Patience Hurlburt-LawtonHave you been applying our multi-level marketing strategy to your Meta Ads campaigns?
Or did you happen to catch our Quick Guide video and have a few questions?
This blog is for you!
Read on to get expert insight from Solutions 8 Meta Ads Manager Jonathan Paquin about how long to let your L1 campaign run, whether or not funnel marketing matters with reduced control, and smart strategies for smaller-budget accounts.
(Prefer visual learning? Watch the short YouTube video instead!)
How long do you let L1 run to collect video views first before you launch L2 and retarget them?
Jonathan says it will depend on the size of your budget and how much volume you are getting, but he recommends one or two weeks at least to get a few thousand video views (about 25%) before you launch L2. Closely monitor both the performance and the frequency to stay on track.
Is funnel marketing still relevant with reduced control, especially with so much emphasis on targeting through creatives?
Despite recent changes, Jonathan believes funnel marketing is definitely still relevant. “We have less control than we used to, and the creative does the heavy lifting,” he explains in the video. “But I think there is a lot of value if you have the resources to do L1, L2, and L3; it’s a proven method that has been tested across different markets.”
He adds that it is not mandatory if you are limited in terms of the creatives you can use, or if you just have images, or if you have less experience as a media buyer and you prefer to have just a simple setup (i.e., prospecting and remarketing).
However, if you have the resources and feel comfortable using the multi-level strategy, he recommends testing it out. The reason? Most people are not ready to buy right away, so you want to have a way to keep them warmed up throughout the marketing funnel so they complete the customer journey and ultimately convert.
For smaller accounts ($1K-$2K) is it better just to stick with prospecting and retargeting?
Absolutely, says Jonathan. If you have a smaller budget, L2 can be skipped and you can stick with L1 (prospecting) and L3 (retargeting)—just a super simple setup to help you get the most out of your ad spend. He adds that remarketing your recent engagers and visitors usually works really well, so that would be his recommendation.
When running L1 ads for awareness and engagement, how long should I wait before I create a conversion campaign on Meta Ads, and should I hit specific KPIs or is there a precise timeline?
Even for top of funnel, Jonathan recommends doing a conversion objective (not awareness or engagement) and excluding all warm audiences. If you do want to do some awareness and engagement, he suggests using it in a new account just to get it warmed up so Meta has some data to know where to go before you start the conversion campaign—or if it is a large brand and you have budget to go after awareness and you want to go after new people.
