screen audiences.

Further, Brian Wieser of Madison and Wall projects a compound annual growth rate (CAGR) of 7% for sports programming spending through 2026, encompassing major events like the NBA, Olympics, NASCAR, and the NFL. This surge in spending signals the rising demand for sports content across all platforms.

Advertisers should also consider YouTube TV’s growing share of game-day viewership. During the 2024 Super Bowl, YouTube TV accounted for 14% of viewership, translating to over 17.3 million viewers out of the total 123.7 million audience. These figures highlight the value of targeting mobile users and CTV viewers to capture diverse audiences on game day.

Tapping Into the eSports and Gaming Community

Super Bowl ad audiences extend far beyond stadium-goers and social media followers—they also include eSports enthusiasts and the gaming community. These groups share a natural connection to competitive sports and team dynamics, making them an untapped audience for Super Bowl ads.

The U.S. eSports market is thriving, valued at approximately $1.07 billion in 2024. Moreover, the video game industry in the U.S. includes around 190.6 million players, 76% of whom are aged 18 and above—making them prime targets for Super Bowl advertising.

Another layer to consider is the sports betting community, which adds even more opportunities for brands to connect. NFL fans placing bets on Super Bowl odds represent a highly engaged audience subset. Localized campaigns can be particularly impactful in states where sports betting is legal, aligning your ads with state-specific opportunities outlined by the American Gaming Association.

The “Taylor Swift Effect” Still Going Strong

Taylor Swift has proven to be an ultimate force capable of boosting brands to unprecedented recognition—a phenomenon famously dubbed the “Taylor Swift effect.” Her influence spans diverse industries, from small businesses to established brands. Her recent appearances for boyfriend, Travis Kelce’s, NFL games have expanded football’s reach to the dedicated “Swiftie” demographic, bridging the gap between sports and pop culture.

Swift’s endorsements are often subtle yet highly effective, showcasing products regularly found across platforms like Amazon and TikTok Shop. Here are a few examples of her influential picks over the past year:

Even during the 2024 Super Bowl, brands have seen success by tapping into narratives that resonate with Swift’s audience. For instance, Cetaphil’s 30-second TV ad spot featured a father and daughter reconnecting, which received acclaim partly due to its emotional relevance to NFL fans and Swifties alike.

Similarly, by capitalizing on influencer collaborations, you can use the same playbook for your 2025 Super Bowl ads strategy. Partnering with influencers can help expand your reach and engage audiences more effectively. Start by identifying accounts with strong followings and high engagement in sports and lifestyle spaces.

Here’s a short list of top influencers to consider for your campaigns during Super Bowl 59:

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Further Reading

Connect with Sports Audiences using Instagram Partnership Ads

Previously known as Branded Content Ads, Partnership Ads allow seamless integration of sponsored content when collaborating with Instagram influencers. Learn how to generate ad codes and connect them with your 2025 Super Bowl advertising campaigns.

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Short-Form for the Long Run

While the 30-second NFL commercials during the Super Bowl undoubtedly capture millions of viewers, social media platforms allow brands to extend their reach with even shorter ads. Just 5 to 6 seconds can spark interest and engage your audience from the kickoff.

Short-form video not only builds initial awareness but also serves as a gateway to deeper engagement. By following up with longer ads, you can drive your viewers toward conversion and ultimately turn them into loyal consumers.

To illustrate the effectiveness of short-form content, here’s a snapshot from our Q1 2024 YouTube report. Shorter YouTube ads (15 seconds or less) had a strong 60% view rate, while slightly longer ads (16-30 seconds) held a 55% view rate. This data confirms that while shorter videos capture attention quickly, longer ads also provide a valuable opportunity to tell your brand’s story and drive conversions.

Super Bowl Marketing Strategies for Paid Social Ads

Now that you know how paid social can help you reach NFL fans, here are 2025 Super Bowl ads strategies to help you connect with engaged audiences this season:

Promoted Super Bowl Ads on X (Twitter)

Align Promoted Ads with the Game Moments

• Stay ahead of the game by sharing relevant Promoted Tweets that engage your audience in real-time. There’s no need to wait for the Super Bowl champion—capitalize on the excitement as the NFL playoffs kick off on January 12. With predictions circulating about which teams will make it to the big game, this is the perfect moment to join the conversation.
• With X Promoted Ads, you can position your brand at the top of search results when users look up “Super Bowl” or related content. Your ads can also appear within sports-centered feeds, reaching users whose interactions are focused on NFL-related tweets.

Super Bowl Advertising on Instagram

Partner Up with Nano Influencers

• Instagram is the top platform for influencer collaborations, with 72% of marketers choosing it for their campaigns. To add, influencer partnerships on Instagram yield the highest ROI at 30%, surpassing Facebook’s 20%.
• Focus on influencers whose content revolves around the NFL playoffs, Super Bowl ad predictions, or sports content in general. This allows you to tap into their engaged audience through Partnership Ads, extending your reach.
• On average, influencer partnership campaigns on Instagram see a 2.2% engagement rate. Partnering with nano influencers can increase this to 5%. With 65% of influencer accounts being nano influencers, there’s a large pool of potential collaborators for your Super Bowl ads.

Hook Audiences with Views-Focused Campaigns

• Just as Super Bowl commercials capture attention through 30-second TV ads, focusing on viewership in Instagram campaigns can lead to strong results. Strike Social’s Campaign Lab data reveals that optimizing for pre- and post-game hype during Q1 is key to driving higher view rates with your 2025 Super Bowl advertising campaigns.
• Instagram view rate trends reveal a surge starting two weeks before the Super Bowl. During game week, view rates may dip as audiences focus on game highlights and related content. However, ad viewership bounces back the following week and remains strong through March.
• Capitalize on this momentum by extending your campaigns to target sports audiences beyond the Super Bowl, sustaining the view rates as March Madness approaches.

Using Super Bowl in TikTok Advertising

Drive UGC with Branded Hashtag Challenges

• For their 2023 NFL Super Bowl marketing, Doritos launched the #DoritosTriangleTryout challenge. To join, users must create a “triangle-inspired dance” for a chance to be featured during the big game. TikTok influencers like Josh Killacky and Lizzie Lu quickly joined the trend, resulting in the branded hashtag amassing over 12 billion views.
• Get creative with your own branded hashtag to promote your 2025 Super Bowl ads. For example, Quick Service Restaurants (QSRs) are popular on game day, with 1 in 7 Americans ordering takeout during the game.
• Encourage customers to share their favorite game-day snacks with a hashtag like #[YourRestaurantName]SnackChallenge. UGC will help spark buzz and expand your reach, as your patrons’ communities share their videos, spreading your brand’s presence.

Super Bowl Ads on YouTube and its Networks

Big Screens for the Big Game

• YouTube is now a major player in Connected TV, alongside platforms like Roku, Amazon, Hulu, and Netflix. By 2026, YouTube’s revenue from CTV is projected to quadruple. When compared to other U.S. streaming services, YouTube holds the top share in both ad time (4.6%) and time spent (9.9%).
• Advertising on YouTube allows brands to tap into ad inventory across various networks, including YouTube TV and Google TV. With YouTube TV’s 8 million users and Google TV’s 20 million, brands can make a significant impact without the high cost of advertising during the Super Bowl.

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Further Reading

Utilize Google TV’s Growing Network for Your YouTube Ads

Increase brand awareness by telling a compelling story that captures viewers’ attention. Begin with the big screens and discover how to tap into Google TV’s growing network for your YouTube ad campaigns.

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YouTube Shorts for Fast, Shareable Content

• Let’s not forget that YouTube is a mobile app first, and thus, mobile users should never be ignored. Our data from Q1 encompassing the 2024 Super Bowl, showing the share of impressions and views, highlights how mobile and CTV placements level the playing field:

• Along with CTV placements, focusing on short-form content on YouTube Shorts can help you reach more sports-engaged audiences, boosting your Super Bowl ads’ performance even further. If you’re focusing on a Views-centric approach, a good 2025 Super Bowl ads strategy would include a YouTube Video Views Campaign, where you can take advantage of YouTube Shorts, skippable in-stream, and in-feed placements.
• Based on our 2024 Campaign Lab data, here’s a snapshot of view rates for different industries during January to March:

• As we can see, industries like gambling (which ties into sports betting), adult beverages, and food are big draws for NFL fans watching the Super Bowl. However, even if you’re a non-sports brand like automotive or finance, our YouTube data shows you can still effectively reach Super Bowl fans and sports audiences.
• By utilizing precise audience targeting and segmentation, paired with continuous optimization, you can ensure your 2025 Super Bowl ads strategy succeeds.

Is Your Paid Social Ads Strategy Now Super Bowl-Ready?

The 2025 Super Bowl will be a highly competitive arena, with both sports and non-sports brands vying for ad space. Let’s be honest—while the $7 million price tag for a Super Bowl ad is out of reach for many, paid social media advertising offers a more cost-effective way to reach the same audience, at a fraction of the price.

Working with an experienced ad agency can significantly enhance the performance of your Super Bowl campaign. Share your 2025 goals with us, and let’s discuss how our SwaS (software with a service) solutions can help optimize your Super Bowl campaigns.

The post Play to Win With Our 2025 Super Bowl Ads Strategy Guide appeared first on Strike Social.

Facebook Ads Made Simple: A Beginner’s Guide for Businesses

By 2025, Facebook’s advertising reach in the U.S. is projected to surpass 250 million users, climbing to over 260 million by 2028. Far from being just a social networking site for sharing updates and connecting with loved ones, Facebook has become a vital platform for businesses, with 52.8% of its users actively following or researching brands and products on the platform.

Whether you’re a business just starting with Facebook ads or looking for a clear refresher to sharpen your strategy, this guide by Strike Social will walk you through everything you need to know to create, launch, and manage effective campaigns.

What Are Facebook Ads?

Facebook ads are a powerful tool for businesses to engage with their target audience directly on Facebook and across the Meta ecosystem. These ads allow advertisers to connect with users through various platforms, including Instagram, Messenger, and WhatsApp, all under the Meta advertising network.

Ad Specs, Formats, and Safe Zones for Facebook Ads

Because there are plenty of ways to get audience reach and engagement through Facebook ads, we’ll give a quick rundown of the different advertising formats available:

• Single image ads: Eye-catching static visuals designed to highlight promotions, brand offers, or deals in a simple and impactful way.
• Video ads: Dynamic content that captures attention through high-quality videos, suitable for feed, Stories, or Reels placements.
• Carousel ads: A swipeable series of images or videos displayed as individual ‘carousel’ cards. Each card within a Facebook carousel ad is linked to a specific product or service page.
• Collection ads: Interactive ads powered by Meta’s Instant Experience, allowing users to explore multiple products directly within the ad.

Facebook Ad Creative Guidelines

To ensure your ad creatives display perfectly across placements, it’s essential to follow Facebook’s ad size requirements. Ad formats are available in 1:1 (square), 9:16 (vertical), and 16:9 (horizontal) ratios, each designed to optimize visibility and engagement. 

Pay attention to the Facebook ad specifications so your ads fit seamlessly on your audience’s devices without being obscured by UI elements.

Another key consideration when designing your Facebook ad is the “safe zone.” Keeping essential elements like calls-to-action (CTAs) and key messages within this area ensures they remain fully visible to your audience.

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Further Reading

Facebook Reels Safe Zone Guide

With short-form video content basically taking over social media advertising, you must always make sure your critical messaging is within the safe zone. See the Meta Reels, YouTube Shorts, and TikTok safe zone guide to help you post your ads without worrying about your profile picture, ad copy, or even the like and share buttons covering it up. 

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Additionally, text limitations for Facebook ads vary depending on the format and placement. Make sure your ad copy aligns with these requirements:

Available Campaign Objectives for Facebook Advertising

Facebook ads offer advertisers flexibility, allowing businesses to target audiences at every stage of the customer journey—from awareness to conversions. This makes them a powerful tool, especially during peak advertising seasons like Mother’s Day, the 4th of July, or Q4 holidays.

For example, Q4 holiday ad trends suggest launching awareness campaigns as early as September, followed by post-engagement campaigns through October to December, to maximize results during the busiest shopping season.

To make the most of your Facebook ad strategy, here are the key campaign objectives available:

Advantage+ Features from Meta Ads Manager

Meta’s Advantage+ suite was introduced as part of Facebook’s effort to leverage AI technology and enhance the advertiser experience. Initially launched for Shopping campaigns to improve the discovery of e-commerce ads and boost sales, it has since expanded to offer more solutions for Facebook advertisers:

Advantage+ Audience: This feature extends your audience targeting beyond the parameters you initially set, using Meta’s AI to discover and engage with new, highly relevant users.

Advantage+ Placements: For targeted campaigns, manual placements allow precise control over where your ads appear. As for broader reach, Meta Advantage+ Placements automatically optimizes your ads to appear in the most engaging placements across the Facebook app and the Meta Audience Network.

When you run Facebook ads, your Facebook video ads and image ads can appear selectively or across all of the following placements, depending on which placements work best:

Advantage+ Creative: At the ad level, Advantage+ offers tools to enhance creative assets, ensuring they resonate with audiences. These include:

• Image templates
• Image brightness and contrast
• Music
• 3D animation
• Image expansion
• Image animation

Advantage+ App Campaigns: Designed for app install campaigns, this feature streamlines ad delivery by minimizing inputs for Facebook targeting, campaign creation, and management.

Advantage+ Shopping Campaigns: The pioneering feature of the Advantage+ suite, this tool is tailored for Facebook Shops and e-commerce businesses. Advertisers have reported a 17% decrease in CPA (cost per action) and a 32% increase in ROAS (return on ad spend), proving its effectiveness as an AI solution for advertisers.

Preparing for Your Facebook Ad Campaign

Now that you’re familiar with the fundamentals of Facebook advertising, it’s time to focus on the essential preparations for a successful campaign. While the Meta Business Suite and Facebook’s AI tools simplify the process, understanding the finer details is key to maximizing ad performance.

Proper preparation ensures that your campaigns are effective and aligned with your business goals. Let’s examine the key steps before launching your Facebook advertising campaigns.

Audience Insights and Targeting

As of early 2024, Facebook has over 190 million users in the U.S., and this number is expected to grow by 9% year-over-year through 2025. But with such a large audience, it’s crucial not to target everyone. 

Wasted Facebook ad budget is a real risk if you don’t properly define and target your audience. Know the tools within Facebook Ads Manager to help you identify and target the right people.

Know your current audience with Audience Insights

Rather than relying on guesswork, start by using Facebook Audience Insights to gather data on your current audience. Here are the three key sections to explore on the Audience Insights page:

• Demographics: This section reveals key details such as age, gender, and location of your current audience. For example, if your content resonates with users primarily in Chicago, and you’re a local retail brand, you’ll want to focus on targeting Chicago and surrounding areas for better ad relevance.

• Trends: This tab helps identify organic engagement patterns. You can see when engagement spikes, such as during a specific promotional period, such as the Super Bowl. If you notice a seasonal uptick in Q1, for example, you might adjust your strategy by ramping up your budget from Q2 to Q4 for more impactful campaigns.

• Potential audience: This section shows broader audience segments who have not yet engaged with your brand but could be a good fit for your ads. If you’re currently reaching the 35-44 age group but want to expand to younger audiences like 18-24-year-olds, the potential audience data will help you determine whether this demographic is worth targeting. While not an exact prediction of success, it provides valuable insights to help guide your targeting decisions.

Reach previously engaged audiences with Retargeting tools

One of the strengths of social media advertising is the ability to retarget audiences who have already interacted with your brand. With the Facebook retargeting feature, you can reach these users based on specific actions they’ve taken across various platforms:

• Visitors to your website or specific landing pages
• Users who added items to their cart but didn’t complete the purchase
• Engagement with your Facebook page content
• Existing customer database (uploaded as a file)
• Lookalike audiences: New users who share similar characteristics to your existing customer base

Facebook Cost and Bidding Optimization

Facebook advertising costs can escalate quickly if not carefully managed. While Advantage+ provides a convenient, automated solution, relying exclusively on Meta’s technology for auction bids may not always yield the most effective outcomes.

Here’s how to better optimize your bidding strategy:

Campaign budget optimization (CBO) vs. manual bid adjustments

With Campaign Budget Optimization (CBO), Meta’s AI automatically allocates your campaign budget across different ad sets based on real-time performance.

How to calculate the cost of Facebook ads?

Facebook ads cost can vary based on your campaign goals, and understanding how to measure these costs is essential for optimizing efficiency. Here are some of the core Facebook cost metrics and how to compute them: 

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Further Reading

Inaccurate Facebook ROAS? Here’s What You Should Look For

To fix discrepancies in your Facebook ad ROAS, start by uncovering the underlying issue. Understanding the cause will help you apply the right solutions and regain dependable ROAS tracking.

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Cost and Performance Benchmarks for Facebook Ads

It’s important that before you fully curate your media plan for your 2025 Facebook campaign, you have a set of benchmarks against which to measure your performance. Understanding industry standards and comparing them to what your ad agency can deliver ensures you maximize your ad spend efficiently.

We analyzed our US campaigns using Strike Social’s in-house proprietary tool, Campaign Lab, to give you the latest cost and performance benchmarks for Facebook ads. See the varying trends based on each campaign objective from our Facebook campaigns:

While these benchmarks represent typical Facebook performance year-round, be mindful of seasonal spikes—particularly during Q4 holidays or U.S. election years, when political ad spending can drive up auction prices. To avoid these price surges, we recommend launching awareness campaigns earlier, especially during peak advertising periods.

Download the Strike Social Facebook Benchmark Report

Gain valuable takeaways from last year’s Facebook advertising trends, highlighting the key takeaways that shaped industry benchmarks. Download the Strike Social data and trends report to enhance your Facebook ad campaigns, helping you achieve your desired results.

Download the report

Maintaining Brand Safety in Facebook Ad Campaigns

One of the biggest risks in Facebook advertising is having your brand associated with harmful or explicit content. This can damage your brand’s reputation and undermine the effectiveness of your ads.

In addition to optimizing ad performance and costs, advertisers must ensure their ads aren’t displayed alongside inappropriate or exploitative content. This is where brand safety on Facebook plays a vital role.

Brand safety and suitability controls

Inventory filter: Facebook’s inventory filter is the first layer of brand safety. Similar to YouTube’s inventory types, it offers three options: Expanded, Moderate, and Limited inventory.

The recommended and default setting is Moderate inventory, which ensures ads only appear in safe content. Expanded inventory, while still filtered to comply with Facebook’s Content Monetization Policies, allows for a broader reach.

Publisher block lists: You can create a block list to exclude specific Facebook and Instagram pages, profiles, and apps from showing your ads. These lists can be uploaded as .csv or .txt files, with a maximum of 10,000 publishers per upload. However, do not overly narrow your list, as excluding too many publishers could limit your ad reach.

Content type exclusions: You can exclude your ads from appearing on non-partnered pages or profiles that have not signed up for Facebook’s monetization program. Your ads will only be shown on content produced by registered, vetted Facebook partners, subject to more stringent oversight. Content type exclusions can apply to live videos, in-stream ads, and Facebook Reels ads.

In addition to these advertiser controls, Facebook also enforces brand safety through its Community Standards and Guidelines, Content Review Teams, and quarterly Community Standards Enforcement reports, another measure the platform takes to maintain a safe advertising environment.

Facebook Campaign Guide from Setup to Publish

All set with the Facebook ads preparation! Here are the steps from start to finish to successfully launch and publish your Facebook campaign:

1. Register your Facebook page as a business account. Then, set up your Business Manager account and Ad Account to proceed.

2. Visit Facebook Ads Manager and login to your account.

3. Click the +Create button to start a new campaign.

4. Choose the appropriate campaign objective that aligns with your goals (e.g., Awareness, Traffic, Conversions), then click Continue.

5. Under the Campaign level setup, configure the following:

• Campaign Name: Use an organized naming convention for easy identification (e.g., [Campaign Duration – Objective – Product], such as “Jan-Dec 2025 – Impressions – Sleepwear”).
• Special Ad Categories (Optional; As applicable)
• Advantage+ Campaign Budget: Toggle this for automated budget management or leave it off for more manual control.
• A/B Test (Optional; As applicable)

6. On the Ad Set level, you can create multiple ad sets under one campaign. Here are the details you need to set up:

• Ad Set Name: Make it easy to identify (e.g., “2-Piece Pajama Sets – Images” if your ad set uses image creatives).
• Performance Goal: Set your desired campaign objective (e.g., clicks, impressions, conversions).
  • Facebook Page and/or Instagram Account: Choose the page or profile that will display your ads.
  • Cost Per Result: Set your auction bid if you have a target CPM or cost benchmark.
  • Frequency Cap (for Awareness campaigns): Control how often your ad is shown to each unique user.

• Dynamic Creative (Optional; As applicable)
• Budget & Schedule:
  • Budget: Select either a daily or lifetime budget for your campaign.
  • Schedule: Set a campaign start and end date.
  • Budget Scheduling: If applicable, adjust budget settings for specific times or dates to boost performance.
• Audience Controls:
  • Locations
  • Age
  • Audience list exclusions
• Advantage+ Audience: Use Meta’s AI to add audience segments based on interests, behaviors, and demographics. Click on Save audience to reuse the same audience segment for other campaigns.
• Placements:
  • Advantage+ Placements: Let Meta decide where to show your ads across Facebook, Instagram, and Messenger.
  • Manual Placements: If you prefer control, select specific placements like Facebook feed or Messenger.

7. Lastly, under the Ad level, you can now set up the ad creatives. Here are the items to set up:

• Ad Name
• Partnership Ad: Toggle this on if you are partnering with influencers or content creators to use a branded content ad.
• Identity: Verify the Facebook page under which your ad will appear.
• Create Ad: Choose your ad creative. Upload existing content or create a new one, ensuring it meets the recommended Facebook ad sizes.
• Languages (Optional; As applicable)
• Tracking: For ads with landing page redirects, implement UTM tracking via Facebook Events Manager.

8. On the right side of the screen, view a preview of your ad to check that it appears correctly across your selected placements on Facebook and Instagram.

9. Once everything looks good, click Publish to launch your campaign.

The ad review process typically takes up to 24 hours but can be faster. Review common reasons for ad rejection to avoid delays and make sure your campaign goes live without issues.

How a Facebook Ads Agency Can Help Manage and Optimize Your Campaigns

Trust us, setting up and launching the campaign is the easy part. What can be excruciating and require tireless work is monitoring and optimizing your Facebook campaigns as they run. 

Ad spending can inflate, performance can slow down, and audience targeting may need to be refined. These tasks require watchful eyes 24/7, and a Facebook ad agency is just what you might need.

Working with a Meta Certified Company

Strike Social is a Meta Certified Company, a prestigious recognition highlighting our expertise as an AdTech Software with a Service (SWaS) business partner. This certification reflects Meta’s trust in our ability to manage and optimize Facebook ad campaigns effectively. With over a decade of experience, we offer in-depth knowledge of Facebook advertising’s nuances, ensuring we can tackle any challenge that arises.

Our Meta-certified media buyers and planners are trained to execute campaigns with precision, leveraging their expertise to deliver outstanding results for our clients.

Integration with Meta API via Campaign Lab

Campaign Lab is a powerful tool that supports our team’s optimization efforts. Powered by AI, it provides real-time performance insights and optimization alerts, but the expertise of our media buying team remains essential to make the best use of this data.

With Campaign Lab’s alerts, we quickly identify areas for improvement, whether it’s adjusting bids or refining performance. Thanks to 24/7 optimization by the Strike Social team, we can immediately implement these changes so your campaigns achieve the best results at the most cost-effective rates.

Success in Facebook Ad Campaigns

To demonstrate how a Facebook ads agency can drive effective campaign management and optimization, nothing illustrates this better than tangible results. Here’s how our team applied tailored strategies to lower costs and boost engagement:

Your 2025 Facebook Ads Strategies in One Place

Looking for all the essential insights for your 2025 Facebook ad campaign in one place? Strike Social’s blog covers everything from Facebook ads to strategies for other social media platforms. Stay up-to-date with the latest trends, data, and guides on Facebook advertising by subscribing to our newsletter.

Ready to start your 2025 Facebook campaign? Download our Facebook Ad Sizes Guide here to get a head start.

The post Complete Guide to Facebook Advertising in 2025 appeared first on Strike Social.

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When to Use Demand Gen, Performance Max, or Display Ads?

Previously known as Video Action Campaigns (VAC), these YouTube ads were designed to drive actions such as clicks, purchases, and website traffic—primarily through YouTube and Google video partners. With the introduction of Demand Gen, these capabilities are expanding to include placements on Gmail and Google Discover, going beyond the traditional YouTube video ad format.

However, if you’re running multiple Google ads, YouTube, and YouTube TV-centered campaign types, you might notice some overlap in functionality and placements. This guide breaks down the distinct features to differentiate Demand Gen vs. Performance Max vs. Display Ads, helping you determine which one best aligns with your goals in 2025.

Demand Gen vs. Performance Max

As Demand Gen expands the YouTube ads inventory to include placements on Discover and Gmail, it’s easy to see why advertisers might confuse it with Performance Max (PMax) campaigns. Let’s break down the differences to help you distinguish between the two.

What is Demand Gen in Google?

Demand Gen is a Google campaign type designed to drive sales and create demand by reaching audiences at various stages of their customer journey. Replacing Video Action Campaigns (VAC), Demand Gen is an upgrade for YouTube app and YouTube TV advertisers, offering the familiar VAC functionalities while expanding placements and adding more advanced targeting options.

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Further Reading

Advertiser’s Guide to Upgrading Video Action Campaigns to Demand Gen

Demand Gen campaigns take the strengths of Video Action Campaigns to the next level, offering advanced tools and features designed to expand your reach and boost performance. Discover how this upgrade can help boost your YouTube and Google ad performance.

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What is a Performance Max (PMax) campaign?

Performance Max (PMax) campaigns prioritize delivering conversions and maximizing results based on the advertiser’s specific goals. Powered by Google’s advanced AI, PMax optimizes performance across various channels, including YouTube, Display, Search, Discover, Gmail, Maps, and other Google advertising networks, to achieve full-funnel efficiency.

What is the difference between Google Performance Max and Demand Gen?

Here’s an illustration of the key differences between Demand Gen vs. Performance Max to give a better view.

When should you use Performance Max?

Performance Max (PMax) is designed to maximize conversion value by allowing Google’s AI to optimize ad placements across its ecosystem. While this automation may reduce granular control, the trade-off is higher efficiency for lower-funnel goals like conversions or clicks.

Notably, updates from Google Marketing Live 2024 introduced placement reporting and exclusions for YouTube, enhancing brand safety and giving advertisers more transparency over their campaigns. If your primary goal is conversions, PMax is an excellent option for driving results.

When to use Demand Gen?

As an upgrade from Video Action Campaigns (VAC), Demand Gen maintains its ability to prompt actions like website visits or sign-ups but now offers expanded functionality.

• Primarily powered by video ads, Demand Gen has evolved into a broader campaign type that includes image ads and carousel formats, extending placements to Gmail and Discover.
• Though previously centered on the YouTube app and YouTube TV, Demand Gen now supports multiple ad formats while maintaining precise control over targeting, ad placements, and formats.
• You’ll also retain robust brand safety and suitability controls, including content theme exclusions, inventory type selection, and placement filters, ensuring your ads align with your desired contexts and themes.

Demand Gen vs. Display Ads

Another common comparison arises between Demand Gen and Display Ads, as both primarily utilize visual formats like images and videos. Let’s explore the key differences of Demand Gen vs. Display Ads to help clarify when to use each for your 2025 ad strategy.

What is Display Ads in Google?

As the name suggests, Display Ads utilize various methods to display your ads across different placements within the Google Display Network. They have a “native” appearance, blending seamlessly with the design elements of the website or app, making them feel less intrusive and more naturally integrated with user behavior and the platform’s environment.

What is the difference between Demand Gen ads and Display ads?

How do you determine the strategies for using Demand Gen campaigns or Display ads? Each Google ads type serves a different purpose and employs different tactics, as seen below:

How Demand Gen and Display Ads Can Complement Each Other

While Demand Gen and Display Ads serve distinct purposes, they can work together effectively:

• Google Display Ads provide initial exposure, reaching a broad audience to generate awareness.
• Demand Gen campaigns nurture this exposure by targeting specific audiences with tailored ads, focusing on engagement and lead generation.

Further, if your campaign sees higher engagement with video ads, you can better enhance your strategy by implementing Video View Campaigns, which optimize placements within the YouTube app and YouTube TV. During peak seasons, such as holidays, combining these strategies can lead to up to 5.3 million video views, maximizing YouTube ads visibility and engagement when it matters most.

By leveraging the strengths of different Google ad campaign types, you can create a balanced, multi-funnel approach that drives brand visibility and effectively nurtures potential customers.

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Further Reading

Conquering Bigger Screens with YouTube TV and Google TV

YouTube TV and Google TV provide an excellent opportunity to extend your campaign’s reach and amplify brand awareness. Advertisers can connect with broader and more diverse audiences by tapping into premium TV ad inventory, including major networks and specialized channels.

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How to Choose Between Demand Gen, Performance Max, and Display Ads

Your 2025 strategy should not be constrained by just a one-year-long campaign. Throughout the seasons, we provide you with different strategies as the different holidays arrive and different trends change advertising and consumer behavior. 

Each of Google’s campaign types—Demand Gen, Performance Max, and Display Ads—serves unique purposes, making them ideal for different priorities. Here’s a breakdown to help you decide which types of Google ads align best with your goals:

How Does Your 2025 Google and YouTube Ad Strategy Look Like This 2025?

Still pondering how you want to build your 2025 Google and YouTube ads strategy? We invite you to chat with us for a personalized walkthrough. Let us know what ad creatives you have, how you want to leverage them, and what your goals are so we can help you attain them.

With Strike Social’s proprietary tool, Campaign Lab, we’ve powered millions of successful campaigns, delivering measurable results and cost efficiency for our clients. Our unique Software with a Service (SwaS) approach combines advanced machine-learning technology with expert support to ensure your campaigns perform at their peak.

Contact us today and discover how we can help you maximize your 2025 Google and YouTube ads strategy.

The post Demand Gen vs. Performance Max vs. Display Ads: What Works Best in 2025? appeared first on Strike Social.

Team Collaborations Beyond the Screen, Building Relationships by Bohol Shore

This year’s company theme, Strike Social Amazing Journey, struck the perfect balance between celebration and collaboration. The weekend event celebrated the humble beginnings of the Makati-based team in 2015 while strengthening relationships through team bonding activities, games, and shared experiences.

This year’s Christmas party programs encouraged employees to connect beyond their Slack profile photos. Intentional groupings mixed teams and pods, allowing coworkers to bond with those they wouldn’t typically interact with.

These activities fostered a relaxed atmosphere, broke down silos, and reinforced collaboration.

Strike Social’s Bohol celebration also became an avenue for recently hired employees to experience Strike Social’s unique culture of family and inclusion. The celebration introduced them to a company rooted in connection and respect, whether through the camaraderie of team-building games or lively gatherings.

Adding to the warmth of the occasion, Strike Social’s leadership shared heartfelt reflections during the festivities. Eva Ocampo-Balbuena, VP of Client Services, looked back on the company’s remarkable journey:

“Nine years ago, our Manila team started with just six hires—three of whom are still with us: Franny, Ron, and Aileen. Today, we’ve grown to a team of over 100, gathered in this beautiful place. When we planned this celebration, we wanted it to reflect who we are. That’s why we chose Bohol—not just for its beauty but to support local communities by partnering with businesses here and showcasing the richness of Philippine tourism.”

Franchette Brucelas, Head of Operations, also expressed gratitude and excitement for the future, sharing: “Whether you’ve been with Strike Social from the very beginning or have recently joined our family, working alongside such talented and driven individuals has been an absolute honor. As we set our sights on 2025, next year marks an extraordinary milestone: the 10th anniversary of Strike Social’s Manila team! If you think 2024 was unforgettable, just wait—2025 will be even bigger.”

The heartfelt messages from top management highlighted the company’s dedication to its people and the vision for even greater milestones ahead.

Strike Social’s leadership engagement was a cornerstone of the celebration. Eva Ocampo-Balbuena, VP of Client Services; Ronald Paglinawan, Operations Director; Franchette Brucelas, Head of Operations; Barry Cupples, Executive Advisor; Bing Bu, Director of Technology; Pete Barrie, Global Sales President; and Pat McKenna, Co-Founder/CEO, fully immersed themselves in the festivities over all three days. From participating in team activities to sharing moments of singing and laughter, their presence fostered a sense of unity and mutual respect that reverberated with all employees.

Many team members, inspired by the event’s energy, chose to extend their time together with a countryside tour of Bohol. This adventure further solidified their bonds as they took photos of the Chocolate Hills and enjoyed a sumptuous lunch accompanied by local singing while floating on the Loboc River. The shared laughter and experiences throughout our 2024 holiday celebrations created all these new relationships and deeper connections.

The Strike Social Amazing Journey Christmas party showcased the company’s belief that strong teams are built not only during Google Meet sessions and Slack chats but also through meaningful moments that inspire trust and creativity.

Connecting with the Bohol’s Nature and Community

Amidst the laughter and camaraderie, Strike Social’s media experts had the opportunity to immerse themselves in the breathtaking beauty of Bohol. From the powdery shores of Modala Beach Resort in Doljo to the crystal-clear waters of Balicasag Island, the natural wonders of the Visayas region left a lasting impression on Strike Social’s Co-Founder / CEO and Owner, Pat McKenna.

Pat highlighted his underwater journey, stating, “It was definitely one of the most beautiful sea trenches I have ever seen.” The encounter with gentle giant sea turtles further deepened his appreciation for Bohol’s vibrant marine sanctuary.

Beyond the scenic tourist spots, Strike Social’s celebration stood out for its commitment to the local community. By working exclusively with Bohol-based suppliers—including event organizers, set designers, DJs, and photographers—the company ensured the event had a meaningful economic impact on the region during the holiday season.

Ron Paglinawan, Strike Social’s Operations Director, praised the unmatched patience and hospitality of the suppliers: “They went above and beyond—not just in their professionalism but in their willingness to join us in praying for great weather. Their positive energy was key to the success of our event.”

On top of everything, the exceptional hospitality of Modala Beach Resort amplified the Strike team’s Central Visayas experience. From Vice President for Operations Rommel T. Gonzales, J.D., CHA, to Catherine R. Bacarro, Sales Manager; Regie Donata, F&B Manager; and the accommodating front desk members Walter, Enzo, and Pam, their dedication to service made the Strike team’s stay in Modala truly memorable.

Rommel T. Gonzales, J.D., CHA, Vice President for Operations at Modala Beach Resort, shared his insights during the event, “Expanding Modala Beach Resort to new heights isn’t just about growing our business—it’s about creating lasting relationships with our guests. We believe retaining loyal customers through exceptional service and memorable experiences is more manageable and impactful than constantly finding new ones.”

Gonzales’ philosophy resonates deeply with Strike Social’s approach to building meaningful connections with clients. The shared commitment to customer satisfaction and service excellence created a meaningful connection between Modala Beach Resort and Strike Social, further enriching the team’s experience and emphasizing the importance of deeply rooted values in producing long-term success.

Beyond the luxurious walls of Modala Beach Resort, Strike Social experienced the genuine hospitality that defines Bohol, because this region isn’t just about stunning landscapes —it thrives in its people. Just as Strike Social is home to globally competitive talent, Bohol is rich with creative minds and warm personalities. Chester Impang and his team of Boholano artists brought their creativity and expertise to the event, with Deo Guden adding exceptional design details and Star Bustrillos pouring her heart into every beat she played.

Through this combination of nature exploration, meaningful connection, and supporting local talents, Strike Social’s Amazing Journey Christmas Party created a lasting impact—not just on its employees but also on the local Doljo community.

Strike Social Manila Poised for A Milestone by 2025

The Bohol Christmas celebration was a transformative experience for Strike Social, strengthening relationships and setting the stage for a successful 2025.

Reflecting on its first nine years, the company recognizes the importance of fostering team connections, maintaining work-life balance, and supporting the communities and organizations it engages with.

Strike Social Manila’s journey through its first nine years has been extraordinary, and the 10th year promises to be a milestone filled with innovation, collaboration, and meaningful impact. Inspired by the success of the Bohol celebration, the company is already planning more immersive and sustainability-focused initiatives that will create lasting value for employees, business organizations, and local communities.

As Strike Social looks toward its next chapter, the vision is clear: celebrating achievements while continuing to pave the way for a brighter future in paid social and digital advertising technologies.

The post Strike Social Marks 9 Years of Amazing Journey in Bohol appeared first on Strike Social.

Introduced by Facebook to help advertisers optimize their campaigns, this score influences not only how often your ads are shown but also how much you pay for each impression or click. Ads with higher relevance are rewarded with better visibility and lower costs, leading to a more effective and efficient campaign.

Comprehending the significance of the relevance score and discovering effective ways to enhance it can lead to improved performance, reduced advertising expenses, and ultimately, a greater return on investment.

What is Facebook Ad Relevance Score?

Previously, Facebook’s relevance score was a single score between 1 and 10 that provided a general sense of how relevant your ad was to the audience you targeted.  Later, Facebook upgraded this metric by dividing it into three key components: Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking. Each of these sub-scores offers a detailed understanding of your ad’s performance and aids in identifying areas for enhancement.

• Quality Ranking: This measures how the quality of your ad is viewed in relation to competing ads aimed at the same audience.
• Engagement Rate Ranking: This evaluates the anticipated level of engagement your ad will receive compared to others.
• Conversion Rate Ranking: This assesses how likely your ad is to achieve conversions compared to other ads with similar goals.

While each ranking plays a distinct role, they all work together to show how effectively your ad meets the expectations and desires of your target audience.

Whether you want more engagement, clicks, or conversions, boosting your relevance score is key to getting better results.

Why is Facebook Ad Relevance Score Important?

A high Facebook relevance score can significantly benefit your advertising efforts in multiple ways:

• Lower Costs: Facebook rewards ads with a higher relevance score by lowering your cost-per-click (CPC) and cost-per-impression (CPM). This means that ads performing well will be cheaper to run.
• Better Reach: Ads with higher relevance scores tend to be shown more frequently to your target audience because Facebook prefers to show content that users are likely to engage with.
• Increased Engagement: An ad that resonates with your audience will naturally generate more clicks, shares, and conversions. The relevance score helps ensure that you’re delivering ads that matter to your audience.
• Optimized Campaign Performance: With a better understanding of your ad’s performance based on the relevance score metrics, you can adjust and improve future campaigns, leading to more effective results over time.

How to Improve Your Facebook Ad Relevance Score

Enhancing your Facebook Ad relevance score can lead to improved ad performance, a wider audience reach, and lower expenses. Here are some effective strategies you can implement to elevate your score:

Improve Quality Ranking

This is important for improving how your audience sees the quality of your ad compared to other ads aimed at the same people.

Use High-Quality Visuals

Whether it’s an image or video creative, the visual component of your ad is what catches the audience’s attention first. Using clear, sharp, and visually appealing images is essential to stand out in a crowded feed. For instance, if you’re a shoe retail brand, your ad creative could feature a marathon runner showcasing the durability and comfort of your shoes, emphasizing their performance during a high-intensity race. 

Your visuals should be relevant to your message and reflect the essence of your brand. Consistent branding through colors, fonts, and imagery can also reinforce your brand identity and make your ads more recognizable. Since Facebook is a highly visual platform, investing in professional or well-designed visuals can significantly improve your quality ranking.

Write Compelling and Relevant Copy

The wording you choose must be brief, straightforward, and specifically cater to the wants and needs of your target audience. Avoid overly complicated language or long-winded explanations; instead, focus on crafting a message that speaks to your audience’s interests and offers a solution to their problems. For example, if your shoe retail brand has recently launched a new line of sneakers, you could create something like: “Step into comfort with our best-selling sneakers – designed for all-day wear, stylish and built to last. Perfect for those who value both fashion and function.”

Strong, compelling headlines can grab attention, while a clear value proposition in the body of your ad can make people more likely to engage with it. Simplifying your message increases the likelihood that your ad will be seen as high-quality.

A/B Test Different Versions of Your Ads

By developing several variations of your ad and experimenting with different components—like headlines, visuals, or calls to action—you can determine which version connects most effectively with your audience. The A/B testing process allows you to fine-tune your ads for better performance. 

For example, one version of your ad might attract more engagement, while another might lead to more clicks. Analyzing this data helps you determine which elements contribute to a higher-quality ad, enabling you to continually optimize for better results.

Maintain Ad Consistency with the Landing Page

You must ensure that your ad delivers a consistent experience. This means that the messaging and design of your ad should align with the landing page it directs users to. If your ad promotes a specific offer or product, your landing page should reflect the same offer or product without any surprises. 

A smooth transition from ad to landing page helps maintain user trust, reducing bounce rates and improving overall engagement. Additionally, a fast-loading landing page is crucial, as slow speeds can frustrate users and negatively impact your quality ranking.

Enhance Engagement Rate Ranking

An increased engagement rate shows that users are interacting with your ad through likes, shares, or comments, which not only enhances your score but also improves the ad’s visibility.

Target the Right Audience

A highly effective method for enhancing engagement is to make sure your ad is seen by the right audience. You can make use of Facebook’s targeting features to refine your audience by considering factors such as age, interests, behaviors, and geographic location. 

The greater the relevance of your ad to its audience, the higher the chances of engagement. For instance, if you’re advertising a fitness product, focusing on users who are passionate about health and wellness can significantly boost engagement rates.

Personalizing your ads based on audience segments can significantly improve conversion rates. If you have different products for men and women, create specific ads that speak directly to each audience. Personalized messaging resonates more and increases the likelihood of conversion.

This particular brand is targeting luxury, yacht interests, and the top 5% of household income because their products, such as premium boat covers or specialized accessories, are designed for high-end consumers who invest in quality and durability. By focusing on individuals with a strong interest in luxury items and high disposable income, the brand ensures they reach an audience that is more likely to appreciate and purchase their premium offerings, which align with their customers’ lifestyle and purchasing power.

Incorporate Strong Calls to Action (CTAs)

A clear and compelling call to action can significantly increase engagement. Encourage your audience to take specific actions, such as liking your post, visiting your website, or sharing their thoughts in the comments. Clear and compelling CTAs help users grasp your intended action, resulting in increased interaction rates.

Utilize Interactive Content

Incorporating interactive elements, such as polls, quizzes, or questions, can boost engagement significantly. Interactive content invites users to participate rather than passively consume information, making them more likely to engage. For example, asking your audience their opinion on a relevant topic can spark conversation and encourage comments.

Retarget Previous Visitors

Retargeting ads at those who have previously engaged with your brand can increase engagement levels. As these individuals are already familiar with your offerings, they are more likely to interact with your ads again. Create tailored ads that speak to their previous interactions or highlight new products and offers relevant to their interests.

A well-known brand like SealSkin that sells car, truck, boat, and patio covers relies on retargeting as a key strategy. By using online ads that specifically showcase the benefits and features of their covers, such as durability and protection, retargeting reminds potential customers about the product and encourages them to complete their purchase. This method helps increase conversions by reaching out to individuals who have already shown interest but need an extra nudge to make a decision.

Encourage User-Generated Content

When your audience shares their experiences with your brand, it can actually create a great positive impact. Encourage customers to post photos or reviews, and consider featuring this content in your ads. User-generated content not only increases engagement but also builds trust and authenticity around your brand.

Boost Conversion Rate Ranking

This aspect is crucial for enhancing your Facebook Ad relevance score, as it reflects how effectively your ads are driving users to take actions such as completing purchases or signing up. A higher conversion rate means your ads are reaching the right audience and encouraging them to act.

Optimize Your Landing Page

Your landing page should provide a seamless experience that aligns with your ad’s promise. Make sure that your landing page’s content, design, and messaging align with what users anticipate after clicking your ad. 

A landing page that is well-optimized, with a straightforward call to action, can greatly improve conversion rates. You must also ensure the page loads swiftly and is compatible with mobile devices, as slow-loading pages can drive users away.

Offer Incentives

Providing incentives such as discounts, limited-time offers, or free trials can effectively encourage conversions. Highlighting these offers in your ads can capture attention and prompt users to take immediate action. Make sure the incentives are clearly visible in your ad and easily accessible on your landing page to maximize their impact.

Monitor and Analyze Performance

Regularly monitoring your ad performance and analyzing conversion data can help identify what’s working and what isn’t. You can use Facebook Ads Manager to analyze important metrics, including:

• Click-through rates
• Conversion rates
• User interactions on your landing page

Analyzing this data allows you to make the necessary adjustments to your ads, targeting, and landing pages to enhance overall performance.

Final Thoughts

Your ad should deliver on what it promises. If users click on an ad expecting one thing and receive something else, it can hurt engagement, lead to negative feedback, and lower your quality ranking. Clickbait headlines may grab attention but often result in poor user experience. Facebook penalizes ads that use these tactics, which can drop your score.

Facebook wants to prioritize content that delivers value to users. Ads that spark positive engagement (likes, comments, shares) are often considered higher quality. Consider engaging your audience by posing questions, conducting polls, or encouraging them to share their experiences in the comment section. However, avoid engagement baiting (e.g., “Like this post if you agree”), as it can lead to penalization.

Facebook advertising success doesn’t happen overnight, but by consistently optimizing your ads based on relevance score metrics, you’ll be well on your way to achieving sustainable, high-performance ad campaigns.

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Andy Beohar is the Managing Partner at SevenAtoms, a leading PPC Advertising agency. SevenAtoms is dedicated to driving growth for SaaS and B2B businesses through innovative and optimized paid search and is recognized by Google as a Google Premier Ads partner. At SevenAtoms, Andy plays a strategic role in managing paid search campaigns.

Have some great content up your sleeve? We invite you to reach out to us. We are excited to collaborate with talented writers and feature high-quality content on our blogs.

The post The Importance of Facebook Ad Relevance Score: How to Improve It for Better Results appeared first on Strike Social.

How to Plan Your Christmas Advertising Strategy on YouTube

The Q4 holiday season is here! For YouTube advertisers, this quarter is one of the busiest times for YouTube app and TV advertising, with Christmas presenting a high-stakes opportunity to boost performance while maintaining cost efficiency. With strategic planning, your Christmas ad campaigns can set the stage for a strong finish to 2024 and an even stronger start to 2025.

Read on to discover how to optimize your YouTube ads strategy for the season’s unique demands and ensure your ads make a memorable impact this Christmas and beyond.

When To Start Your YouTube Christmas Advertising

The final quarter of the year is a peak period for holiday advertising, covering Halloween, Thanksgiving, Cyber Five, Christmas, and New Year. For Christmas in particular, the buying season begins early, with many consumers planning purchases over three months in advance, yet a significant wave of last-minute shopping continues right up to Christmas Eve.

Timing is a key piece of your Christmas advertising strategy to effectively capture this demand. According to Numerator’s Q4 Holiday Survey, 70% of holiday ad viewers will use online channels for their Christmas purchases, and 44% plan a blend of online and in-store shopping, making it essential to reach them wherever they are.

Moreover, holiday spending expectations are high: 79% of shoppers plan to spend over $200 on Christmas alone, while the NRF projects an average holiday expenditure exceeding $900 per consumer. This makes the holiday season an even opportunity for YouTube advertisers to drive brand visibility and impact through well-timed and optimized video ads.

Mapping Out Your YouTube Advertising Timeline for the Christmas Rush

With Christmas just around the corner, how should you map out your strategy for the season? Here’s an ideal timeline to guide your Christmas advertising as you finalize your Q4 and look ahead to Q5. And if you’re not starting now, it’s never too early to prepare for 2025!

September: Build Brand Awareness with YouTube Campaigns

We mentioned that customers start looking into holiday purchases three months or more before Christmas. That’s precisely why September is the ideal time for your awareness campaigns for your YouTube Christmas advertising to be riding high.

A prominent YouTube advertising format for reach campaigns is bumper ads, which show consistent, year-round performance based on Campaign Lab data.

Further, we analyzed the performance of bumper ads by month, and the data shows that September offers the most cost-effective opportunity to build awareness before transitioning to your YouTube Shopping campaigns. As awareness campaigns typically increase in cost during October and November, it’s essential to establish a strong presence in September.

October: Engage Audiences with Views Campaigns

October is the perfect time to focus on driving engagement and views through Video View Campaigns. YouTube highlights that 91% of viewers connect with video content on both a technical and emotional level. Thus, aside from effective audience targeting on YouTube, driving views also involves heartwarming ad creative to keep audiences engaged. 

According to Strike Social’s Campaign Lab data, YouTube video view campaigns’ cost per view (CPV) has improved by 10% year over year (2023 vs. 2024). As Halloween advertising wraps up, be ready to transition smoothly into your Thanksgiving and Christmas campaigns.

October stands out as the most cost-efficient month for VVC, with November also showing favorable CPV. This lets you stretch your Video View Campaigns and maintain a consistent, always-on holiday advertising strategy.

Download the YouTube VVC Case Study

By effectively using YouTube Shorts and the AI functions of Video View Campaigns, Strike Social achieved 5M+ total video views and 59% cost efficiency. For an HVAC brand advertising during Thanksgiving week, a peak moment in Q4, this campaign was a total success.

Download the report

November: Target Shoppers with Video Action Campaigns

As November approaches, following the conclusion of the 2024 U.S. presidential election, it’s time to shift focus to sales-driven holiday ads. Target shoppers during the Thanksgiving period and Cyber Five, with 67% of consumers expected to make purchases during Cyber Week. Salesforce projects that online stores will capture 7% of in-store sales on Black Friday, underscoring the need for a more aggressive approach as the month winds down, ahead of the Christmas advertising rush.

YouTube Video Action Campaigns are designed to prompt viewers to take action, such as making a purchase or visiting your website. By linking your ads to your Product Feed and leveraging YouTube’s short-form content with Shorts Ads, you create a powerful combination for driving sales.

CPC trends for YouTube VAC ads show that you can kick off early Christmas campaigns in September at a cost-efficient rate. Although CPCs may peak in October, by November, you’ll be well-positioned to capture conversions again.

December: Boost Conversions and Reignite Reach Campaigns

Alas, the holiday advertising season’s culmination all boils down to how you will end your year. We recommend keeping your conversion campaigns going, and, even better, hitting the budgets harder, especially during the final weekend before Christmas. With only five days between Black Friday and Christmas Eve this year, expect a noticeable increase in YouTube ad views as shoppers ramp up their buying activity.

As highlighted earlier, December’s CPC for YouTube Video Action Campaigns saw a slight 2% increase, which is typical for the busiest time of holiday advertising campaigns. Meanwhile, in preparation for Q5, Reach campaigns focusing on bumper ads see an 8% decrease compared to November and a 6% reduction compared to the overall CPM from 2023.

Best YouTube Placements for Christmas Advertising Videos

As you plan your Q4 holiday advertising strategy, you should focus not only on when to launch your Christmas ads but also on where to place them. Selecting the right YouTube ad placements can make all the difference in driving the views and clicks you need to succeed.

In-stream Skippable and Non-Skippable

With a reach of over 3 billion users, placing your ads within prime YouTube video content is a surefire way to get audiences to stick around and create strong brand recall. Non-skippable ads, in particular, are proving highly effective, especially across YouTube’s mobile and Connected TV (CTV) formats. The combination of mobile and TV screens during Q4 boosts visibility and ad retention, making it an ideal placement for holiday campaigns.

In-Feed

In-feed ads are perfect for capturing the attention of users actively searching for holiday-related content. These ads appear when users are looking for gift ideas or researching Christmas shopping options. By utilizing the right holiday keywords and contextual targeting, you can ensure your Christmas ads appear in front of the right audience, driving traffic directly to your product pages and increasing the chances of conversions.

YouTube Shorts

YouTube Shorts, with 50 billion views daily, is one of the most versatile ad placements for your Christmas advertising strategy. Whether you’re running a Video Reach Campaign (VRC) or a Video View Campaign (VVC), YouTube Shorts video ads offers an excellent opportunity to increase visibility and engagement. Its short-form, vertical video format is perfect for delivering festive, attention-grabbing ads that resonate with today’s on-the-go consumers.

YouTube TV

YouTube’s Connected TV (CTV) platform has grown significantly since Q4 2023, and, according to our YouTube benchmark report, it’s become a top placement for high ad retention and view rates. 

According to LG Ad Solutions, 43% of CTV audiences report that ads help them decide on their holiday purchases. Moreover, 72% of viewers will likely scan a QR code featured on CTV ads, further engaging with the brand. With more consumers watching TV through YouTube, this is an essential placement for holiday advertisers seeking to drive both awareness and conversions.

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Further Reading

Introducing Performance Max Ads

As Google TV grows, you may wonder if it’s worth adding to your brand or client’s advertising strategy. Before making a decision, it’s important to weigh the benefits of incorporating Google TV into your advertising mix.

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What is The Best YouTube Advertising Strategy for The Christmas Season

A well-rounded Christmas marketing strategy involves a combination of creative approaches, targeted ad formats, and real-time optimizations to deliver the best possible return. Here’s how to refine your YouTube advertising strategy for your holiday ads this 2024:

Real-Time Optimization with Expert Support

• You must make quick adjustments based on real-time data to stay competitive with your Christmas advertising strategy. Partnering with a specialized YouTube ads agency like Strike Social, allows you to free up your time as our team optimizes campaigns 24/7, ensuring your ads perform at their best throughout the holiday season.
• YouTube CTV ads tend to have higher engagement rates and cost efficiency, as evidenced by our data showing a 6% increase in view rates compared to 2023 benchmarks. By working with a YouTube CTV agency, you can reduce your CPV by up to 18%, improving the overall cost-effectiveness of your Christmas campaigns.

Spreading Holiday Joy with YouTube Ads

A successful YouTube campaign when advertising for Christmas involves optimal timing, placements, and creative strategies. All those combined with the help of an expert YouTube ads agency can bring out the biggest smiles to your brand’s viewers and stakeholders just as Q4 ends and Q5 draws near. 

For expert planning and support in executing a winning YouTube Christmas advertising strategy, get in touch with our team today. We’ll help you with a personalized walkthrough of our AdTech solutions to help you through your 2024 holiday ads to a prosperous beginning for 2025.

The post Planning a Winning YouTube Christmas Advertising Strategy appeared first on Strike Social.

The Beginner’s Guide to YouTube Ads

Aside from the usual video content, one thing that’s probably more common is the amount of YouTube ads you see. While they may seem interruptive to some viewers, these ads actually introduce audiences to your brand and can even encourage them to visit your website or watch your ads in full. With an average of 48 minutes spent daily by users on the YouTube app, there are multiple ways to reach them across various formats and ad types.

Learn the basics of YouTube advertising, from targeting strategies to optimization techniques, to see how this platform can help you get your brand out there.

YouTube Ads Explained

As part of the Google ecosystem, YouTube has more reach than ever, with ads appearing not only on the YouTube app but also on YouTube TV and across the Google Display Network (GDN). 

If you’re familiar with YouTube ads at a surface level, we’ll guide you through every aspect of utilizing YouTube as an advertising platform for your business.

What Are YouTube Ads?

YouTube ads are video or animated ads that promote a brand through engaging content on YouTube and across Google’s Display Network. They can introduce audiences to your products, highlight services, or feature current promotions in a way that captures attention and drives action. 

When done right, a well-crafted YouTube ad strategy can reach up to 11 million views, achieve 2,000 conversions, and deliver as much as 7x ROAS.

YouTube Advertising Formats, Specs, and Safe Zones

YouTube offers a variety of ad formats that help you reach audiences across different screens and contexts. Whether you want to make a quick impact or engage viewers with a longer story, here’s a breakdown of the main YouTube ad formats:

• In-stream ads
  • YouTube in-stream ads play before, during, or after a YouTube video, often aligning with the viewer’s current video content or viewing habits.
  • Types of in-stream ads on YouTube:
    • Skippable In-Stream Ads
    • Non-Skippable In-Stream Ads
    • Bumper Ads
• In-feed ads
  • When browsing through the app or related videos of the current video you are watching, YouTube in-feed ads are inserted as you scroll through. These may auto-play without sound as viewers scroll, encouraging them to stop and engage.
  • Types of YouTube in-feed ads:
    • YouTube app in-feed
    • YouTube watch feed
    • Masthead ads (by reservation only)
• YouTube Shorts ads
  • Ads on YouTube Shorts appear in between videos as you scroll through the Shorts feed. For example, while enjoying a quick video on a new dance trend, an ad might pop up as you swipe to the next clip, offering a brief interlude before you continue browsing more Shorts content.
• Outstream ads
  • Your ads can reach audiences beyond YouTube through “outstream” placements on Google Video Partners (GVP) and the Google Display Network (GDN). These ads are shown on both mobile devices and desktops, allowing you to engage viewers who may not be actively browsing the YouTube app.
• Other formats
  • Mid-roll ads: Shown within videos longer than 8 minutes.
  • Back-to-back ads/ad pods: Two consecutive ads shown before or during a video.

The YouTube ad specs vary based on your campaign objectives and chosen formats. Whether targeting placements within the YouTube app or looking to advertise on YouTube TV and Google TV, ads can appear in either 16:9 or 9:16 formats. 

Here’s a quick overview of the essential YouTube ad video specs and technical requirements:

• File format: .MPG (MPEG-2 or MPEG-4), .WMV, .AVI, .MOV and .FLV .MPEG-1, .MP4, .MPEGPS, 3GPP, WebM, DNxHR, ProRes, CineForm & HEVC (h265)
  • Preferred video codec: H.264, MPEG-2 or MPEG-4
  • Preferred audio codec: MP3 or AAC
• Resolution:
  • 1080p (Full HD)
    • Recommended pixels (px) for HD: 1920 x 1080px (horizontal), 1080 x 1920px (vertical)
  • 720p (Standard HD)
    • Minimum px: 1280 x 720px (horizontal), 720 x 1280px (vertical)
  • SD
    • 640 x 480px (horizontal), 480 x 640px (vertical)
• Frame rate: 30 FPS
• Aspect ratio:
  • Horizontal — 16:9 (HD), 4:3 (SD)
  • Vertical — 9:16 (HD), 2:3 (SD)
• Maximum file size: 1GB to ≤256 GB
• Length: Best video length for YouTube ads is between 12 seconds to 3 minutes
  • 6 seconds (YouTube bumper ads)
  • <60 seconds (YouTube Shorts)
  • 15-20 seconds (up to 30 seconds for YouTube TV ads) (non-skippable in-stream)
  • No max length for in-feed and skippable YouTube ads

* For optimal quality, we recommend using HD resolutions whenever possible (vs. SD).

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Further Reading

The Complete List of YouTube Ad Specs

If you’re looking for non-skippable YouTube ads specs, in-stream, or YouTube Shorts video requirements, you can find them all in this comprehensive blog. See the detailed requirements on video length, resolution, file format, and aspect ratios to ensure your ads meet YouTube’s guidelines.

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When complying with the YouTube ad sizes, take note that your entire ad might not be fully visible. Both the YouTube app and YouTube TV interface feature elements like the Skip Ad button and engagement options (like, share), which can obscure portions of your video.

To help with this, we’ve created YouTube ad safe zone guides to show you where to avoid placing text or CTAs, ensuring your ad remains fully visible within the safe zone.

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Further Reading

Safe Zone Guide for Vertical Video Ads

As a YouTube advertiser, the Shorts placement must already be on your radar. Don’t limit your vertical video ads to just one platform—find the optimal safe zones to promote across other short-form video platforms like TikTok and Instagram Reels.

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Types of YouTube Advertising Campaigns

With a wide range of options for both organic and paid marketing on YouTube, it’s essential to choose the right type of paid ad campaign that aligns with your specific goals.

No matter your video advertising objective, there’s a YouTube ad campaign type designed to help you succeed—here’s a breakdown of your options:

Video Reach Campaigns (VRC)

• By its name, VRC is perfect for Awareness and Reach objectives. In addition to broad visibility across the YouTube app, VRC now also allows advertisers to extend their reach to Google TV and YouTube TV channels. Available YouTube ad formats for VRC include in-stream (bumper and skippable), in-feed, and Shorts. 
• VRC campaign types:
  • Efficient reach
  • Non-skippable reach
  • Target frequency
• With on-point creatives, precise targeting, and the right social media advertising agency, Strike Social’s 2024 data shows a 41% lower CPM for VRC than YouTube Trueview.

Video View Campaigns (VVC)

• Designed to maximize views, Video View Campaigns uses Google’s AI to strategically place YouTube ads where they are most likely to be watched and engaged. Placements include in-stream (skippable ads), in-feed, and YouTube Shorts feed.
• Since its launch in Q3 2023, VVC has shown significant cost efficiency, with our campaigns demonstrating up to 56% savings.
• For brands looking to tell their story through YouTube video advertising, our data on Video View Campaigns show great view-through rates (VTR), particularly on Connected TV and mobile devices, where audience engagement and viewer retention are highest.

Video Action Campaigns (VAC)

• Video advertising on the YouTube platform prompts viewers to take action by purchasing, visiting the website, or subscribing to a service. Video Action Campaigns (VAC) can be used to promote YouTube shopping ads through your Google Product Feed or generate leads and sign-ups from engaged viewers.
• VAC will be upgraded to Demand Gen by Q2 2025, and we recommend that advertisers begin transitioning early to take full advantage of the enhanced capabilities it will offer.

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Further Reading

Video View Campaigns vs. Video Action Campaigns

Is VVC or VAC the right choice for your brand? Each campaign type offers unique advantages, and choosing the right one depends on your brand’s specific goals. Explore the benefits of each to determine which YouTube ad campaign best suits your objectives.

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Performance Max

• Another way to promote through YouTube ads and expand across the Google Search Network, Gmail, Display Network, and Discover channels is to use Performance Max campaigns (commonly known as PMax). 
• Previously, Google PMax ads have caused some turmoil with brand safety and ad suitability due to appearing on unauthorized websites and YouTube Kids videos. It takes scrutiny and making sure ad placements are visible to make sure you are fully aware of when and where your PMax campaigns show up. 
• Since then, significant improvements have been made to enhance transparency for YouTube advertisers. During the Google Marketing Live 2024 announcements, it was announced that YouTube placements and exclusions will now be visible to brands running Performance Max campaigns.
• Moreover, YouTube’s parent company, Alphabet, has been enhancing the AI capabilities of PMax ads. This includes innovations such as a text-to-image model for creative assets and ‘page-specific assets’ that help better align ads with placement websites and improve engagement with audiences.
  

YouTube Ad Placements

When advertising on YouTube, you can be seen on more than just the mobile app or the website itself. Your YouTube video ads can conquer everything from small smartphones to bigger Connected TV screens. 

Here in our YouTube ads guide, we show you the platforms and placements available for your YouTube campaigns:

• YouTube app: Users can download the YouTube app from their smartphones, tablets, or desktop devices. The same ad placements when users visit the YouTube website across their devices. 
• Connected TV: Yes, your YouTube paid ads can also appear on TV! Through Connected TV advertising, you can tap into an audience of over 300 million monthly users. CTV ads have proven highly effective, with some campaigns achieving up to 65% video ad completion, even with skippable ads.
  • YouTube TV: YouTube TV is a subscription-based service that provides live television channels and content such as shows, sports, and events. It currently boasts over 8 million subscribers and continues to grow. Yet another way to reach audiences on YouTube TV is through Pause Ads, which allows your ads to appear on viewers’ screens while they pause content.
  • Google TV: Similar to YouTube TV, Google TV is also a streaming platform accessible through devices like Chromecast, smart TVs, mobile devices, or the new Google TV Streamer. As of September 2024, Google TV’s network already offers 150 channels, with more to come.
• Google video partners (GVP): Google video partners are trusted, high-quality websites and apps where your YouTube ads can be displayed outside of the YouTube platform. Partnering with Google has advantages, as YouTube can use Google’s inventory to get more video views and impressions even when the intended audience is not using YouTube itself.

What You Need to Know Before Launching Your YouTube Ad Campaigns

As we move forward in this YouTube advertising guide, it may seem that running ads on YouTube sounds easy. But before anything else, you must iron out your YouTube ad strategy before going to Ads Manager to start running your campaigns.

Audience Targeting

YouTube ad targeting can take many forms: device, location, gender, age, interests, etc. There are two primary audience segments within Google Ads where you can define your target audience for YouTube campaigns:

• Audience: Targeting the who, when, where, and what—gender, age, parental status, household income*, interests, locations
  • In simpler terms, YouTube audience targeting is simply targeting your target market. With a potential audience base of 238 million unique users in the US, the key here is being specific about who you want your YouTube ads to be viewed by.
  • For instance, an HVAC brand trying to take advantage of the demographic’s interest in sports using YouTube Custom Intent audiences can effectively acquire 11 million views through its campaign despite being a non-sports-related brand.

*Targeting by household income (HHI) is only available in Australia, Brazil, Hong Kong, India, Indonesia, Japan, Mexico, New Zealand, Singapore, South Korea, Thailand, United States.

• Content: Targeting the YouTube content your audiences are engaged with—keywords and topics they are searching for, devices and platforms they are browsing or seeing content on
  • YouTube contextual targeting allows your video ads to appear on your chosen relevant content so it blends better with the user’s viewing experience. 
  • For example, during a holiday advertising campaign, retail brands can target shoppers looking for product reviews. YouTube is the top social media platform for researching holiday purchases, and 76% of shoppers say product review videos help them make better purchases. Contextual ad targeting is the way to go to make sure you get into audiences’ YouTube screens. 
  • In this example, a gaming brand can select these options under Topics so their YouTube ads can appear within these contexts and related videos:

The key is refining the scope of your audience to ensure you are paying for impressions and views from engaged audiences only, but not so narrowly that you inflate costs or harm campaign performance.

To find out how you can analyze and take advantage of each YouTube ad targeting method, here’s a quick guide:

Optimizing YouTube Ads Cost

YouTube advertising costs will vary based on numerous factors, but the hard part is ensuring you’re only paying for engaged views while keeping your budget under control.

How to optimize the cost of ads on YouTube?

• Know the prevailing YouTube ad costs by industry
  • According to our Q3 YouTube Ad Benchmarks Report, costs in industries such as finance and travel have been 13% and 9% lower than in Q3 2023, despite the busy holiday season and the U.S. elections.
• Continuous monitoring and optimizations
  • Launching your YouTube video ads is not a one-and-done process. It needs to be checked constantly to ensure that your ads are delivering and that costs are not going over.
  • For video reach or awareness campaigns, keep CPM costs in check. For campaigns with Views objectives, watch CPV and YouTube ad view rates closely.
• Utilize optimal creatives and YouTube ad placements
  • As YouTube evolved with its advertising enhancements, advertisers must adapt as well. Skippable YouTube ads leveraging on reach are doing really well on Connected TV placements, outperforming mobile and other devices by 10-20% based on our 2024 Q1 report. 
  • Depending on the cost and performance of your YouTube ads during your campaign flight, study the data for the best insights to make an informed decision on how you can lean on better costs by utilizing your outperforming creatives and placements.

Performance and Cost Benchmarks

Along with setting your goals for what you want to achieve with your YouTube ads, such as views or conversions, you should set a criterion for the range to which you want your campaign results to match or even exceed. 

Using our successful campaigns on YouTube advertising, here are the key YouTube ad metrics to set your sights on:

• YouTube ad cost benchmarks
  • Cost Per Mille (CPM): $5.70 to $12.36 ¹; $2.87 to $8.02 ⁴
    • CPM for CTV Skippable Ads: $7.39 to $10.01 ⁵ 
    • CPM for CTV Non-Skippable Ads: $4.74 to $7.09 ⁵ 
  • Cost Per View (CPV): $0.01 to $0.03 ²
    • CPM for CTV Skippable Ads: $0.0128 to $0.0220 ⁵ 
  • Cost Per Click (CPC): $0.34 and $1.42 ³
• YouTube ad views and performance benchmarks
  • Click-through Rate (CTR): 0.07% to 0.17% ¹; 0.11% to 1.22% ³; 0.01% to 0.11% ⁴
  • View Rate (VR): 43% to 57% ²

¹ Based on 2023 US YouTube TrueView InStream Non-skippable Campaigns
² Based on 2023 US YouTube TrueView InStream Skippable Campaigns
³ Based on 2023 US Video Action Campaigns
⁴ Based on 2023 US YouTube Bumper Ads
⁵ Based on Connected TV ad rates, 2024 US YouTube TrueView Ads Campaigns

Brand Safety and Suitability in YouTube Advertising

Even major brands with YouTube video ads can be criticized if they are displayed with inappropriate, unsuitable content that gives the brand a negative perspective. Thus, ad suitability and brand safety on YouTube are key to making sure your ads are shown with related content and away from the explicit content that may be lurking within the platform.

What brand safety features does YouTube have?

• YouTube inventory types: Choose from expanded, standard, or limited inventory. The recommended setting is “Standard”. “Expanded” extends your reach across more inventory, while “Limited” ensures your ads avoid more suggestive or explicit content.
• Third-party brand safety technology: With the help of carefully vetted third-party providers, YouTube continues to develop brand safety measures to maintain integrity in impressions and views generated through YouTube ads. These providers include Integral Ad Science, DoubleVerify, VuePlanner, and more.

How to ensure YouTube ad suitability with my campaigns?

• The difference between brand safety and brand suitability is that the latter focuses more on aligning your brand values with your target audience to strengthen the connection. Brand safety starts the process, and ad suitability fortifies it.
• YouTube has developed many tools for content suitability, which include the following:
  • Negative keywords
  • Topic exclusions
  • Category exclusions
  • Trending negative keywords
  • Video and channel placement exclusion
  • Content theme exclusions
• One key concern is appearing on YouTube Kids videos, as these are primarily viewed by children who do not have purchasing power. This means that clicks or views from these videos do not contribute to YouTube ads’ ROI. Ad suitability is achieved by excluding Kids channel placements and reallocating these views to more relevant audiences who can make a purchase or remember your ad for future decisions.

Step-by-step Guide to Publishing Your YouTube Campaign

Feel like you have everything you need and are ready to start video advertising on YouTube? Here are the basic steps to follow:

1. Set up your Google Ads account. You can use your existing Gmail account or use your business account. If you need to add access for your social media advertising manager or media buyer, you can do so by adding and editing Google Ads users to allow your team to help you manage your ads.

2. If you do not have one yet, create a YouTube channel for your brand and upload the video ad you will be using for your campaign. You’ll need the YouTube link to your video to add it to your campaign later.

3. Link your YouTube channel to your Google Ads account. Aside from performance tracking, this also allows Google Ads to acquire data for remarketing on YouTube for future video ad campaigns.

4. Once your Google Ads account is set up, go to the overview dashboard and click ‘+ New campaign.’

5. Choose your campaign objective, type, and subtype. For some scenarios, there will be another subtype before proceeding to the next screen. For example:

• Objective: Awareness and consideration
• Campaign type: Video
• Campaign subtype: Video views (click Continue); Video reach (select VRC subtype – e.g. Target frequency, then click Continue)

6. Fill in the rest of the campaign information, such as the name, budget, and start and end dates. Arrange your audience targeting settings as desired. As you update your campaign settings, ad formats, exclusions, and other elements, you can find an audience estimate on the right side of your screen.

7. Set up your video ads. Paste the YouTube URL so it retrieves the video from the platform. Add your target URL, CTA, ad headline, and description. You can add more creatives as desired and set them up using the same process, abiding by the YouTube ad copy specs.

8. Finally, set up your bid strategy. For an awareness campaign, the target CPM bid is the amount you are willing to pay for each 1000 impressions, which will be your entry in the ad auction. 

9. Review your campaign setup. Once done, click on Create campaign.

Most YouTube ad campaigns are reviewed within 1 business day. Once your ad is approved (or rejected), you should receive a notification via Google Ads or your Gmail account. 

Do You Need a YouTube Advertising Agency for Better Results in 2025?

After publishing your YouTube video ads, the real work starts during the monitoring and adjustments phase. Your social media advertising team must monitor cost levels, bid adjustments, and ad performance to ensure the best possible results.

This is a full-time endeavor that requires a dedicated team. If you think your YouTube ads strategy may be too heavy for your in-house team, consider hiring a YouTube advertising agency. 

Benefits of Partnering with a YouTube Ads Agency

• Reduced In-House Workload
  • YouTube advertising, particularly YouTube TV, requires significant resources. An agency can help by managing large-scale campaigns, freeing up your in-house team to focus on other platforms that require less effort.
  • YouTube TV advertising, in particular, may be new to teams accustomed to traditional social media ads, making agency expertise invaluable for optimizing Connected TV placements and providing round-the-clock monitoring.
• Knowledge of Prevailing Costs and Performance
  • A YouTube marketing agency continuously analyzes campaign performance data and industry benchmarks, always aiming for better results.
• Access to Advanced AdTech Solutions
  • Our proprietary AI tool, Campaign Lab, utilizes more than 13 years of machine learning to help us with YouTube advertising campaigns from start to finish. It also performs its own monitoring and checks, alerting our teams to optimization opportunities across running YouTube ad campaigns.
• Proven Experience with Client Success Stories
  • Having worked with various brands across multiple industries gives a YouTube ads agency a broad perspective on what strategies work best for different audiences and objectives. From a portfolio of successful campaigns, here’s a handful of our successful YouTube campaigns with exceptional results:
    • 13% lower CPM than guaranteed for a YouTube CTV-focused campaign
    • 28% CPM reduction for QSR TrueView Ads In-stream and Connected TV placements
    • 5.3 million total video views for the Q4 HVAC brand campaign using Video Views Campaign

Achieve Greater YouTube Ad Results This 2025

Video advertising is rapidly growing, and YouTube continues to outpace other streaming and TV services, becoming an even more powerful platform for reaching your target audience. It’s the perfect time to capitalize on this opportunity and make the most of YouTube’s inventory and reach.

Start planning your YouTube ads strategy for 2025. Contact us today for a personalized walkthrough and start driving better results with your YouTube campaigns.

The post Complete Guide to YouTube Advertising in 2025 appeared first on Strike Social.

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Partnering with a Meta Ad Agency for Optimized 2024 Holiday Advertising Costs

The peak 2024 holiday season is fast approaching, and with Meta restricting political ads a week before the election date, the ad space is again available for brands to compete.

Some brands may have paused their ads in October in anticipation of the influx of 50% of the political ad budget. We previously recommended against pausing your ads during this period; instead, it’s better to maintain an always-on approach while guiding your Facebook and Instagram audiences through awareness, engagement, and conversion campaigns.

To help you achieve peak performance during this busy season, here’s why a Meta advertising agency is key to optimizing your Q4 2024 holiday advertising costs.

How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs

In addition to assisting you in activating and managing your holiday ad campaigns during Q4 2024, partnering with a Meta ad agency to enhance your holiday marketing offers numerous advantages. Even with limited time for the learning phase, the expertise of a Meta advertising agency can serve as the foundation for steering your holiday ads toward success.

Expert Knowledge of Meta Holiday Ad Costs

A key priority for a social media advertising agency is making sure your ads deliver results and keeping your holiday advertising costs within your campaign budget—or even lower.

Strike Social’s service promise is our commitment to achieving your desired outcomes—whether that means hitting specific CPM or CPV targets or reaching a particular number of impressions or views within a set timeframe. With our expertise as a Meta ad agency, we establish benchmarks based on current rates, allowing us to devise effective strategies that meet your financial goals.

Strike Social’s Campaign Lab data for Q4 2024 indicates a trend of rising CPMs as the year progresses, underscoring the importance of proactive planning.

Consequently, we recommend building awareness in the months leading up to Q4, specifically in September and October. Then, ensure that you guide these audiences toward your lower-funnel campaigns, such as post engagement campaigns and traffic and conversion efforts. By October, shoppers are already searching for brands to consider for their holiday purchases.

However, awareness campaigns should follow an always-on strategy, as CPM levels tend to stabilize at a lower rate when Q5 begins at the start of the year. Meanwhile, lower-funnel campaigns show positive trends from Q4 through Q5, making this an ideal period for your holiday advertising efforts to shine, including capturing last-minute shoppers.

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Further Reading

Boost Your Q4 Holiday Ad Conversions with Facebook Engagement Campaigns

As the holiday season heats up, it’s an ideal moment to drive audiences further down the funnel and maximize conversions. Facebook engagement campaigns excel in turning brand reach and visibility into meaningful interactions, positioning your brand for impactful results throughout the holiday period.

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Hypergranular Targeting for Audience Segments That Drive Engagement

Just as you can utilize Facebook Audience Insights to identify target demographics such as age, gender, and location for your paid ads, a Meta ad agency leverages extensive insights gained from hundreds to thousands of previous successful campaigns.

An experienced agency specializing in Meta advertising possesses extensive knowledge from managing numerous Facebook and Instagram campaigns. Historical data from past campaigns is a valuable reference for understanding which audience segments perform best for specific industries and determining the optimal breadth or narrowness of targeting to achieve your desired views and clicks.

With over a decade of campaign experience on Meta and other social media advertising platforms, we have access to billions of data points that inform our decisions about ideal audience sizes and costs for precise targeting.

One of our recent successes involved a local fitness club aiming to drive digital sign-ups through a Facebook advertising campaign. Through link-click campaigns and precise location-based targeting, we ensured that ads reached the right audiences within the club’s service area. This strategic approach resulted in over 300,000 sign-ups, 1.5 million link clicks, and 700 million impressions, significantly enhancing the club’s digital presence.

Download the Facebook Health and Fitness Case Study here

Knowledge of Effective Ad Formats and Strategic Placements

With a deep understanding of Meta’s most effective ad formats, a Meta ad agency customizes options like Reels, carousels, and Stories to enhance engagement and performance. As Meta continues to expand its diverse array of ad formats and Advantage+ placements, it’s worth exploring which aspects of the Meta advertising network will drive traction for your holiday advertising campaigns.

For your Q4 2024 holiday advertising, Meta has introduced a new AI-powered feature within its Advantage+ shopping campaigns, allowing promotions to be showcased within the same ad. For instance, a promo code can be prominently displayed as a spotlight feature on a Reels ad:

Based on insights from Strike Social’s Campaign Lab data, here are our recommendations for the top Meta ad placements and advertising formats for your Q4 2024 holiday campaigns:

24/7 Execution of API-led Bid Optimization

To enhance this process, our Campaign Lab technology facilitates continuous campaign monitoring every two hours. Notifications are sent to the designated media buying team, making sure there is always vigilant oversight on your Facebook and Instagram holiday campaigns.

Strike Social’s Proven Success on Meta Advertising

We can confidently say that you should choose us to manage your holiday advertising campaigns this year, but what is our promise without the backing of our clients’ success?

How Targeted Meta Ad Placements Produce 34% CPLC Efficiency

As part of its anniversary collection, a luxury watch brand’s Facebook advertising campaign needed to introduce its new product line. While their brand represents luxury and prestige, the goal was to effectively reach a broad audience that would likely engage with their Facebook ad campaigns.

Results: The campaign successfully combined targeted placements to drive engagement and cost efficiency. Facebook overlay ads on Reels captured 77% of overall impressions and generated 48% of link clicks, proving highly effective in reaching a wide audience. Feed placements provided an additional 15% of impressions and accounted for 36% of link clicks, while Instagram Stories, though a smaller contributor, added 3% of impressions and 8% of link clicks. 

In terms of cost efficiency, each format demonstrated significant savings: Reels overlay ads reduced the cost per link click (CPLC) by 49%, Feed placements by 44%, and Instagram Stories by 38%. Altogether, this strategic mix resulted in a 34.69% reduction in overall CPLC compared to the projected rate, highlighting the advantage of targeted ad formats and thoughtful budget allocation for achieving high engagement at a lower cost.

Achieving 28x Facebook ROAS Through Data-Driven Monitoring

For a leading financial services provider, Strike Social executed a comprehensive campaign focused on acquiring conversions and leads, going through a meticulous approach from setup to ongoing optimization. It was a large-scale endeavor for a Facebook campaign and presented challenges, especially being far from the Thanksgiving and Christmas advertising surge.

Results: The conversion campaigns went live within 48 hours, swiftly generating impressions, clicks, and leads. Ongoing monitoring of the Meta Pixel was essential to maintain its effectiveness, allowing us to quickly resolve any issues in collaboration with the client. We also kept a close eye on cost per acquisition (CPA) and auction bids, which helped us meet our campaign objectives while staying within budget.

Thanks to this strategic approach, the Meta ad campaign achieved an impressive 28x Facebook ROAS, resulting in 66,000 leads and over 7,000 purchases through Facebook ads.

Your Go-To Meta Advertising Agency Partner is Just a Click Away

Choosing Strike Social as your Meta advertising agency means gaining access to unparalleled expertise, advanced tools, and proven strategies designed to optimize your Q4 holiday advertising costs.

With our focus on precise audience targeting, mastery of ad formats and placements, and proactive campaign adjustments, we are committed to helping you achieve both performance and cost-efficiency in your 2024 holiday marketing strategy.

Scaling your 2024 holiday advertising campaigns can be made easy. Fill out the form below for a personalized walkthrough of our ad tech solutions and discover how a certified Meta advertising partner can drive success for your campaigns. Whether you aim to reach new audiences or convert them into loyal customers, Strike Social is here to help.

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The post How A Meta Ad Agency Can Improve Your 2024 Holiday Advertising Costs appeared first on Strike Social.

Maximizing Q4 2024 Holiday Ad Results with Facebook Engagement Campaigns

The 2024 holiday season is all about reconnecting with audiences through fun, engaging content. After the intensity of U.S. election ads, Thanksgiving and Christmas campaigns focused on post engagement are a refreshing way to re-engage viewers from their Facebook feed. Shoppers are primed to engage, with Meta’s data showing that 55% of holiday buyers reported Meta technologies helped influence their purchases, and 77% of Cyber Five shoppers credit Meta ads for inspiring their purchases this season.

This peak holiday advertising season is the perfect time to move audiences down the funnel and boost conversions. Facebook engagement campaigns are a key strategy for transforming your brand’s reach and visibility into deeper interactions and conversions, making this holiday season your most effective yet.

Post Engagement Ad Formats for Your Q4 and Q5 Holiday Campaigns

Strike Social’s data reveals that Q4 post engagement campaigns achieve engagement rates between 8% and 12%, which is at the upper end of our previous benchmarks of 2.90% to 14.40%. Q4 holiday ad trends indicate an extended shopping period, creating the perfect opportunity to captivate audiences with memorable, interactive campaigns that not only drive purchases but also keep your brand top-of-mind for the holiday season.

Here are the top ad formats we recommend to maximize your Facebook post engagement campaigns this season:

Facebook Reels

Facebook Reels is Meta’s answer to YouTube Shorts and TikTok, aiming to compete directly with these popular short-form video platforms. This innovative format has already demonstrated a 35% higher click-through rate (CTR) compared to other video formats on Facebook.

U.S. users spend an average of 31 minutes daily on Facebook, with 60% of that time devoted to watching videos. As a result, Facebook Reels ads provide an effective means to engage highly attentive audiences.

✓ Facebook Reels ads currently represent 3.3% of total ad impressions on the platform. (Source: Hootsuite)

✓ A French retailer experienced a 51% increase in return on ad spend (ROAS) by focusing on Reels ads. (Source: wecantrack)

✓ The estimated audience size for Reels-focused ads in the U.S. is 139 million (excluding Advantage audience). (Source: Meta Ads Manager)

Facebook Carousel Ads

The Facebook carousel ad format allows users to swipe through up to 10 cards, each featuring images, videos, or a combination of both. By incorporating unique headlines and links for each card, your audience can easily browse your offerings and identify products or services that pique their interest.

Carousel ads are particularly effective for post-engagement campaigns, as they encourage viewers to interact with your ad before making a purchase decision.

✓ Carousel ads yield 34% more clicks than single-image ads. (Source: Lebesgue)

✓ A UK-based subscription box brand using carousel ads achieved a 3.24x ROAS. (Source: The Social Shepherd)

✓ 30% reduction in cost per conversion and cost per click compared to single-image ads. (Source: Hootsuite)

Reels + Carousel Holiday Ads

What better way to increase your audiences’ engagement than to be both on the consideration and conversion funnel at the same time? Using both formats together can create a powerful mix of brand storytelling and user interaction.

Nest Commerce’s Q4 2023 report indicates that brands advertising on Meta experienced a 35% increase in return on ad spend between October and November. Throughout Q4, conversion rates rose by 28%, peaking at 52% during Black Friday. This success is attributed to engaging audiences through awareness campaigns and subsequently guiding them to lower-funnel, conversion-based campaigns during the Q4 holiday peak periods.

By utilizing these post engagement-driven ad formats, you can fully maximize your brand’s performance, as 57% of holiday shoppers clamor online for their holiday shopping.

Overlay Ads on Reels

Another effective strategy to engage with the growing Facebook Reels feed for your Q4 2024 holiday campaigns is to incorporate image or carousel ad formats as overlay ads on Reels. 

These ads appear alongside related Reels content. For example, a department store brand promoting its holiday fashion finds can appear on a fashion content creator’s fit check video featuring a recent shopping haul. This integration allows your ads to blend with the Reels viewing experience, making them less intrusive than other ad formats.

As of July 2024, your overlay ads can also be displayed on Instagram Reels, further expanding your reach within the Meta advertising network.

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Further Reading

How a Meta Ad Agency Can Help Optimize Your 2024 Holiday Ad Spend

Collaborating with a Meta ad agency for your Q4 2024 holiday campaigns offers more than just ad activation and management—it brings strategic advantages that drive cost-efficiency and peak performance. Here’s why partnering with a Meta ad agency is essential to optimizing your holiday ad costs this season.

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Cost and Performance Insights for Your Q4 2024 Facebook Engagement Ads

Data is the best backup to demonstrate the effectiveness and efficiency of utilizing a post-engagement objective as we approach the peak 2024 holiday campaigns. To help you establish benchmarks for this year’s holiday advertising, we have compiled key cost and performance metrics for Q4.

Cost-per-Engagement (CPE) and Engagement Rates (ER%)

In our Q4 2023 analysis, we observed a notable spike in CPE beginning in October, coinciding with the start of holiday advertising. Last year, key retail events such as Target, Prime, and Walmart launched promotions throughout early to mid-October, contributing to this trend.

As we transitioned from November into December, Facebook post engagement campaigns gained traction. We noted a downward trend in CPE alongside an upward trend in engagement rates. For Q4 2024, you can expect to align your holiday ad campaigns against Strike Social’s Facebook ad cost benchmarks, which range from $0.013 to $0.057 in November and decrease to as low as $0.012 to $0.038 by December.

Cost-per-View (CPV) and View Rate (VR%)

Video ad formats, particularly Facebook Reels ads, tend to have a higher view rate with lower costs compared to other formats, making them ideal for engagement during Q4. While view rates saw a slight decrease of 40% in December, they still remain elevated compared to October, reflecting sustained interest from engaged audiences throughout the Christmas season.

This year, Meta is testing a new ad feature that allows brands to showcase promotions and discounts directly within Reels ads. This innovation capitalizes on high shopping intent as viewers consume video content during the Q4 holidays. By highlighting promotions, brands can streamline the journey from consideration to conversion, making it easier for audiences to act on their interest.

Cost-per-Click (CPC) & Click-Through Rate (CTR%)

Click-based campaigns, like Carousel ad formats, provide solid performance metrics throughout the year. Q4 holiday trends indicate that these formats can drive high click engagement while maintaining lower costs. Although CPCs generally trend downward, we anticipate a slight increase of about 5% in December compared to November 2023 as more brands compete for ad space to get traffic and conversions.

To capitalize on this trend, your best strategy is to start your campaigns early. Target shoppers who begin their holiday shopping 1 to 2 months in advance to build momentum. By leveraging click engagement campaigns starting in October and November, you can position your brand effectively, ensuring you capture the attention of eager holiday shoppers before the competition heats up.

Download our Facebook CPLC Case Study

This case study details a luxury watch brand’s Facebook campaign that achieved a CPLC 34.69% below the guaranteed rate, highlighting the benefits of strategic budget allocation and ad format selection for maximizing engagement and controlling costs.

Download full case study here

Cost per Link Click (CPLC) & Link Click-Through Rate (LCTR%)

Optimizing for lower-funnel conversions during Q4 becomes easier with well-targeted and engaging post engagement ads focusing on link clicks. Ad auctions can get a bit challenging towards November as there is competition around Black Friday and Cyber Five in particular; thus, we can see quite a spike in CPLC at this time.

Maintain an always-on approach, as costs tend to decrease in December, aligning with predictions from the NRF that 58% of consumers complete their shopping during this month. By focusing your post-engagement campaigns on link clicks that drive conversions, you position yourself well for success during the Thanksgiving and Christmas holiday advertising periods this Q4.

Driving Strong Results with Post Engagement Campaigns for Q4 and Q5 Holidays in 2024

As Q4 intensifies, the key to holiday success is not just reaching audiences but engaging them. Post engagement campaigns on platforms like Instagram and Facebook empower brands to foster meaningful interactions that can lead to conversions. With increased competition and shifting consumer behaviors during the holiday season, prioritizing post engagement allows brands to scale efficiently, harness Meta’s extensive audience, and enhance performance through cost-effective, high-engagement ad formats.

Are you looking to quickly scale your campaigns this holiday season? Reach out to our team for a personalized walkthrough of our AdTech solutions and discover how you can achieve greater results while saving on your Facebook engagement campaigns.

The post How Facebook Engagement Campaigns Deliver the Best Results for Q4 2024 Holidays appeared first on Strike Social.

Planning Your Q4 2024 Facebook & Instagram Holiday Ads

As you prepare for the busiest shopping season of the year, Meta is gearing up to meet the surge in holiday ad campaigns across Facebook and Instagram. The Q4 holidays — Thanksgiving, Cyber Five, Christmas, and New Year’s — represent the most critical window for capturing audience attention and driving performance.

With ad spending peaking during this period, competition in the auction is becoming fierce, and the stakes are high. To maximize your campaign outcomes while managing costs, advertisers must stay ahead of the trends shaping consumer behavior, creative strategies, and targeting tactics. Here’s how to strategically plan your Facebook and Instagram holiday ad campaigns towards the end of the year.

Q4 2024 Holiday Ad Trends Advertisers Should Watch Out For

Before the celebration continues, let’s take a sneak peek at what to expect this year and how it’s different from previous years to fully prepare you for your holiday campaigns.

Key Peak Advertising Periods in Q4 2024

By anticipating shifts in ad spend and key peak periods, you can optimize your strategy and control costs while driving results for your Q4 2024 holiday ad campaigns:

As more advertisers vie for auction space during the Q4 holidays, we can certainly see spikes in ad spending during this time. Historically, Q4 sees the highest ad spending, particularly on Facebook and Instagram (Meta), with Google following a similar trend. TikTok, on the other hand, tends to have a more unpredictable and sporadic pattern. This heightened competition across industries inevitably drives up Facebook and Instagram ad costs. We’ll explore this further as we go along.

Online Shopping and Spending Trends

Adobe forecasts that U.S. online sales will reach $240.8 billion from November 1 to December 31, up from $221.8 billion last year. In addition, Mastercard’s Spending Pulse data indicates a projected 7.1% growth in retail sales during this holiday shopping season compared to 2023. The rise in consumer spending will likely kick off early, with shopping ramping up as early as Halloween and peaking through Christmas, driven by big-ticket purchases during the gift-giving season.

Further, Numerator’s research shows that many Christmas shoppers are starting as early as three months before the holidays. For advertisers, this means awareness campaigns need to launch well before November to capture early interest and effectively guide potential buyers down the funnel in time for peak holiday ad campaigns.

Meta’s Holiday Ad Trends for Q4 to Q5

Data from Meta’s campaigns affirm this, as 41% of consumers continue making purchases from holiday ads well beyond the peak shopping season. Last year, CPM-focused Facebook and Instagram ads peaked around Thanksgiving, while CPA-focused campaigns were more cost-efficient during the same period.

In Q4 2023, conversion campaigns saw a 20% year-over-year increase in performance and a 3.3x return on ad spend (ROAS) when using Meta Advantage+. Meta is heavily promoting Advantage+ to help advertisers streamline the process of diversifying ads and placements, ultimately improving campaign returns. 

This approach pays off during the holiday season, as consumers actively search for gifts through Christmas campaigns on Meta, creating a sizable audience that helps drive more efficient ad costs.

Download our Facebook ROAS Case Study

Discover how Strike Social achieved 66% more impressions than guaranteed and a 28x Facebook ROAS through precise execution and real-time campaign management for a financial services client.

Download full case study here

Insights for Effective Holiday Advertising Strategy on Facebook & Instagram

Now that you have a clear view of the holiday ad trends and consumer behavior for Q4 and Q5 2024, it’s time to review the actionable strategies that will drive results and deliver outstanding performance for your Facebook and Instagram holiday advertising campaigns.

Start Your Holiday Ad Campaigns Earlier

With fewer shopping days between Black Friday and Christmas in 2024, early campaign launches will allow for better positioning. October marks the start of the buildup, especially with the final weeks leading up to the U.S. presidential elections, where 79% of 2024 political ad spending is pouring on key battleground states. With political ads wanting to reach as many audiences as possible, this creates fierce competition for audience attention, making it harder for awareness campaigns to break through compared to previous holiday seasons.

Concurring with Meta’s holiday ad trends, our Facebook benchmark report confirms that CPMs will rise during peak Q4 periods, especially around Thanksgiving, Black Friday, and Christmas promotions, as advertisers optimize to reach more markets. Average CPM for Q4 2024 is expected to increase, but campaigns focusing on engagement may benefit from higher engagement rates, particularly with the growth of new ad formats like Reels, which saw a 61% increase in 2023 compared to 2022. Thus, if you want to get a headstart on the lower CPM levels, an early start to your full holiday advertising campaign is necessary.

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Further Reading

How Facebook Engagement Ad Formats Win Holiday Advertising

Engagement ads on Facebook and Instagram allow brands to build genuine connections that can later convert into sales. As competition rises and holiday shopping behaviors shift, focusing on engagement helps brands reach Meta’s vast audience while maximizing campaign efficiency for scalable results.

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More Aggressive Holiday Advertising for Both B2B and B2C

The competition for ad space for Q4 2024 holiday ad campaigns is not limited to retail brands. Both B2B and B2C advertisers are aggressively vying for inventory, particularly on Meta platforms and Connected TV, as the holiday season ramps up with key events like Cyber Five and New Year’s advertising.

According to NRF’s 2023 Thanksgiving holiday weekend data, a record 200.4 million shoppers were active during the Cyber Five period, with 44% shopping online. Black Friday and Cyber Monday led online purchases, solidifying these events as significant revenue drivers for B2C brands while increasing competition with B2B brands vying for the same ad inventory.

For B2B companies, Q4 presents an ideal opportunity to reach decision-makers actively searching for advanced solutions for their businesses. It’s the perfect time to adopt a bold, action-oriented strategy, focusing on campaigns that drive clicks and conversions. With 76% of B2B buyers preferring to speak with someone before acquiring new services, Q4 is when many finalize their decisions on renewing or switching to new products or services.

Meta’s holiday playbook data supports this holiday advertising strategy, showing that CPA levels remain relatively stable throughout Q4 and Q5, compared to fluctuating CPM and CVR rates. Additionally, our data indicates that Facebook traffic campaigns targeting link clicks could see a 23% increase toward Q4, based on 2023 trends. Encouragingly, link-click engagement rates have been on the rise in 2023 compared to 2022, signaling a positive trend for engagement-driven campaigns.

Lead Customers from Top-to-Bottom Funnel Holiday Campaigns

By Q4, your awareness holiday ad campaigns from earlier in the year—starting as early as Halloween—should have built enough momentum to drive audiences into your lower-funnel holiday campaigns. While awareness ads are crucial, by this point in the holiday season, your focus should shift toward consideration and conversion campaigns to capitalize on the peak of the 2024 holiday shopping season.

Not only are lower funnel campaigns more cost-effective, but we’re also seeing high engagement rates, especially in Facebook advertising campaigns focusing on post engagement, clicks, and link clicks, aligned with Q4 holiday trends. Reels are particularly powerful, with short-form video content on Instagram reaching up to 30% of users, reflecting its growing dominance across Meta’s advertising network. 

According to Adobe Analytics, mobile devices are expected to drive 53% of online sales during the 2024 holiday season. Therefore, it is crucial to focus on mobile-first conversion strategies to achieve your campaign goals.

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Further Reading

Improving Facebook ROAS with Real-time Optimizations

Various factors can contribute to Facebook ROAS underperformance, from basic problems like inaccurate Meta Pixel tracking to more intricate issues tied to campaign management. Partnering with an advertising agency can provide the specialized knowledge and strategies to boost your Facebook ad ROAS. See the critical areas where an expert agency can make a difference in optimizing your campaigns and driving better results.

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Diverse Creative Formats to Keep Holiday Ads Fresh

As competition heats up during the holiday season, brands often find their ads competing for the same audience’s attention. When users encounter the same ad multiple times, their engagement tends to wane, leading to missed opportunities.

When running top-to-bottom funnel holiday ad campaigns, Facebook and Instagram users can quickly become fatigued by seeing the same creative, sometimes after just two impressions. This leads to users scrolling past or swiping away from your holiday ads.

Incorporate a variety of creative formats in your strategy to avoid ad fatigue and ensure your Black Friday and Christmas advertising campaigns remain effective. Facebook and Instagram offer dynamic options such as Reels, carousels, and videos that can significantly boost engagement and keep your brand fresh in consumers’ minds. 

• Pro tip: Adhere to the Facebook and Instagram ad specs so your ads fit seamlessly within users’ screens.

Explore how to optimize your placements using manual selection in Meta Ads Manager to find the formats that best align with your brand messaging:

Shine Bright on Shoppers’ Lists with Twinkling Facebook and Instagram Holiday Campaigns

“It’s the most wonderful time of the year” – as it should be for both consumers and Meta advertisers alike. Indeed, the Q4 to Q5 periods can be a balancing act, where the need to scale budgets must align with the goal of achieving an impressive return on ad spend.

With Strike Social’s SWAS (software with a service) AdTech expertise, our aim is to deliver better results for you at lower costs for savings. Our proprietary tool, Campaign Lab, is designed to keep a close eye on your ads, ensuring that the full process from setup to campaign management is streamlined and optimized before your holiday campaigns even launch.

Learning the holiday ad trends and suggested strategies is just the beginning. Let us become an extension of your in-house team, helping you finish the year on a high note. Contact us today to request a personalized walkthrough of our AdTech service and see how we can enhance your holiday advertising performance.

The post Q4 2024 Holiday Ad Trends for Thanksgiving & Christmas appeared first on Strike Social.

Getting Started with YouTube Pause Ads – What You Need to Know

Social media advertising networks aim to introduce innovative ad formats that allow brands to reach audiences without overwhelming them. YouTube Pause Ads are a prime example of this–offering a new, innovative way for brands to connect with audiences without disrupting their viewing experience. 

Unlike traditional ad formats, Pause Ads appear only when viewers intentionally pause a video, creating a subtle yet effective opportunity to capture attention. This non-intrusive approach makes them an ideal solution for advertisers looking to engage users without overwhelming them, offering a fresh alternative to YouTube’s growing ad ecosystem.

What is a YouTube Pause Screen Ad?

YouTube Pause Screen Ads are static, visual ads that appear 10 seconds after a viewer pauses their video. Rather than interrupting the content, these ads subtly pop up only when the viewer chooses to pause.

This format is YouTube’s response to other major Connected TV (CTV) platforms like Roku, Netflix, and Amazon Prime, which have recently introduced similar pause ads. Long-established platforms like Paramount, Max, Peacock, and Hulu have been using this ad format for years to engage viewers during natural breaks in content.

Currently, YouTube Pause Ads are exclusive to YouTube CTV viewers and are not yet rolled out on YouTube TV or Google TV. Advertisers have reported positive results from this format, particularly in driving brand recall, making it a promising addition to YouTube’s ad offerings.

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Further Reading

How CTV Advertising Enhances Your Video Strategy

Connected TV (CTV) advertising has emerged as a powerful way for brands to capture more audience attention. Discover the key benefits of CTV advertising and how integrating it with your current social media campaigns can boost your overall video strategy for stronger results.

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How Do Pause Ads on YouTube Work?

In addition to traditional formats like bumper and non-skippable ads, YouTube Pause Ads offer another effective way to engage YouTube CTV users on larger screens. Rather than displaying a grayed-out screen when a video is paused, YouTube delivers a static image ad that aligns with the viewer’s behavior and interests.

Here are the YouTube ad specs for creatives designed for pause screen ads:

• Pixel width: Minimum 1080, maximum 1350
• Pixel height: Minimum 1080, maximum 1350
• Image format: PNG, JPG
• Maximum file size: 2MB
• Aspect ratio: 4:5, 5:4 (avoid extreme ratios)
• Image quality: High-resolution, as large as possible for optimal display

To visualize this, take a look at this sample ad shown when pausing a movie trailer for the 2024 film Wicked on their YouTube Connected TV app. Instead of a blank screen, a YouTube pause ad from a movie ticket booking app will appear, perfectly timed to capture attention during the pause.

YouTube Pause Ads vs. Other YouTube Ad Formats

YouTube continues to innovate with ad formats that enhance user experience while offering new opportunities for advertisers. Pause screen ads are part of this evolution, allowing brands to engage with audiences in a more organic manner during natural viewing breaks. Let’s compare YouTube Pause Ads to other popular ad formats on YouTube:

How to Start Advertising with YouTube Pause Ads

No Rest for Scaling Campaigns with YouTube Pause Ads

As YouTube expands its avenues with additional advertising formats, brands and agencies must stay up-to-date with new ways to promote through video advertising. YouTube Pause Ads present a unique opportunity to engage your audience without interrupting their viewing experience, creating a more positive interaction that enhances awareness and brand recognition.

Transitioning to a new YouTube campaign could add pressure to your team, but it doesn’t have to be overwhelming. Partnering with the right advertising expert can simplify the process significantly. With Strike Social’s SWAS AdTech service, you can effectively integrate pause screen ads into your media strategy and enhance your brand’s visibility on YouTube.

The post Getting Started with YouTube Pause Ads – What You Need to Know appeared first on Strike Social.

That’s not all. 

Marketers also cite other benefits of using social media for marketing purposes as increased traffic, exposure, and leads.

These statistics clearly show that social media marketing is one of the best ways to increase brand awareness and, most importantly, maximize ROI. 

In this post, I’ll explain five expert-trusted strategies for maximizing ROI with social media marketing. 

Let’s begin.

Understanding Social Media Marketing ROI

ROI stands for return on investment. In this context, it refers to the measurable outcome from your social media marketing strategies. It’s basically what you get from investing your time, money, and effort in social media marketing. 

Social media ROI is important because it helps you assess whether you’re making enough profits from your marketing strategies or running at a loss. 

Your ROI can result from organic efforts or a direct monetary investment. 

This means that you can build your social media audience organically without any paid promotions. Meanwhile, you can also directly invest money by paying for ads or influencer marketing collaborations.

5 Effective Strategies to Maximize Your ROI With Social Media Marketing

Maximizing ROI with social media marketing can be accomplished using compelling social media ads, influencer marketing, and leveraging certain marketing tools.

Let’s expand on this below.

1. Use Compelling Social Media Ads

One of the most effective ways to expand your content’s reach is by using social media ads. 

Tracking Specific Demographics

With popular platforms like Instagram, TikTok, and Facebook, you can create ads that target specific demographics. For example, the Instagram Ad Manager allows you to run targeted ads for specific locations, age groups, and genders. 

Targeted social media ads increase the relevance of your content and enhance their effectiveness. This reduces your wasted ad spend and maximizes ROI in the long run.  

Tracking Ad Performance

Additionally, with tools like Google Analytics, you can easily track the performance of your social media ads. It provides a URL campaign builder where you can generate URL parameters for your ads and track metrics like conversion, reach, and engagement rate. 

You’ll be able to determine what works and what doesn’t. This helps you optimize future ads to maximize ROI. 

Using Relevant CTAs

Speaking of improving the effectiveness of your social media ads, you should also use compelling and relevant CTAs in your sponsored ads. Use clear CTAs like “Shop Now” or “Learn More” to clearly convey action you want your audience to take. 

Here’s an example of a clear “Shop Now” CTA.

Here’s another example of a YouTube ad with a clear “Learn More” CTA:

2. Use Social Media Marketing Tools

The next expert strategy for maximizing ROI is using social media marketing tools.

To increase your social media ROI, post consistently. This can be quite challenging to achieve if you have to manually post your content. 

This is where tools for social media management come in. You can use them to:

• Automate Posting Schedules: This allows you to plan your content and post in advance. This way, you can maintain a consistent posting schedule, even during holidays and off-hours. 

• Identify the Best Time to Post: Tools like Hootsuite and Buffer don’t just help you automate posting content. They also help you identify the optimal times to post to increase the relevancy and effectiveness of your content.

Take a look at Hootsuite’s dashboard showing the best days and times to publish.

• Measure ROI: Tools expelled in various social marketing guides can help in tracking and measuring your social media ROI. It analyzes your social media presence and helps you identify ways to increase your ROI. I recommend exploring this blog for more social media marketing tools for measuring ROI. 

• Automate Ad Management: With ad management tools like Facebook Ads Manager and Google Ads Manager, you can automatically receive data-driven insights. You can then use these insights to identify how to improve your ads, thereby increasing your ad revenue and overall ROI.

3. Engage With Your Audience

Another strategy for maximizing ROI with social media marketing is engaging with your audience. Regularly doing so helps you build and nurture a relationship with them, there by increasing your social media presence and online visibility. 

For example, a specialist divorce lawyers firm can promote its business by regularly posting informational and engaging posts and connecting with its audience by responding to their comments. This helps them to learn how to choose the right divorce solicitor for their family court cases.

A good way to engage with your audience is by:

• Responding to comments, messages, and mentions. Leverage online chatbot to set up automated responses on Facebook and Instagram to speed up your response time.
• Building an online community where you can easily interact with your audience and build a relationship with them.
• Creating content that encourages them to interact with your brand. For instance, live events, polls and feedback surveys.

Here’s an example of how a clothing brand, Topperzstore, uses polls to engage its customers on Instagram.

4. Leverage Influencer Marketing

According to Influencer Marketing Hub, 85% of marketers believe that influencer marketing is an effective form of marketing. It’s a great way to build trust with your audience and increase your brand’s credibility. 

Influencers have a niche audience comprised of thousands or even millions of followers depending on what type they are. For example, micro-influencers have anywhere from 1,000 to 10,000 followers on any platform. 

They play a huge role in maximizing ROI with social media marketing because they create impactful content that targets a specific audience.  

Influencers can create user-generated content for your brand, which appears authentic and trustworthy. This leads to more people purchasing your products, thereby, increasing your ROI. 

Before you choose an influencer to work with, assess their beliefs and values to ensure that they align with your product frameworks and brand. This will increase the relevancy and authenticity of the content they create for your brand. Consider the different types of influencers available to select the perfect match for your marketing goals.

Here’s an example of how a skincare brand, CeraVe, collaborates with an influencer who’s also a skincare enthusiast, effectively expanding its reach.

5. Track, Analyze, and Optimize Performance

Finally, you must keep a close eye on the performance of your social media strategy to ensure that it’s yielding positive results. Identify relevant metrics according to your campaign objectives and track them. 

For example, the right Instagram metrics to track for awareness are impressions, video views, and more. For insights into engagement, track likes, comments, click-through rates, and shares. 

Tools like Sprout Social allow you to easily track key metrics on a centralized dashboard. You’ll also get in-depth reports regarding your social media ROI and identify areas for improvement. 

Here’s a view of the metrics you can track via Sprout Social.

Conclusion

And there you have it! Some tested strategies to boost your social media ROI. 

When creating targeted ads, use compelling, relevant CTAs that clearly convey the next steps you wish the audience to take.

Embrace social media marketing tools to track and measure ROI and identify ways to boost it. 

Finally, as you implement these strategies, remember to track, analyze, and optimize your performance. Take it one step at a time, remain consistent, and you’ll become a pro at maximizing ROI with social media marketing in no time!

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This article is written by Reena Aggarwal, Director of Operations and Sales at Attrock, a result-driven digital marketing company. With 10+ years of sales and operations experience in the field of e-commerce and digital marketing, she is quite an industry expert. She is a people person and considers the human resources as the most valuable asset of a company. In her free time, you would find her spending quality time with her brilliant, almost teenage daughter and watching her grow in this digital, fast-paced era.

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The post Maximize ROI by Transforming Clicks to Conversion with Social Media Advertising appeared first on Strike Social.

Optimized Approach to Campaign Execution

Strike Social boosted the success of this campaign through daily optimization, including efficiently allocating the advertising budget across multiple Facebook ad formats. The campaign maximized engagement while controlling costs by dividing spending between Reels and Carousel ads.

Smart Budgeting & Ad Format Selection

Strike Social allocated 40% of the total budget to Reels due to their higher engagement potential, contributing to 77% of the campaign’s reach and impressions. Reels effectively expanded the brand’s visibility and proved 10% more cost-efficient regarding Facebook Cost Per Link click (CPLC) than other ad formats. These dynamic ads engaged users interested in video and static content, driving significant traffic at a lower cost.

Meanwhile, despite receiving only 38% of the budget, Carousel ads delivered 56% of the total landing page views. This format allowed the client to present multiple watch models visually engagingly, building a compelling product narrative that resonated with the audience. Finding the balance between Reels and Carousel ads was critical in achieving reach and conversion targets.

Strike Social’s ongoing optimizations—over 1,300 adjustments—pushed the campaign to deliver 39.79% more additional link clicks vs. client guaranteed and achieve a 34.69% cost efficiency improvement. These campaign outcomes highlight how continuous monitoring and agile strategy adjustments, even with competitive platforms like Facebook ads, lead to remarkable outcomes.

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The Power of YouTube Ads Location Targeting

One key component contributing to the campaign’s success was the strategic implementation of YouTube’s ad location targeting feature. For performance marketers, merely reaching a broad audience is insufficient—timing and contextual relevance are critical.

Location targeting empowers brands to deliver ads to viewers based on their geographic proximity, enhancing relevance and increasing the likelihood of fulfilling consumer needs. This approach is particularly effective for driving foot traffic to physical stores, as it aligns ad delivery with potential consumers’ immediate contexts.

When viewers see a targeted ad alongside information about the nearest local store, converting from online viewer to in-store visitor becomes seamless. This strategy makes location-based ads especially effective for businesses with a physical presence, as they help drive foot traffic to stores by offering a clear next step—finding the nearest location and visiting it.

Beyond enhancing relevance, YouTube narrows the audience to those most likely to visit a nearby store, reducing wasted impressions and improving overall ROI.

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Further Reading

Optimizing your YouTube Ad Targeting for Maximum Engagement

To optimize your YouTube video ad campaigns, consider segmenting your audience by factors such as device, location, and interests. Understanding and utilizing these targeting options can help you connect with audiences who are more likely to engage and convert, leading to better campaign performance.

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YouTube State Targeting, DMA, and Zip Code Targeting Offers Precision at Every Level

YouTube offers additional layers of precision with different levels of location targeting. Each approach allows advertisers to refine their ad delivery based on geographic granularity. 

State Targeting

State targeting enables advertisers to deliver ads to users within a specific state, allowing campaigns to be more regionally focused and suited to different geo preferences, events, and promotions. State targeting tailors ad messaging to a broader audience.

Designated Market Area (DMA) Targeting

DMA targeting goes a step further, focusing on specific media markets within a state or region. A DMA is a group of cities, counties, or regions that share the same media outlets, providing advertisers with a highly focused area to target. For instance, locations in a busy metropolitan DMA like New York or Los Angeles may require a more aggressive ad strategy than less populated areas. 

Zip Code Level Targeting

For the maximum specificity approach, zip code-level targeting allows businesses to deliver ads to users within specific postal areas. This hyper-localized strategy benefits brands aiming to increase foot traffic to brick-and-mortar locations. This method amplifies campaign effectiveness and ROI by minimizing ad waste and closely aligning advertising efforts with audience proximity and intent.

Mastering Zip Code Targeting with Data-Driven Precision

By narrowing the focus to the most relevant areas around each store location, Strike Social prioritizes that ads are seen by the consumers most likely to convert—those in immediate proximity to the stores. This hyper-local targeting strategy was vital in driving foot traffic and converting YouTube ad views into in-store visits.

Integration of Strike Social’s proprietary tool anchored in machine learning allowed the team to refine the delivery of YouTube ads in real time. Whether adjusting bidding strategies or honing in on which zip codes produced the best results, this helped achieve a 77% reduction in cost per store visit, with close to 8x ROAS.

Ready to Drive Foot Traffic and Boost Your YouTube Ads ROI?

This YouTube ads case study exemplifies how a data-centric, optimized approach can boost brand visibility and drive foot traffic for brand and performance marketers with brick-and-mortar stores. Strike Social’s mastery of YouTube ads location targeting and integration of Strike Social’s SWAS tool sets campaigns apart, offering a powerful solution for businesses looking to connect digital ads with in-store actions.

Ready to see how our expertise in YouTube ads can deliver results for your brand? Request a demo today and discover how Strike Social’s innovative solutions can elevate your next campaign, drive in-store visits, and maximize your return on ad spend.

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So, why are these platforms so dedicated to video content? The answer is that videos grab people’s attention and keep them engaged. Research has shown that even on cross-media platforms like Facebook, people spend 50% of their time watching videos, and platforms like TikTok and YouTube are almost entirely dedicated to the medium. 

Today, we will look at how you can grab your share of people’s attention by leveraging video marketing techniques to drive engagement, improve your click-through rates, and propel your brand forward.

What is video marketing?

Video marketing on social media is very different from advertising on TV. While they both use the same medium, social media demands content that interests your customers. You want to entice and entertain. This is because people can scroll past content that doesn’t immediately grab their attention or skip through in-stream ads.

This presents many challenges, but it also offers businesses a huge opportunity to reach and connect with customers in a way that wasn’t previously possible. With the right approach, you can find customers in many new ways, from offering educational content to expanding your reach with a fully holistic omnichannel and multichannel experience for your customers.

How video marketing drives brand growth

It’s clear that people can’t get enough of videos on social media. Let’s look at how this can help you grow your brand.

Captures attention and increases audience engagement

Mediums that incorporate visuals and sound to tell a story have taken the world by storm for over a hundred years. There’s a reason—videos capture our imagination. We use sight to navigate the world and hearing to communicate. In short, we’re audio-visual creatures, and videos perfectly combine both to capture our attention. X (formerly Twitter), for example, found that posts with videos get 10 times more engagement than those without.

Video also has the power to capture atmosphere and portray feeling in a way that static images can’t, which drives audience engagement. Compare the reaction you get from seeing a picture of a skier with the feeling of watching an epic ski run down the sunlit slopes of Aspen. That photo might showcase the landscape or clothing, but it’s your creative video editing skills that will truly capture the atmosphere and tell a story.

Demonstrates products, leading to higher conversion rates

Because we absorb information so much better when it’s presented to us in a visual medium, videos are a fantastic way to showcase your product. Product demos are a perfect example of this and a particularly effective SaaS video marketing strategy. 

Instead of selling your product, demonstrate it and let people make up their own minds. When you get people to engage voluntarily, you can go so much deeper into the benefits of your product, leading to vastly improved conversion rates. A huge 90% of people say that demonstration videos are helpful in purchase-making decisions.

Conveys brand story, fostering emotional connection

Video content excels in engagement due to its ability to convey stories visually, tapping into our natural preference for visual information. On social media, storytelling fosters emotional connections, as people are curious about others’ lives, from friends to celebrities to fictional characters. 

For instance, if you’re promoting event venues, you shouldn’t just share generic shots of each room. Instead, show people having fun there – both during events, and ‘backstage’. You’re selling an experience as much as a place, so your videos should make viewers feel like they’re a part of it already.

By sharing your authentic story, including your motivations, your team’s passion, and what customers value about your product, you can create meaningful bonds with your audience. People are eager to listen to genuine stories, making storytelling a powerful tool to connect.

Expanding social media reach through more shares

Research shows that videos are 52% more likely to be shared than any other form of content. It makes sense. If you concentrate on making content that entertains, amuses, or moves your audience, they’ll want to pass on that feeling to others.  

Content on social media is becoming increasingly creative. Today, users are able to share real-time online photo booth pics on platforms like Facebook and Instagram instantly, create interactive polls, use VR and AR, and so much more. So creating innovative and impactful video content that’s highly shareable is a great way to stand out.

Enhances SEO performance, driving organic traffic

Videos are favored by search engines like Google, boosting a site’s ranking for two notable reasons. 

Firstly, videos keep visitors on your site longer, a metric tracked by tools like Google Analytics, and affect how Google ranks your page.

Secondly, video content is highly shareable and can encourage clicks to other sites, such as YouTube, enhancing your site’s performance on search engines, and your SEO strategy. Sharing videos on platforms like TikTok also improves page rankings.

9 video marketing techniques to propel your brand forward

Let’s look at some practical steps you can take to drive engagement with your brand. 

Use trending formats and visuals for engaging, shareable videos

Understanding the dark arts of online algorithms can be tricky. But being one of the first to get on board with trends or a new hashtag can give you a massive boost in visibility and shareability, leading to a snowball effect. You have more shares and likes because you are one of the first, which leads to your content being pushed in the rankings, more shares and likes, and so on.  

This can work well for content in the real world, too. If you spot a news story or political event related to your product, use the free searches by creating content that will appear when people search for it. 

Include keywords to improve search rankings and discoverability

Making sure your webpage has the right words and phrases is crucial for SEO and your search ranking. Similarly, picking the right keywords is critical to ensuring social media algorithms include your video content on your customer’s feed. 

Choosing the right hashtag is even more vital on TikTok, where subscribers can ‘Favorite’ hashtags based on their interests. Do your research: find out what’s trending in your field, and maximize your reach. Start using the creative center, but don’t forget to note what your competitors and existing customers already use. A host of automated marketing tools can also help you find the right information.

Create attractive thumbnails to encourage video clicks

Effective video promotion goes beyond relying on autoplay or algorithms. To truly capture attention, focus on crafting an engaging thumbnail for your video. Here are key points to consider:

• Choose a captivating image:  It doesn’t necessarily have to be a clip from your video, but it must grab attention. 
• Opt for the right size: Use an image with a 1280 x 720 resolution (16:9 aspect ratio) as recommended by YouTube.
• Incorporate text: Since video descriptions often go unnoticed, add brief, compelling text to your thumbnail.
• Maintain consistency: Build a recognizable brand image through consistent styling or templates, which will make your videos easier to identify.
• Ensure contrast: Given that many users watch on mobile phones, make your thumbnail stand out by using high contrast.
• Be honest: Your thumbnail and video content should match to build trust and encourage repeat views.

Remember, the aim is not just to get more clicks, but to grow a loyal viewer base by being genuine and visually appealing.

Partner with influencers to boost reach and credibility

Creating engaging content can be challenging, which is why turning to professionals, specifically influencers, can be beneficial. They offer several advantages when it comes to online video marketing. 

Firstly, influencers have already earned the trust of their followers, addressing one of marketing’s core challenges.

Secondly, they help target and grow your audience efficiently, especially for niche products, ensuring you don’t waste your advertising budget.

Lastly, influencers understand their audience, enabling personal and effective communication. This means they can foster direct engagement through social media.

Encourage user-generated content with hashtag challenges

People who have grown up online demand authenticity from their videos. They’ll spot a fake veneer a mile away. That’s why user-generated content (UGC) can be a great way to put out more content without bombarding your audience or coming across as pushy.

Perhaps the best way to do this is by running a competition to encourage users to post content. A great example of this comes from e.l.f. Cosmetics, who came up with the #eyeslipsface challenge. The challenge soon went viral, and their videos were viewed over a billion times in just two days, two billion times within two weeks.

It’s also worth looking at customer review examples that incorporate videos. When asking for feedback and reviews, incentivize customers to add videos of them using your product or service. This is a great way of using UGC to build trust and market your brand without being overly promotional.

Design videos for seamless mobile viewing with vertical formats

When producing videos, it’s crucial to consider the format and device they will be viewed on, as audiences increasingly watch content on mobile devices. 

This means choosing the right aspect ratio is key—vertical formats work well for quick viewing, while horizontal might be better for longer content that benefits from more detail. Additionally, leveraging mobile devices offers significant advantages, not just for viewing but also for engagement.

Finally, remember that using mobile devices offers some huge benefits. After all, phones aren’t just social media devices, even if it does often seem that way. Suppose you have a customer with a problem. In that case, you could email them. Or, you could use text messaging to send links to demonstration videos or push notifications to tell your audience when you have a new video out. 

Target specific demographics with precise ad campaigns

Social media platforms are designed for advertising. Users aren’t the customers; they’re the product. That means that while a social media platform is designed to keep people engaged, the clever stuff is all behind the hood, and it’s there for you, the real customer, to use. 

Instead of simply posting your videos, make sure you figure out who your target audience is. Figure out their age, economic status, and other demographics to help you reach the right people. Filter using interests, too, or use contextual targeting to ensure you get your video content to the people who want to see it. 

Invest in different ad formats to maximize reach and engagement

From the outside, ads on social media can look pretty standard. In reality, it’s more complicated. It pays for you to diversify your ads to make the most of your money and ensure you get the best reach and engagement without bombarding customers.

For example, to extend your YouTube video reach, you can use in-feed ads, which you pay to have pop up in your customers’ feeds for them to click on when browsing. These skippable and non-skippable in-stream ads appear before, after, or during the middle of other longer videos.

TikTok also has various types of ads, including in-feed ads, branded hashtag challenges, and TopView ads, which play when users open the platform, as well as other features, such as branded effects that can encourage user-generated content.

Engage with comments and build a sense of community

Finally, don’t forget the social aspect of social media. Posting videos is just the beginning of the conversation. A great video can hook customers, but there is always the opportunity to interact with your customers and build a community. This can help personalize your brand and create loyalty while boosting your click-through and conversion rates.

It can also be a great and non-intrusive way to give customers a little nudge to remind them that you’re still there. Instead of sending a “just checking in” email that will inevitably annoy your customers who are too busy to respond, you can gently remind them that you’re there and ready to listen. 

Remember to respond to both positive and negative comments, too. Even if you’re never going to get a sale out of those people who post negative things, your comments won’t go unnoticed by others. Of course, you can still feel free to ignore the trolls. It’s best not to give them any attention at all.

Summing up

Video marketing can be a fantastic way to connect with your audience. We’re hardwired to respond to visuals and audio, and people spend more time watching videos than ever before. With the right story and carefully crafted content, you can improve your brand’s reach and get your message out to people in a way that can emotionally engage potential customers. 

But be sure to put the work in to make your video content hit home. Figure out your ideal customers and target them. Take the time to format your content correctly, and create thumbnails that attract your audience.

Use the myriad tools that social media platforms offer to ensure that you’re getting maximum reach. These techniques allow you to reach new audiences, drive engagement, and propel your brand forward.

This article is written by J.P. Walti, Vice-President of Marketing, Creative, and Web at RingCentral, an AI-powered communications software provider. He has two decades of experience in marketing and creative fields. Visit his LinkedIn page here.

We invite you to contact us for guest posting opportunities. We are excited to collaborate with talented writers and feature high-quality content on our blogs.

The post 9 Video Marketing Techniques to Propel Your Brand Forward appeared first on Strike Social.

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Improve Facebook ROAS Results With Expert-Led Ad Agency Solutions

You’re often presented with Facebook ROAS data when it’s time to make critical financial decisions and projections. While you trust your social media team or external agency to manage the day-to-day, ensuring optimal results requires constant oversight and real-time campaign adjustments.

Partnering with a dedicated social media ad agency allows you to focus on strategic decision-making while experts handle the intricate details of campaign optimization, paving the way for higher returns and lower advertising costs.

How Ad Agency Expertise Can Improve Your Facebook Ad ROAS

Identifying the reasons behind subpar Facebook ROAS can range from straightforward issues, such as faulty Meta Pixel tracking, to more complex challenges rooted in campaign optimization. While technical glitches can often be resolved with relative ease, underlying optimization problems require a deep understanding of campaign dynamics and strategy—something that heavily relies on the expertise of your Facebook campaign manager.

An advertising agency’s expertise can significantly enhance your Facebook ad ROAS through targeted specialized skills and strategies. Here are key factors through which an expert-led ad agency can improve Facebook ROAS while effectively managing your campaigns:

Quick Turnaround & Communication

When working with an external advertising agency for your brand’s social media promotions, timely and proper communication is possibly the most basic and number one requirement. 

Campaign Activation

Rapid communication facilitates quick turnarounds, allowing your campaigns to launch without delay. Speed is of the essence when it comes to social media advertising campaigns; the sooner your campaigns are launched, the sooner the platform can optimize ad delivery and performance.

Our team is equipped to review and prepare your Facebook ad setup within 48 hours for a swift activation process.

Campaign Management

Without consistent communication, you might miss significant successes, such as increased clicks and purchases. Even worse, if your campaigns are not meeting your expected Facebook ROAS, you may only realize this after the campaign has concluded—making it challenging to pinpoint the source of the issue and implement timely adjustments.

For example, if your target ROAS is 4x and you initially achieve 5x, it may seem like a win. However, further analysis could reveal that the purchase value reported in Meta Ads Manager is lower than anticipated. This discrepancy may be due to the Meta Pixel tracking purchases for a different product, leading to an inflated ROAS figure.

When such issues arise, a responsive ad agency can quickly recalibrate the campaign. While the Meta Pixel tracking is being resolved, budgets can be redirected to properly configured ads or campaigns, allowing for efficient recovery once the issue is fixed.

This rapid communication and adaptability between the ad agency and client can significantly impact the success of your Facebook conversion campaigns.

24/7 Campaign Monitoring

Knowing that your Facebook ads are being managed is one thing; having a dedicated team actively monitoring your campaigns’ costs and performance is another. Your ads operate around the clock, which is why 24/7 campaign management and monitoring are essential for maximizing your Facebook ROAS.

Consider a restaurant in Naperville aiming to boost orders exclusively from the local area. They initially targeted a radius of +10 miles around their location but found the tight market yielded no ad conversions within 24 hours. An expert advertising agency would promptly respond by expanding the target radius to +25 miles, broadening the audience, and increasing potential customer engagement.

At Strike Social, our teams operate in shifts to ensure continuous oversight of your campaigns. This constant vigilance enables us to implement optimizations and updates in real time, whether adjustments are necessary on the platform or require immediate communication with you. Our proactive monitoring allows us to quickly identify anomalies, such as sudden drops in engagement or unexpected spikes in costs, enabling swift action to maintain optimal performance and improve ROAS for your ad conversion campaigns over time.

Media Buying Expertise

Your advertising agency’s experience and expertise in managing and optimizing social media campaigns are critical to achieving optimal ROAS. Beyond simply understanding how various social media platforms operate, they must possess the analytical skills to evaluate each campaign and ad in detail. This ensures they can identify when your ads perform well or if something is amiss.

For instance, if there are issues with pixel setup that lead to inaccurate Facebook ROAS tracking, these problems often remain hidden when only monitoring purchases and costs on Facebook. A media buying expert will investigate all potential avenues of the issue. If the problem isn’t related to the creative content, clicks, or the overall campaign strategy, they will look into the technical aspects, such as Meta pixel tracking and setup.

Strike Social’s media buying experts have duly earned clients’ trust, empowering us to be flexible and take the lead in implementing necessary optimizations that improve campaign performance.

Advanced Machine Learning Technology

Digital advertising is fundamentally driven by technology. While dedicated oversight of your campaigns is essential, it’s equally important for an ad agency to use intelligent ad tech that can notify when issues arise—and especially when your Facebook campaigns meet the desired metrics.

Proficiency in platforms like Google Ads Manager and Meta Ads Manager is basic, but having a unified technology that an advertising agency can use to monitor and manage your campaigns can further enhance campaign management.

Strike Social’s proprietary tool, Campaign Lab, leverages over 10 years of historical data from successful campaigns, allowing us to effectively engage your audiences through hyper-targeted strategies. The advanced features of Campaign Lab include automated data reports, internal alerts, and a pacing and optimization dashboard, all continuously refined by our data science team to improve integration with our media buying efforts.

As an example, our media buying teams receive internal alerts to promptly address any issues and avoid delays in campaign optimization. If an alert requires client intervention, it is quickly forwarded along with our optimization recommendations.

A case in point involved a financial services provider, where Campaign Lab triggered an alert indicating that the Meta pixel required attention. Our assigned media buying team quickly investigated the issue and informed the client, making sure no data was lost while the pixel setup was being properly configured.

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By closely monitoring Facebook Meta Pixel tracking for precise data collection and identifying high-performing campaigns across different audience segments, we optimized ad spending and achieved an outstanding 28x return on ad spend (ROAS).

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Proper Campaign Pacing

Expert ad agencies excel in pacing campaigns by analyzing performance data and adjusting spending based on real-time outcomes. For example, if you have a $20,000 budget for a three-month campaign, it shouldn’t be fully utilized within the first month after achieving a target of 1 million impressions. Instead, the budget should be evenly distributed throughout the campaign, taking into account any expected spikes in engagement, such as during Halloween week.

During peak periods like Halloween, Facebook’s CPM tends to increase. It’s essential to allocate more resources for these times and then readjust auction bids once the peak has passed. Similarly, if impressions are high during a peak period, the remaining campaign flight must be recalibrated to maintain balance.

Here’s an ideal pacing chart illustrating the distribution of delivered objectives:

The chart illustrates that, despite some low and high peaks in ad conversions—specifically purchases—these conversions consistently remained within the 80 to 100 range each day. This consistency demonstrates our team’s ability to effectively manage campaign pacing, highlighting Strike Social’s expertise in this area.

Strike Social’s Expertise in Improving Facebook ROAS and Ad Performance

We’ve outlined the advantages that advertising agencies bring in optimizing Facebook ROAS and enhancing overall campaign results. Now, let’s look at the tangible outcomes of our successful Facebook advertising campaigns, demonstrating how we deliver efficiency and effectiveness for brands and agencies alike.

Improving Reach & Sign-Ups with Facebook Campaigns

One of our major Facebook campaigns for a health and fitness brand focused on increasing membership sign-ups across various locations nationwide. By implementing precise DMA geo-targeting and strategically pacing the budget week by week, we effectively boosted the campaign’s performance.

To ensure accurate Facebook ad metrics, we meticulously configured the Facebook Pixel and linked each club’s specific location page to its corresponding ad. This alignment guaranteed that each campaign reached the right audience and directed potential members to the right website pages.

As a result of our media buying expertise, we were able to achieve the following outcomes:

Increasing Facebook Ads ROAS through Constant Optimization & Pixel Monitoring

A leading financial services provider’s objective for their Facebook advertising campaign was to increase leads and conversions. Given the campaign’s large scale, which included both awareness and conversion efforts, meticulous attention was essential to ensure seamless conversion tracking and budget optimization.

Despite managing multiple campaigns and nearly 60 creatives, our team at Strike Social prepared and launched the campaigns within 48 hours, arranging a swift go-live for the client’s Facebook conversion ads. We prioritized accuracy by ensuring the Meta Pixel was correctly configured on all relevant website pages to which audiences were directed. This proactive approach and ongoing monitoring enabled us to refine audience targeting, adjust bidding strategies, and optimize the campaign effectively.

Through the implementation of these strategies, we successfully attained the following results:

What Strike Social Delivers

We don’t just provide results; we deliver cost-effective solutions backed by over a decade of expertise and advanced technology to help maximize the impact of your Facebook advertising campaigns.

• Campaign Scaling Expertise: Whether you need support for a quick seasonal campaign or a year-long running Facebook advertising strategy, we’re here to help. Our team of experts has extensive experience in scaling campaigns effectively to reach wider audiences and drive better results. We can provide the resources and knowledge needed to expand your campaigns while maintaining consistent performance metrics like clicks, views, and budget throughout the campaign duration.

• Predictive Advertising Solutions: Using our proprietary tool, Campaign Lab, we apply over 10 years of campaign data alongside machine learning to fine-tune audience targeting and optimize campaign performance. Campaign Lab evaluates key inputs like ad platform, format, budget, and target metrics to identify the most effective audience segments and budget allocations.

• Cost-Effective Pricing Model: Our focus is to get your campaigns to achieve the desired results at lower costs. We operate on a margin pricing model, where our profit is the margin between what we spend on ads and what we charge you. This means we only make money if we save you ad costs while achieving your campaign objectives.

Drive Better Facebook Outcomes with the Right Ad Agency

Achieving a strong return on ad spend (ROAS) on Facebook requires more than periodic campaign reviews. It demands continuous optimization, real-time oversight, and swift adjustments to performance shifts. The right agency will handle this seamlessly, so you can focus on other aspects of your business.

By partnering with an expert ad agency like Strike Social, you gain access to round-the-clock campaign management, rapid execution, and cutting-edge technology. Our approach ensures your Facebook ads are continually optimized to deliver the best possible ROAS. To learn more, contact us for a personalized walkthrough of our SWAS (Software with a Service) and ad tech, so you can see how it works firsthand.

The post How Ad Agencies Improve Facebook ROAS with Fast, Real-Time Optimizations appeared first on Strike Social.

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With Political Campaigns Driving Up Ad Spend, Should You Pause Your October Ads?

As of August 2024, $385 million has already been spent on political ads, with an additional $322 million scheduled. The total U.S. political ad spending is expected to hit $1.4 billion for this presidential election, with around $695 million projected to flood the market in October as campaigns make their final push before the November 5 election.

Political ad spending is set to be 35% higher than during the same period in 2020. With this surge, should you expect higher social media advertising costs in October? What should you be preparing for to optimize ad spending and maintain performance across your campaigns?

The Data: What Our Campaigns Reveal About the Political Advertising Season

To understand the impact of political advertising in October, we analyzed data from our YouTube campaigns spanning 2020 to 2023. Notably, the last U.S. presidential election occurred in 2020, coinciding with the height of the COVID pandemic when consumers were largely confined to their homes.

This unique context resulted in significant shifts in digital advertising strategies. From 2021 to 2023, we observed a notable increase in digital ad adoption across social media platforms. Advertisers adapted to changing conditions, and audiences grew accustomed to diverse advertising formats.

During election season this year, what trends should you expect as U.S. political ad spending rises again?

Mobile Viewing is Still Winning

According to the data from Strike Social’s proprietary tool, Campaign Lab, YouTube’s year-on-year Cost-per-View (CPV) trends may appear erratic from September to November. However, while there was a notable spike in 2021, the cost for Skippable Ads normalized by 2022. Despite some fluctuations in 2023, CPV rates remain relatively stable, particularly except for the weeks between Halloween and Thanksgiving.

Video View Campaigns (VVC) offer flexibility that allows YouTube Skippable ads to reach highly engaged audiences already interested in similar content. Since the introduction of YouTube Shorts as an ad format in 2021, advertisers have explored new opportunities, and by 2022, ad costs had stabilized. According to Nielsen’s 2024 data, YouTube now holds the highest share of watch time among TV viewing platforms. With VVC’s versatile ad placements, YouTube Shorts are not only gaining traction on mobile but are also increasingly viewed on YouTube Connected TVs.

The steadiness in CPV costs during the 2022 U.S. midterm elections can be attributed to the localized nature of political advertising, which resulted in fewer significant spikes as ad spending was distributed across various states. Consequently, advertisers could maintain more stable auction bids without the pressure of dramatically increasing costs to reach broader audiences.

It’s no secret that people are spending more time on their smartphones, and this change has significantly impacted YouTube advertising. YouTube watch time in the U.S. has grown from 45 minutes in 2021 to 48.7 minutes in 2024, with mobile viewership increasing from 63% to 70% over the same period.

When examining the year-over-year CPV trends, it becomes evident that, by this year, CPV is either improving or remaining consistent with last year’s figures due to increased mobile viewing behavior.

Mobile ad placements are thriving with the rise of bite-sized content such as YouTube Shorts. Although CPV is likely to experience a spike in October, especially in the 1-2 weeks leading up to the key election date, it is expected to remain steady even during holiday campaigns.

Consistency in Engaged Views

Contrary to the belief that political ads might deter viewers from social media platforms, recent findings suggest they actually enhance attention to brand advertisements. In fact, 43% of Americans report that non-political ads are more acceptable or even more likable during periods of heightened political advertising.

As a result, view rates for YouTube Skippable Ad campaigns have remained consistent. We anticipate similar outcomes this year as the U.S. presidential election approaches.

Historically, during election years—both presidential and midterm—view rates exceed 60%, indicating that political ads do not negatively impact brand visibility. Instead, they drive increased engagement with non-political advertisements in users’ YouTube feeds.

Battle for Expanding Reach on CTV

Awareness campaigns are increasingly focused on expanding reach, particularly as YouTube Video Reach campaigns adopt a multi-format approach. This strategy combines bumper ads, skippable in-stream ads, in-feed ads, and YouTube Shorts ads.

In June this year, Google TV was added to Video Reach Campaigns, joining YouTube TV and other Connected TV placements within the Google Display Network (GDN).

With limited inventory for non-skippable ads on YouTube, brands are being nudged toward Video View Campaigns for greater flexibility in ad placements. While non-skippable ads remain a strong tool for reaching audiences, Video View Campaigns offer more dynamic options for ensuring your brand or ad is seen, whether users are scrolling through their feed or viewing YouTube video content.

As we look toward Q4 of 2024, current trends indicate that Cost Per Mille (CPM) rates are likely to exceed last year’s, with Q1 and Q2 showing significantly higher CPMs than the previous year. A striking 72% of YouTube Connected TV users report feeling a deeper connection to their viewing experience, leading to higher engagement rates. This increased affinity drives advertisers to allocate more ad spend toward reaching Connected TV audiences.

With approximately 8 million subscribers on YouTube TV, competition for CTV ad placements is intensifying. As more advertisers vie for these premium placements, CPM rates are expected to rise.

Put Your Video Ads Into Action

As the ad market for reach campaigns becomes increasingly congested, lower-funnel campaigns are emerging as a cost-effective solution this year. Our YouTube TrueView campaigns focused on clicks have shown an overall decline in advertising costs, although a notable peak occurred in 2022, just before Halloween weekend and the midterm elections.

This spike in 2022 can be attributed to the lifting of COVID-19 restrictions, which allowed businesses to reopen and encouraged brands to drive foot traffic back to physical stores through clickable ads. In the wake of the pandemic, many companies ramped up their digital marketing efforts to capture consumer attention, resulting in a bidding war for ad placements on YouTube that drove cost-per-click (CPC) rates higher.

By 2023, CPC rates began to stabilize, and many even fell below previous levels, indicating a shift back toward reach and awareness campaigns in YouTube advertising.

Looking ahead to 2024, we anticipate CPC rates will remain similar or lower than last year. YouTube Shorts are leading the charge in viewer engagement through Video Action Campaigns (VAC), enabling advertisers to gauge how audiences interact with content and creators, particularly those providing edutainment.

As VAC transitions into Demand Gen, advertisers are evaluating whether to continue their VAC ads in this new context. With a full transition expected by 2025, caution prevails, allowing CPC rates to remain steady and potentially drop even further compared to previous years.

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Further Reading

Key Events Shaping Political Advertising Spending in 2024

Numerous events have already shaped political ad spending during this U.S. election cycle, and more are likely to emerge as we near election day. Considering the evolving political dynamic, substantial shifts could still occur. Examine the major events and their implications for trends in political ad spending throughout 2024.

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The Verdict: Should You Pause Your October Campaigns to Make Way for Political Ads?

It’s clear that the surge in political campaign ads will lead to increased ad auction costs. However, Strike Social’s YouTube data indicates that costs can be volatile and unpredictable, particularly during the final three months of the year when major holidays, from Halloween to New Year’s Eve, begin.

With the anticipated rise in political ad spending this Q4 2024 likely to drive up auction costs, you may wonder whether it’s wise to pause your October campaigns. Fortunately, there are strategies you can employ to optimize your advertising efforts during this period:

Content Relevance & Viewability

Data from Ipsos reveals that 78% of U.S. audiences appreciate non-political ads as a welcome break from the often negative tone of political advertising. This suggests that now is not the time to pause your YouTube or any ongoing paid social media campaigns; instead, this period can prompt viewer engagement with your brand.

Strategic Location Targeting

As the U.S. presidential election draws closer, both Democratic and Republican parties are poised to invest heavily in key swing states with significant voting power. If your budget is limited or you aim to control your YouTube ad costs, consider shifting your focus to non-swing states while maintaining nationwide targeting.

Projected data indicates that 76% of total U.S. political ad spending for presidential campaigns will be concentrated in major states like Pennsylvania, Michigan, and Wisconsin. In addition, AdImpact reports that Democrats have already outspent Republicans by $100 million in August alone, highlighting the competitive ad rates in these “battleground states”.

In these seven critical swing states—Pennsylvania, Arizona, Georgia, Michigan, Nevada, North Carolina, and Wisconsin—ad costs are expected to increase significantly compared to non-swing states.

What should brands and advertisers do:

If your brand targets a nationwide audience, consider concentrating your ad spend on reach campaigns in non-swing states. As evidenced by our CPM data, reach campaigns are trending upward, but competition will intensify as presidential ads capitalize on Connected TV’s advanced geo-targeting capabilities.

On the other hand, if your target market includes any swing states this election, you can still succeed in ad auctions by pivoting to lower funnel campaigns. This year, costs for YouTube TrueView campaigns focused on clicks show a favorable trend, offering a viable strategy as brands and political advertisements increasingly vie for attention in the awareness and reach markets.

Timing is On Your Side

Political campaign ads operate on a tight deadline, while your advertising efforts can remain flexible.  In the ten days leading up to Election Day, we can anticipate another influx as the final 25% of U.S. political ad spending is invested in a last-minute effort to sway or encourage voters.

During election week, political advertising agencies will reduce or completely halt their campaign ads. For instance, Meta has a policy of blocking new political, electoral, and social issue ads in the final week of the U.S. election campaign.

What should brands and advertisers do:

As you run your brand’s ads alongside political campaigns this October, you have the advantage of capturing audience attention right as Halloween comes to a close. This period marks a transition into holiday advertising, making it an ideal time to engage consumers.

Don’t let this opportunity pass; Thanksgiving and Christmas are just around the corner. When political ad spending begins to decline, you can ramp up your advertising efforts to ensure your message reaches consumers before your competitors can make their mark. By strategically timing your campaigns, you can position your brand to stand out during a crucial moment.

Staying Visible Amid the Political Ad Spend Surge

October is not the time to pause but rather an opportunity to prepare for the holiday rush and capitalize on the ad space after the election. Pausing your campaigns can result in lost momentum, requiring you to restart the learning period, regain your ad auction positions, and relearn optimal bidding strategies—all due to the fear of rising costs from increased political ad spending.

The good news is you can partner with an agency that ensures you maintain your pace and strive to drive lower costs for your campaigns. At Strike Social, we focus on delivering consistent results throughout your campaign while minimizing ad costs, so you don’t have to worry about high additional fees when working with a YouTube advertising agency.

Request a personalized walkthrough with our team to explore our SWAS (Software with a Service) offerings and discover how we can help you thrive during this competitive season.

The post Should You Pause Your October Advertising with Political Ad Spending on the Rise? appeared first on Strike Social.

The Importance of Vigilant Campaign Management

For any digital campaign, with media buyers becoming proficient in targeting audiences, vigilant campaign management is critical to success. Managing a large-scale Facebook ad campaign for a global brand, both awareness and conversion effort, came with inherent complexities, requiring close attention to detail and constant monitoring to maximize performance.

This level of vigilance was significant given the following key challenges:

Complex Ad Setup and Execution

The campaign involved nearly 60 distinct creatives, each targeted at different audience segments across retargeting (RT) and lookalike (LAL) campaigns. With such a high number of Facebook ads, managing the initial setup was time-intensive and prone to errors, potentially delaying the campaign launch or misaligning creative execution.

Identifying Top-Performing Ads

With various audience segments and creative formats in play, tracking which ads resonated with specific audiences became critical. Our proprietary tool has enabled our media buying experts to keep campaign pacing on track. Additionally, comparing the performance of creatives across different ad sets and campaigns required diligent, real-time analysis to ensure that the best-performing ads received the highest priority, and our technology and system allow us to stay on top of everything essential.

Pixel Monitoring and Conversion Tracking

Using Meta pixels was essential for tracking conversions and optimizing bidding strategies. Any malfunction or misconfiguration in pixel tracking could lead to inaccurate data reporting, making it difficult to gauge the campaign’s performance. Having a quick eye for 24/7 that ensures Facebook Meta pixel data is reliable and accurate at all times was vital to avoid wasted ad spend and misinformed decision-making.

Vigilant campaign management—through ongoing performance analysis, agile troubleshooting, and constant optimization—was essential to helping achieve 28x Facebook ads ROAS.

Data-Driven Campaign Precision and Agile Execution

To address these challenges effectively, Strike Social implemented solutions focused on streamlining processes, improving real-time monitoring, and making quick, data-informed decisions.

Here’s a quick overview of the team’s approach that helped improve ROAS on Facebook ads and drive the campaign’s success:

Specialized Ad Setup Team with Rapid Turnaround

Recognizing the complexity of managing 60 creatives across multiple ad sets, we deployed a dedicated team that could complete all configurations within 48 hours. This fast turnaround ensured our client’s Facebook advertising campaigns went live quickly, maintaining momentum and maximizing early-stage engagement.

Real-Time Pixel Monitoring and Troubleshooting

Our media buying experts continuously monitored Facebook Meta pixel performance to confirm that conversions, clicks, and other key metrics were accurately tracked. Our team took a proactive approach to identifying pixel issues, diagnosing any anomalies in the data, and fixing problems immediately. This ensured that no data was lost and that the campaign’s performance could be accurately measured at all times.

Agile Execution Through Vigilant Monitoring

Strike Social achieved agile execution by diligently monitoring campaign performance and swiftly implementing data-driven optimizations. Continuous tracking of conversion trends, cost-per-acquisition (CPA), and other crucial metrics enabled us to promptly detect inefficiencies, such as increasing CPAs or decreased engagement. This agile approach empowered us to fine-tune audience targeting, adjust bidding strategies, and optimize the campaign in real-time. Our constant monitoring ensured that high-performing ads were maximized while minimizing wasted ad spend, thus maintaining the campaign’s trajectory for maximum impact.

Through these strategies, we achieved the following results:

• 66% more impressions than guaranteed
• 2x more link clicks than expected
• 66,000 leads generated and 7,000+ purchases through Facebook ads
• A total of $1.5 million in revenue, translating into an impressive 28x ROAS

In this Facebook ad case study, vigilant monitoring and agile execution highlight how these procedures can drive exceptional outcomes for conversion campaigns. By staying on top of real-time campaign execution, making rapid optimizations, and leveraging a data-driven approach, Strike Social helped our global leader client in the insurance industry achieve a remarkable 28x Facebook ROAS and $1.5 million in revenue.

Whether you’re managing a complex campaign with multiple creatives or prioritizing Facebook ad pixel monitoring, Strike Social’s expertise can help you stay ahead. Our team delivers the precision, speed, and insight necessary to maximize your advertising spend.

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The post Campaign Management Case Study: Learn How Our Data-Driven Facebook Ad Conversion Strategy Delivered a 28x ROAS appeared first on Strike Social.

How to Fix Facebook Ad ROAS Errors

The first step in effectively addressing inaccurate Facebook ad ROAS is identifying the root cause of the issue. Once you pinpoint the problem, you can implement the necessary fixes to restore reliable and accurate ROAS tracking.

One of the initial indicators that you need to fix Facebook ROAS tracking is when you calculate your revenue generated divided by your ad spend, and the result displayed on the Meta Ads Manager or your campaign dashboard does not match. Let’s take a moment to clarify how your Facebook advertising costs, particularly ROAS in Facebook ads, is calculated:

How is Return on Ad Spend (ROAS) on Facebook Calculated?

To compute your ROAS from Facebook ads, use our calculator below: