Meta’s Performance Product Roadmap
Notes on Meta’s insights on landing pages, performance product roadmap and the framework
According to Meta - The 3 C’s of high-performing destination pages are:
Content
Continuity
Call to action(CTA)
Meta says that “Content is hugely important in the browsing experience. After a consumer lands on a page and determines they’re in the right place, they explore the page to decide if they want to move forward with a purchase.”
In simple words don’t confuse the user who has clicked on your ad and has landed on your destination page/form/donation page. For instance, I click on an advertisement for cool sneakers but when I land on the destination page except for that particular sneakers everything is available.
Likewise having similar content on the ad and the donation page helps. For example, if you are raising funds for Elephants then it is advisable to have a specie specific landing page rather than driving your potential donor to a generic donation page. Chances are that by then her confidence has dropped severely.
And this also connects to the second ‘C’ which is ‘Continuity.’ “The best destination pages create a sense of seamless continuity for shoppers. When people tap on an ad, the destination page should feel like a natural next step. Any imagery, messaging, pricing, or offers listed on a landing age should reinforce what was shown in the ad.”
Last and the final one is the CTA. In other words, don’t mess this up because the user is ready to do the required thing for which you are running the campaign. Now it will differ on what is your objective but make your CTA button visible and sticky. For this, it goes without saying that the page should be mobile optimised.
These insights are from Meta’s whitepaper on how to optimise landing pages to improve performance. If I am not wrong this should be one of the first where Meta is talking about landing pages since Google owns the space. However, it is good to see insights from Meta to understand what customers want from landing pages.
Speed
Answers to common questions
Mobile friendly interfaces
The customer expectations haven’t changed in the last few years but we still have donation pages/landing pages that are not mobile-optimised.
This whitepaper is part of the additional resources of the talk “The Performance 5 Framework of Growth” given by Jake Bailey at the recent Meta’s Performance Marketing Summit. If you have not attended the summit like me :D then the hub is a good place to get updated.
Kristen Durkin’s talk on Meta’s Performance Product Roadmap is an interesting roundup of all the things that are either rolled out or going to be launched in the next few months. The role of AI and its huge impact in managing and running campaigns that include creatives, audience targeting, and improvements in catalog ads.
Additionally, Meta is pushing and making advancements in Adavnatage+ shopping campaigns. Now it is being powered by AI and one such feature is the Advantage+ audience. According to the company the new product product that will provide advertisers with an updated way to reach people and drive conversions. In my last weekend newsletter, I shared my thoughts on how AI is powering performance in Meta.
P.S. Meta, can you please have better naming standards for new products and features?
I also found the blog post on “The Performance 5 best practices” useful. Calling it the Performance 5 framework Meta adds some valuable insights to “Account Simplification”, “Creative Diversification” and “Conversions API quality check”.
“Account Simplification” is a must and hence having clarity on how many creatives to run, what is the mix, and how many audience sets to test at one given time becomes crucial. “Reduce the complexity of your ad account structure to help improve performance. Simply put, this means spending the right amount of time in the period known as the “learning phase.”
According to Meta as a best practice, you shouldn’t spend more than 20% of your budget in the learning phase, as doing so can result in weaker performance and higher costs.
The second best practice of “Creative Diversification” is also the need of the hour. Playing with different formats and incorporating new messaging and tones into the creative mix. If you’re trying to reach a specific audience, work to ensure the concept of your creative resonates with your audience.
I believe that’s why Meta is calling “Creative is the new targeting.” And if you want to understand data-backed insights on formats driving better results on specific platforms then Creative Guidance Navigator is a good one.
And finally using the Conversions API businesses can create a direct connection between their marketing data and Meta to improve campaign performance and measurement.