🍪 - What to do in a Cookieless world?

Are you ready?

Author

Ashley Wright
July 29, 2023

👋 Hi, and welcome back to Advertise The Wright Way: your weekly guide sharing both creatives and strategy that will take your advertising game to the next level.

Apologies for the recent lull. The past few weeks have been an incredible journey as we welcomed our newborn into the world!

To all the fellow parents out there, you know well that finding the right balance can be quite a challenge at first.

But fear not, we are back and better than ever, presenting you with a fantastic issue today!

Preparing for the Future…

As we navigate the ever-evolving landscape of advertising, one topic that's been stirring debates and contemplations is the impending changes to Facebook's conversion pixel.

Even though the rumours turned out to be “untrue“ it still paints the point that you need to stay ahead in the game, it's essential to be prepared.

First and foremost, let's address the role of Conversion API (CAPI). If you haven't already implemented CAPI you might be falling behind. This API has been paving the way for a non-pixelated world, and its introduction back in 2020 hinted at the changes to come.

So, if you're serious about achieving consistent results, adopting CAPI should be a top priority.

Many advertisers tend to rely on specific targeting options like lookalikes and interests, believing that their tried-and-true pixel will keep delivering excellent results.

Embracing broad audience targeting can yield surprising benefits, and this strategy extends beyond Facebook alone. Other platforms like TikTok and even Google's P-Max campaigns have shown similar patterns.

By opening up your targeting, you create opportunities to reach new audiences and diversify your reach.

As we move towards a future without the pixel, it's crucial to adopt a scientific mindset. Test and iterate with purpose. Each change should have a clear hypothesis, like,

"If I modify the Hook from V01 to V02, incorporating shocking b-roll, it is expected to increase our hold rate by capturing attention more effectively."

This way, you have a defined objective and direction for your testing and analysis.

But how long should you iterate? The duration may vary depending on your budget and overall goal, but consistency is key. Allow each iteration to gather enough data for informed decision-making.

When it comes to analyzing and measuring the effectiveness of your iterations, define your KPIs. These metrics will help you understand the impact of each change and refine your strategies accordingly.

Remember, the pixel is not infallible. It's vital to understand its limitations and prepare for a future where measurement might not rely solely on pixel data.

Don't be afraid to explore alternative measurement methods as the landscape evolves, there are great third-party tools out there such as Triple Whale, Northbeam and Hyros which are all paving the path.

As we anticipate the eventual departure of the pixel, embrace change, and be proactive in adapting your strategies. Whether it's creatives, platforms, or your website, staying ahead will position you for success.

In conclusion, don't be intimidated by the pixel's future. Instead, be prepared and embrace the shift towards broader strategies. Adapting now will give you a competitive edge and ensure your advertising efforts remain fruitful in this ever-changing digital landscape.

Ad of The Week - Caldera + Lab

OK so this ad literally has EVERYTHING - Let's dig in and see what makes this ad stand out!

The ad starts strong with a black screen and some text overlay – a real attention-grabber from the get-go. And the hook? Oh, it's a winner: "My wife stole my serum." Intriguing and visually compelling!

They keep the momentum going with a smooth transition to b-roll footage. It's like a mini-story unfolding before your eyes – a guy confidently using the serum while his "wife" watches with curiosity. You can't help but get invested in what's happening.

This ad doesn't slow down for a second. There's always something exciting going on – showing off the product, sharing testimonials, and throwing in some cool podcast-style moments.

They feature real people who've used the product and love it. Nothing builds trust like genuine testimonials.

The product itself? Clear and enticing visuals that make you want to give it a try ASAP.

Get this – they use one-word-per-frame subtitles to keep you hooked and focused throughout which has been something we’ve been testing a lot more recently and working like a treat.

At the 10-second mark, they get creative with a split-screen effect. Happy users on the top, product on the bottom – simple but effective!

And guess what? They hop on the podcast bandwagon too! Around 15 seconds in, they add some cool podcast-style moments, and it totally works with the vibe.

No need to shove a CTA in your face – the ad naturally guides you to the next step. By the end, you just know what to do next. Sneaky, but smart!

Weekend Watch 🍿- TikTok Ad Library Strategy

Unleash the Power of the TikTok Ad Library

Sharing our agency strategy of how you can use it to scale your brand 🚀

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