In the first episode of the mini-series 'UGC Ads 101', Stefan, a founder of Clip and Social Cats, dives into the intricacies of setting up ad campaigns. The discussion focuses on the evolution of media buying and the shift towards creative-centric strategies.
The Evolution of Media Buying
Stefan explains that traditional media buying involved complex structures and extensive testing of audiences and placements. Campaigns were often structured with multiple ad sets and ads, each requiring individual budget allocations. This approach allowed advertisers to test various combinations to find the most effective strategy.
"Back in the days, we used to think that is not really good at finding necessarily a winner. They used to find something else, but from our perspective, and Metabolism missing out on somebody else."
The Shift to Advantage Plus Campaigns
With the advent of Advantage Plus campaigns, the process has become significantly simpler. Advertisers now set up a single campaign with one ad set, allowing platforms like Facebook to optimize ad delivery based on conversion goals. This shift reduces the need for manual audience testing and focuses more on the creative aspect.
"Nowadays, the best thing to do is Advantage Plus. You set up the campaign, you set up one ad set, and in this ad set, you just put a lot of ads over there."
Focusing on Creative Content
Stefan emphasizes that the current landscape allows advertisers to concentrate on producing high-quality creative content. The automation of audience targeting by platforms means that the onus is on finding creatives that resonate with the audience.
"Your only job as a brand owner, as an Advertiser, as an agency, at least from my perspective, is to find creatives that convert."
The Importance of Understanding Metrics
Understanding the metrics behind ad performance is crucial. Stefan advises keeping an eye on metrics like ad frequency to ensure that the audience does not become fatigued with the same content. Continuous experimentation with creatives is essential to maintain engagement and effectiveness.
"If you do find a winning content type, don't stop there. Every ad set, every ad kind of content has its expiry date."
Conclusion
The podcast underscores the importance of adapting to new advertising strategies that prioritize creative content. As platforms become more adept at audience targeting, the role of advertisers shifts towards creating compelling ads that capture attention and drive conversions. This episode sets the stage for further discussions on metrics and media buying in upcoming episodes.
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