FBP members can replay a Q&A on Meta ad campaigns. Key takeaways: use All Placements and let Meta optimize for lowest cost per lead, upload one video to serve across placements, and prioritize casual vertical video talking to camera as your best-performing creative.
Chapters
Kristen is asking which ad type is converting the best. These days, with so many ad formats to choose from, how do you decide which to leverage? Or is it really all about test and learn? Based on your unique business goals, you.
Can run an ad on any placement in meta. In general though, what we recommend, and this is where I think food bloggers, sometimes they'll run in, they're running a lot of traffic ad campaigns. They just want traffic to the site. What we're talking about though, is like a conversion campaign, right? You're actually optimizing for, let's say an email sign up for that. I recommend just all placements. Don't worry about forcing spend to Instagram or Facebook. Choose all placements. Meta will figure out which one drives the lowest cost per lead for you. And then type of ad. I'd say placement because that could be typed like a reel versus a story versus a newsfeed. But really we run them all at the same time. You can upload one video and it will show across all placements. So ad type and ad format, what I'm thinking about is video versus image and maybe then carousel thrown in there as like an alternate type if you're just starting out. Canva has a ton of templates you can use for images. They're all fine. Don't stress on that. We typically recommend get in front of your camera, get on your phone, just do some vertical videos talking to the camera. Those almost always perform well. The more casual the better. If you think about what's worked well for you organically or what's working for other people organically, that's what works for ads.
