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- This New Meta Tweak Could Boost Your ROI Overnight š²
This New Meta Tweak Could Boost Your ROI Overnight š²

Hey, itās Kylie, your go-to Content Manager at Adspace. With the holiday season right around the corner, you know what that meansānonstop marketing and a ton of updates to keep track of. Donāt worry, Iāve got you covered. This week, weāre diving into Metaās latest feature that could give your campaigns a serious edge, plus some email marketing tips to make sure youāre not getting lost in the holiday noise. Letās get to it. š
In todayās email:
The Secret Sauce: Stop Sending Emails Like Itās 2009
Platform Benchmarks: Googleās Crisis Mode
Creative Insights: Meta Simplifies Everything. Too Bad Itās More Confusing
Industry News: How to Make Facebook Ads Less Annoying
Brand Highlights: These Brands Get Black Friday. Do You?
Tech Talk: The Future Is HereāAnd Itās Judging Your Purchases

THE SECRET SAUCE š²
Stop Sending Emails Like Itās 2009

I came across this article from Super Office about email marketing, and it had some solid tips and stats. Did you know email marketing delivers a ridiculous $42 for every $1 spent? Thatās better than SEO, PPC, or content marketing. And yet, 70% of brands still donāt bother with basic personalization. Shocking, I know. I ignore most of the emails I getāsomething Iām sure youād never do, dear readerābut this stat got my attention. If you want your email game to go from spammy to mildly intriguing, follow these tips and start standing out.
1. Get Personal šÆ
Nobody wants to feel like just another name on a list. Personalization is essential. Think beyond slapping āHi, [First Name]ā in the subject line. Use your customer data to tailor recommendations, like Amazon does with its eerily accurate āyou might like thisā suggestions. Personalized emails have 6x higher transaction rates.
2. Segment, segment, segment š§āš»
You wouldnāt invite your whole contact list to a local networking event in Boston if half your audience is in Berlin, right? (Well, I hope not.) Segmentation is an essential ingredient for sending relevant emails. By grouping your audience based on location, industry, or behavior, youāll boost open rates, clicks, and revenue.
3. Mobile First, Always š±
Iāve got another fun fact for you: nearly half of all emails are opened on mobile devices. If your email looks like it was designed for Windows 95 on a desktop monitor, itās getting deleted. Make sure your emails are responsive, have short subject lines, and feature big, bold CTAs that even a thumb-swipe enthusiast canāt miss.
4. Test Everything (and Then Test Again) š§Ŗ
Think your subject line is perfect? Test it. Sure your design works? Test it. Testing isnāt just for science nerds; itās how you find out what actually works. Even Obamaās campaign team A/B tested subject lines to raise millions in donations. From sender names to copy length, treat every email like a little experiment.
5. Automate Like a Boss Bot š¤
If youāre not already, stop manually sending emails. Itās 2024. Use automation for welcome messages, abandoned cart reminders, or even re-engagement campaigns. And they can generate up to 24x more revenue. Automation isnāt just a time-saver; itās a money printer.
6. Obsess Over Subject Lines āļø
Your subject line is your first (and maybe last) impression. Nearly 70% of people decide if an email is spam just from the subject. Keep it short, avoid clickbait, and make it irresistible. Whether itās sparking curiosity or offering something valuable, your subject line should stop the scroll.
7. Timing Is Everything ā°
The best email in the world wonāt work if it hits the inbox at the wrong time. Study your audienceās habitsātime zones includedāand A/B test to find the sweet spot. Emails sent from 10-11 am on Tuesdays or Wednesdays tend to perform best. Or go rogue and test early mornings (4-8 am), which surprisingly convert well too.
PLATFORM BENCHMARKS š
Letās Take a Lookā¦

Meta's Mixed Bag: Costs Up, Returns Better
The following metrics compare November 14-21 to the previous week. To start, Metaās performance this week offers a mixed but encouraging picture. CPA is slightly down by 0.16%, making conversions marginally cheaper. However, CPC has increased by 6.61%, so youāre paying more per click.
On the bright side, ROAS is up by 2.94%, signaling better returns on your ad spend. CPM has also risen by 6.01%, indicating more expensive placements. The takeaway? While costs are creeping up, improved ROAS means Meta campaigns are still delivering value, but keep an eye on your click costs.
Google's High-Stakes Week
Google advertisers, brace yourselves. Itās a tough week. CPA has surged by 3.95%, making conversions pricier, while CPC is up by 2.79%, adding to the financial pinch. To make matters worse, ROAS has dropped by 6.35%, meaning your campaigns are pulling in less revenue for every dollar spent. CPM has also increased by 4.59%, further driving up costs. These trends suggest it might be time to reevaluate your bidding strategies and focus on optimizing your ad targeting.
TikTokās Pricey Pivot: Making ROI Work Harder
TikTokās metrics are a rollercoaster this week. CPA is up by a significant 9.17%, and CPC has skyrocketed by 20.17%, making it more expensive to acquire users and drive clicks. Despite these increases, ROAS has ticked up by a modest 0.64%, showing campaigns are still eking out returns. CPM has also risen by 5.41%, signaling fiercer competition for ad space. The takeaway? TikTok remains viable, but rising costs demand sharper, more targeted strategies to make the most of your spend.
Meta holds steady with manageable cost increases and a solid boost in ROAS, while Googleās rising CPA and falling returns are cause for concern. TikTokās high costs could be a red flag, but the slight ROAS uptick offers hope. Choose your platform wisely and adjust your strategies to match this weekās trends.
CREATIVE INSIGHTS š§āšØ
Meta Simplifies Everything. Too Bad Itās More Confusing

Metaās at it again, making things simplerāor, more accurately, forcing us to pretend itās simpler. Say goodbye to the days of juggling metrics like āImpressionsā or āPlaysā across Facebook and Instagram. Now, whether itās a Reel, a photo, or even just a plain text post, it all boils down to one tidy number: Views.
Hereās how this impacts you as a creative decision-maker
Uniform Chaos: Sure, one metric for everything sounds neat, but good luck figuring out whether āViewsā means people are genuinely captivated or just doom-scrolling through your hard work.
Videoās Moment in the Spotlight: Meta swapped āWatch Timeā for āMinutes Viewed,ā but hey, whoās counting? (Apparently not Meta because theyāre rounding now.) Less detail means less insight, so you might have to rely more on gut instinct and less on nuanced data.
High Views ā High Value: That new campaign hitting record views? Donāt break out the champagne yet. Remember, repeat views are now baked inā¦so maybe people love your creatives, or maybe they just fell asleep with their phone in their hand.
Views: Simpler, But More Confusing
Creative choices should be rooted in clear insights, and these changes muddy the waters. If your team uses data to shape campaign strategies, like picking the best videos or visuals, you may need to rethink how you measure success.
This shift means agencies canāt just chase high view counts. Now, the focus needs to be on understanding why content is performing. Is your creative driving genuine engagement, or is it just inflating metrics with repeat views? The answer could impact your next pitch, your clientās ROI, and your reputation for delivering results that matter.
For more information, check out Metaās new information page.
INDUSTRY NEWS š°
How to Make Facebook Ads Less Annoying

Alright, letās get into the nitty-gritty of Facebook ads. If youāve ever watched your Engagement campaigns show up over and over in peopleās feeds and thought, āThis might be too much,ā Facebook has finally given us the power to control that. After years of asking for it, theyāve finally rolled out frequency controls for Engagement campaigns. Better late than never, right?
How It Works
Want to use this shiny new feature? Hereās what you need to do:
Select the Engagement objective. (Simple enough, right?)
In the Conversion Location section, select āOn Your Ad.ā
For Engagement Type, pick āVideo Viewsā because thatās what Facebook is all about these days.
For Performance Goal, go with āMaximize ThruPlay views.ā
If youāve done everything right, youāll see the Frequency Control section pop up like a breath of fresh air.
Once youāve unlocked this, you can choose between Frequency Cap (which limits how many times your audience sees your ad) or Target Frequency (which sets a goal for how many times you want people to see it).
What Does This Mean for Marketers?
Marketers have been begging for this forever, and now, finally, the Meta Gods have smiled upon us. Target Frequency is here for Engagement campaigns, and it's about time. Sure, Facebookās Frequency Cap has been around for a while, but Target Frequency? Thatās a brand-new toy. It wouldāve been nice to have this back when our feeds werenāt so cloggedā¦but weāll take what we can get.
So, hereās how it works: you can set how many times you want to reach someone on average. But, of course, thereās a catch. Youāll need a lifetime budget, a campaign running for at least seven days, and no bid strategies. So, if youāre scrambling to get a campaign out the door, youāre out of luck.
But, if you have the time and budget to test it, go ahead and thank Lord Zuckerberg for this little gift. Now you can actually control how many times your ad shows up in front of the same person, without feeling annoying.
Should You Use It?
Honestly, it depends on your campaign goals. Some advertisers will love the ability to restrict frequency. But remember, restricting reach could also lead to lower results. Still, if you have a specific reason to limit your audience exposure (maybe youāre targeting a niche group, or you donāt want to annoy the same 50 people), this feature might be a game-changer.
Check out Jon Loomerās article for more information on this development.
BRAND HIGHLIGHTS š
These Brands Get Black Friday. Do You?

Ah, Black Friday. The scent of capitalism is in the air. In honor of Americaās favorite holiday, I wanted to do something a bit different in this edition of Brand Highlights, and feature some of the most effective campaigns that went beyond the usual ā50% OFF.ā
These brands figured out what actually makes Black Friday memorable. If you're looking to stand out during the annual rush at Walmart, these tactics are a good place to start.
Patagoniaās āDonāt Buy This Jacketā
Who says Black Friday is all about buying? Patagonia flipped the script with an anti-consumerism message that urged shoppers to think twice before making a purchase. The bold, counterintuitive ad was a full-page spread in The New York Times, highlighting the environmental cost of producing the jacket. Despite urging people not to buy, sales jumped 30%, proving that authenticity and purpose can actually boost your bottom line.
Googleās #BlackOwnedFriday
Google advocated for Black-owned businesses with its #BlackOwnedFriday campaign. By partnering with Black artists to create music videos highlighting these businesses, Google turned Black Friday into a platform for support and social change. The result? A 300% increase in online conversations about Black-owned businesses.
IKEAās #BuybackFriday
IKEA decided Black Friday didnāt have to be all about the frenzy of new stuff. Instead, they made it about getting rid of your old stuff. With #BuybackFriday, they let customers sell back their old furniture for store vouchers. Kudos to IKEA for turning a capitalist holiday into a sustainability moment, while still getting people to buy more furniture theyāll probably replace in a year.
Glossierās āOnly Sale of the Yearā
Glossier nailed the art of scarcity with their āOnly Sale of the Yearā campaign. By offering discounts just once annually, they built a sense of exclusivity and urgency around Black Friday. It wasnāt just a sale; it was the event of the year, and customers knew it. This tactic paid off, driving sales and strengthening the brandās connection with its core audience.
Kohlās Super-Cash
Kohlās took a different route by introducing āKohlās Cashā during Black Friday. They decided to offer customers rewards for future purchases rather than just discounts. The result? Not only did shoppers snap up deals in the moment, but they were incentivized to return post-holiday to use their rewards. Itās a smart move that kept the momentum going, turning Black Friday into more of a long-term strategy for customer retention than just a one-time sale.
If you havenāt launched your Black Friday campaigns yet, well, itās definitely too late. But hey, thereās always next year! Take this as a chance to learn from what worked (and didnāt) for others, and come back next year with a sharper strategy.
TECH TALK š¤
The Future Is HereāAnd Itās Judging Your Purchases

Google is testing a new AI-powered sales assistant to make online shopping feel like youāre chatting with a personal salesperson, but without the small talk. This new feature, titled āGet help from Googleās sales assistant,ā will show up in ecommerce search results and offer AI-driven product suggestions based on your questions. Now you can get personalized recommendations served straight to your chat window.
Chat Your Way to a Sale
Hereās how it works: when users click on branded organic sitelinks in search results, a chat window opens where they can ask questions. The AI assistant then serves product results based on the retailerās free listings data. The featureās still in beta, so itās unclear whether retailers can opt in or if itās just being rolled out automatically. But if it catches on, it could be a total breakthrough.
Pay Attention, Marketers
So why should you care? If this becomes mainstream, it could completely reshape the sales funnel. Instead of the usual click through and browsing process, customers will be engaging in personalized conversations that seamlessly lead to product purchases.
For marketers, that means itās no longer just about SEO or traditional ads. Now, youāll need to think about positioning your products in a chat interface where the AI could recommend them directly to shoppers. Itās not just about showing up in search results anymore. Itās about making sure your product is the AIās top pick.
The Future of Shopping: Chatbots and AI Assistants
If this takes off (and Googleās track record suggests it could), the AI assistant could become the next big thing in online shopping. That means itās time to consider how youāll integrate into these AI-driven conversations.
If youāre not in the chat, youāre not in the sale. So get ready to rethink how you approach product visibility, customer interaction, and even ad spend. This is one digital shift that could leave your competitors behind if you donāt get in on the ground floor.
Check out Search Engine Roundtableās article for more information.
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