From an overview of our July performance metrics, to creative trends shaping the landscape of Meta marketing, the following snapshot speaks to a month of innovation and growth in the world of paid social advertising.
July Meta Ads Performance
MoM Performance: In July, social media spend increased by 4%, resulting in a 3% rise in conversions. However, conversion value decreased by 3%, indicating that while the number of transactions grew, the Average Order Value from Meta ads fell. Link clicks rose by 11%, and CPM dropped by 7%, likely due to reduced competition on the platform compared to the peak EOSS trading period in June.
YoY Growth: Social media spend increased by 25% YoY, leading to a 20% rise in conversion value. Alongside this increase, the number of conversions also surged by 38%. This indicates a decrease in Average Order Value.
Looking Forward: As we approach the busy Q4 trading period, it is essential to strategically plan our social media spend to maximise opportunities and returns. Use the less expensive months of September and October to build audience sizes and generate excitement for your Black Friday/Cyber Monday (BFCM) sale. This preparation will help us optimise ROAS in November and December by effectively retargeting warmed-up audiences.
Your strategist will contact you this month to finalise your Q4 plan and ensure you are well-prepared for the high-traffic trading period.
Leveraging First-Party Data to Target Specific Audience Segments
In a competitive market with tightening conditions, it’s crucial to maximise revenue from existing customers – our most cost-effective social media audience – by delivering highly targeted messages.
Integrating your CRM platform, such as Klaviyo, with Meta enables us to harness your customer data for precise targeting. As an agency, we’ve engineered significant results for our e-commerce clients by focusing on lapsed customers with tailored incentives to encourage them to shop with us again.
Additionally, we use lead generation ads to re-engage customers who have unsubscribed from e-newsletters, effectively bringing them back onto our list and into our organic campaigns.
Want to utilise first-party data to enhance your social media returns?
Contact your strategist today to explore how we can optimise your targeting and maximise your results.