E051: Why Meta Purchase Conversion Isn’t Enough - Rethinking Ad Optimization for Incremental Growth

Scaling with Meta ads isn’t as simple as running purchase conversion campaigns anymore and as the platform evolves, marketers need new strategies to drive true incremental growth. Many brands are ealizing that Meta’s algorithm has shifted towards targeting people already in-market, making it harder to reach truly new customers at scale, leading to rising costs and diminishing returns.

In this episode of Marketing Operators, we break down why optimizing solely for purchase conversions might be limiting your ability to scale. We discuss the challenge of balancing incrementality and efficiency, how holdout tests reveal the real impact of Meta spend, and why some brands are shifting towards View Content optimization to expand their reach.

We also explore whether brands at different revenue stages should be experimenting with non-purchase objectives, and how top ecommerce marketers are testing new ad strategies to unlock incremental growth.

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00:00 Introduction and Catch Up

08:22 Navigating the Evolving Landscape of Meta Advertising

18:00 Innovative Strategies for Incremental Marketing Success

35:03 The Shift to Causality in Marketing Measurement

38:31 Testing Creative Diversity and Optimization Strategies

40:57 Incrementality Insights and Budget Allocation

44:38 Understanding the Impact of New Product Launches

51:32 Measuring Incrementality and Revenue Attribution

01:02:19 Strategies for Smaller Brands in Paid Media

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