Nove8 improves Meta ad performance by focusing on owner emotions

App developer Nove8 has enhanced its advertising campaigns on the Meta platform by leveraging performance-based marketing and focusing on ad content. Co-founder Natalia Shahmetova stated that 95 percent of their success relies on performance marketing, which has helped grow the company's annual revenue to $35 million.

In November 2023, Meta introduced the Andromeda update, a significant shift in ad delivery. In the new system, ad targeting is automated, and Meta closely monitors performance. Ads that do not immediately resonate with users are filtered out, compelling companies to produce more creative content and continuously test new ideas. The platform requires diverse ad creatives, as similar ads will not be tested individually.

Nove8, which develops consumer apps like the dog training app Woofz and the fashion app Stylio, has conducted thousands of tests with different creatives. According to Shahmetova, Meta's algorithms allow them to determine an ad's effectiveness within the first hour of a campaign launch. The company analyzes its successful ad campaigns.

One test case for Nove8 involved potty training tips for puppies. The initial ad focused on detailed instructions, while a second ad addressed the topic by focusing on the dog owner's emotions. This second ad promised an easy solution within three days and reassured owners that difficult stages are normal. This emotional approach resulted in a 400% increase in the ad's click-through rate (CTR).

Nove8 has consistently aimed to improve its advertising materials. According to marketing agency Pilothouse Digital, it was this emotional connection that distinguished the winning ad. The analysis indicated that while the first ad portrayed puppy ownership as arduous, the successful ad presented the problem as easily manageable and offered a swift solution.