Optimizing While Navigating Restrictions

Introducing Vicki

When launching new campaigns, especially in restricted content fields, it can feel like a cat and mouse game of between Meta and the client. In reality, there is a delicate line that can be walked in order to succeed. When I was handed this client, their long time front woman, Vicki Gunvalson, had just produced a slew of new creative ready to launch. However, the campaigns that had previously been used had been blocked by Meta.

The Plan

Meta has always had a carve out for categories that they believe to be at higher risk towards its users. The Special Ad Categories allows these ads to be present on an account but do not allow for the specialized targeting and audience creation that helps ignite a campaigns success. So, in order to achieve the clients needs while satisfying Meta, a multi-pronged strategy was implement. Included in this strategy was new ad copy and creative launched in an A/B testing format was the first step. Utilizing the wide scope the Special Ad Categories operates in, the campaigns were broken out per creative with specialized ad copy and secondary campaigns were created with generalized ad copy. Using the clients previous data and target demographics I was able to create an audience that would be targeted after being served the initial campaign, to which the CTA (Call To Action) drove them to a landing page form fill.

Success

Over a nine month period the campaigns continued to break out in success while holding a frequency rate under three per ad. With the continued creative updates as well as ad copy renewal the client was able to see a large uptick in inquiries from qualified candidates. Overall, due to this campaigns success, a larger monthly budget was allocated after the ninety day test period which saw the campaigns surge right in time for peak season.