Meta ads conversion results are central to the job of an advertiser. They are our guiding light for helping us understand whether something is or isn’t working. But conversion results can be misleading, if not outright lie. That could be because an advertiser is knowingly manipulating the data. It could also be that they aren’t knowledgable enough to understand the nuances.

The purpose of this guide is to help you master those important nuances so that you can evaluate your results accurately.

Even though e-commerce is a fast-moving business with fleeting marketing opportunities, advertisers typically employ traditional demographics and other static characteristics to target consumers. These don’t reveal what a shopper is doing or where they are on the purchase path. They also cause missed opportunities and wasted impressions when ads get served long after purchase. 

Millions of online transactions occur each day and produce a lot of data. When viewed through the proper lens, those data points are organized into commerce audiences to predict the shopping behavior of today’s post-pandemic, tech-enabled, buy-anywhere consumers. 

The period between Thanksgiving and Cyber Monday, known as the Cyber Five, is a clear mile marker to start holiday shopping for many consumers, and, as such, is a pivotal stretch for many marketers. Here we’ll take a look at some of the key trends that emerged from this year’s Cyber Five for Tinuiti clients under management, including how the shift in the timing of Thanksgiving impacted sales and ad pricing.

We know that AI is everywhere, but it’s still worth taking a moment to think about what the year ahead has in store for us. We present our thoughts on the most meaningful forces driving changes for performance marketers in 2024. 

1. AI Transforms Supply

Artificial intelligence is redefining how we find and access information information, which means the surfaces for advertising will continue to evolve. AI-driven Search, like OpenAI’s ChatGPT, Perplexity, and even Google Gemini, is better than a page full of links.

Get ready to unwrap growth this festive season with Your holiday season marketing playbook 2024. This comprehensive guide, compiled through extensive research by Microsoft Advertising teams in the US, UK, and Australia, offers invaluable insights and tips to help you navigate the evolving landscape of holiday gifting. From key consumer insights to shopper trends, this playbook is designed to equip advertisers with the knowledge they need to create holiday campaigns that convert. Whether you’re looking to enhance your digital presence or improve customer engagement, this playbook has got you covered.

After months of will-they-won’t-they, TikTok is finally getting serious about turning user searches into ad dollars. As of today (Sept. 24), the short-form video giant has rolled out its Search Ads Campaign tool, giving advertisers the ability to target ads based on what users are actively searching for. The goal is to turn those searches into ad dollars by matching ads with user intent, and cashing in on exactly what users want.

Unlock the potential of international PPC campaigns. Discover best practices for keyword localization, geo-specific bid adjustments, and more. As brands expand into new international markets, the challenge of running successful PPC campaigns becomes increasingly complex. Navigating the differences in culture, language, consumer behavior, and market dynamics requires a more nuanced approach than simply translating ads.

Today’s marketing world is much more interesting than it was ten years ago. Among all the changes, the debate between paid media vs. organic media is still going strong. Both methods have unique advantages and challenges, but how do you know which is better for your brand?

Whether you’re working on increasing traffic, boosting engagement, or driving conversions, understanding the difference between paid and organic media can help you make decisions better aligned with your business. Let’s break down what each one offers and how to decide which will give you the most return for your efforts.