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Now, brands are needing to reckon with an over-reliance on digital advertising spend. The lawsuits are the most imminent reminder, but with or without the potential break-up, brands ought to be looking beyond strategies that worked years earlier. “Five years ago, you could chuck some money at Facebook ads and blow up overnight,” Campbell says. “Now, it takes a lot more to stand out. You need an actual brand — a real community, some substance behind you.” If the on-again, off-again TikTok ban taught marketers anything, it’s that they need to diversify their spend. But if the platforms across which they diversified are potentially breaking up, where do these brands go now? There’s only so much budget to go around, and one upside of the singular ownership is that brands could pull data, for instance, from Meta-owned platforms Facebook and Instagram and use this to inform their wider strategies. If there are significant changes afoot across almost every digital advertising platform, where should brands go?I Survived The Great Blizzard Of 78 Indiana Outline Shirt
In Freja’s early days, Lei operated with a two-campaign structure, consisting of two to three ad sets each; three to five creatives per set. “I ran each ad at $5 to $10 a day and was very quick to shut off anything not performing, so I wouldn’t spend more than [around] $150 a day,” she says. In the first year, Lei was just breaking even. By year two, the return on ad spend (ROAS) was twofold whatever Lei was spending on a given day. Now, with a more established business and money under her belt, Lei’s evolved her approach. Freja typically starts ad sets at $500 a day and runs all creative testing through a separate campaign using their proven best audiences. Any winners are then shifted to the main funnel. “I find that Meta’s algorithm is actually quite good once your pixel is seasoned, and we use a lot of their advantages and tools,” she says. “I try to produce only evergreen ads so we’re not constantly needing to refresh our creatives, but we aim to film a new batch of ads every three to four weeks or so. Since our product is not seasonal, this cadence is plenty for us at the moment.” Now, ROAS is consistently threefold Lei’s spend.
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