EP227 - Meta & TikTok Ads

0:00 Hello, and welcome to this week's episode of the PBC chat Roundup in today's episode. We have Julie taken us on the topic of meta, and Tick-Tock ads creative strategies needed for Q4. So I believe that there was actually a Google ads, my ads week, I'm in New York show happening on the Google morning show that feels like one of the breakfast TV shows that we have here in the UK. But, yeah, well, this is something very different from, you know, our Usual. And at this stage I think it is important to remember that when we say PPC, we don't just mean paid search ads in Google or Microsoft such ads, but we actually mean any paid media channels and obviously as we know as digital advertising has been evolving.

0:46 And something that we talked about at Pi live today where I spoke earlier on about marketing budgets, they loads of new channels that doing loads of new things and being nodes of, you know, CPC based modeling. So yeah, see PCP CC can come in all shapes and sizes and not just Google or on Microsoft or Bing or Microsoft advertising, but also on Facebook, Instagram Tick-Tock Snapchat. So yeah, we are going to be talking especially specifically about meta and Tick-Tock today. So yeah, hope you enjoy. Hello and a warm, welcome to this episode of the PPC chat round up a podcast where I round up the Twitter discussion that happens on Tuesday.

1:34 The Tuesdays at 5 p.m. GMT. I'm your host, a new, and I'm recording back here in my studio in London, UK. And I'm using this platform to share, not just expert, but also my ideas, I'm considered best practices about paid media in the direction, the digital industry is going in. So you want to keep up to date with my tips and tricks in the industry and get the Is on the podcast that has been called your go-to if you don't make it to the PPC chat live discussions and even if you do them like follow share and retweets. And that's why Twitter with my handle, the marketing, a new or join us on our LinkedIn Group, which is the PPC chat around up. Or if you want Instagram, we're back updating that I did have a little bit of, you know, a little bit of a break on their with inconsistency, but we're back updating with Snippets and chords.

2:22 So yeah, check us out on the handle. At PPC, chat on the school Roundup. So yeah, we have Julie taking us on a, a great chat today and I think it's because it's not because in conjunction with her having any sponsor, Foxwell digital who specialize in social media, especially social media advertising. So yeah, we're going to be talking about meta and Tick Tock ads. So yeah, there she also gets joined by the co-host. With who is from Fox, will digital. The lady's name is Courtney Alexander, so She'll be answering some questions there, so, yeah, Courtney goes, let's go, let's get this chat. Started is the perfect time to chat about a queue for Creative, but before we start, we have Julie given her usual.

3:07 PSA going, this chat is intended for PPC, Professionals of all levels. So if you have something you want to share or ask about, please do we are a friendly and supportive Community, please don't be afraid to participate. Lurkers and listeners of the podcast are, of course, always You're welcome. So yeah, let's get straight into our first question. Julie asks, are you currently managing advertising on metal or Tick? Tock if so, for what industry or industry. So, yeah, my specialty is the paid search siren things at Google and Microsoft ad. So none of tick-tock or meta for specifically my clients. No, but we got one one account but they are on a lull at the moment.

3:50 We have Danielle. Yeah, sorry Diana going. Yes, I'm managing a Sighs in advertising on both matter and Tick-Tock for SAS. Daniel goes meta B2B b2c lead gen and e-comm nope, that was easy. That was some Steve Gibson. So, yeah, I wonder whether he's gonna be part of any more of this chat and then we have Julie advise going. Yes. For a fast-food clients, have a public sector clients, a local retail and now luxury, travel, we have Robert Brady going met in the home and garden space as well as B2B app space. No tick-tock Julie goes, I actually do not have any active campaigns on metal or Tick-Tock currently looking forward to head. What all you brilliant folks are doing the shown any response saying, yes for matter?

4:35 No, for Tick-Tock. I love the way he was pronounced, new spells it out. TI C KT, o CK. That's such a rebel shown is and then he continues, but we are currently looking into options there. We have a variety of clients on meta dtc's or direct to consumer food brands, car parts companies. To be this has been hardest to get results from Recently. He continues just got laughed at by Rachel logo for spelling it like a clock. Exactly. I was trying to answer quickly and haven't had enough coffee. Courtney does btb is challenging on social ads for sure. Have you found success with LinkedIn ads for be to being shown goes? Yes, LinkedIn, performs very well for the client, cpcs are just very high.

5:19 So, when we have less budget, we try to go to Facebook and use it to see. Okay? With Results were definitely been falling in the last year or so Courtney goes. I've seen this also met as definitely can work, but since they removed so many interest audiences targeting for B2B is challenging. Also, post iOS 14. It's hard to attribute since using, likely to see things users likely to see the ad in the put personal time, but wouldn't convert until they return to work. And then we have Courtney herself responding to the question question once in. Yes, my specialty. And preferred preference is small business. DTC retail brands that I can get to work with Founders or small teams.

6:02 My Brands range from collectible souvenirs to Fashion to home decor to dog collars and harnesses interesting, DNA takes us swiftly on to question. Forcing is this your first key for managing advertising on meta or Tick Tock, if not your first for? How long have you been advertising on one or the other or both Daniel? Body goes to 10 years now with meta biggest learning is that anything can work? It's a matter of how you define success if you define it, well, then you will run successful campaigns. Diana goes on meta, I have been advertising for six years. Now, while on take talk for just one year to talk, one year better for much longer, the Robert Brady goes down the q14 on meta Facebook for a few years. Every year is different and requires. You put in the work, John Keegan joints. Question one saying, yeah, on metal literally old Industries, Q Sr Healthcare automotive excetera and to a lesser degree. Tick-Tock curious are in cpg.

7:04 I don't think those acronyms of the stuff that we will find, in words were color. On our official BBC chat, acronyms page because those are more Brands than actual metrics, acronyms or marketing acronyms. Julie, advisors wants to question to you saying, for met, it's been years across a couple of agencies for Tick-Tock. I'm in year. 2 matter, changes details on the platform and placements every 10 minutes. Or so Tick-Tock changes products roughly every second day. It's a lot. Ashton Carter who goes metal? Yes, and e-commerce clients is running Facebook ads and boosted posts. We also recently tested Facebook marketing for client in the higher education, space still haven't tried anything on Tick-Tock.

7:46 Mainly because we focus on other channels first and their uses skew younger, Daniel vahdat, then responded said prabha. Ten years with meta, biggest learnings, is that anything can work. It's a matter of how you define success if you define it. Well, then you will run successful campaigns. And if the league was response to question one saying, I mainly focus on search or programmatic, but little Healthcare marketing on meta John, King response. Question Tuesday, informaton know, we treat search and paid social as biddable, so our team is cross-trained in both for Tick-Tock first key for, in on first key, for in on, It as a team still haven't fully decided who scope it falls under.

8:30 And it's question to Courtney goes first yet. Going all-in on Tick, Tock ads for Q4. I tested them with one brand last year, but it was on a small spend and it hasn't and it wasn't a proven platform yet for that brand. A lot of these channels, not approving one yet. She continues. Not my first rodeo from with meta ads for Q4 there. I've been managing me to add in some capacity since 27. But this will be my third BF Black Friday Cyber Monday queue for focusing exclusively on d t, see ads for Q4. Chanel, a response question to going. Yeah, if we launched Tick-Tock it will be a first for any quarter. Haven't been seen Mac. Haven't been running metal in Q4 for a long time, but not for the traditional Black Friday type clients and then in response to Courtney going. First year, going all-in on Tick-Tock, ask you for trying to goad is Sean.

9:23 Goes did it. I'm better or worse, than what you anticipated being a new platform with a smaller budget, accordingly. Because last year, I think it was a nice way to supplement. The bulk of our ad spend on meta but it wasn't a true lift. Since our pixel was new and I'll earnings were so small. I'm glad we did it and it launched, our Tick-Tock ads for 2022 and then we have Julie taken us on to question 3. Saying do you have any specific or special planned a special or specific plan for Q4 on meta? Tick-Tock then a response. We have several campaigns planned to run on meta in Q4. Not so many for Tech talk though. Yeah, big for retail and we get to see how that pans out for a met.

10:06 Especially, I'd say Ashton clock, especially goes the answers. Question to saying I've had at least one client running Facebook ads and Q4 from the past four years, but it's looking like, this will actually be my first Q4 without anything doing so, mainly due to client changes. And then we have Dave, the league was responding to question 2. Same be nonmetal for years but only a little dabbing dabbling on Tick-Tock since last year and he just went TT, don't know which one is better to do the TT or The Tick Tock like a clock that short like you did. That was funny. GTA Vice response to question three saying. Yep here's a tip for this group, Tick-Tock has a takeover product that you can retarget off of and you can sequence creative imagine your brand owning the whole screen time.

10:54 Every time someone opens Tick-Tock with a different creative on each open, it's a lot and I'm excited. I don't know where that's cool. That's like that. Just sounds like it's a lot. But anyway, I don't use tank tops or maybe. I do not need to be worried. Julie goes, well, that sounds pretty groovy John King response then. Yep, it's the holidays, but stuff, while you can still get it a fool or a food it. So it's again, it's holidays by stuff. While you can still get it. Oh, afford it. Julie rice is our response to, to you Julia. She says that sounds groovy. It is it's cool I'm treating it how I treat you to mastheads put a stake in the ground build a lot of awareness right away than sustained for the duration and yeah Julie goes. So an article that people are buying less at grocery stores in the US.

11:42 So that's not a great sign for Holiday purchasing season. Ashton Glock response to question 3, say most of our clients right now are focused on search or haven't been major successes on Facebook. So we're helping with Boosted posts, but not any foot on campaigns Tiffany shares response, saying I have been managing metaphor few years. Now we have seen some really big changes Chanel response. Question 3 saying, we have a couple clients looking to make a push for Q4 but also have some hesitant clients. With expensive products that are pulling back due to the economy to save some budgets. Meta is not really a primary, a primary platform for any of our clients.

12:22 It is usually first to get it cuts and then we have Courtney, Alexander responding to question 3 saying, what should Brands be doing right now testing in all caps, go ahead and launch some pre-holiday or gifting creatives. Get people thinking about your brand or product and who they might gift it to and then, yeah. Could you continue to anything? Go ahead and start seeding. Your product would creators. If you haven't already aim to have all of your real creative, no later than the end of October, ideally or creative edits Ready to go by early to mid November, surround yourself with like-minded advertisers, the founders membership is a great place for this for all budgets sizes.

13:04 It's a lot. This allows you to do testing and research and hear from others on what is or isn't working around the world content. And finally Courtney goes finally start preparing plan for Black Friday, Cyber Monday weekend as needed to make sure you're available to make changes as needed. Create a Plan A B C, Etc. So that, you know, if this then or that for anything, that could be thrown your way, good or bad and in response to his answer. Julie had said, great suggestion. Seems like holiday sales are happening earlier, too. So don't get left behind by waiting too long. Courtney goes many brands are doing sales all November long. Some the same discount, some tiered or changes weekly. Be sure to also include email, strategy and retargeting. His customers during this time, get them excited for holiday and sale purchasing and then we have Abdullah taken us on to question.

14:02 Forcing, what is your biggest concern or challenge regarding meta and or Tick-Tock advertising heading into Q for this year? Is it different from last year? If you advertised on these platforms then and we have Daniel body going busy. Biggest concern, for all of these channels is how to measure the impact relying on platform. Reporting has always been overinflated, but relying Elastic click attribution was also a problem. Great Point Courtney respond response. I'm using triple whale, which is a handle triple whale or North Beam with my DTC clients so that's direct to Consumer and actually just started testing out, get sociopath so GE TS o.

14:44 SE ioh. Brand-new third-party pixel to supplement data and learnings to try to remedy the remedy this and get actual data also. Using Google analytics and utm's as much as possible to have as full of a picture, as I can with accurate attribution. Now Diana response to in terms of the response question for, in terms of her biggest fear going, biggest challenge regarding meta advertising is related to the retargeting campaigns which became less powerful compared to how they were in the past Courtney goes. Absolutely, this is a huge difference this year and we need to pay attention to this as we are actively in the trenches. This Q4 And then Sean Ellie response to question forcing clients are more wary of the economic conditions.

15:29 Amazon running Prime day, in October may cut into some Black Friday, Cyber Monday, sales all leading to smaller budgets for these platforms and then they click was response. To question. 14 matter is kind of cool even with all the changes but the challenge of creating Tick Tock ads that are authentically, native to the platform will take some stretching for some dusty companies or Industries. Robert, Brady goes. Does anyone else feel like meta is just more buggy lately and that targeting including look-alike audience has has been shaky. Andrew goes. Yes, absolutely. We talked about it in our group a lot and how to combat it down.

16:09 It goes. I am on the same page with you here and yeah the online advertising agency goes definitely and in response to a question for we've got Courtney going. Yeah, data loss is not our friend retargeting would be more. Consolidated, which means ad creative. Can't be as targeted and specific to where that customer is in their purchasing Journey. There's also much more competition and buy-in or Tick Tock as this year cpms are higher than they were last year as it becomes a legitimate platform for DC companies and profitable ads creative now more than ever has to be top-notch. This doesn't mean produced an expensive, but rather resonates with customers get to the attention quickly addresses. How the Is a need, not even a want and why? It's better than any other competitors videos are grades, obviously 100% necessary in your creative strategy. But don't forget about static images and Graphics. Try to allow your creative to stand out from the crowd, solve problems and make it a must by now creative and that was pretty out in food Tweeter.

17:17 Yeah, I hope you caught all of that. Took note or just rewind. Oh, that's to read, listen to that again. And then we have Ashton clock responded. Question forcing our biggest challenge for meta has been conversion, tracking, regardless of quarter, since the iOS update in April, 20-21 discrepancies between the Facebook platform, analytics platforms, and clients sales, or internal data, make it difficult to gauge. A true success. Courtney goes, agreed, are you using third-party tracking software? Pixel action goes, were mainly using the Facebook pixel, and Google analytics. Ga4, we also tried setting up the face, Look conversions API but it's a big technical lift and their developers have had a number of issues.

18:01 So we haven't been able to use that yet. Are there any that you've had success with Courtney goes? Yeah, for Shopify stores. My favorite is triple well and it's reasonably priced. And pays for itself with the accurate reporting. It can provide. I'm also excited to test gets us youth pixels. They just released last week and they also offer a custom catalogs for da Bas and dpas action continues. Awesome. Thank you. I'll definitely check those out and then we have Julie taken us one to question five saying, do you have any favorite resources or follow-ups that help you keep up with the latest in metal or Tick Tock advertising? Think we got quite a bit?

18:44 Did you follow ups or follows? Yes? Resources or follows and Diana goes, just some of them Jake the add node Gil underscore run. G at Corby, dubbin Aetna would say nav U, UD the Riley, sir, was that Tara who Lisa even Rahul is are so yeah, so he's handle is th, er, a hul is SAR. The Rahul is are even and then Herman digital. So hitch, errm aannd, I Gita L and yeah Tim Heller and as well. See agreed with all of these her And digital keeps me sane.

19:26 And it means me, of course, his name is not Herman digital. His name is David Herman, so, yeah, full of this guy's for Tick-Tock or meta ads. Advice Julie goes. I'm not just saying this because Andrew fox hall is for sponsoring today's chat. Foxhole digital's blog and emails are top resource for me at Villa De Fazio. So that's a kvi l.e.d. e, fa Z IO who will be guest hosting. Next month is also a great follow and Herman digital for tick-tock. Especially is good. And then yeah you've got the blog that she gave, so it's all folks. Well digital don't come forward, slash blog, email signup is for / email and the founders group is .po dr.com forward slash Foxwell Founders.

20:10 So yeah, you want to learn more about social media, follow all those resources and a response to question five day. Good luck. Dave, Gallegos goes, I liked listening to Tod maffin on the dailies and the marketing o'clock crew. On Fridays and yeah Julie go s to Market. It s markets in a clock for sure. They cover all things, PPC, SEO, and social and then Julie takes us on to the last question going. What other questions do you have? In general were for Courtney about meta, or Tick Tock advertising, Daniel, body goes, do you think matter Tick-Tock will be forced to let programmatic platforms bid on their inventory. At some point, have you or anyone tried to bid on meta, inventory, via Microsoft ads, it's supposed to Available to some advertisers Chronicles. Such an interest.

20:57 Interesting question, I'm actually not sure on this one Andrew Fox. Well, what do you think Andre goes? I don't think so for now. Audience Network is kind of like that and and quality is crap. Daniel Robert, Brady goes for client, just starting with Tick-Tock. What advice do you have to get them a quick start and in response to that? Courtney goes, quick question, definitely install the pixel on the site as soon as possible tick-tock. Needs a data. I would start with totally brewed targeting and also start with a higher funnel objective like ATC before going into icy and then P. You are. I hope those acronyms are available on official PPC chat. Courtney then continues also creative is King on Tick-Tock ads if you have an organic Tick-Tock or reels videos that have done well used those.

21:49 I also tell my clients to not start Tick-Tock ads on till they have a bank. Content and an incoming flow of new content, Tick-Tock needs more creative than metal. Then she continues to tick. Tock is also great for testing new creatives before adding two metal ads, because of the nature of users watching videos and them be more likely to want to discover new things and be entertained with Tick-Tock content. And I think we are introducing two new resource hair. So when Tim Halloran responded to question 3 saying meta and part of a few beaters. So we'll see what happens with those. Most of what I'm doing on those channels revolves around creative ways to use lists and first-party data.

22:32 I have been dabbling in Advantage Plus for few e-comm clients and it's doing decent. What are your thoughts on Advantage? Plus Daniel body goes 10 goes, I have a larger scale test. I'm running right now. With a client that has a low V around a 92. $100 Target rows of 3 to 4 8, plus started at a at a no point. Eat. But I've left it alone for a few weeks and it's closing in on three interested to see if it keeps improving. Robert goes when you say a plus the that does that refer to the targeting placements creative or Tim goes, I was referring to targeting mainly but I do have one campaign that you're running. If a Plus on campaign ad set targets and placements and add level makes me a bit nervous, but performance is okay.

23:19 Judy goes, what is the account? History level for this is this a well-established meta. Visor I'm curious how Advantage Plus does with new accounts versus more established ones with data and history. Courtney goes, we're still so new with the ASC and its rollout. It's not even in every account yet that there may not be date on new versus established that counts. Right now. I'm still very much testing it and using it as a compliment in account structure, but not the main driver. Tim Halloran goes same. And on that note, we come to the end of this chatter didn't realize And will be on, that's very interesting thread. That Tim is. So yeah, I hope you've taken some great takeaways, are you doing metal?

24:01 You didn't take talk, I you now more intrigued to test it out, some great tips and thread in there that I read out from Courtney in terms of the best tips on how to do Tick-Tock, especially the one that really screamed out that made me go, oh my God, I don't have time for. That is the fact that you need a lot of creative already in the bank and you need to have A consistent way of producing a driver of producing more content for future post. So, yeah, that is something I might need to hire someone for PPC live UK in the future. But for now, I'm going to be focusing on LinkedIn or on Twitter and a little bit on Facebook and on Instagram, but all organic stuff and with some help, definitely, with a lot of help. So yeah, I hope you've gotten some great takeaways from that and if you want, if you want to More about meta or Tick Tock ads.

24:57 Join us on Thursday, on Twitter spaces at 5 p.m. GMT. 12 p.m. eastern Time, or yeah. Just yeah. You can ask your questions, or get share more about your ideas on how to do Tick-Tock or meta odds. If you're someone that uses, it alone would love to hear from you. And yeah, if you've taken gotten some, got some good feedback about the podcast, with this episode of just come from Corrections on anything. I've said, please DM me my dear. Eyes Are Open cautiously, do it on my handle, the marketing, I knew, or join on us on LinkedIn. We have the PPC, chat Roundup group on them. We'd love to have you join us? It would also be great for long-standing members, or just Showtime listeners. To also, give this podcast a review. It really helped with the growth strategies and just go on Li end.

25:45 Katie re e.com. /Pb seat at underscore Round Up to see the places where you can leave a rating or review. Again, PVC live UK's happening on the 24th of November. Please go get your tickets on bi t .l y, /p p c-- live, UK, nov 20, 2015, 11 member for your campaigns and businesses to Glide smoothly. There's a lot of hard work neither beneath the surface, so keep your songs kicking by and speak to you next week. Again, PVC live UK's happening on the 24th of November. Please go get your tickets on bi t .l y, /p p c-- live, UK, nov 20, 2015, 11 member for your campaigns and businesses to Glide smoothly. There's a lot of hard work neither beneath the surface, so keep your songs kicking by and speak to you next week.