META EVENT Peak Season

META EVENT Peak Season: Notes

Conference #1: "Trends in Ecommerce and Holiday Shopping"  

- The Friday before Black Friday has the highest conversion rate, except BF.

CONSUMER TRENDS  

1. Peak season is here; it’s a long period, so planning and starting early is essential.

2. Consumers plan their purchases.

3. We must plan accordingly.

Key Point: It’s important to be top of mind so consumers buy from you on Black Friday.

Data:  

- 93% of consumers intend to buy one product, BUT  

- 59% say they want to spend less than last year (although this might change; theoretically, no one wants to spend more).

RESULT: Competition among brands will be more aggressive.  

- Consumers are open to discovering new products, especially during Black Friday. Many consider buying things they wouldn’t purchase throughout the year.

Data:  

- Average Black Friday spend in Spain: €248  

- Average Christmas spend in Spain: €676

Second Opportunity:  

- People spend more on average during Christmas, so retargeting is crucial. Use Black Friday ad spend and traffic to retarget for Christmas.

8. Diversify creatives to reach different audiences (the concept of audience incrementality +89%) with different motivators/angles.
→ lower CPM: have 3 creative formats per ad set

9. Be active on Facebook and Instagram organically to inform about your brand, discounts, and entertain people, which reduces CPA!

Conference #2: "The Power of AI and Meta’s Advantage+ Solutions"  

Meta’s Vision:  

- General artificial intelligence: AI with human-like capabilities.  

- The Metaverse: the future of communication.

Long-term goals:  

- Develop human potential.  

- Integrated experiences (image-to-product page isn’t ideal; they want to improve it).  

- Open model: Meta’s tech development language.  

- Responsible: with proper protocols.

Mixed Reality: QUEST GLASSES, lightweight version under $300.  

Wearables: Meta x Ray-Ban sunglasses -> video, photo, and sign translation.  

META AI ASSISTANT: Meta’s version of ChatGPT with 400M users. It can create images based on descriptions and assist in messaging.

FOR ADVERTISING:  

- AI: Automate and improve efficiency.  

- AI: Generate content.

Meta Advantage+ = Essentially AI.  

Advantage+ Shopping Campaigns (ASC): Automates everything, letting the algorithm work and optimize.

Recommendations:  

- 10 creatives per Advantage+ campaign.  

- Updates:  

  - Advantage+ can now be used for non-purchase events (like "add to cart").  

  - It can optimize for value, or ROAS objectives (test vs. ABO which has already been tested) (high AOV product, test Advantage+ with Maximize Value of Conv)

  - Don’t be afraid to add more ads – up to 100. The more options the algorithm has, the better. Avoid just 2-3 ads per Advantage+; it's too limited.  

  - ASC + catalog ads: great combination.

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Conference #3: "Emerging Signals and Best Practices"  

Conversions API Tips:  

- Maximize event coverage.  

- Increase event effectiveness.  

- Deduplicate events (pixel + CAPI, add effective deduplication keys).  

- Keep data fresh (as close to real-time as possible) – weekly, daily, hourly, or real-time helps Meta retarget faster.

To maximize event coverage:  

Provide as many customer information parameters as possible, prioritizing:  

1. Email.  

2. Click ID: a parameter added by Meta when a user clicks, which is in the URL (used for matching).

Check "recommendations" in the events manager for improvements.

Match Quality: EMQ (Event Match Quality) should always be above 5.

2025 Updates:  

- Use order-level profit for targeting.  

- Incrementality: better attribution.  

- Integrate with 3rd party tracking.

2024:  

- Conversion value rules: Create a single campaign and tell the system to prioritize bids when users are in Madrid or Barcelona.  

- Or do it with Gen Z.  

- Increase bids based on your interests.

Targeting Frequency:  

- You can now set an objective frequency.  

- Available now.  

Enhanced Advantage+ Catalog Ads on Reels:  

- Video is highly recommended in Reels.  

- The carousel moves horizontally by itself.  

- You can now add videos in product ads.

50% of IG time is spent on Reels

• Last week: total ad spend 60k, reels ad spend 3.6k
• ROAS is was the same, CPM general was 5€ and Reels was 3€ (last 7d)
• Maybe it’s a CPM opportunity
• Test: DPA on reels, 9:16 image, 9:16 tik tok style

Site Links:  

- Useful if you have multiple categories and run discovery ads.  

- Available for 50% of accounts.

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Conference #4: "Creative Strategy and Best Practices"  

Creative = Targeting: Therefore, an ad set with multiple creatives targets different audiences, with various motivations for the same product.

Algorithm: Matches the right people with the most relevant ad.

What do users consider during Black Friday?  

1. Promotions – 66%.  

2. Product availability and fast delivery – 36%.  

3. Convenience.  

4. Quality.

Ad Set Options (Target Market Purchase Motivators):  

- Diversify based on what you think will convert:  

  1. Check your reviews and comments.  

  2. Product use in daily life.  

  3. Current trends and fashions.  

  4. Emotions: how people feel using the product, unboxing, surprises, love it, results, before/after.

Reels and Creators:  

- Reels increase ROAS by +23%.  

- 200M Reels consumed daily.  

- Shared a lot; smart CTA: "share this with a friend."  

- Partnership Ads: product shows at the beginning, stays visible with or without sound, and makes sense on mobile.

Reminder Ads (Subscribers):  

- Notifications, smart before Black Friday (imagine sending 1,000 notifications to people’s phones, like a WhatsApp message on Black Friday!).

Pending Question:  

If I add a video in the catalog, can I later choose whether a video or image is shown?

META PANEL: CMO of Dogfy, Business Lead from Ads Murai, and an analytics agency.

Dogfy:  

1. Clear objectives (KPIs).  

2. Content creation (ads).  

3. Testing (ads, CRO, etc.).  

4. Analysis.

They’ve done great with banner ads:

- 64% Advantage campaigns, but they need resources to work well (provide budget, plenty of ads, etc.).  

- Use 3-4 hooks per video to trick the algorithm into thinking it’s fresh content.

Ads Murai on Awareness:  

- Don’t be short-term focused.  

- Memorable video ads.  

- First impressions matter!  

- Spend 5% of the daily budget on reach. E.g., if the daily budget is €500, invest €25 in reach at €2 CPM, giving you 12,500 impressions daily.

Ads Kanton - Creative Recommendations:  

- Show a human being; connection is key.  

- Integrate the brand into the ad, or people forget you.  

- Keep it dynamic and atmospheric.  

- Storytelling: We remember what makes us feel emotional, and emotions sell.

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ACCOUNT MANAGER QUESTIONS  

- How to maximize ad delivery during BFCM (peak hours, algorithm)?  

Diversify creatives.  

Don’t launch on the same day of BF (low estimated action rate).  

Consider accelerated delivery with scheduling.

- How to increase the Estimated Action Rate (the bid formula we always see)?

- How to increase Ad Quality (same formula)?  

Focus on relevance for the person.  

Diversify creatives so one will be relevant at least.

- How bad is the learning phase for the algorithm during BFCM?  

It’s unclear, but you can get a good ROAS.  

The algorithm may be less efficient during this phase.
Exploratory algorithm.

- Opinion on reach ads to maximize delivery in prospecting during Black Week (discussed in workshops)?
Repeated often during conferences.

- How to maximize delivery on low bid caps?  

Consider accelerated delivery.  

Depends on your history and competition.  

If it’s not delivering, adjust bids manually until you find the sweet spot.

- Can we get the post ID of catalog ads?  

They’re planning to implement it but don’t have it yet due to the dynamic nature of these ads.

- Should we target existing customers or avoid it due to high CPMs?  

My experience with TROAS shows higher AOV and CR but worse CPAs, so should we use it for BF?  

Test Max Value in Advantage+.

- Will site links and promo codes be available everywhere?  

It’s available for 50% of ad accounts now, and metrics for clicks can be consulted