Great job at b2b custom audiences.
Use Cases and Deployment Scope
We use Metadata.io to manage all of our Facebook and LinkedIn ads, as well as Google search ads. There are two primary reasons we use Metadata.io. Their ability to upload business emails and match them to a Facebook audience is a game changer that greatly extends our reach. It is also great for allocating and optimizing budgets across Facebook and Linkedin to higher performers.
Pros
- Facebook audience creation using work emails.
- Cross-channel budget optimization (automatically).
- Uniform reporting.
Cons
- If you don't have a large budget and audience it's hard to meaningfully optimize. If I have 4 ad creatives, to 2 audience groups on FB and LinkedIn, that creates 16 experiments, each of which needs an ample enough budget, say $40/day, that's now $640 per day or $19K per month.
- Limited ability to edit ads after they've been launched. You usually have to stop the ad, clone it, and launch a new campaign.
- Can't add new ads to existing campaigns which limits the ability to optimize. If I start an MD campaign with 4 ads, and in a few weeks we see that one is working well and the other 2 are not performing, I can pause those (or it can autopause by rules), but I can't add 2 more new creatives to the mix against the high performer. I'd have to either stop the high performer, and recreate it in a new campaign (losing likes and comments), OR - leave the high performer in the first campaign, and create. a second campaign with the new ones, which will only optimize against each other.
- Limited to a single conversion event on a landing page. I'm not able to choose either a Demo Request OR a Sign-Up conversion, I can only choose one.
- Google search ads are doable but aren't necessarily more feature-rich or easy-to use than native, so there's no value added to doing it through Metadata in my opinion aside from unifying ad reporting.
Most Important Features
- Business emails to Facebook audiences.
- Cross-channel optimization.
- Unified reporting.
Return on Investment
- We have two business units, so they set us up with two portals which helps us see the performance of campaigns specific to the business groups easier.
- We've increased MQL volume 4x, and cut our CPL in half while maintaining quality in our high-volume SMB group.
- Our Enterprise ABM campaigns are highly targeted, so our audiences are small, often too small for campaigns to meet Facebook or LinkedIn's minimum matched audience sizes.
Alternatives Considered
Triblio ABM/ABX Platform and Influ2
