The potential U.S. ban of TikTok has dominated headlines for years. Most recently, in December 2024, the U.S. Court of Appeals denied TikTok’s challenge, prompting the platform to file an emergency injunction. This decision, pending Supreme Court review, could create significant disruptions for advertisers.

As a platform that’s become a favorite for engaging Gen Z and Millennial audiences with short-form video, its absence could have a considerable impact on paid and organic social media strategies. 

Here’s what this could mean for your brand and how to prepare:

The Immediate Impact: What Advertisers Can Expect

TikTok’s algorithm and short-form video format have been game-changers for performance and storytelling. But if TikTok goes offline in the U.S., here’s what we’re looking at:

• Rising Costs Elsewhere: A surge in advertisers shifting budgets to platforms like Instagram Reels and YouTube Shorts will likely increase competition and drive up CPMs.
• Campaign Disruptions: Active campaigns on TikTok may face abrupt stops, impacting ROI. Pivoting budgets quickly to other platforms will be key to minimizing disruption.
• Audience Shifts: TikTok’s young demographic won’t disappear. We anticipate Instagram Reels and YouTube Shorts to take the lead, with YouTube Shorts likely absorbing more due to its superior searchability and reach. Instagram Reels will likely attract more people who are focused on sharing highly visual content. 

How We’re Helping Clients Adapt

While the future of the TikTok ban remains uncertain, we are recommending our clients take a proactive, data-driven approach that prioritizes testing different platforms and transferring organic audience engagement.

While we don’t recommend abandoning TikTok early, we do recommend preparing by testing Instagram Reels and YouTube Shorts if you’re currently live on TikTok. 

Brands who can get ahead on these two platforms will be well-poised to beat out other brands if TikTok’s actually banned. 

Short-form video isn’t going anywhere. Audiences will naturally shift to other platforms offering similar features, like YouTube Shorts and Instagram Reels.

Test TikTok-Style Creative on Alternative Channels

We’re helping clients refine their creative assets to fit these platforms, leveraging what works on TikTok and tweaking it for new environments. Specifically: 

• Instagram’s algorithm prioritizes content that has been shared and has a broad reach – Focus on highly shareable and engaging visuals that blend highly polished brand content with the more scrappy, user-generated content that is organic on the platform.
• YouTube’s algorithm prioritizes fostering an audience with a longer attention span – Focus on audio and visual elements with a lean towards longer-form content.

Migrate Organic Follows to Owned Platforms

For partners with strong organic followings on TikTok, we recommend implementing strategies to move those audiences to email, websites, and other platforms you own. Here are a few specific ideas we’ve recommended:

• Leverage a link-in-bio tool (like Linktree) to create a centralized place that directs followers to email sign ups, your website, and or your other social platforms.
• Run contests or giveaways to encourage your followers to join your email list or visit the website.
• Mention your other social platform handles to showcase where your audience can find you.

Monitor Ban Updates

With the ban still pending, brands have an opportunity to plan proactively rather than reactively. We are strategizing and preparing for shifts in user behavior. We’re confident that audiences will continue engaging with similar content on other platforms. By reinvesting in alternative channels beforehand, we’re positioning ourselves to seamlessly reallocate budgets if the ban becomes a reality.

Need to Future-Proof Your Paid Media Strategy?

Connect with the Tuff team to diversify your channels, optimize creative for new platforms, and keep your campaigns performing—no matter what happens next.

Kate Theobald

Hey there! I’m Kate, the Head of Social at Tuff. I specialize in crafting paid social campaigns and testing performance creative to drive business results. Outside of Tuff, I enjoy tackling home renovation projects, skiing, and nerding out over the Enneagram (personality test)!

The post Preparing for a TikTok Ban: Strategies to Protect Campaigns and Budgets appeared first on Tuff.

Chris has been leading the charge on our paid media team and strategies at Tuff for the past 4 years. He’s our go-to for everything from search to social media and brand performance. He’s always exploring, testing, and pushing us forward.

Chris keeps a close eye on nearly every ad account we handle daily. He’s a trend-spotting ninja, using data and the latest tools to help us spend smarter.

In the following discussion, Chris shares insights into how the ad landscape is changing in today’s AI and data-driven environment, and what it means for brands that rely on paid advertising to grow. 

Let’s jump right in!

First off, search engines are answering people’s questions directly on the SERP and driving less traffic to websites. What does that mean for brands? Have you seen any clients starting to get less traffic because of this or traffic getting more expensive? 

Alright, let’s break it down. I see this as a two-part answer. First off, there’s something important to consider for brands that heavily rely on organic traffic as a big chunk of their overall traffic mix.

With search engines getting better at answering questions right there on the search results page, without users needing to click through to a website, brands might already be noticing a dip in their organic traffic, and that trend could continue.

Take Google, for instance. They’re already pulling in organic listings into their AI-generated answers.

So, here’s the thing: if brands can see this as an opportunity and tweak their content strategy to aim for those answers and placements, it could work in their favor.

Now, when it comes to paid advertising, especially on the big search engines like Google, I don’t think they’re keen on losing out on a chunk of their revenue. So, I wouldn’t be surprised if we start seeing ads popping up directly in those generated answers sooner rather than later. Brands better be prepared for that.

In the meantime, brace yourselves for more competition, especially from those sites scrambling to replace their lost organic traffic. They might ramp up their paid search efforts to make up for it, which could drive up the cost-per-click.

I think it won’t be long before we start seeing ads integrated into various AI features that Google rolls out, as they try to cash in on that aspect.

It feels like ads are getting more and more competitive as everyone tries to make up for the decline of organic traffic. How does that impact how you think about media strategy?

With paid ads on search becoming more competitive, brands are scrambling to make up for the drop in organic traffic. What this means is, in the big picture of media strategy, brands should brace themselves for higher costs per click (CPC). This trend isn’t new; even before AI, we’ve been seeing prices climb across the board on Google Ads.

As brands pivot from relying heavily on organic traffic to fighting for attention in the paid realm, it’s a battleground out there, and that means higher CPCs. So, if you’re a brand leaning heavily on paid search, now’s not the time to put all your eggs in one basket. It’s crucial to diversify and explore other channels. If you haven’t dipped your toes into other avenues outside of paid search yet, now’s the perfect time to start.

As a media planner or manager, you’ve got to be more strategic than ever. Think smart about the keywords you’re targeting, constantly tweak your spending to minimize waste (which is extra important with those soaring CPCs), and broaden your horizons beyond direct-response channels.

Sure, platforms like YouTube and social media might not give you the same instant gratification as search ads, but they can help you cast a wider net and build your brand presence without breaking the bank.

Remember, each channel has its own goals and strengths. So, when you’re divvying up your marketing budget, keep in mind that search CPCs are climbing, and start exploring where else you can find success with your media budget. It’s all about finding those pockets of opportunity and testing them out.

Social media platforms are slowly moving from a social graph to an interest graph and giving a lot of impressions only to a small fraction of posts. What does that mean for brands?  

Brands who see this change as an opportunity, rather than a threat, are the ones who are going to thrive. And hey, we’re already witnessing it across various industries.

Now, from a paid social perspective, targeting based on interests isn’t exactly new, but what’s really making waves is how this is impacting organic reach. We all know organic social has been a tough nut to crack, but with the interest graph taking center stage across platforms, there’s never been a better time to grow your social presence organically if you play your cards right.

Brands need to go all in on their content and creativity. Partnering with the right creatives and influencers can help them connect with their ideal audience and snag those prime algorithmic feed spots.

The key here is to be crystal clear about your message and the vibe you want to convey. Whether it’s making a killer first impression or reinforcing your brand values, partnerships play a huge role. Take Duolingo, for example, with their influencer collaborations popping up in my interest graph. These strategies have been a game-changer for brands looking to boost their social presence.

It’s like we’re entering a new era of organic growth on social media. It’s always been a tough nut to crack, with brands resorting to giveaways or contests aimed at their existing followers. But now, with algorithms putting interests first, it’s prime time to create killer content that sparks engagement and interaction. That’s where the real magic happens on the interest graph.

If you’re keen on keeping up with Chris, feel free to connect with him on LinkedIn right here. And if you’d like Chris’ team to take a look at your accounts and whip up a personalized recommendation to help you reach your growth goals for the year, just shoot us an email at hello@tuffgrowth.com! We’re here to help.

Ellen Jantsch

Ellen is the founder at Tuff and one of the team’s core growth marketers. She is a versatile marketer with expertise in multiple channels – from ppc to seo to email to others – responsible for the experiments and testing.  She is happiest when she’s on the ski hill or outside pointing her mountain bike downhill.

The post AMA on Strategies for Navigating Tougher Ad Challenges and Declining Traffic with Chris Alarcon, Head of Media at Tuff appeared first on Tuff.

Looking to boost your results with paid media or hit your ROI targets while increasing your budget? You’ve got a few options.

At Tuff, we believe the four biggest levers to pull are:

1. Optimizing Paid Media Campaigns
2. Testing and Refining Audience Targeting
3. Experimenting with Different Creative Assets and Messaging Strategies
4. Designing Intentional User Flows and Testing Landing Pages

In this article, I’ll zoom in on experimenting with different creative assets and strategic messaging strategies and our approach to measuring their impact.

But here’s the thing—what’s the point of testing creative assets and messages if you aren’t measuring their impact? And how do you do that effectively?

For many brands, regardless of size, measuring the impact of great ad creative can be elusive and inconsistent.

I’ll dive into the ways you can measure the impact of performance creative, how we do it at Tuff, and why your brand should be doing it too. Plus, I’ll touch on who should be accountable for justifying the investment—the creative team producing it or the media team implementing it across different paid channels.

Let’s get into it! 

Established Ad Creative Testing Methodology

At Tuff, we don’t believe there’s one “right” approach to testing. Instead, we believe the approach should be dependent upon the specific question you’re trying to answer, what goals you’re working towards, and the platforms you’re using. Even small improvements in CPC  and CVR can add up to drastic business growth. 

At a high level, when we set up an A/B or multivariate test, we start with this approach: 

To put this into perspective, if we were aiming to set up a performance creative test on Meta (Facebook, Instagram), we would focus on minimizing variables to produce accurate and replicable results. 

This methodology aims to create an environment poised for constant testing, iterating, and scaling – If you’re not building on your findings, you’re losing learnings.

Begin by Assessing Potential Performance with Tuff’s Creative ROI Calculator

Here’s an example of how we measure those results with our Tuff: Performance Creative ROI Calculator Template. 

This template is a real-life calculator that you can use to plug in your monthly budget, average cost per acquisition, and lifetime value per conversion to forecast how you can maximize your media spend with performance creative. 

While performance creative may not solve all your revenue challenges, we are confident that with the right testing methodology and measurement tools in place, you will see results after a few weeks of testing. 

Tuff’s Approach to Ad Creative Testing and Measurement

Measurement is undeniably crucial for effective and replicable tests, but let’s talk about ownership, shall we?

Who should be responsible for measurement? Should it fall on the ad creative team to track measurement, or should the media team bear the accountability for justifying the investment?

In our experience, tight integration between media and creative teams is essential. They need to collaborate closely to plan, measure, and enhance results. This integration is something that sets Tuff apart from many other agencies. From day one, our in-house performance creative team has been trained to understand media intricacies, including platform allocation, top-performing ad creative, and client-specific KPIs. This advantage, having a creative team that works hand in hand with our media team, is pivotal in creating winning ad assets and campaigns that deliver results.

While we rely on the performance creative team for insights, hypotheses, and recommendations for creative asset and message testing, we count on the paid media team to establish structured testing environments across various ad platforms to effectively manage and scale creative performance.

This is a quick snapshot of how Tuff collaborates across teams:

• Paid Media Team: Start with data and get specific with audiences & campaign setup so we understand the focus of our message testing.
• Performance Creative Team: Develop high-impact channel-specific creative with an intentional messaging variety.
• Paid Media Team: Launch ads!
• Paid Media Team + Performance Creative Team: Measure, analyze, learn!
• Performance Creative Team: Develop a new round of creative fueled by data-driven insights

Real-Life Examples

We’ve done a lot of testing at Tuff – It’s kind of our thing. We’ve worked with a variety of brands at different stages of growth from early-stage to established – We’ve done it all. 

So before we part ways, let’s dive into a specific case study for a brand we worked with, soona.

• Case Study: Here!
• Background: soona, the home of the ‘virtual photoshoot’. soona is a self-serve content creation platform that helps brands create professional, high-quality photo and video content for e-commerce and digital marketing. They aim to satisfy the growing demand for digital content by providing a fast, affordable solution to traditional content creation methods.
• Strategy: Build a repeatable formula for winning ad creative.
• Results: Large scale, quick-turn gains! We achieved an average increase of 60% in total conversions MoM with a CPA below target by $200+.

A key takeaway that is transferable for almost any brand at any stage of growth – Big budgets don’t always equal big results. While having a larger budget can certainly help achieve more significant results, it’s not the only factor determining success. A well-crafted campaign with laser-focused messaging and targeting yields high-impact learnings, no matter the budget.

Interested in learning more about Tuff’s approach to testing and measuring the impact of performance creative? Reach out to us directly here!

Kate Theobald

Hey there! I’m Kate, the Head of Social at Tuff. I specialize in crafting paid social campaigns and testing performance creative to drive business results. Outside of Tuff, I enjoy tackling home renovation projects, skiing, and nerding out over the Enneagram (personality test)!

The post Ad Testing Methodology: Our Approach to Creative Testing and Measuring Results appeared first on Tuff.

If you’re a B2B org, chances are you could benefit from adopting an account-based marketing approach. 

But hey, we get it, starting out can seem like a mountain of work.  

You may find yourself in this position and ask, what tools do I use? What the hell is RevOps, anyways? Lead generation and demand generation is the same thing, right? How do I get on the same page with my sales and go-to-market teams? If you’re looking to kickstart an ABM program or you’ve launched one but aren’t seeing the results you want, you’re in the right place. 

Let’s dive in together!

Why We Love Account-Based Marketing: 

The B2B buying journey is complex. If you’re not using ABM, you have a contact-level attribution model. That means that the revenue is credited solely to the contact who signs the deal. 

This is inherently flawed. 6sense published a report in 2024 that estimates that the average B2B deal of over $10,000 has 9 people on the buying committee. How on earth do you create a fair attribution model when one contact came in from word of mouth, one from a trade show, one from paid social, and the rest via an email chain? 

ABM recognizes that sales and marketing must work together for the larger overall goal: marketing creates touchpoints along the buying cycle via educating target buyers for sales to close deals. A mature ABM organization doesn’t give a single thought about “whose revenue” it is – because at the end of the day, dollar bills are the same on the P+L sheet no matter where they come from. 

Our Approach to Account-Based Marketing

Our approach to account-based marketing is fairly simple, and it starts with three questions: what is your inbound marketing strategy today, how effective is your current approach, and what’s your level of marketing sophistication?

• What is your inbound strategy today? Often, organizations in the scaleup phase don’t have an inbound strategy, at least not a real one. They may get the occasional inbound lead that is actually a referral, but if you can’t clearly articulate how you’re generating demand, you don’t have an inbound strategy.
• How effective is your current marketing strategy? If they’re talking to an agency, chances are they aren’t happy with their results. However, is that because there is an unrealistic expectation on marketing? Or, rather, is marketing responsible for an OKR that drives little business value? If you don’t know – do some digging before getting to question number three. 
• What’s your organization’s level of marketing sophistication? This is difficult to quantify, but when you start to have discussions about ABM, a few things become clear quickly. Fair warning though, this question can turn into about a dozen followup questions, which is why we save it for last.
  • Is the organization set up to receive inbound leads? How are deals being worked? Who controls budget? Who represents marketing at important organizational meetings? Are you a leads, or a revenue KPI organization? What tools do you currently have in place to measure success? What does success even look like? 

Depending on these answers, we will recommend a varying degree of account-based marketing, in which the level of sophistication and investment increases or decreases based on what needs to take place. 

For each of these, we recommend an account-based measurement approach, not a contact-level measurement approach. It’s far more important for the revenue from the target account to close than who gets credit. 

We’ll tier these into a few organizational personas: 

• Entry-level ABM 
• Roller Coaster ABM
• Legacy ABM

Entry-Level ABM:

If you’re new, or have no existing inbound volume, don’t get started by buying a fancy tool, like Demandbase or 6sense. We’re a huge fan of these platforms (and speak more on them later), but the last thing you need on your P+L before validating your ICP, target accounts, or more is a six-figure software.

Instead, we recommend taking a scrappier approach. Ask yourself these questions: 

• If we could sign 100 new companies tomorrow, who would they be? (Note: it doesn’t have to be 100, but for this example, we’re using it. The actual number you’ll need depends on a lot of things, including organization size at the organizations you’re marketing to.)
• What types of businesses are my best customers? 
• Who at the organizations are the people buying my product or service, and who else at the organization is involved in the buying process? Who is the final decision maker? 
• What materials do I have that speak to my target audience? If I don’t have any – how can I create something that will be valuable and educate my audience as to what I do, and that I know the problems they are dealing with daily? 

These aren’t super hard questions to answer, but it may take some time (and grunt work using ChatGPT, or AI for Work). We recommend starting with a lead generation approach to validate that you are reaching the right personas at target companies, and then once you feel confident in your ad targeting, expanding into a demand generation strategy. Which brings us to 

Roller Coaster ABM:

If you’re a marketer at an organization using an ABM strategy that is currently measured on your ability to bring in MQLs, this one is for you. 

Chances are, you are caught in a roller coaster of lead optimization, and your love of your job depends on what your CPMQL is on any given day. Your biggest challenge? Attribution, and justifying the expense to finance and revenue operations when content downloads don’t turn into sales opportunities. Likely, your organization has a “me” mentality, and not a “we” approach to revenue generation. 

The good news is that there is an answer to your problem, and it’s measurement. The easiest way to get out of Roller Coaster ABM is to: 

• Take a step back, and audit your lead and revenue pipeline. Chances are, your content downloads are converting into opportunities at a sub-5% metric, and that’s not sustainable. 
• Evaluate what other KPIs exist within your revenue pipeline that you and sales both agree are problematic: is it velocity? Is it win rate? Is it deal size? Is it new logo acquisition? 
• Assemble a plan of attack for how you could measure the effects of one of those KPIs with a structured (non-lead) generating test. 

Each one of the KPIs listed above can be tackled with a structured account based marketing test, using control and test variations. If velocity is an issue, you can market to half of your pipeline with content designed to nurture them through the funnel. This content has to be ungated and able to be consumed by prospects at target accounts. Over time, you can begin to measure the uplift in velocity, and start to create internal buy-in for an account-based measurement instead of a contact level attribution model. 

This journey won’t, and can’t be easy. It takes a humble and dedicated marketing leader to turn the conversation from “how can I get more leads” to “how can marketing better support sales and revenue generation?”. This process can take a year, maybe even more to create internal adoption – and even then, can lead to a lot of internal skeptcism, so have the narrative and data ready at all times. 

Legacy ABM:

Legacy ABM organizations are organizations that have a fully bought-in revenue, sales, and marketing team to a “we”, not “me” mentality. In our experience, these are the least common type of organizations, but they do exist! 

A Legacy ABM organization has to have a test-and-learn mindset to continue evolving processes, systems, tools, and teams. If they don’t, they’ll get stagnant, and likely end up back at the Roller Coaster ABM approach. 

There’s a lot to learn from what successful ABM operations do, and the most common traits we’ve found are: 

• They constantly are evolving their approach to fit the needs of their revenue goals – tailoring their strategy based on the various stages of the buying process. 
• Their content, collateral, and messaging speaks authentically to their target audience. No faking it. 
• They invest in the full funnel – from awareness through to retention. 
• They use all three ABM approaches: one-to-many, one to few, and one-to-one across marketing and sales. 
• Marketing, sales, and revenue operations meet and connect frequently about goals, areas of opportunity, and how they can work together. 
• They use intent data from providers such as 6sense to help inform their priorities and share insights across the organization. 

The biggest issue many Legacy ABM organizations face is scalability, and finding a partner or approach that allows them to find the right measurement and paid strategies to unlock more growth. Often, they’ll use a dedicated partner to manage the paid strategies, while they continue to own content production and RevOps themselves. 

When to Buy a Tool While Setting up an Account Based Marketing Approach: 

There are several different types of tools you can leverage in account-based marketing, and depending on their level of sophistication can range between a few thousand, to well over a hundred thousand dollars to invest in. We recommend holding on investing in a true ABM tool until you’re in at least the “Roller Coaster ABM” persona, and perhaps beyond, where you can clearly measure the benefit of having the tools to scale results. 

To run a successful ABM strategy, you’ll need at least the following tools and resources, so also consider the total investment required when deciding whether or not to buy a tool. 

• An account targeting list: this can be generated manually (difficult) or via a tool using filters and intent data. 
• A CRM: Your CRM should be your source of truth for sales and deal activity. 
• A content marketing strategy: regardless of stage in ABM, you’ll need to have content to market that speaks directly to your target audience. 
• Money and time: to market, you’ll have to invest in ads on LinkedIn (most likely) or other ABM channels such as Stackadapt. Results also take time, so having a clear roadmap and timeline is helpful. 

Comparing ABM Tools: 

Our favorite tool: 6sense

6sense was named as a leader in the Magic Quadrant from Gartner in 2024. With dedicated CSMs and onboarding support, 6sense can help take your account targets and help you tier your spend based on actions your accounts are taking right now. If an account is showing high levels of intent? It can automatically move to a new marketing segment to continue to nurture it to a state of conversion. 

Other Intent Data Providers: Demandbase

Demandbase is another category leader in intent and ABM data. However, in our experience, is built a little more to be “out of the box” than 6sense. This can be beneficial to less sophisticated organizations who need less customization, but also can be a limiting factor for RevOps teams who are looking for more robust reporting and modelling. 

Other Intent Providers: ZoomInfo Buying Signals

ZoomInfo is a leading provider of company contacts and now, Buying Signals. No longer just a place to get enriched contact data, you can use ZoomInfo data to measure web activity, technographics, and more. In our experience, if you’re using a provider such as 6sense or DemandBase, you likely are using ZoomInfo already for enriching contact data, but this is another potential area to explore if you are looking for an intent-based solution. 

Other ABM Tools We’re Excited About and Trialling: 

The ABM space is continuing to evolve, and with that, new tools and opportunities continue to present themselves. Currently, we’re using all sorts of new tools and will be reporting back on their use case. 

• R!B2B: Identifies contacts that visit your website, and sends their contact data back to you in Slack
• Apollo.io: Newer to the enriched contact game than ZoomInfo, they are disrupting the go to market process and motion. 
• Terminus: A premium DSP that allows you to market to target accounts and personas on premium ad inventory. 

Ready to Supercharge Your ABM Strategy? 

If you’re new to ABM or if you’re stuck in the Roller Coaster ABM, we’re happy to help. Our team of growth strategists, content marketers, lifecycle strategists, designers, and paid experts are able to plug into your existing sales and marketing functions to help take you to the next level. Let’s talk! 

Richard Meyer

Richard has spent the last five years working at digital agencies, exploring various industries and company lifecycles. I’ve created and implemented growth campaigns on just about every platform for startups, $20,000,000 a year companies, and everything in-between. When not at work, I can be found cheering on the Penguins or Steelers, spending time with my wife and son, playing disc golf, baking, or walking my dogs.

The post Investing in an ABM Tool: Comparing 6Sense, Demandbase, and Other Effective Alternatives appeared first on Tuff.

Starting paid media efforts for your startup might feel daunting, especially if you’re working with tight budgets or haven’t tested on paid ads before. You want to make every dollar count, especially when every penny matters for early-stage companies trying to validate PMF or discover effective channels for both traffic and conversions. 

If you’re feeling hesitant about testing into paid ads due to the risk, the learning curve, or just feeling unsure where to begin, know that you’re not alone. As a startup marketing agency, we’ve partnered with countless founders and small teams who have felt the same way.

That’s why, in this blog post, I’ll share our approach to planning media spending for our partners. I’ll provide you with a template that we always start with, tailored specifically for early-stage brands with minimal paid advertising experience or data. Plus, I’ll offer some extra tips to ensure you’re fully prepared to succeed in your paid campaign efforts.

Establishing Your Campaign Goal

Before you dive into your paid advertising journey, it’s crucial to get clear on your campaign goals and set up proper tracking. This ensures you can link your paid efforts directly to your campaigns (we’ll delve into this later). With our partners, we like using Google Analytics, ad platforms data, and tapping into available customer analytics or CRM data.

Don’t worry, it doesn’t have to be overly complex. For instance, if you run an eCommerce startup, your goals likely revolve around boosting revenue and ROAS. If you’re in the B2B realm, your focus might be on generating MQLs or SQLs. Regardless of your industry, having a clear picture of what you aim to achieve and measure will steer you toward crafting the right media mix and campaign strategy.

Creating a Media Plan 

Now that you’ve locked in your campaign goals, it’s time to craft your media plan. Start by pinpointing the channels that align best with your goals and allocating your budget accordingly.

If you’re unsure about which paid media channels are ideal for reaching your campaign’s goals, take a look at the tables below. They’ll serve as a helpful starting point for your planning:

PPC Channels:

Social Ads Channels:

Once you’ve honed in on the right paid channel mix, you can now begin planning your channel and budget breakout in the form of a media plan. 

Leveraging Our Media Plan Template to Forecast Potential Results

At Tuff, we’ve simplified media planning with our ready-to-use templates. We made these after crafting media plans for hundreds of startups and we continue to refine them. You’ll find templates for eCommerce, B2B, app acquisition, and brand awareness linked below. 

Grab the paid media planning template for startups here. And if you find this one useful, take a look at these other 13 free marketing spreadsheets and easy-to-use spreadsheets.

These templates simplify the media planning process. They’ve got columns and rows ready to go, so you can crunch numbers and estimate how your campaigns will perform. For example, you can adjust spending, CPC, and CVR to see where to allocate your budget to reach your goals.

If you’ve got past campaign data, great. You can use it to estimate CPCs and CVRs. If not, no problem. You can use tools like Google Keyword Planner or SEMRush for CPC estimates, or check out your Analytics tool like GA4 for CVR estimates.

Every quarter, we gather paid media benchmarks for all the channels we use. We look at stuff like CPCs, CPMs, app install rates, and conversion rates. We break it down by industry so we can use the latest benchmarks for our planning.

Our templates aren’t just for the initial plan. We also use them for audience prioritization. Inside, you’ll find a tab for this. We figure out who we want to target and set priorities from 1 to 5. This helps us focus on the most important audiences first. Plus, we keep track of tested audiences and their status in the ad platforms.

I’ve also made a 10-minute loom video below, demonstrating how I use this spreadsheet for media planning. It’s a hands-on example to give you a clearer idea on how to best leverage these resources. Check it out!

Maximizing Your Paid Advertising: Essential Tips

Planning your media spend doesn’t have to be complicated, but there are a few more things you’ll want to make sure you’ve got covered before launching your campaigns, as well as some checkpoints to keep an eye on during the campaign run.

Configure Your Tracking

First, as I mentioned above, it’s crucial to ensure that before you even spend a penny on your paid media efforts, that you have goal tracking fully established and working properly. This doesn’t just mean having a GA4 or Hubspot account created. You need to first set up conversion events in your analytics platform or CRM, as well as within your ad platforms to ensure that you are tracking all necessary goals and events that you want to track and optimize towards. 

You also want to ensure that you are tracking all of the necessary parameters to be able to distinguish traffic from each campaign by providing each ad with a UTM link. This should include the source of the campaign, (Google, Meta, etc.), the medium of the campaign (such as CPC), and the campaign name, at a minimum. Additionally parameters like content help to distinguish between individual keywords or ad creatives which lead to your goals. All of this is important information and is necessary to properly attribute results back to individual campaigns.

Many CRMs and analytics platforms attempt to make this as easy as possible by providing direct integrations into the most popular ad platforms which can often automatically create UTM tracking links for you. However, be sure to test your links to ensure that the traffic is being properly attributed in your CRM or analytics platform.

Continuously Test and Iterate on Your Campaigns

While launching your campaigns is exciting, the work is only just beginning. To truly find success, it’s important to constantly be iterating on your campaigns to help improve the performance and move the needle closer to your goals.

While these could mean testing new channels or campaign types, it could also mean testing and optimizing within your originally launched campaign structure to find the areas of success that you can scale, as well as the areas that need improvement or should be removed if they are not helping you achieve your goal.

Some key areas which help you optimize your campaigns include testing new creative and using a creative testing framework to identify top performing assets, split-testing ad variations with unique ad copy to find what’s resonating best with your audience, and adjusting bidding strategies within the ad platforms to help you achieve more efficient results.

This list is not meant to be exhaustive, but rather provide a starting point of ideas that can be implemented to continuously test and improve on the performance of your paid media campaigns.

Get Ready To Make the Most of Your Campaigns 

If you’re new to launching paid media campaigns or deciding where to focus your budget, getting your media planning right is essential for reaching your goals.

Following a few simple steps will help ensure that you are on the right track:

• Begin with clearly establishing your goals and choosing the right channel and campaign type mix which will help you best achieve these goals. 
• Plan your media spend accordingly and create various estimates and scenarios to help provide a path forward. 
• Ensure that you are tracking your paid efforts and conversion events accurately to receive the correct attribution to optimize your efforts. 
• Continuously test and iterate on your campaigns to fine-tune your performance with new creative, ad copy, bidding strategies, and more.

If you’re eager to learn more or need some extra support, let’s chat. We can discuss teaming up on your paid efforts, going over the media planning templates, and giving you personalized recommendations.

Chris Alarcon

Chris is a PPC Strategist based in Nashville, Tennessee. When he’s not scaling Google Ads & YouTube campaigns, he enjoys longboarding, tinkering with automation tools, and a little bit of gaming.

The post How to Calculate Paid Media Spend on Your Early Paid Advertising Efforts (+Free Media Planning Template) appeared first on Tuff.

*WARNING: The shift to a cookieless world is imminent.*

Cookies—those pieces of data that anonymously store user information online—have long served as the backbone of targeted advertising. Where are our customers? What’s their online behavior look like and how do we get in front of them at exactly the right time?

Thanks to Google, the answers to these questions are quickly changing. Increased online privacy is not a digital trend or talking point, it’s a fundamental shift challenging brands to prepare their growth, revenue, and marketing teams before it’s too late. 

With more privacy concerns, regulatory changes, and technological advancements reshaping digital marketing, marketers have to now restrategize more than ever. Fortunately, the playbook is still being rewritten. In this article, we’ll outline the strategies every performance marketer should embrace to thrive in a world without online cookies.

Established brands should pay attention to the cookieless world because it signifies a major shift in digital marketing with profound implications. The imminent end of third-party cookies, especially on Google Chrome, will significantly alter how brands target, track, and engage with their audience online. For established brands, this shift requires proactive adaptation to ensure that revenue and growth stay consistent.

What is the cookieless world?

The cookieless world is not in the distant future—it’s already here, in 2024. This shift gained momentum with Google’s announcement to stop support for third-party cookies on its Chrome browser. As the most widely used browser, this change will impact the majority of websites and marketing campaigns. This year, Google Chrome plans to “escalate third-party cookie restrictions to 100% of users from Q3 2024.” This decision is in line with a broader trend in the tech industry, similar to Apple’s iOS update 14.5 and its App Tracking Transparency (ATT) feature. Both of these changes emphasize more user privacy and users’ control over data.

The driving force behind this change? Users are becoming more conscious of the data companies collect, demanding greater transparency and control over their privacy. Third-party cookies, designed for anonymous data storage, have fueled highly targeted ads and beyond. In a cookieless world, websites’ ad data and third-party data processing will experience a decline in extent, availability, quantity, and quality. And there are even bigger implications at the org level:

How Going Cookieless Impacts Big Brands

• Consumer Privacy Expectations: With heightened awareness and concerns about data privacy, consumers are demanding more control over their online information. Brands that prioritize user privacy by adapting to cookieless strategies can strengthen their trustworthiness and connection with their audience.
• Regulatory Compliance: Stricter data protection regulations, such as GDPR and CCPA, emphasize the need for brands to align with privacy standards. Navigating a cookieless world ensures compliance with evolving regulatory landscapes, preventing potential legal issues or similarly damaging outcomes.
• Adaptation to Industry Trends: Remaining at the forefront of industry trends is crucial for established brands. Embracing a cookieless future showcases a brand’s ability to evolve, stay innovative, and meet the changing expectations of consumers in a rapidly transforming digital environment.
• Sustained Advertising Effectiveness: Brands relying heavily on targeted advertising fueled by third-party cookies will face disruptions. By being proactive, established brands can maintain the effectiveness of their marketing efforts.
• Maintaining Competitiveness: As more and more brands adapt to the cookieless landscape, those that lag behind may lose competitive ground. Being early adopters of privacy-focused strategies positions established brands as leaders, setting them apart in the market.
• Optimizing ROI: Strategies tailored for a cookieless world may initially require adjustments, but the long-term benefits include more accurate targeting, improved customer experiences, and a growing ROI. Brands that embrace these changes are better positioned for scaling and growing.

Caring about a cookieless world is a proactive investment in future-proofing digital marketing strategies. Ensuring compliance with privacy norms and maintaining a competitive edge are just a few reasons why brands should get on board. But once you’re bought in, you’ll need a roadmap. Get started with the eight strategies below.

Preparing for Change

To thrive in a cookieless era, brands must plan, test, and optimize cookieless strategies immediately. The end of third-party cookies requires a strategic approach that minimizes disruption to performance tracking and revenue. Communicating trust and transparency without compromising revenue and consent opt-in rates is crucial to do that!

8 Strategies for Marketing Success in a Cookieless World

1. Identify All Cookie Dependencies: Conduct a thorough scan of your website for third-party cookies.
2. Establish Trust with First-Party Data: Capture first-party data at various touch points in your user journey to enhance customer profiles and replace third-party cookies.
3. Empower Users with Control: Implement dynamic and logic-based cookie banners to offer users control over their data. A/B test different banners for optimal consent opt-in rates.
4. Explore Privacy-Focused Alternatives: Use statistical models and machine learning for conversion modeling, optimizing campaigns based on available data and ensuring continued effectiveness.
5. Use Contextual Advertising for Custom Testing: Shift towards contextual advertising based on webpage content. It’s an effective strategy that doesn’t rely on user behavior tracking.
6. Create Cohorts for Targeting: Segment users into cohorts based on shared attributes. This enables targeted marketing efforts and provides insights into campaign effectiveness based on audience, value proposition, interests, and more.
7. Utilize Alternative Tracking Methods: Explore alternative tracking methods such as IP addresses, MAC addresses, advertising IDs, and device fingerprints for robust data collection.
8. Enhance Conversions with Privacy-Friendly Data: Leverage Google Ads’ enhanced conversions feature to accurately measure conversion rates while respecting user privacy.

The privacy-first cookieless world demands a strategic approach that not only respects user privacy, but also maximizes the efficiency of your marketing efforts. We gave you some guidance for getting started, but the work doesn’t end there. In the absence of third-party cookies, you’ll need to take actionable steps that empower your team to be creative under limited circumstances and build a foundation for sustained growth. 

What to Expect Next

As third-party cookies fade away, marketers must adapt to consent-based advertising taking center stage. Google’s decision will no doubt disrupt marketing machines everywhere, marking a huge shift in the foundation of successful digital marketing. But good growth marketers know that the only way through is forward—and testing, testing, testing, will always be the way to go. 

There’s no way to really know what will work for your brand until you try it for yourself. Start exploring new campaign types while you crawl your website for potential vulnerabilities and do your research on the privacy-first tools you’ll employ. Brands that embrace change, prioritize testing-and-learning, and maintain compliance will emerge as leaders in the next era of digital marketing.

Need a hand getting started? Check out what Tuff can do.

Hannah Burks

Hey! I’m HB, the Head of Operations at Tuff. With a decade of experience across marketing and web, I specialize in complex problem-solving, strategic planning, and organic acquisition. My focus is on facilitating client growth, supporting our creative teams, and consistently improving efficiency across our org. Let’s chat!

The post Brave New Cookieless World: 8 Strategies for Marketers appeared first on Tuff.

When considering expanding your brand’s advertising presence to new platforms, you are likely looking to reach new audiences, build your brand recognition and or scale your business results. Over the last couple of years, video-marketing platforms, like YouTube and TikTok, have grown immensely in not only their daily active user count but also in their platform offerings. 

In this article, we’ll dive deep into who is active on these platforms, cost considerations, pros and cons, as well as arguably the most important element of a campaign, creative strategy when launching on these video-first, sound-on platforms. 

Does this sound interesting to you? Keep reading!

Understanding Your Audience

With the right video creative, you can be seen and heard by a whole new audience. 89% of people say they’ve been convinced to buy a product or service after watching a video. At Tuff, we believe that if done right, video content allows you to take control of your brand’s story and help your audience visualize the benefits your company offers them (learn more about our POV here!).

Both YouTube and TikTok attract billions of users each month. There are 2.5 billion monthly active users (MAUs) on YouTube compared to TikTok’s 1.1 billion MAUs. While YouTube has 1+ billion more active users on its platform, there are key differences in the age groups that are active on each platform. 

Let’s take a look:

YouTube source + TikTok source

When putting these demographics side-by-side, you might notice that YouTube tends to interest an older age group compared to TikTok. On TikTok, nearly 70% of its active users each month are between the ages of 18-34. Beyond just “who” is on these platforms, it’s also important to consider the ways in which you can target these audiences effectively.

Let’s take a peek at the different options available to advertisers on each platform: 

Learn more about Youtube and TikTok interests & behaviors here.

The typical age, gender, and location options are available on both platforms. The differences come into play when considering how to reach an audience via the different interest and behavioral targeting options.

YouTube is a Google property, providing you access to all of Google’s precise targeting capabilities, like in-market segments and keyword targeting. In comparison, TikTok does not offer that much control over your targeting, but you can reach users by using a mix of purchase intentions and interactions with specific videos and creators. 

Outlining the right audience that aligns with your ideal customer profile (ICP) is incredibly important, as well as the creative messaging and assets that you utilize. High-performing YouTube content tends to be longer-form and have an educational element to it, whereas TikTok content tends to be shorter-form and have more of an entertainment focus. 

Depending on your goals and budget, there might be a place for both of these platforms within your brand’s strategy. Let’s talk about cost next.

Cost Considerations

When thinking through which ad platforms are right for your brand, cost is likely a top consideration. What is an average CPM (Cost per Mille), CPC (Cost per Click), and CTR (Click-Through Rate). Nailing down a baseline for these costs is the first step when forecasting what potential conversion volume, cost per conversion, and conversion rates could look like.

At Tuff, we pull quarterly benchmarks for all ad platforms across all of our partners (read more about that here!). Below are those average costs and the available bidding strategies on each platform.

Bidding Strategies

• YouTube
  • Viewable CPM: Bid for impressions when your ads appear in a viewable position, and you only pay when ads are measured as viewable by Active View. You may want to adjust your CPM bids to stay competitive for more valuable viewable impressions.
  • Target CPA: Allows you to set your desired average cost per conversion. Some conversions may cost more than your target and some may cost less, but altogether, Google Ads will try to keep your cost per conversion equal to the target CPA you set.
  • Max Conversions: Uses Google’s AI to set bids to help get you the most conversions for your campaign while spending your budget. When using this bid strategy, you can still set a Target CPA, which means that Google’s Smart Bidding will aim for as many conversions as possible at the CPA you set.
• TikTok
  • Cost Cap: Control your daily costs manually by setting a maximum cost you’re willing to pay for a conversion. This option can limit your budget scaling abilities but you are able to keep your cost per conversion below the intended threshold.
  • Maximum Delivery: Allows the algorithm to spend your budget as efficiently as possible. This option tends to lead to fluctuations in daily performance but typically generates the lowest cost over a longer window of time.

While both channels aim for conversions, we typically group them under the umbrella of brand-building because of their low costs (CPCs, CPVs, and CPMs). When focusing on brand-building, our strategy involves targeting users at the top-of-funnel, recognizing the need for multiple ad exposures to guide them toward conversion. Consequently, we allocate a more extended period to evaluate the campaign’s effectiveness, as opposed to expecting immediate results within a week of launch.

Pros and Cons

There are pros and cons to investing in either of these platforms, and we’ve summarized those here: 

Creative Strategies

Now let’s chat about the most fun element of any paid media campaign – creative. Specifically with video marketing, creative assets and messaging can be the most impactful elements of a campaign and have the ability to dictate a campaign’s potential for success.

At Tuff, we believe creative has the power to drive real revenue, conversions, and growth. But only when it answers to data. Our creative team is in the business of designing feedback loops, integration, and accountability between creative and performance teams so we always know just how well the creative is working (psst, read more about our ad creative process here!).

But what if we’re just looking to build brand awareness with these channels? You still need data to validate your hypotheses and gather solid learnings along the way. 

While you should be designing creative according to each platform and its nuances, there is a way to work smarter and achieve a more meaningful outcome.

Specifically with YouTube and TikTok, we’ve found that some of the same messages (think: value propositions!) can translate across channels. With that in mind, we will sometimes spend our time focusing on the design and or length of the assets themselves to lean into differences in user behavior by channel vs. completely coming up with a new concept. 

Here’s an example we tested for one of our partners, Fizz, a student debit card that builds credit:

YouTube Video, 0:52

TikTok Video, 0:15 cut down

Both of these videos feature the same value proposition and overall messaging theme, but they have been customized for each platform to meet the intended audience where they are when they see the ads. We know users are more inclined to watch higher-quality, longer-form videos on YouTube, whereas users are more inclined to engage with lower-fidelity, shorter-form videos on TikTok. In order to show up in the most impactful way, we tweaked one core video vs. creating two entirely new videos. 

Take a peek at some more videos Tuff has created specifically for YouTube and TikTok here!

Making the Decision

When debating on which platform makes more sense for your brand, there are several different factors that should come into play, like your goals, target audience and how you can target them, how much budget you have, and what creative assets are available to you.

Your brand might benefit from YouTube’s ability to lean into in-depth, educational content that is better suited for an older audience – or maybe your brand might benefit from more engaging, trendy content that is geared towards a younger audience – maybe there’s a place for both in your funnel! No matter what you land on, it is important to understand each platform’s nuances so you can design a successful campaign strategy. Still feeling unsure of which to invest in? Set up an A/B test to experiment which is the perfect fit for your brand. 

Looking for some guidance on how to get off the ground? Tuff has a team of experts ready to chat with you and help grow your business. Read more about our YouTube expertise and our TikTok expertise or reach out to us directly here!

Kate Theobald

Hey there! I’m Kate, the Head of Social at Tuff. I specialize in crafting paid social campaigns and testing performance creative to drive business results. Outside of Tuff, I enjoy tackling home renovation projects, skiing, and nerding out over the Enneagram (personality test)!

The post YouTube vs. TikTok Ads: A Decisive Guide for Your Brand appeared first on Tuff.

Facebook recently surpassed a monumental 3 billion individual users in 2023. In the past year, the advertising platform has undergone a series of transformations, ranging from subtle refinements in the Ads Manager interface to more substantial overhauls, such as the revamping of their campaign objectives. Whether the changes are small or large, Facebook consistently adapts its advertising platform to remain at the forefront of innovation. 

Drawing from our experience of these changes over the years, Tuff is here to equip you with the insights and strategies needed to navigate the forthcoming year.

Welcome to the 2024 Facebook Advertising Guide, where we delve into the ever-shifting realm of Facebook advertising and provide you with a glimpse of the strategies that will define the year ahead.

Facebook Ads Landscape in 2024

A Bird’s Eye View: How Facebook Ads Have Transformed

Facebook is constantly evolving many aspects of its advertising platform–from smaller changes like elements of the Ads Manager interface to larger changes like removing certain targeting options or introducing new placement features. Over just the past three years, we’ve encountered changes that have made a serious difference on the platform, such as:

• The switch to standard events and Aggregated Event Measurement with the release of Apple’s iOS 14.5 in early 2021
• The restriction of viewing ad metric reporting limited to the preceding 37 months
• The removal of several detailed targeting options including sensitive options referencing health, race or ethnicity, political affiliation, religion, or sexual orientation
• The introduction of Facebook/Instagram Reels, a new video-first format

In addition to these specific changes, Facebook has also been moving to Meta Advantage products. These tools automate certain aspects of your ad campaigns, making the most of AI to optimize the value of your advertising investments and the visibility your ads receive.. Advantage+ placements replaced Automatic Placements; Advantage+ campaign budget replaced Campaign Budget Optimization; Advantage+ catalog ads replaced Dynamic Ads; Advantage+ detailed targeting replaced detailed targeting expansion. And those are only a few of the ways Facebook is moving toward automatic options. 

Key Trends and Predictions: What Marketers Can Anticipate

Facebook has already started announcing other changes rolling out next year, including simplified campaign objectives, which will be introduced in early 2024. While Facebook has updated its campaign objectives before, this is significant because they will streamline the existing eleven objectives into six new ones: sales, leads, engagement, app promotion, traffic, and awareness. Some of the objectives that are being phased out will become optimization tactics that you can select within the new objectives.

Marketers can anticipate Facebook to keep moving toward a more user-friendly ads platform, one that includes more AI-related features. The Advantage products have given us a taste of how AI can be of use on the platform, but Facebook is also beginning to release generative AI-powered features for ad creatives that will be fully rolled out in 2024. The intent is for these features to “unlock a new era of creativity that maximizes the productivity, personalization and performance for all advertisers.” Put simply – Facebook is jumping on the capabilities of AI to make life easier for advertisers. They aim to be the go-to platform for those looking to promote their products or services.

The New Normal: Ad Costs, Competition, and User Behavior

You’re probably asking yourself, “How much do Facebook Ads cost?” or “How will I stay competitive?” These are great questions, and we’ll provide some guidance throughout this article.

At Tuff, we analyze performance data from all of our partners every quarter to create updated benchmarks of what we’re seeing across industries. Here is the latest data we’ve found:

2024 Facebook Advertising Benchmarks by Objective

2024 Facebook Advertising Benchmarks by Industry

With competition being fiercer than ever, it’s important to come to the table (the Facebook table) with fresh new ways to get in front of your target audience. New automatic and generative AI features in-platform are making advertisers feel more confident with advertising on Facebook by saving time and resources. 

Ready to keep diving into the nitty-gritty of what you can expect from Facebook Ads in 2024? 

Granular Facebook Targeting

2024’s Advanced Targeting Options

There are a multitude of targeting options available on Meta. You can drill down on your Ideal Customer Profile (ICP) by location targeting and detailed targeting. Digging into what these options entail… 

• Location Targeting: This includes the ability to target users by their country, region or city (or have recently visited). 
• Detailed Targeting: This is comprised of age ranges, genders, languages, demographics, interests, behaviors, and custom audiences.
  • Age Ranges: Users ranging from 13-65+
  • Genders: Women, men, or people of all genders
  • Languages: Specific languages to accommodate localization strategies
  • Demographics: Education, employment, household, and lifestyle details
  • Interests: Interests, activities, the Pages they have liked, and closely related topics
  • Behaviors: Purchase behaviors or intents, device usage, and more
  • Custom Audiences: Users who have already shown an interest in your business or product – You can choose from your owned sources (website data, app activities, catalogs, customer lists, offline activities) or from Meta sources (video engagement, lead forms, instant experiences, shopping, FB/IG accounts, events, on-Facebook listings)
    • Pssst, custom audiences are the sources that lookalike audiences are created from!

Let’s go a step beyond what Meta offers on paper and talk through how you might get creative and put these into use in a campaign for your business. 

Beating the Competition: Leveraging Unique Targeting Strategies

There are many components of a successful Meta campaign. Your targeting strategy is a huge piece of the puzzle when it comes to getting in front of the right audience.

At the end of the day, you could be optimizing your campaign for the right objective and have the best creative assets – But if you’re not targeting the right audience, you’re never going to see the results you want.

Let’s chat through how you might use unique targeting strategies to get in front of the right audiences and beat your competitors. 

Prospecting

• Interests and behaviors
  • Instead of targeting: Health and wellness interests and engaged shoppers behaviors
  • Think: Health and wellness interests narrowed by engaged shoppers behaviors
• Lookalike audiences 
  • Instead of targeting: LAL off of past purchasers
  • Think: LAL off of past purchasers with a higher-than-average product price 

By implementing these modifications in your prospecting strategy, you can enhance your chances of reaching audiences with a stronger interest in your products or services and increase the potential for conversions.

Retargeting

• Custom audiences – Your sources
  • Instead of targeting: Website visitors
  • Think: Website visitors of a specific landing page with a frequency of 2+
• Custom audiences – Meta sources
  • Instead of targeting: All video viewers
  • Think: People who have either completed or viewed at least 15 seconds of videos in a specific prospecting campaign

These improvements mean you can optimize your ad campaigns to reach users who have demonstrated a higher level of engagement and interest in your brand, increasing the likelihood of conversion.

By drilling down more specifically on these targeting options, you should be able to:

• Allocate your ad dollars towards the most qualified users
• Increase your ad frequency, brand awareness and recall
• Pair specific creative messages and assets with specific audiences
• Increase conversions, improve CPAs and strengthen CVRs

Transitioning to the next section, we’ve covered the significance of unique targeting strategies and the optimal management of ad frequency. Now, let’s dive into setting up a robust testing framework, followed by measuring and scaling the results of your Facebook ad campaigns for success in 2024.

Optimizing Your Facebook Ad Campaigns

Pro Tips: Effective Use of Facebook Pixel in 2024

As you begin your journey with Facebook advertising, one of the first things to do is to set up a pixel in your ad account and place it on your website or app.

You can do this in a few ways, such as placing it via a tag manager, like Google Tag Manager, or placing it directly in the header of your website. You can make sure that it’s firing effectively on your website by using Preview mode of Google Tag Manager or installing the Meta Pixel Helper Chrome extension. Facebook also offers a Testing Tool you can utilize in Events Manager!

Once your pixel is placed, you can begin setting up either standard events or custom conversions (events) to track specific actions happening on your site, such as page views, add to carts, purchases, leads, or registrations completed. 

Facebook offers a default list of standard events that you can readily configure to match activities on your website. . But if the action you want to track isn’t on that list, you have the option to create custom events, such as tracking button clicks, form submissions, or interactions with unique features.

We may find advertisers beginning to utilize these custom events even more in 2024 now that Facebook no longer requires you to lean on the standard events and prioritize them to your pixel (this was a process that was rolled out when iOS 14.5 was released a few years ago). 

After your pixel is correctly placed and events are configured, you can start gathering data about visitors coming from your ads and monitor their activities on your website. You can also startbucketing them into your retargeting audience to serve ads to them again later. 

Ad Frequency Matters: Striking the Perfect Balance

Facebook’s ad frequency metric refers to the average number of times a particular ad is shown to a unique user within the timeframe you’re looking at in Ads Manager. TLDR – the amount of times someone is seeing the exact same ad of yours. And while showing the same ad to the same user is a good thing and necessary to break through the noise, it can also be a negative thing if your ad frequency is too high. Ad fatigue happens when individuals encounter an ad so often that they begin to ignore it and simply pass it by without paying much attention.

If your ad frequency is too low, it can result in fewer conversions and a higher CPA because people don’t see your ad often enough to generate interest and take action. Conversely, having a too high ad frequency can lead to a lower click-through rate because some people might not be interested in clicking, despite repeatedly seeing your ad, resulting in more impressions but fewer clicks.

Our general guideline is to maintain an ad frequency between 1 and 6.

The ideal frequency depends on several key factors:

• Number of Ads: If you’re running multiple ads in your campaign, you’ll have a more extensive pool of creatives to show to your audience. This naturally keeps individual ad frequencies from becoming excessively high.
• Audience Size: In smaller audiences, there are fewer people to show your ads to, so the same individuals are more likely to see them repeatedly, potentially leading to a higher frequency.
• Budget: A higher budget enables you to generate more impressions, which can, in turn, lead to a higher frequency.
• Creative Quality: If your creative content is of low quality or hasn’t been updated in a while, this can result in a higher frequency, contributing to ad fatigue.

Facebook used to offer a cap that you could set for frequency to limit the number of times the same user saw your ad, but this feature is no longer available. We recommend you monitor this metric on your campaigns and individual ads closely, and if you find that your frequency is approaching the high end of the recommended range, you make optimizations such as refreshing your creative, layering more ads in, expanding your audience, or adjusting your budget.

Testing Framework

Now that we’ve talked about some of the most important components of a successful campaign, let’s dive into how to set up a solid testing framework to get the results you’re looking for.

To get the most out of all of your tests, it’s important to isolate variables. Whether you’re testing campaign objectives, bid strategies, audiences, messaging options, creative assets, different calls-to-action, or landing pages, it’s crucial to focus your attention on one to get the cleanest and most accurate results.

If you want to determine which campaign objectives are best for your business, you might structure a test like:

• ⭐ Optimize for different campaign objectives ⭐
• Allocate the same budget and bidding strategy
• Use the same key audiences
• Run for the same length of time
• Test the same creative assets, messaging or CTAs

If you want to determine which key audiences are best for your business, you might structure a test like:

• Optimize for the same campaign objective
• Allocate the same budget and bidding strategy
• ⭐ Test different key audiences and tailored creative / messaging ⭐
• Run for the same length of time

If you want to determine which creative is best for your business, you might structure a test like:

• Optimize for the same campaign objective
• Allocate the same budget and bidding strategy
• Use the same key audiences
• Run for the same length of time
• ⭐ Test different creative assets, messaging or CTAs ⭐

Logistically, you can use Meta’s A/B testing functionality in-platform to minimize competition (against yourself!) – Specifically if you’re testing audiences.

You’re not limited to just an A/B test – You can test up to five campaigns or up to five ad sets against one another. If you want to test different ad designs or messaging, it’s a good idea to separate this process into different ad sets. This allows you to focus on the most important groups of people, making sure you get the most value out of your advertising budget.

Something like this: 

This structure ensures you’re focusing on the variations between creative vs. grouping them altogether in one ad set and having the algorithm dedicate all of the budget toward one variation. 

Analytics: Measuring and Scaling

Choosing how to optimize your campaigns successfully is arguably the most important piece of the puzzle – Measuring your results success rate and scaling what worked. If something’s working for your brand, you want to be able to replicate it, iterate upon it, and continue to test and learn new things (the cycle never ends!). 

Starting with measuring results –  We typically think about campaigns in two buckets:

• Brand – Building your brand, whether that is with awareness or recall
• Performance – Driving specific results 

With brand campaigns, we’re focused on top- and mid-funnel metrics like impressions, CPM, landing page views, cost per landing page views (CPLPV), click-through rates (CTR), ThruPlays, ThruPlay Rates, and ad frequency. Whereas, with performance campaigns, we’re focused more so on bottom-funnel metrics like conversion volume, cost per conversion, conversion rate, return on ad spend (ROAS), and revenue.

Once you’ve determined what works, you’ll get to work on scaling it. For scaling, we also think about this in two buckets: Scaling vertically or horizontally.

• Vertically – Pump more money into what you know works, aka existing campaigns.
• Horizontally – Identify opportunities outside of what you know what works, aka new audiences or creative.

While vertical scaling may initially appear to be cost-effective, long-term success often comes from horizontal scaling, which opens up new opportunities and growth potential for your campaigns. With a strong foundation in measuring, optimizing, and scaling your campaigns, let’s now delve into the specific ad formats available in 2024, examining their advantages and disadvantages.

2024’s Facebook Ad Formats: Pros and Cons

Now, let’s dive into the world of Facebook ad formats in 2024. In the section below, we’ll break down the pros and cons of each format to help you make informed decisions about your advertising strategy. It’s all about finding the right fit for your business and making the most of your marketing efforts. Let’s get started!

The Future of Advertising on Facebook

Facebook is always introducing new features to continue growing and engaging its user base. There are countless opportunities for all different brands to show up strategically, build their brand presence, and ultimately increase profitability. 

If you’re wondering where to start, what to focus on, or what your advertising journey might look like on Facebook, then hit us up! Our team of paid social experts is here to assist you. We have the experience, expertise, and creative chops to supercharge your campaigns. We’ll ensure your brand stands out amidst the digital noise.

Kate Theobald

Hey there! I’m Kate, the Head of Social at Tuff. I specialize in crafting paid social campaigns and testing performance creative to drive business results. Outside of Tuff, I enjoy tackling home renovation projects, skiing, and nerding out over the Enneagram (personality test)!

The post 2024 Facebook Advertising Guide appeared first on Tuff.

Google Analytics has been a crucial component for countless businesses for the better part of 20 years now. It’s where you can see the traffic coming to your site. You can use this platform to understand the behavior of your customers. What are the most engaging landing pages? What channel are users converting from most often? Is it paid or organic? All of these questions and hundreds more can be answered by simply navigating through Google Analytics. 

In just this last year, however, massive changes were deployed to Google Analytics with the official launch of GA4. Things are different now. Virtually everything that was in Universal Analytics has been updated or changed in some way. With this being a much different platform than it used to be, it’s as crucial as ever for businesses and startups to get their footing on this new frontier. We will go through some of our best tips and tricks for how to use GA4 in 2024 and beyond. Let’s strap in!

Introduction to GA4 in 2024

Lots has changed. If you were used to how things were in Universal Analytics then you may be a little bit lost when you get into the new user interface of GA4. Even the important reporting metrics used to track performance are new in many cases. Before we get into all of the powerful benefits GA4 has to offer your startup or scaleup, here are a few of the most important changes when comparing the new to the old:

List of new metrics:

Reporting Updates

GA4 has revamped reporting almost completely. There are two different areas for reporting. The Reports Tab and the Explore Tab. 

Reports Tab

This tab features much of what was available in Universal Analytics. You can sort through multiple dimensions here including Traffic, Acquisition, Realtime reporting, Events, and Conversions. In GA4, “Events” are the new “Goals” when compared to Universal. Much of the reporting centers around Event Based metrics. This is the tab where a marketer or CEO will spend most of their time. Sort conversion metrics by source/medium or see how much time users are spending on the site with these reports. 

Looking at the screenshot below, you can see that one of Google’s priorities in the redesign was ease of access. Everything is organized and fits into movable “widgets” on the new Overview page. Each of these reports is customizable, which we will go into later in this article, but overall, the navigation is improved to make this an easier barrier of entry compared to Universal. 

Explore Tab

This is an entirely new area for Analytics, a tab to create custom reports. Now this is not as powerful as Looker or another data visualization tool, but this tab is more effective at slicing data than the standard Reports tab mentioned above. You can create custom Free Form, Funnel, and Lifetime reports to help you analyze user behavior.

This is where filtering comes in handy. If you would like to see the users coming from your Google Ads who converted on a specific conversion event, in let’s say, Chicago, this is the place to do that. This is by no means a perfect reporting option, but we recommend leaning on this to do some of your deeper filtering for data. 

Benefits of GA4 for Scaleups

GA4 is streamlined to allow anybody easy access to strong reporting and data, which is especially important for businesses that don’t have a lot of historical information to lean on. 

Enhanced Tracking

GA4 leans heavily on configured Events in the new platform. Each account comes with a standard set of events including a Purchase, Button Click, Pageview, and some additional standard page action events. These are just the ones that come with the account. The powerful part of GA4 encompasses creating custom events. 

You can create a custom Event or Conversion within the GA4 platform, or with Google Tag Manager. The most common forms of events are Form Submission and Page View events. We like to create a custom Pageview event when a Form directs to a Thank You page, for example. This is a really effective way to track the amount of users turning into a lead for many B2B or B2C brands.

Cross-Platform Integration

Since this is a Google Property you can easily integrate with all other Google properties, but can also track performance from paid social media campaigns, referral traffic, as well as integrate with a CRM like Hubspot. For example, we easily import data from all of these sources below using UTMs or direct integration: 

• Google Ads → Possibly the most powerful integration that includes Search, Youtube Ads, Shopping, and Google Display Network. Capitalize on Google Ads performance within the GA4 account to optimize campaigns. 
• Firebase → For any App data.
• Social Media → Apply UTMs to social media campaign links to easily pull in Source, Campaign, and Content data for Meta, LinkedIn, TikTok, and Twitter.
• Merchant Center → For eCommerce brands.
• BigQuery → For advanced tracking. 

All of these platform integrations can be utilized in reporting throughout GA4. We recommend making custom tabs in the Reporting section for each channel you may want to track and isolate. This can be done using the Library Tool, explained best via Google here. 

User Journey Mapping

Understanding the user is one of the most important aspects to any business. Knowing where a user enters, leaves, and converts on your site is key to success. An ideal way to track this involves full funnel tracking. GA4 can help with that, albeit somewhat limited.

Funnel Exploration 

This is where we can start with this analysis. This is a custom report in the Explore tab that allows you to see a User’s Journey. For example, User 1 entered through the Homepage, clicked to 3 more pages, then left an abandoned cart. Each user is different, but patterns start to emerge when data starts to collect around behavior. 

For example, if you see that 30% of users abandon the cart after browsing your products, this may prompt the team to look deeper into the checkout process. Why is this happening? How do I identify and fix drop off points in a conversion funnel? Is the flow of checkout quick, or do users have to upload any unnecessary information? All of these questions can find answers starting with the User Journey reports in GA4. 

Path Exploration

Another powerful reporting option in GA4, the Path Exploration report leans on a tree graph in order to better visualize the user journey. This is where you would want to start if you were used to the visualization in Universal Analytics. It is a very similar report that can be customized and filtered in any way you would like. 

We spend a lot of time thinking about conversion rate optimization (CRO) at Tuff. Improving conversion rate on a website by small percentages could translate into quadrupled revenue in the long term.  If you find yourself unsure of how to kickstart your CRO initiatives, these GA4 reports can serve as a valuable starting point.  Lean on them to help ask your user journey questions and improve from there!

Practical GA4 Implementation Tips

We have learned a lot over the last year while setting up countless GA4 accounts for clients in a wide range of industries. There will always be hiccups when it comes to data and tracking, but our aim here is to make your life a little bit easier so you can worry about one less thing when it comes to growth marketing. 

Setting Up GA4

Setup has actually gotten a lot easier since the transition has officially been made from Universal Analytics to GA4. Google uses a “Setup Assistant” to help guide this process. It is broken out into 7 different steps that look like this:

Let’s take a look at the two most important steps in a bit more detail:

• Set Up Conversions → We have talked a lot about events and conversions in this article, and for good reason. Conversions are paramount to your success, and they are different for every business. 
  • To configure a new conversion in the GA4 platform itself, you have to start with configuring an Event. This can be done with multiple parameters including page_location or event_name. Set your parameters, give it a name, and you will be good to go. You can then check it off as a conversion in the Events tab. 
  • You can also migrate your conversion from Universal Analytics. This is not a perfect 1 to 1 in many cases, depending on how complicated your conversion setup is, but it can be helpful in the early stages of GA4 setup. (Get more support here!) 
  • Lean on Google Tag Manager to configure your conversions using the GA4 Events Tag. This can be configured with set parameters, HTML, or a slew of other options. Once configured in GTM, they will automatically populate in GA4 after 24 to 48 hours. 
• Define Audiences → This is fairly self explanatory, but defining the target audiences you want to track throughout GA4 goes a long way in helping you make strategic business decisions. These can be custom configured using any parameter you choose, such as users who entered the site via Facebook Ad. You can also use one of these Google templates:

Quick GA4 Tips for All Accounts

GA4 can be overwhelming when you first get in there. SO much of it is brand new with a different layout and overall look. Let’s go through some rapid fire tips and tricks that the Tuff team has been compiling over the last year:

1. Data Retention → This is a setting in the Admin section. Default data retention is set to 2 months. We recommend changing that to 14 months. This will allow you to store more data for longer. Never a bad idea in our eyes!
2. Reporting Customization → Want to see some of the metrics you were used to in Universal Analytics in your standard reports? Click on the “pencil” icon in the top right of any report. You can then add new columns to your tables for metrics such as Bounce Rate and Average Session Duration.
3. Link to Other Accounts → Navigate to Admin and link to any account you are currently active on. This is particularly important and valuable for Google Ads accounts:
4. Change Conversion to Fire Once per Session → This is a tip for anyone who wants to isolate potential double-counting of conversions, mainly those that don’t have a dollar amount associated with them. If you want to make sure a user is only being counted one time when filling out more than one form, turn the Counting Method to Once Per Session for your conversion event. 

Leveraging GA4’s AI-Powered Insights

One new area of GA4 that comes in handy weekly is the Insights tab. This is powered by AI, which makes it an incredibly powerful tool, especially for those who don’t have the time to sift through raw data. Let’s see what this looks like in practice. 

In the screenshot above, we can see that this client had LinkedIn traffic increase during a recent time period. Having quick, digestible insights like this in front of you at all times sends a signal for where you may want to dig in deeper. If LinkedIn traffic spiked this week, that could be indicative of a successful post, mention, or event. Now you know to look further. 

You can even configure your own insights to ping you when certain things happen in the account. Want to always know when you have an abnormally slow sales

 day? How about a large increase in page views over a holiday? Well, it’s now easier than ever to have these alerts sent right to your inbox, as well as on the front page of your Reporting Overview. 

Navigate to the Insights tab, click Create in the top right hand corner, and there ya go! Set the parameters that work best for YOU. This is a theme of GA4. Tailored to you and your specific needs and goals.

Future-Proofing Your Analytics Strategy

GA4 isn’t just the future – it’s the present and beyond! While it may differ from Universal Analytics and isn’t without its imperfections, embracing its full potential can be an absolute game-changer for your business. Mastering GA4 isn’t just about staying ahead–it’s about securing your growth into the distant future.

Ready to supercharge your business growth? Don’t wait – get in touch with Tuff Growth today or grab a sample proposal here! 

Chris Alarcon

Chris is a PPC Strategist based in Nashville, Tennessee. When he’s not scaling Google Ads & YouTube campaigns, he enjoys longboarding, tinkering with automation tools, and a little bit of gaming.

The post How to Use GA4 in 2024: Tips for Marketers appeared first on Tuff.

Lead generation is vital for many of Tuff’s B2B partners. The goal: Create a customer database for future marketing and remarketing initiatives. Social platforms, like LinkedIn, offer native lead generation forms, making it a go-to choice for many brands. Leveraging LinkedIn’s credibility and network, you can attract and drive leads from relevant prospects to boost your business.

However, there’s also the tried-and-true method of driving leads/form submissions via a dedicated landing page experience. This gives you total control of what you’re showing users and the information you’re collecting from them.

As with most aspects of digital advertising, there are pros and cons of both methods. We’ve outlined what these look like below, as well as some questions to think through when deciding which strategy works best for you. Keep these quick tips in mind as you move forward with lead gen efforts.

LinkedIn Lead Gen Forms: Pros and Cons

Let’s begin by taking a look at LinkedIn lead generation forms, which are created and hosted in the platform and appear native. These are easy to set up and don’t require any additional resources on your end to implement and execute.

🟢 The Pros

Let’s talk about what makes LinkedIn Lead Gen Forms work:

Seamless UX

• One of the biggest benefits of utilizing LinkedIn’s lead generation feature and the in-platform native lead forms is they provide a seamless and simple user experience. Since forms are integrated directly into the platform, users don’t have to navigate to a landing page and away from their current tab. This reduces any drop-offs on the form submission and, thus, increases the likelihood that the form is completed. 

Auto-populate feature in LinkedIn

• LinkedIn stands out from other social platforms for lead generation thanks to its auto-population feature. This means that when users fill out a form, it automatically fills in their name, job title, company name, and sometimes even their phone number and email address from their LinkedIn profile. This saves users from the hassle of manually entering this information, and they only need to edit the phone number and email address fields if necessary.

Credible and trustworthy platform

• Besides the fact that submitting information via a lead form is easy and doesn’t take much time or energy at all, users tend to trust LinkedIn more because it’s a credible platform that they already interact with. They may be more comfortable handing over personal info than they would on an external website. Overall, this comfort coupled with the auto-populating feature above means that lead volume (and lead quality) may be higher. Since users need to have information associated with their profile and since LinkedIn is a professional network, this means that the users submitting their information may be more reputable and genuinely relevant to your product or service. 

Efficiently and easily download your leads

• Finally, the process of collecting leads through LinkedIn is really efficient because there are so many ways to set up a landing page and, thus, so many ways to collect lead information. On LinkedIn, you will be able to download leads directly from the platform in a .csv format. Even more convenient, you can also integrate your ad account with your marketing automation or CRM system, such as HubSpot or Salesforce (but those are only two of several!) This means you can automatically send the leads you’re driving into your system so you can bake them into your existing workflows, enter them into your lead nurture campaigns, and more. 

🔴 The Cons

Sounds great, right? However, it’d be remiss of us to not mention the cons:

Inability to customize the lead form

• When using LinkedIn’s built-in lead generation forms, you’ll face certain restrictions. One significant limitation is the inability to fully customize the form to your needs. LinkedIn offers a variety of predefined form fields to choose from, but they might not always match your exact requirements. Although you can create a custom field and provide options, there’s a limit to how many options you can include. Alternatively, you can allow users to input their own information in a custom field, but this means that certain fields won’t be automatically filled out, which can add unnecessary friction to the form submission process.

Visual design limitations

• In addition to customization limitations, there are constraints on visual design. You’ll find character limits for the form’s headline and copy text. Also, the image displayed is typically your company page’s banner, and unfortunately, you can’t customize it at this time. (But that’d be really great! C’mon, LinkedIn!)

Costly objective

• Lead generation is also one of the most popular campaign objectives on the platform, meaning it can be costly. LinkedIn is already a more costly platform than the other social platforms. Your CPC (cost-per-click), CPM (cost-per-thousand-impressions), and especially CPL (cost-per-lead), may be higher as you compete against a larger audience in the ad auction.

As you can see, LinkedIn Lead Gen Forms offer convenience and credibility for lead generation but come with limitations and potential added costs. Now, let’s explore the implications of using a traditional landing page for lead collection from LinkedIn.

Traditional Landing Pages: The Classic Approach

A landing page is a standalone web page that’s created specifically for an advertising campaign. Its primary purpose is to offer more information tailored to the campaign’s audience and present a single clear call to action for visitors, ensuring a straightforward and focused experience.

🟢 The Pros

Let’s chat through why you might choose a landing page:

Control over the design and layout

• When driving to a landing page, you have total control over the design of the page. You can completely customize the layout of the page depending on what landing page host you’re using. Controlling the layout means you can control the journey for the user, and ultimately drive them to the conversion action you’re optimizing for. This means you can implement best practices around CRO, or conversion rate optimization, to ensure you’re keeping people on the page and steering them toward the action of submitting the form. You also have visual and functional control over the form. You can add your desired amount of text to intro the form and you can include form fields that are necessary to your business. It is important to note, however, that the fewer the form fields, the more likely people are to successfully fill out your form without abandoning it for TikTok.

Incorporate multi-channel strategies

• Landing pages also give you more opportunities to utilize multi-channel strategies, such as supporting SEO goals alongside conversion goals to bring more visibility to your site. A landing page is also a great way to get visibility to the website for people who might take a longer journey to conversion. Allowing them the chance to visit a page that’s integrated with the main website will give them the opportunity to read more and find further convincing information. It’s also a great way to improve tracking of each user’s journey to conversion allowing validation in what’s working.

🔴 The Cons

And how about those drawbacks?

Similar to LinkedIn, driving to a landing page from your advertising campaign can come with some disadvantages. 

Risk of clunky user experience and high bounce rates

• Will the page take too long to load and cause the user to exit the entire experience before filling out the form? Are they using a device like their mobile phone where the experience may not be optimal? Will the landing page include too much information that the user will become overwhelmed and back out? All of these hurdles can factor into a high bounce rate, meaning a user has left the page almost immediately after landing.

Issues if you don’t match the design and messaging between the two

• Smart marketers optimize each landing page to have the same messaging and/or design as the ads driving to it. If a user has clicked on an ad for a reason, they expect to find the same experience when they go to another page. If you’re not aligned in your strategy, people may become confused and believe your product or service is not as relevant to them as they thought. Being strategic about matching the landing page to the ad creative and copy may take more time, planning, and resources.

Choosing the Right Strategy

Now that you know the pros and cons of both strategies, it’s time to choose which one is right for you and your campaign. We recommend thinking about the following factors:

1. Your goal = Is your goal genuinely to drive as many leads as possible? Is your goal to drive them within an efficient CPL? Are you looking to remarket to the people interacting with these ads? This means you need to send them to a page you can build a retargeting audience off of.
2. Your budget = Do you have a budget that would allow you to bid competitively against the other advertisers utilizing LinkedIn lead forms? Do you have a budget (and bandwidth, for that matter) that would allow you to design a new landing page? What about optimizing an existing one for UX?
3. Your audience = Is your audience one that’s spending time on LinkedIn – enough of it that they would be taking an extra second to fill out a native lead form OR visit another page? Do they seem trusting of handing over information that’s already populated or filling it out themselves?

A Note on A/B Testing

If your answers are unclear, try out A/B testing. Set up one campaign for lead generation with ads containing a form. Set up another campaign for website conversions with ads driving to a landing page.

Right now, LinkedIn doesn’t offer self-service A/B testing like Meta. You can still target the same audience and use the same budget across two campaigns. But be careful not to spread your resources too thin, which could lead to suboptimal budgets for each campaign.

Tips for Effective Lead Generation

Depending on your chosen strategy, here are some valuable tips for achieving effective lead generation:

In-Platform Native Lead Gen Forms

• Make the form as short as possible to eliminate friction when someone is filling it out. Lean toward the fields that auto-populate with existing information from the user’s profile.
• Utilize engaging formats such as Document Ads or Conversation Ads, which provide more value to the user and increase the likelihood of them completing the form.
• Make your form’s headline and text unmistakably clear about what users will get and what follows after submission.
• Integrate your CRM with LinkedIn before you launch your campaign for quick follow up.
• Provide a strong CTA. Take advantage of the in-platform button and include it on your ad creative. Make it clear what will happen after submitting the form.

Landing Pages

• Test the page load speed before you launch your campaign to make sure this doesn’t become a bottleneck.
• Keep the design and layout simple and straightforward.
• Include only one CTA or action for clarity.
• Ensure that copy and creative on the page match what you promoted in your ad on the platform.
• Utilize the extra space you have by providing valuable content, such as social proof/testimonials, videos, FAQs, case studies, and more
• Install the LinkedIn Insight Tag on your page and set up precise conversion tracking. Use this to monitor and optimize your conversions effectively within the platform.
• Install various platform pixels on this page to enable remarketing on LinkedIn and beyond.

Prepare for Launch

Now that you have the info you need, it’s time to build your form or landing page. Let’s kick off your campaign! And don’t forget – you can ALWAYS A/B test anything. At Tuff, we live by this motto – test fast, learn fast, move fast 🚀

If you’re interested in getting started with a lead generation campaign but need some help, hit us up!

The post LinkedIn Lead Gen Forms vs. Traditional Landing Pages appeared first on Tuff.