Interest-based Audiences Going Away on Meta Ads

Welcome to this issue of The DTC Insider newsletter. 👋

We'll send you weekly emails, every Wednesday, trying our best to deliver great value to your inbox.

In this newsletter, you'll find:

💠 Interest-based Audiences Going Away on Meta Ads

💠 How To Get "Crazy Ideas"

💠 Jon Loomer’s Take on the Evolution of Paid Ads and The Importance of Short-form Video

Interest-based Audiences Going Away on Meta Ads

Meta announced they'll remove more interests by January 15th.

While they don't detail which interests they're removing, it's another move towards interest-free audiences on this platform.

In Meta's words, they are "removing or consolidating some detailed targeting options that relate to topics people may perceive as sensitive".

It was years ago when advertisers had their own audiences written in a notebook, only saved for themselves and their team, to reuse across accounts (heck, I did it too).

For example, "Parents", "Home owners", "Influencers in X industry", and so many more, each one with A LOT of related interests.

Ha...the good ol' days.

Anyway, sorry for that.

Now, these are the days for the ads to do the heavy lifting.

Not the audiences.

I'm sure you've seen the trend...

Broad audiences typically work great (nobody would have guessed that a few years ago).

And many times - with the Catalog ads - we don't even control what the user will see.

Why should we?

Well, those in favor claim that by not controlling the message, we lose some of the "brand" aspect.

And, I must say, they have a point.

But, on the flip side, why fix what works?

Test and then see what works for your business, empirically, at least that's how I operate.

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How To Get "Crazy Ideas"

Last week I spoke with a mentee who is a growth marketer in a DTC brand.

He told me they were struggling with customer retention.

The challenge? They sell only 1 non-replenishable product. That's it.

When I walked through my answer, he loved it and said:

"Where do you get those crazy ideas from?", "How can I think of those too?"

Although I'm a little bit crazy 😝 , my ideas are only a result of:

👉 Being in the trenches for over a decade

👉 Following a process

Want to know what I told him, and the process I follow?

Ok, since you asked... 😂

Here's what I'd do in their place:

👨‍👩‍👧‍👦 SEGMENT THE AUDIENCE:

Potential segments:

- Those who buy for themselves: they're not likely to buy again, unless there's another product they could buy.

- Those who buy it as a gift for someone else: they can buy many of these.

- Those who buy it for corporate gifts (B2B?)

💎 UNDERSTAND WHAT EACH SEGMENT WANTS:

- Why do they choose to buy this product?

- What do they value?

- What other products would they need that this brand could offer to them?

📢 SEGMENT THE MESSAGE:

Those 3 above-mentioned segments care about different things.

So, don't yell the same thing to everyone in your marketing (ads, email, etc.).

ie. in the post-purchase flow, you'd want to educate your customers on how to use your product (for them, this makes sense). But, I wouldn't do it if that customer bought it for someone else. They wouldn't care.

As you can see, these are all BASIC things to do.

Yet, many brands are still falling into the trap of treating every customer as if they were the same.

Jon Loomer’s Take on the Evolution of Paid Ads and The Importance of Short-form Video

On this episode of The DTC Insider podcast, Brian Roisentul interviews the one and only, Jon Loomer.

We're sure that almost everyone in the advertising space knows who he is, but if you don’t, he’s the OG on Facebook Ads.

We recorded an episode a year ago, so we're interested in knowing what changed in 2023 on Meta Ads, what worked, what didn’t, and many other exciting things we’ll discuss today.

We discussed:

👉 Joom Loomer's long-form video tips and secrets to publish a video every day of the year.

👉 His content creation routine and the best-performing platforms

👉 2023 changes in Meta Ads

👉 Favorite Meta Ads' new features

👉 How advertising agencies need to evolve in 2024

👉 Recommendations for media buyers in 2024

🎧 Tune in to our latest episode: https://thedtcinsider.com/

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