Smart Marketer Podcast

Best Practices for Campaign Structuring in 2021

by Heather Farrat

Are you ready to implement new testing strategies in 2021? Hosts Molly Pittman and John Grimshaw give us an in-depth look at how they plan to test and optimize their ads now that there’s a decline in in-platform data. John explains conversion “attribution” and gives examples of software and non-software attribution models and services. Plus, he shares the 3 key categories of his tracking strategy, as well as some best practices on what’s working now in their campaigns.

You’ll Learn:

  • The difference between the old and new Facebook ads systems
  • Examples of non-digital attribution models
  • John’s recommendations for conversion event setup
  • Best practices for test campaigns

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Timestamps:

0:00 The Train My Traffic Person Mentorship enrollment period is now open until February 18, 2021. Limited seating available. Secure your spot now!

2:33 You don’t need a lab coat to run these tests, but you’ll still feel like a scientist by the end.

3:37 To understand where we’re going, we need to look back at where we came from; John highlights how the old FB model worked.

6:11 Scaling — Let’s talk “Big Picture Strategy”.

7:35 Most of the changes coming sound a little unpleasant. Don’t worry, it’s not the end of the world, but it will require us to test various methods.

10:26 Attribution — Here’s what it means, plus examples of non-software models.

16:27 Attribution — Here’s the types of software you can use to track attribution.

20:20 Which tracking strategy should you use? We tell you the 3 key categories used to determine which strategy is best for you.

27:15 Here’s how to get the most out of your conversion events.

28:58 Molly shares her thoughts on how to choose between using ABO and CBO.

34:14 What’s Working For Us — Our best practices for test campaigns.

36:13 Have you found your audience size “sweet spot”? Let’s discuss.

41:56 Learn the metrics our hosts use to determine whether or not a campaign is working.

44:18 “I spit coffee all over my wall. It took me 30 minutes to clean it.” – John, sharing a story from Team Traffic.

45:51 FB Ads Manager is still a valuable source of data. Here are a few reasons why it’s still in a class of its own.

50:04 Everyone loves bonuses, so here’s a bonus tip from our data guru, John Grimshaw.

52:47 Our hosts share their final thought on campaign structuring.

55:03 Thanks for listening!

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