Working Around Meta's Health Brand Restrictions With Matej Draksler

Here’s a glimpse of what you’ll learn:

• [1:00] Meta's new restrictions drastically change health brand marketing strategies
• [2:15] Why brands must shift focus to top-of-funnel optimization
• [4:00] Diversifying marketing efforts across multiple advertising channels
• [4:45] Practical steps to keep campaigns effective in 2025
• [5:15] Increasing lead capture and retargeting for future campaign strategies
• [5:40] The value of testing a wide variety of ads before newer restrictions take effect

In this episode…

Starting in January 2025, Meta will introduce new restrictions that could significantly impact digital advertising, particularly for health and wellness brands. These guidelines will limit the use of certain tracking data, which could make it harder for businesses to measure ad effectiveness. How can you adjust to changes that fundamentally alter your business strategies?

The digital advertising industry requires brands to be agile and ready for change. Growth marketing expert Matej Draksler joins Lucian Armasu as they explain the significant challenges of upcoming Meta restrictions, notably the removal of conversion events from campaign optimization. This seismic shift from targeting purchase optimizations to focusing on top-of-funnel metrics could have a ripple effect akin to the tumult caused by iOS 14 updates. Matej and Lucian emphasize the need for brands to diversify across multiple channels, such as Google Ads, YouTube, and TikTok, to mitigate risks. Their approach prioritizes actionable strategies like optimizing for video views, landing page views, and leveraging custom events to maintain high-quality audience engagement.

Tune in to this episode of The Winning Strategy as Lucian Armasu hosts Matej Draksler, COO of AdsLux, to discuss the new reality for health and wellness advertising post-Meta’s January 2025 update. Matej and Lucian highlight the need for brands to optimize for video views, landing page views, and custom events. They also emphasize multichannel diversification, lead generation, and retargeting strategies to keep engagement high.

Resources mentioned in this episode:

• Lucian Armasu: LinkedIn | X  
• AdsLux
• Matej Draksler on LinkedIn ‍
• The Winning Strategy podcast

Quotable moments:

• "Meta's new restrictions will force brands to shift focus from bottom-of-funnel to top-of-funnel optimizations."
• "Brands will need to rely more on video views and landing page views for campaign success."
• "Diversifying across multiple channels is crucial as restrictions might extend beyond Meta."
• "Capturing more leads is key; use email marketing to retarget and engage effectively."
• "Adapt by testing more ads now to prepare for January's changes in campaign strategies."

Action Steps:

1. Diversify advertising channels: Focus on expanding your marketing efforts across multiple platforms like Google Ads, YouTube, and TikTok. This action mitigates the risk of being heavily reliant on Meta, especially with incoming restrictions, and opens up new opportunities to reach diverse audiences.
2. Optimize for top-of-funnel metrics: Prioritize video and landing page views in your campaigns. With changes limiting bottom-of-funnel conversion tracking, optimizing for initial engagement metrics ensures you still capture potential high-intent customers early in their journey.
3. Leverage custom events; create specific tracking events like 90% scroll depth on landing pages to identify high-intent users. This approach allows you to indirectly optimize for purchase intent without directly tracking purchases, meeting the new platform requirements.
4. Enhance lead generation strategies: Increase focus on capturing leads through various forms of content and advertising. By building a robust email list, you can retarget potential customers across different channels, maintaining engagement despite changes in campaign optimization.
5. Invest in retargeting: Use email marketing and custom audiences based on video views to keep engaging your audience. This strategy compensates for the loss of direct purchase optimization by nurturing interested prospects until they are ready to convert.

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