Funnel Vision Issue #012

Happy Friday! Welcome back to Funnel Vision, the weekly newsletter that puts performance creative & growth marketing in focus. Brought to you by the crew at Ready Set.

Howdy! We’re talking Meta this week. A lot’s happened with the social giant recently, making our recent conversation with Cody Plofker particularly timely (more below).

In today’s newsletter:

🧐 How recent (and upcoming) changes affect your ad campaigns
🗞️ The news all marketers need to know
💅 Breaking down a high-performing Meta ad

Let’s get the vision.

Reading time: 5 minutes

12 eyebrow-raising insights on the future of Meta ads

Earlier this week Cody Plofker joined us for a conversation on the State of Meta.

It. Was. Electric! ⚡

The insights-per-minute ratio was off the charts. 

While it’s impossible to list all the takeaways here (though you can catch them all in the replay) we did distill down the top 12.

Here’s what you need to know about the current state of Meta advertising.

1. Incrementality is the way forward

Meta is testing incrementality-based attribution to more accurately measure the influence of ads on revenue.

This will allow advertisers to optimize for purchases that wouldn't have occurred without the ad, even if those purchases aren't reflected in standard attribution.

💡 Incrementality is the flavor of the minute for Meta, and in Cody’s opinion, the most important capability they’re currently developing.

2. New feature: Integrating offline conversion data

In a super recent update that’s sure to excite brick-and-mortar retailers, Meta is beta-testing a feature that integrates offline sales data into attribution models.

By passing back point-of-sale purchase data via an offline Conversions API (CAPI), ads can be optimized for both online and offline conversions.

3. Creative diversity is the single most important factor

As Meta gets better at getting ads in front of the right audience, creative is increasingly the most important factor still in advertisers’ control.

Specifically, creative diversity—which Cody defines as a variety of concepts and styles to the point where your ads almost don’t look like they’re from the same brand.

4. Optimize for contribution margin and profitability

Meta is slowly orienting their systems to move beyond simple ROAS or conversion metrics to better help advertisers optimize for profitability metrics like contribution margin and predicted lifetime value (PLTV).

Keyword: slowly.

Some additional analysis outside of Meta’s reporting tools (that incorporates non-advertising costs like shipping) is still required to guide smarter ad spend decisions.

5. Meta’s AI tools “aren’t ready for prime time”

While Cody says Meta’s generative AI are impressive, he’s cautious about their use in creative right now—and encourages advertisers to adopt a similar approach.

That said, he also advises marketers to pay attention to Meta’s AI developments as it’s likely to become more important in the future. 

6. Test new Meta features in a sandbox before widespread adoption

We all know Meta’s constantly coming out with new stuff, but how do we know if they’ll actually improve performance?

Cody advises testing new tools in a controlled environment using conversion lift and holdout testing to evaluate how performance is affected. Only roll out to the broader at set if you see the results you want.

7. Media buying is evolving

As Meta’s ad tools improve and more tasks are automated by the sophisticated algorithm, the role of the media buyer is becoming less tactical and more strategic.

Rather than spending time in the weeds tweaking audiences, media buying is now more focused on broader strategic testing and aligning performance with company financial goals.

8. Regularly swap out creative

Consistent testing and fresh creative are essential for identifying high-performing ads.

Cody’s team likes to refresh creative weekly, giving ads 3–7 days to run before analyzing performance data and deciding whether to scale spend or turn it off.

9. Broad targeting > specific audience targeting

More and more industry experts recommend broad targeting as a best practice, and Cody is no exception.

For example: Rather than target mothers in their 40s, instead create an ad with a mom in it and let Meta’s algorithm work its magic to find the right audience.

Create ads that speak to the problems and desires of your audience—this is what’s meant by “creative is the new targeting”.

10. Simple ads remain effective

Static ads can still perform well, especially for audience segments that prefer this format over video content. The same can be said for simple, DIY-style ads.

“There’s so much you can do with an iPhone and Canva. Don’t let lack of budget stop you,” says Cody.

Hey, if Jones Road Beauty can do it, so can you.

11. Outsourcing creative can unlock new perspectives

There’s only so much internal teams can do to achieve the creative diversity required for successful advertising.

Cody addresses this by collaborating with agencies and creators who bring fresh perspectives, cross-brand insights, and specific expertise to the table.

12. Stay informed of Meta’s updates but implement selectively

Not all new features are important or effective.

Just like any software company, Meta knows the importance of teasing and hyping new releases to keep customers (i.e. you) engaged.

Cody recommends keeping abreast of these changes, but test them carefully and strategically before implementing them widely.

CLICKABLE LINKS

😎 Here’s everything announced at this week’s Meta Connect, including a whole lot of AI news and the new Orion AR glasses. (Anyone else think they look like they were designed by Edna Mode?)

🎤 LinkedIn removes its Top Voices badge for contributing to collaborative articles, much to the chagrin of a select group of experts. The invite-only blue Top Voices remains for the select select few.

👟 Nike’s beleaguered CEO steps down after a period of faltering growth, including the company’s worst day in it’s 60-year history back in July when it lost $28B in a single day. On a more inspiring note, the incoming CEO started at Nike as an intern in the 80s.

AD OF THE WEEK ✨

We’re mixing it up a little this week. This week’s ad of the week is NOT one of ours.

It’s from Jones Road Beauty, and was one of the creatives Cody shared during this week’s masterclass.

Let’s break it down.

Why it works

👵 The speaker immediately establishes credibility by stating her age (63), appealing directly to the target demographic.

🎭 Visual of a drawer full of expensive, unused foundations creates an instantly relatable moment for many viewers.

🔍 "Look at my skin" invites the audience to examine closely, building confidence in the product's effectiveness.

⏱️ Emphasizes time-saving benefits, addressing a common pain point in beauty routines.

💄 Highlights versatility by mentioning it replaces multiple products (moisturizer, primer, powder).

This ad works because it authentically addresses the frustrations of older women with traditional foundations, offering a solution that promises to simplify routines while enhancing natural beauty.

Takeaways:

• Authenticity sells. The speaker's genuine enthusiasm and relatable story resonate more than polished marketing speak.

• Demonstrate, don't just tell. The ad invites viewers to look closely at the results, building credibility.

• Address specific pain points. By focusing on issues unique to mature skin, the ad speaks directly to its target audience.

Thanks for reading!

Welcome to a bunch of new readers this week. Hey there!

The goal of this newsletter is to equip you with the latest insights on performance marketing to help you elevate your creative, your brand, and your career.

If that sounds like something you’d like, I hope you stick around!

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