📦 - How To Fix Meta Ads High Frequency

DTC 511 - Award Badges, Meta Ads Frequency, and Take A Breather Monday, March 11, 2024 Can we all agree to make this the standard? Cool? Cool. 🤝 Good morning, Last week the Energy and Commerce Committee unanimously voted in favor of a bill that could lead to a TikTok ban in the U.S. 🚫 If the bill becomes law, TikTok’s parent company ByteDance will be forced to sell within 6 months or face removal from all mobile app stores. For businesses that have heavily invested in TikTok and rely on it as a primary revenue stream, this could be a major blow and highlights the value, now more than ever, of having an owned audience. We'll be closely monitoring the situation and providing updates as it unfolds. Stay tuned. 🤞 Here’s what you’ll find in today’s DTC: - Is your Meta Ads frequency too high? Here’s how to fix it. - How to improve your brand reputation with award badges. - And a reminder that even the most successful people don’t have everything figured out. You’re reading this newsletter along with new subscribers from: Duradry, Power Path Coaching and Nandan Tea. 👋 PERSONALIZATION 👀 If Your Brand Is Looking to Create Customer Experiences Worth Talking About, Read This Your goal should be to create a differentiated customer experience, and to do that you need one-to-one personalization. 💯 [Gartner](® researched 175 case studies spanning 7 years and uncovered that, to create hyper-personalized experiences, brands should be: - Following CX best practices - Deploying analytics and data management technology - Embracing personalization with a customer-centric culture Download the research to learn how to apply personalization to increase customer engagement and achieve higher conversion rates. 📈 If you’re ready to [create buzz-worthy customer experiences](… 👇 [Get The Report]( *Sponsored META ADS 🔧 Tips For Reducing High Frequency on Meta No one wants to wake up and see this in their Meta ad account 😱 The [Pilothouse Meta team]( shares some tips on what to do if you notice frequency is running hot in your Meta ad account. Here are some quick fixes you can make: - Make sure you’re using max exclusions in prospecting. This includes purchasers, site visitors, view content, ATC (Add to Cart) and IC (Initiated Checkout) audiences. We also recommend excluding Facebook and Instagram engagers to ensure your prospecting spend is going directly towards targeting new brand users. - Relaunch your campaign if the frequency continues to be high. It’s worth creating an exact duplicate and running a different attribution setting to hit a slightly different audience on Meta. (For example, if you were running 7DC, give 7DC1DV a try.) - Launch new audiences. The Pilothouse team does find hot pockets in interest and lookalike audiences still in 2024. We recommend trying interests from GA4 to ensure they’re relevant to your brand. Pushing spend into new audiences can help Meta find new audiences and users which can reduce frequency. - Test new creative assets. A lot of targeting on Meta is now through creative. By diversifying the creative in your ad account, you’ll give the algorithm more to work with and you may hit new users which will ultimately help reduce frequency. - Update your Advantage+ customer audience. Pixel-based audiences will continue to update automatically but it’s a good idea to manually upload a customer list to include customers who are outside of the 180 day pixel audience window. Give these tips a try in your ad account and let us know how it goes! LIST GROWTH 🤔 Why Are You List Building on Hard-Mode? There’s an Easier Way… Want to keep your visitors on site, maximize order conversion, and maintain campaign attribution all while TRIPLING your list? That was a rhetorical question, we already know the answer. 😜 With [Postscript's Onsite Opt-In](, visitors can confirm their email or phone number during sign-up without leaving your site. Take advantage of the autofilled one-time password and say bye-bye to clunky experiences. 👋 [This Postscript exclusive feature]( has helped brands like Jones Road and True Classic improve their opt-in rates. List growth is hard, but [Onsite Opt-In]( makes it easy. ✨ [See It In Action]( A P.S. from Postscript: Check out this free [SMS Marketing Calendar]( for a year of SMS sends — planned! *Sponsored BRAND REPUTATION 🏆 Show Off Awards On Your Product Pages And the award goes to… With Award season being top of mind it’s time to do a little humble bragging. If you are in the running for a prestigious award or have already won (congrats!) it's time to show off all your accolades on your website and marketing channels. You never know…that shiny new trophy might be enough to convince a website visitor to purchase and become a new customer (and hopefully a long-time fan!) Here’s how to structure your award campaign strategy: - Include customers in the voting process - Let your customers know your product is a contender for a major award. Utilize your strongest channels whether it’s your Instagram account or newsletter and tell your fans how they can vote for you! This is a great way to engage with your fanbase and make your win (fingers crossed) feel like more of a group effort. - Give your PDPs a bit of a polish - After winning an award make sure to use all of the ‘winning’ assets provided. Highlight these award badges on your homepage, collections tab, and product pages where applicable. Not only does this make your product stand out more on your ecommerce site but it will also give your products an edge when selling on third-party retailer sites. The brand Summer Fridays made sure to use the Allure Best of Beauty badge on their product. - Promote heavily on social media! - Not only do you have a shiny trophy now but you also have a differentiating point between you and your competitors that’s immediately visible at first glance. Announce that you’ve won an award on social media by adding this to your captions and image assets so your followers are aware. - For brands that run an affiliate or influencer program, don’t forget to include in your messaging guidelines that this is an award-winning product. Polish up your PDP pages, give your image assets the red carpet treatment, and celebrate with your diehard fans! 🍾 Highlighting your award badges is a great way to improve your brand reputation and credibility within your industry. 🌐 IN THE SOCIAL SPHERE No one has it all figured out even if it seems like they do! Can't view the image? [Click here]( 📰 NEWS - Google Ads will now place [a limit on country-level location exclusions](. - Online marketplace and clothing reseller StockX [launches an immersive shopping app]( on Apple Vision Pro. - Buy now pay later firm Klarna [announces their AI chatbot can do the work of 700 full-time customer service agents](. - [Ruggable releases a Regency era collection]( inspired by the hit Netflix series Bridgerton. SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 💪 Dan Crosby on [BioSteel and Revitalizing a Hydration Empire]( - ✍️ [AKNF 383:]( Meta State of The Union 2024 - 👚 Oren John on [Launching a Premium Niche Fashion Brand]( - 💰 [AKNF 381:]( The Ultimate CRO Framework for Media Buyers - 🧦 Streamlining Success – Outway's Taylor Fraser on [Simplifying to Scale Ecommerce]( - 👀 [AKNF 379:]( TikTok Shop Affiliates: The Time Is Now Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](