🚀 This Week's Hacks: Don't forget your frames 🖼️

#1. Optimizing Meta ads for clicks? Stop right now

Jon Loomer points out a common pitfall in Meta advertising: optimizing campaigns for link clicks or page views. This often leads to wasted budget on uninterested users. Instead, you should drive deeper engagement through tailored objectives.

First, move away from optimizing solely for link clicks or landing page views - they don't guarantee genuine interest.

Instead, establish custom events on your website, like scroll depth, time spent, interaction with embedded content, or clicking on internal links. This will help you gauge user engagement.

Then, refine your ad campaigns to optimize for these custom events that are actually engaging users.

This approach enables Meta's algorithm to target users showing real engagement and intent, not just click-happy individuals or bots.

Source: Jon Loomer

#2: Which frame fits?

The way you frame your product or service significantly impacts consumer perception and decision-making. It's actually a psychological concept, called the Framing Effect.

Presenting information the right way can encourage conversions - here's one example of how:

Value Perception: Optimize the way you present discounts based on your product's price point.

• For products priced above $100, display discounts in dollar amounts 

• For those below $100, percentage discounts will seem more appealing

Example: A $200 discount on a $1,000 item appears more enticing than a 20% discount. But a 20% discount on a $10 item seems better than saving $2.

Source: Amos Tversky and Daniel Kahneman

#3. How to hook 'em

Your journey, expertise, and the investments you've made can be your strongest hooks to grab attention and build trust among potential clients.

Here's one of the 8 ideas shared by Ruchi V. on hooks that resonate and establish your authority:

If you've had the privilege of collaborating with industry leaders, leverage their credibility to enhance your own.

Example: “An enriching discussion with Ilan Nass, CEO of Taktical, revealed some eye-opening insights.”

Source: Ruchi V.

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Required Reading:

Your Step-By-Step Guide To Building a Powerful Growth Marketing Strategy

The most successful growth marketing campaigns attract a targeted audience, engage them meaningfully, and nurture them over time to foster loyalty and advocacy. Follow along this guide to build your own growth marketing strategy, step by step.