In this eposide of the 7 Figures Beyond E-Commerce Marketing Podcast focused on preparing brands for success with Meta advertising in 2025. Greg Shuey welcomed Kelsey O’Rourke, Performance Marketing Director at Stride, who shared her expertise on navigating the ever-evolving landscape of paid media. They explored the growing importance of creative strategy in light of Meta’s shift toward broader automation and reduced targeting options. With hyper-targeting increasingly restricted, brands need to rely on engaging, evergreen creative assets, including user-generated content (UGC) and video formats, to drive performance and capture attention in just seconds.
A significant portion of the discussion centered on leveraging AI tools to streamline creative production and reduce costs. Kelsey highlighted tools like Creatify, which allow brands to generate high-quality ad content—static and video—at scale, empowering smaller brands to compete effectively in a crowded market. She also addressed common pitfalls in Meta ad campaigns, such as overloading ad sets with creatives, neglecting proper audience exclusions, and over-relying on ROAS as a primary performance metric. By focusing on audience-specific content and understanding metrics like thumb-stop rates and CPM, brands can refine their strategies to achieve stronger results.
Beyond creative execution, the episode emphasized Meta’s role in an omni-channel marketing strategy. Kelsey explained that while Meta excels at top-of-funnel prospecting, its success relies on thoughtful campaign structures and clear audience definitions. She urged brand owners to collaborate closely with agencies, gaining insights into targeting strategies and campaign design to maximize ROI. As Meta ads evolve with AI and automation, brands must maintain control over their campaigns by prioritizing creative quality and ensuring alignment with broader marketing goals. This holistic approach positions brands for sustained growth and scalability in 2025.
Episode Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
Kelsey O’Rourke LinkedIn: https://www.linkedin.com/in/kelseycorourke/
Creatify: https://creatify.ai/
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