Meta recently announced a significant update to its attribution capabilities, introducing Engaged-view attribution. This move marks a pivotal shift in how advertisers can measure and optimize campaign performance.

What is Engaged-view Attribution?

Engaged-view allows advertisers to attribute conversions to users who watched at least 10 seconds of a video ad (or nearly the entire video if it’s shorter than 10 seconds) but did not click.

Previously, if a user watched an impactful video, didn’t click immediately, but purchased later that day via a direct search, the video ad might not have received the credit it deserved. With Engaged-view, Meta is bridging that data gap, providing a more holistic view of the customer journey.

Why This Matters For Your Strategy

We see this as more than just a new metric; it is a fundamental shift in performance measurement:

1. Validating Top-of-Funnel Impact: Video is often a discovery tool. Engaged-view proves that video content influences purchasing decisions even when it doesn’t result in an immediate click.

2. Improved Optimization: By feeding more accurate conversion data back into Meta’s algorithm, campaigns can optimize for users who are genuinely interested in your brand, leading to better long-term ROI.

3. Parity with Industry Standards: This update brings Meta in line with YouTube’s “Engaged-view conversions,” allowing for more consistent cross-platform reporting.

Navigating the New Landscape

While these updates provide deeper insights, they also require a more nuanced approach to data analysis. Attribution is no longer a “one size fits all” model. To truly scale, brands must look beyond surface-level metrics and understand how different touchpoints—from the first “engaged view” to the final click—work together.

At Bricks and Clicks, we specialize in interpreting these complex data shifts to ensure your ad spend is working as hard as possible.

Is your attribution model capturing the full value of your video content? Speak to our team to audit your current strategy.

If you’re running Meta ads and haven’t adjusted your strategy in the last six months, you’re already behind.

Meta has quietly rolled out Andromeda, a complete overhaul of how ads are delivered on Facebook and Instagram. This isn’t just another algorithm tweak or feature update—it’s a fundamental shift in how the platform connects businesses with customers.

What is Andromeda?

Think of Andromeda as Meta’s new matchmaking system for ads.

Previously, Meta’s system would look at your targeting parameters and show your ads to people who fit those criteria. It was like casting a fishing net in a specific area and hoping the right fish swam by.

Andromeda works differently. It’s the first stage of ad delivery—called “retrieval”—where Meta narrows down tens of millions of potential ads to a shortlist of a few thousand that might be shown to a specific user.

Meta uses a helpful analogy: imagine having a personal concierge who doesn’t just know you like shoes, but knows you prefer red flip-flops specifically for beach outings. That’s the level of personalization Andromeda enables.

The technical details involve new hardware and AI systems that process information 10,000 times faster than before. But what matters to you as a marketer is this: the system can now handle far more creative variations and make smarter, more personalized decisions about who sees what.

3 Big Changes You Need To Know

1. Targeting Is No Longer Your Job

For years, we obsessed over audience parameters. Age ranges, interests, behaviors, lookalike percentages—we treated these settings like precision instruments.

That era is over.

With Andromeda, Meta’s AI handles targeting automatically. Your detailed audience selections aren’t just less effective—they’re actually limiting the system’s ability to find your best customers.

The new approach: Broad targeting wins. Give Meta the room to learn and optimize. Your 35-54-year-old female audience interested in “wellness” and “organic food”? That’s probably costing you customers you didn’t even know existed.

2. Creative Has Become Your Targeting

Here’s the paradigm shift: your ads are now your audience selection tool.

Every headline, image, video hook, and value proposition sends signals to Andromeda about who should see that specific ad. The system studies which creative resonates with which users and routes it accordingly.

This means you’re no longer looking for the “winning ad” that beats all others. Different ads will win with different people. A testimonial video might crush it for one segment while a product demo performs better for another—and Andromeda figures this out automatically.

The strategic implication: Stop testing for “the winner.” Start building a diverse creative library that speaks to different customer types, pain points, and purchase motivations.

3. Simplicity Beats Complexity

The most successful campaigns under Andromeda look surprisingly simple:

• One campaign per objective
• One ad set (maybe two)
• Broad or open targeting
• Multiple diverse ads (10-20+)

Gone are the days of complex campaign structures with dozens of ad sets targeting micro-segments. That approach starves each ad set of data and prevents Meta’s AI from learning efficiently.

The modern structure consolidates budget and lets automation work. You spend less time managing campaign architecture and more time on what actually moves the needle: creative and conversion optimization.

Creative Diversification You Need To Know

Meta keeps emphasizing “creative diversification,” but what does that look like in practice?

It’s not about making five versions of the same ad with slightly different headlines. Real diversification means creating ads that differ in meaningful ways:

Different concepts and angles:

• Problem/solution approach
• Customer testimonials
• Product demonstrations
• Educational content
• Emotional storytelling

Different formats:

• Short-form video (under 15 seconds)
• Long-form explainer videos
• Static images
• Carousels
• User-generated content

Different personas and pain points:

• First-time buyers vs. repeat customers
• Budget-conscious vs. premium seekers
• Different use cases for your product

The goal is to give Andromeda options. When you provide diverse creative, the system can match the right message with the right person at the right moment. When you provide identical ads with minor tweaks, you’re just creating noise.

The Practical Game Plan

Simplify your campaign structure

• Consolidate fragmented campaigns
• Use one ad set with broad targeting
• Enable Advantage+ campaign features

Invest in creative production

• Aim for 3-4 unique ads per campaign (not variations—unique concepts)
• Test different hooks in the first 3 seconds
• Speak to different customer motivations

Change your testing mindset

• Stop looking for “the winner”
• Monitor which ads perform for which objectives
• Refresh creative every 1-2 weeks to prevent fatigue
• Focus on metrics that matter: ROAS, CAC, MER

Trust the system (but verify)

• Give campaigns time to learn (at least 7 days)
• Don’t panic over day-to-day fluctuations
• Make decisions based on statistical significance
• Remember: the algorithm is only as good as the creative you feed it

Conclusion

All of this leads to a simple truth: success under Andromeda demands both smarter strategy and richer creative—delivered at scale and guided by real insight.

This is where Bricks & Clicks Spark AI becomes a decisive advantage. Built to decode fast-moving audience behaviours and platform pattern changes, Spark AI turns complex data into clear, actionable ad strategies that help brands spend smarter and grow faster under systems like Andromeda. More importantly, it delivers a library of diverse, proven creative and messaging angles tailored to different audience mindsets, enabling teams to produce the volume and variety that Meta’s newer models reward. The result is a future-proofed approach to social advertising: sharper insights, stronger creative, and a continuous learning engine that keeps you ahead of every algorithm shift—not behind it.

Every year, the internet is flooded with “must-watch” digital marketing trends. But not all trends are created equal, and not all of them deliver results. At B&C, we don’t jump on every bandwagon – we follow what’s strategic, scalable, and proven to work. 

So, what’s worth paying attention to in 2025? These five digital marketing trends are more than just buzzwords – they’re changing the way brands connect, convert, and grow.

Introduction

To help businesses better understand and measure the impact of their TikTok ads, the platform has introduced a new tool called Engaged View-through Attribution (EVTA). When a viewer watches a video ad for at least six seconds, it counts as an engaged view. EVTA tracks conversions that occur from engaged views and within a seven-day attribution period.

How the Engaged View-through Attribution (EVTA) Tool Can Boost Your TikTok Ads Performance

The EVTA tool offers several benefits that can significantly boost the performance of your TikTok ads. Firstly, it provides you with a more comprehensive view of your ad campaigns by tracking not only direct clicks but also view-through conversions. This means you can measure the impact of your ads even if users don’t click on them right away. By understanding these view-through conversions, you can better evaluate the effectiveness of your creative content and make necessary improvements.

Secondly, the EVTA tool allows you to optimize your targeting and ad placements. With the data collected, you can identify which audiences are more likely to convert and adjust your targeting accordingly. You can also analyze which ad placements generate the highest engagement and allocate your budget accordingly. By optimizing your targeting and ad placements, you can maximize your return on investment (ROI) and achieve better results with your TikTok ads.

Lastly, the EVTA tool enables you to track the customer journey and identify touchpoints that lead to conversions. By understanding the user’s path to conversion, you can identify any gaps or bottlenecks in your marketing funnel and make improvements. For example, if you notice a high drop-off rate after users watch your ad, you can experiment with different call-to-actions or landing pages to encourage conversions. This level of insight allows you to refine your marketing strategy and create a seamless user experience that drives more conversions.

Best Practices for Using the EVTA Tool Effectively

To make the most out of the EVTA tool and maximize the performance of your TikTok ads, consider the following best practices:

1. Track Multiple Conversion Events: Don’t limit yourself to tracking just one conversion event. By tracking multiple events, you can gain deeper insights into user behavior and optimize your campaigns accordingly. For example, you can track both purchases and newsletter sign-ups to understand different stages of the customer journey.
2. Segment Your Audience: Instead of targeting a broad audience, consider segmenting your audience based on demographics, interests, or behaviors. This allows you to deliver more personalized ads and increase the chances of conversion. Use the data provided by the EVTA tool to identify high-performing segments and allocate your budget accordingly.
3. Test Different Ad Creatives: Experiment with different ad creatives to find what resonates best with your target audience. Use the EVTA tool to analyze the performance of each creative and make data-driven decisions on which ones to scale or discontinue.
4. Optimize for Mobile: Ensure that your ad creative is visually appealing, easy to understand, and fits well within the vertical format of TikTok. Consider using subtitles or captions to make your message clear, even without sound.

Conclusion

TikTok has grown to be a powerful platform for brands to reach and engage with customers in recent years. By understanding the importance of TikTok conversions and leveraging tools like the Engaged View-through Attribution (EVTA) tool, you can get more out of your TikTok ads and drive more conversions.

Bricks & Clicks is a preferred strategic partner of TikTok. You may reach out to us on setting up the EVTA tool, or measuring the success of your digital marketing campaigns, or implementing best practices and maximizing your success on the platform.

How principles of behavioral science can positively impact marketing campaigns, leading to increased conversions and ROI. 

In Part 1 of this series, we proposed that behavioral science is the driver behind every successful idea. 

Put it in a different context, marketing is a creative profession but so is architecture. Architects design iconic buildings like the Petronas Twin Towers or the Sydney Opera House, but within the framework of physical laws. (This illustration is referenced from How Brands Grow, by Bryan Sharp).

Marketing operates under the laws of behavioral science. Marketing is far less unpredictable than we assume. These behaviors can be best understood by understanding how buyers buy. As a recap, we covered the Fear of Missing Out, the Paradox of Choice, and Call To Action in our first article in the series. Read Part 1 here. 

At BRICKS AND CLICKS, we have run hundreds of marketing campaigns for our clients, generating effective results through the use of these principles. 

Let’s dive in.

Social Proofing

When shopping online for a product on Amazon or Lazada, the one thing we always check is the reviews. What buyers are doing here is that when uncertain of the right action or decision to make, they are looking at what other people are doing. 

Social proof is the phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. We assume that the people around us; friends, family, and even celebrities, have more knowledge about what should be done. 

In delivering campaigns for our clients, we found that social proof is highly effective in moving people down the funnel in the buyer’s journey to the decision stage. A great application of social proof is in case studies. Take this example which we did for a client in the B2B space. Out of the 8 ads that we ran for them, which includes those with case studies and without, the ads that performed well with the highest click-through rate and conversion rate were those that had case studies. 

For every ad with a case study as social proof, we found they performed on average 30% better in Click Through Rates, and 20% higher in conversion. 

Point: Supply evidence from past customers to encourage consumers towards a decision. 

Framing Effect

The framing effect refers to how our decisions are influenced by the way options are presented to us. That’s how our brains work, we don’t make decisions based on just the facts. Options can look more or less attractive by how it’s ‘framed’, using words or symbols to reflect a positive gain or a negative loss.

In our previous article, we shared how loss aversion, or the Fear of Missing Out, can drive behaviors from buyers to not miss out on a deal.

For the same campaign, we used the framing effect that added further emphasis on the loss that potential buyers might miss out on. This was achieved by simply using the three brands’ iconic logo in the ad campaign.

The positive brand associations not only increased the positive attitude towards the sales event. But the option of missing out, framed in the context of missing out on some great deals with great brands, generating a two to three times increase in sales overall.

Point: Frame your offers positively or negatively, to change people’s minds.

Information Gap Theory

The information gap theory is the theory about making decisions under deep uncertainty. First developed by George Loewenstein in the early 90s, he states that we are most curious when we know a little about a subject (our curiosity has been piqued) but not too much (we’re still uncertain about the answer). In simpler terms, the right amount of information can greatly increase one’s curiosity.

This information gap theory finds its most obvious use in landing pages. Using this theory, we tweak landing pages to contain just the right amount of information to pique a consumer’s desire or curiosity, but just enough to take action such as submitting a form.

At BRICKS & CLICKS, we have used it in good measure for our landing pages and website content. What we aim to do is to present just the right amount of information that’s sufficiently important, appealing, and encourage the audience to act. Actions that we encourage audiences to take could be for example; to enquire, to stay tuned, to follow a brand’s social media account, to place a reservation, and more.

When applied to our campaigns, we observed higher re-engagement and conversion rates overall.

Point: Provide just the right amount of information to make even Goldilocks curious.

Recap

Let’s recap the 3 main points and the relevant questions to ask:

1. Social Proofing – Are there testimonials, case studies, or social proof from customers?
2. Framing Effect – What angle are you framing your offers to consumers?
3. Information Gap Theory – Are your ads piquing consumer’s curiosity?

If all of this seems like rocket science to you, let the digital marketing experts at BRICKS AND CLICKS help you deliver results on your marketing campaigns. Click here to get a free consultation with us.

Here are more useful links:

• Learn more about our Social Media 360 services
• See our past work for Online Video Marketing
• Meet the team behind Bricks and Clicks

We explore the science behind increasing conversion in your marketing campaigns using principles from psychology and behavioural science.

What are the ingredients for a successful digital marketing campaign? 

You might think of the beautiful typography, gorgeous art, and great design in the ads that fill up your feed. While it is common to associate marketing as an art form, effective marketing is more science than art. Behavioral science now drives every successful marketing campaign. It is not a coincidence that there’s a growing interest in the field of behavioral science and the increased popularity of authors such as Dan Ariely, Daniel Kahneman, and Robert Cialdini, especially in recent years. 

Behavioral science now leads the way for effective marketing as it gives us insight into fundamental human behaviors such as decision making and buyer behavior. Successful marketing is about knowing the consumer. It means tapping into the consumers’ needs, desires, and motivations to act.

At BRICKS AND CLICKS, we’ve run hundreds of campaigns over the years for our clients. For each campaign, who we reach out to are significantly different and specific. Each campaign targets different groups that differ based on demographics, lifestyles, and preferences.

However, we observed that the consumers shared the same set of ‘drivers’ in their decision-making process. It turns out that people are very similar in how they are wired. 

In this blog series, we will show you how we have utilized these behavioral science principles in our digital marketing campaigns with proven results. 

The Paradox of Choice

Go to any supermarket today, you will likely find dozens of brands of toothpaste, more than a handful of brands for peanut butter, and likely hundreds of choices for cereals. This highlights that we live in an age where we have more choices than ever before.  Not only are consumers bombarded with information on the internet and in social media, but they are also overwhelmed with choices. 

The paradox of choice refers to how our brains work when encountered with choices. Having an abundance of choices or options will put our brains through a complex decision-making process and eventually lead to an increase in anxiety and indecision. Consumers end up with analysis paralysis, where overthinking leads to no decision at all. 

To encourage decision rather than indecision, we applied the ‘less is more’ approach when we embarked on a lead generation campaign for one of our clients. Rather than promoting all of the services our client offers, we narrowed it down to the 3 best-selling services and have them featured on our ads as well as on the landing page.

At the end of our campaign, we observed that this approach of reducing options for consumers has led to a double-digit conversion rate for the client. 

Point: When helping consumers make decisions, use the ‘less is more’ approach. 

Fear of Missing Out (FOMO)

Fear of missing out (FOMO) refers to anxiety or motivation consumers feel when they want to belong to some group, event, or even a moment that others are posting about. Fear of missing out is also defined as the fear of regret. 

For one of our clients, we needed to promote awareness and drive foot traffic to a handful of offline sales events. To maximise the turnout for these events, we applied the FOMO principle in our marketing campaigns, specifically to our ad copies as well as our visuals. 

In all these campaigns, we observed that highlighting the opportunity cost of forgoing the event and showcasing the number of people who were at the events was enough to generate a steady stream of customers throughout the event duration.

Point: Show what people are missing out on to generate interest.

Call To Action (CTA)

Call to Action, or CTA, are copy or design elements that are used to encourage action on the part of the consumer. 

What makes a CTA effective is helping people know what to do next. It is because our minds are wired in a way that we have expectations, anticipations, curiosity, and a sense of reward. 

We applied this science to a campaign we ran for one of our clients intending to build a customer database. 

In our creatives for the campaign, we made sure that we used: 

• Bold colours and fonts 
• Catchy copy that increases curiosity and the promise of reward
• Eye-catching elements with the abundant use of fried chicken in the visual
• Action-based verbs (ie. sign up now) in the CTA button
• Movement, in this case a hover effect, to highlight the CTA button

As a result of applying these principles to the campaign, we successfully grew the customer database to thousands in just a matter of months with a low acquisition cost.

Point: Make the action you want consumers to take obvious.

Recap

Let’s recap the 3 main points and the relevant questions to ask: 

1. The Paradox of Choice – Are the choice of offerings making it easier for consumers? 
2. Fear of Missing Out – Do your ads trigger a fear of missing out?
3. Call to action – Are your next actions obvious?

If this blog has been helpful, look out for part 2 in this series that will explore the science behind social proofing, framing effects & information gap. 

Do you need help to maximise the effectiveness of your paid advertising? BRICKS AND CLICKS help you deliver results on your marketing campaigns.

Here are more useful links: 

• Learn more about our Social Media 360 services 
• See our past work for Online Video Marketing
• Meet the team behind Bricks and Clicks

Amidst a global pandemic, TikTok has been the most downloaded app in 2020. Here are a few tips on how you can optimise your ads on the trending platform.

The Rise of TikTok

Advertisers and marketers are now taking TikTok seriously as a platform to reach a brand new audience.

TikTok, a short-form video app, is the fastest growing social media platform with more than 2 billion downloads. The app has surged in popularity amidst a global pandemic, with many users reaching for their phones to be entertained and to connect with others.

Source: SensorTower

What makes it unique is that the majority of its users are below 35 years old, which provides a unique opportunity for advertisers targeting the Millennials and Gen Z audience.

How to Optimise Your Ads On TikTok

If you have decided to go all-in on TikTok advertising, here are 6 best practices of TikTok that you should know before creating ads on the platform.

1) Prioritise vertical and mobile-friendly videos

Using the right aspect ratio for your ads will help them deliver more impact on the platform. 

Vertical ads have much more visual impact and can look like part of the feed, as opposed to horizontal video ads that might look skewed or get cut off at the margins.

2) Keep the video length short

While video lengths of 5 to 60 seconds are allowed, TikTok recommends 9 to 15 seconds for their video ad content. 

3) Catch users attention during the first 3 seconds of the video

The most successful videos capture users’ attention during the first 3 seconds. While it may seem like common sense, it’s worth stating that users have short attention spans. 

Interesting and engaging content is crucial to avoid users swiping or scrolling past your ad.

Ask yourself how you can get users to stay and watch your video ad? Start with an attention-grabbing visual to hook in viewers. 

4) Center all important elements

TikTok typically obscures the outer margins of frames. 

In editing your videos, keep all the important elements of your advertisement centered. This could include your brand logo, brand name, and call to action.

Here’s a bonus tip; make the aesthetics of the video coherent with the landing page and are contextually similar.

5) Include background music and subtitles

TikTok requires audio settings to be turned on. Adding background music clips to your ads is essential. 

Ensure your videos make sense without sound. Users may engage with a video without audio; so make sure the value is clear with either setting. Consider adding subtitles or captions for users that browse TikTok with sound off.

6) Include a Call To Action (CTA)

A clear and direct call to action, telling the user the next steps to take are crucial to improving your ROI from TikTok Ads. 

Click Here for a sample of Call To Actions provided by TikTok

Summary

In summary, the 6 best practices are: 

1. Prioritise vertical and mobile-friendly videos
2. Keep the video length short
3. Catch users attention during the first 3 seconds of the video
4. Center all important elements
5. Include background music and subtitles
6. Include a Call To Action (CTA)

Want to make the most of your advertising spend on TikTok? At BRICKS AND CLICKS, we help businesses maximise the ROI of their marketing initiatives.

Here are more useful links: 

• Learn more about our Social Media 360 services 
• See our past work for Online Video Marketing
• Meet the team behind Bricks and Clicks

Are you looking to perfect your social media marketing strategy for your brand or business? Many find social media marketing a daunting task, but once you break it down, it can be a huge success. This kind of marketing is a powerful way to reach prospects, customers and create content that is valuable to your target audience and following. If you aren’t already active on social media, you can bet that your competitors are, and they are talking to your potential customers through Facebook, Instagram, Twitter, Tik Tok, and far beyond! Don’t miss out on the many opportunities afforded to marketers through social media. Keep reading to learn how you can create a compelling and successful social media marketing strategy.

#1 Set Clear Goals 

An essential factor to creating a social media campaign that delivers excellent results is fully realizing and understanding your goals. At this point, you have to ask yourself, “What do I want from social media?”. It is critical to determine if you are looking to increase brand awareness, generate new leads and sales, grow your brand’s audience, boost engagement, or drive more traffic to your site. 

Your goals will determine how you approach your social media strategy. While some of these goals may seem similar, they require vastly different strategies. Without a clear idea of what you or your business is trying to accomplish, it will be much more challenging to create a strategy that leads to the desired result. Setting clear goals is the only way to start your marketing strategy on the right foot. 

#2 Know Your Target Audience

The only way to create an effective social media marketing strategy is to have a comprehensive understanding of who you want to communicate with – in other words, your target audience. The data and information that you collect should be reliable and up to date. While it may be tempting to make assumptions based on previous data or gut instinct, making assumptions can be dangerous, especially when creating a marketing strategy. 

A great way to determine which platforms you should be active and present on is by focusing on where your core audience spends most of their time and the platforms they interact with the most. You will have to create different strategies for different platforms as they serve different purposes to your target audience. For example, Facebook is a more text or story-driven platform while Instagram focuses almost entirely on the visuals.

#3 Establish Your Most Important Metrics And KPIs 

Marketing is about storytelling, and to find your story, you need to start with the data. While it is certainly not the most exciting part of marketing, there are so many aspects and elements of your target audience and your marketing efforts that come to light when leading with data. For this reason, your social media strategy should be data-driven. Metrics such as views, shares, conversion, and retention rates help outline what success looks like for your campaign and whether you are on your way to achieving it. 

To measure your metrics, you will need to determine which KPIs will give you the whole story. This is the point in which you ask yourself, “ Am I going to focus on reach, clicks, engagement, leads, sales, or a combination?”. A great piece of advice that we find ourselves sharing with our clients is that page likes do not necessarily translate into sales! In this example, if your goal is to increase sales, it is crucial to look beyond page likes and consider other KPIs such as cost per acquisition, average order value, ROI, and customer lifetime value.

#4 Create Engaging Social Content 

This is where the creative side of social media comes into play. Once you have set your goals and determined your target audience, you have to create engaging content that helps you attain your desired result. Take the time to audit your competitors and establish how you can stand out. Explore the many different content formats and use the most suitable ones for your long and short-term goals.

During this part of the process, you need to ensure that you are focused on consistency and maintaining a steady branding approach. Creating a brand creative guideline ensures that your content is consistent and recognizable. And most importantly, show the human side of your brand – that is what social media is for! 

#5 Be As Timely As Possible 

Using your page insights, determine when your audience spends most of their time and ensure that you post and engage while they are active. This is why knowing your audience well is so crucial to social media marketing and creating an effective strategy. Online behavior varies significantly according to audience and demographics. For example, 12-2 PM and 8 PM-12 AM tend to be the most active dayparts for social media interaction. However, our research has shown that 11 AM is the best time to reach housewives, and weekends are best for reaching property buyers, which is why you need to know your audience. 

Beyond posting, when they will be on the platform to see and interact with your content, you have to interact. Speed is of the essence, so when a customer asks a question or voices a concern, you have to respond – and fast! 

#6 Analyze What’s Working, What Isn’t, And How To Keep Improving

Regularly monitor your campaigns’ performances to find areas that you can tweak to optimize your results. Diligently monitor metrics and KPIs to use as valuable insight for future campaigns and advertising efforts. As you track and report your KPIs, continuously ask yourself if the metrics and KPIs that you set make sense for your campaign and how you choose to measure it. This step’s primary purpose is to allow yourself to adapt your strategy throughout the year for maximum results. 

The Bottom Line

Social media marketing is no longer an option. It is an essential marketing approach and must be utilized to ensure an effective marketing campaign. Many of the steps necessary to the success of your social media marketing strategy are what you have already been using for other marketing outlets. Learning how to create an effective and solid social media marketing campaign will help you achieve your goals and grow your brand or business by connecting and communicating with your target audience on a regular basis.

Lead generation is Marketing 101. It is relatively easy to obtain a lot of leads, and fast, but how confident can you be of the quality? If you’ve not been hitting your targets, then maybe it’s time to pause and modify your marketing tactics to enhance the quality of your leads.

Over the years, we’ve heard of our peers’ struggles as well as encountered a few issues of our own in regard to the lead quality of digital marketing campaigns. This is not unheard of — even Facebook recognised the issue thus prompting them to introduce several new features to improve the overall lead quality for their advertising partners.

Lead quality is influenced by various factors, such as ineffective sales follow-up process, but for the purposes of this article, we will only focus on the paid ad campaign approaches that we have tested and found effective in improving lead quality.

Let’s dive in.

Throughout the years, we have assisted many clients with developing & implementing full-funnel strategies. Structuring paid ad campaigns even on a single platform such as Facebook Ads, and in accordance to every stage of the marketing funnel, will enable you to get better quality leads.

Before you implement a complete funnel strategy, make sure you are clear on the success metrics to look out for different stages. You must be willing to allocate a substantial budget to see results.

You may not know it yet, but one of the unique features of Facebook’s lead form is it needs less effort to complete a form. That’s because specific information is automatically filled in on your behalf. The drawback of this feature is it raises the number of low quality leads too.

We discovered that finding the perfect number of default questions and custom question fields in a single Facebook lead form helps to get relevant leads. You should be mindful of the overall number of questions asked in a single form. Remember that too many questions may result in a high form incompletion or drop off rate.

Another tip we found practical in filtering the quality from the non-quality pool of leads is adding qualifying copies in campaign assets like landing pages, captions, and visuals. Our team experienced getting a handful of real but not qualified inquiries for our real estate related generation campaigns. We successfully addressed the matter by adding a monthly mortgage repayment amount in our ads. That helped us reach out to interested and qualified buyers only.

Having the proper targeting setup will help you enhance your quality of leads. For instance, we leverage on Facebook and Instagram ads’ narrow audience feature to allow us to reach a niche customer segment that our client wants. One such segment focuses on followers of competitor brands AND of specific interests.

Based on our experience over the years, the quality of leads generated from search campaigns is generally higher than other digital marketing methods. Moreover, search terms containing more than 4 words contributed to most of the leads and conversions. This is likely due to the fact that users who are actively searching for a certain product or service clearly have a higher intent to purchase.

By gradually increasing your search campaign focus on long-tail keywords, you’ll increase the likelihood of acquiring better quality leads.