Meta Ads: Under the Hood

As an eCommerce marketing coach and holistic marketing strategist, I have worked with hundreds of online stores, and a lot of the time, they are pushing customers away without even realizing it. In today’s episode, I'm going to share three common mistakes that online store owners make, how they actually push customers away without even realizing they're doing it, and how you can flip that to start attracting more customers and making more sales.  This episode can help you analyze your own marketing and see if you are making these mistakes. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

In today's episode, we are diving deep into one of the metrics that acts as a really key metric in making informed decisions for your online store: CPA, or Cost Per Acquisition. Discover what CPA is, how to calculate it, and understand what a 'good' CPA means for your unique business. CPA isn't one-size-fits-all; it's influenced by factors like customer lifetime value and product order averages. This is a tactical episode packed with insights, so grab a pen and paper—you won't want to miss this! Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

I recently had an article published in Inside Small Business: Meta ad strategy: How to slash costs and boost performance with stronger creative. As a marketing strategist who specialises in Meta ads, in this piece, I explain what makes a successful Meta ad, breaking down a case study of a business she worked with. In today’s episode I am going to breakdown the casestudy and share with you how you can sell more on your online store using meta ads - with great creative.  Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing Inside Small Business article: ​​here  

Temu spent $2bn on Meta in 2023. That’s really fricking depressing. But there’s an opportunity here. While you can’t compete with them on price or advertising budget you can compete with them - and smash them out of the water - on other things.  Things that consumers are telling you they want. And I have the research and stats to back it up.  In today’s episode learn what your consumers are telling you they want, and how can you position yourself as the solution to their problem. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing Research references can be found here. 

Facebook and Instagram ads can drive significant growth. But they can also suck your time, energy, and bank account if not done correctly.  I’ve audited countless ad accounts and I’ve seen a lot of wasted ad spend, unfortunately. Business owners who trusted meta with their money, only to learn that meta actually doesn’t actually care. They will take your money regardless of the result you are getting.  So in today’s episode I go through 6 steps to stop wasting money on meta ads. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

Meta ads can suck. They can suck your bank account, time, energy, and motivation. But... when you know how to make them work, they can be the key to your business growth. The first - and most important - step is to know what success metrics to measure to see if your ads are doing their job. And what benchmarks to aim for.  In today's episode I go over the success metric to measure, including what is a "good" benchmark to aim for.  Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing              

One of the most common questions I get is: Should I outsource my Facebook and Instagram ads to an agency, or should I learn how to run them myself? The answer isn’t black and white. It depends entirely on you and your business. I’ve worked with eCommerce business owners who start learning ads and quickly realize they don’t love the process—or simply don’t have the time. On the flip side, I’ve also seen brands outsource to an agency before they were ready, leading to wasted money, frustration, and missed opportunities. So, how do you decide? There are three key factors to consider before making the call: Turnover – Can you afford to hire an agency? Time – Do you have the time to learn and manage ads yourself? Temperament – Do you enjoy working with numbers, testing strategies, and analysing data? Let’s break these down in today’s episode, so you can make the right decision for your business. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

They tell you what you want to hear, show you all their best moves, even make things “Facebook official”.  And then, all of sudden, they’re treating you like you’re just a number, palming you off to the intern, and giving you cookie-cutter solutions.  Is it just me or do most ad agencies kinda suck right now? And don’t even get me started on coaches.  I’ve heard all the horror stories, so in honour of our new “It’s Not You, It’s Them” campaign I thought I’d dedicate this episode to some of those horror stories. Strap in.  Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing Check out our recent campaign, “It’s Not You, It’s Them”  

Ever wondered how much you should actually be spending on ads to hit your revenue goal? In the agency, this is one of the first things we figure out for our clients. We reverse-engineer their ad spend based on their revenue target—because without a clear goal, how do you know if your ads are actually working? And yet, every time we ask a new client “What’s your revenue goal?”, we get the same response: “No one has ever asked me that before.” That blows my mind. How can we have a successful ad campaign without knowing what success looks like?  At Lume Marketing, we don’t do guesswork. We love data, and we love to reverse-engineer everything so your ad spend actually makes sense.  In this episode, I lift the hood on how we do that and show you how you can do the same. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

Welcome to Meta Ads: Under the Hood, the podcast where we explore what drives high-performing Facebook and Instagram ads.  In today’s episode, I take you through 5 meta ads myths and BS that you can ignore in 2025. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

I’m back, baby! After a hiatus from the pod, we are back in business! Not only with exciting new episodes but with an exciting new name! Welcome to Meta Ads: Under the Hood.  Same host (Megan Winter - that’s me!), same unpredictable tangents, same no-BS approach… just a focus on meta ads. Each week, I break down the mechanics of meta ads, unpack real campaigns, and share how I use ads to drive results - and how you can do the same.  In today’s episode, I take you through meta ads in 2025: what has changed, what hasn’t, how they work, and what you need to do to make them work for you.  Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

This episode marks part four of a pivotal series aimed at harnessing the power of Meta ads to escalate your eCommerce business.  Magnetic Messaging is not just about crafting messages; it's about creating connections that convert. Through today's episode, we've explored how to speak directly to the heart of your audience's needs, ensuring that your message not only reaches them but resonates on a deeper level. If you're on a quest to unearth the secrets behind compelling ads that not only catch the eye but also convert, catching up on the previous episodes will set the stage for today's insights. By listening to this episode, eCommerce entrepreneurs will learn: The foundational steps to crafting magnetic messages that resonate deeply with their target audience, leading to increased engagement and conversions. How understanding your audience's core problems is crucial in tailoring messages that speak directly to their needs and desires. The importance of focusing on the benefits and outcomes your product or service delivers, rather than just its features. Strategies to create FAB (Features, Advantages, Benefits) statements that succinctly communicate the value of your offerings to potential customers. Key Talking Points, Themes, or Takeaways: The Essence of Magnetic Messaging: Understanding the magnetic nature of messaging and its power to attract the right customers while repelling those that don't align with your brand's values. Audience Clarity: Emphasising the need to get crystal clear on who you're communicating with and what their main pain points are. The Shift from Features to Benefits: A crucial pivot from listing product features to highlighting the tangible benefits and outcomes for the customer. Creating FAB Statements: A practical guide on formulating FAB statements to effectively convey the value of your products, making your ads irresistible. Preparing for Success: An overview of the necessary groundwork before diving into ad creation, ensuring that your messaging aligns with your brand pillars and audience's needs. I hope you enjoy the episode.   Links mentioned in the show: Previous Episodes Part 1 - https://sites.libsyn.com/441627/part-1-harness-the-power-of-meta-ads-series Part 2 - https://sites.libsyn.com/441627/part-2-harness-the-power-of-meta-ads-series Part 3 - https://sites.libsyn.com/441627/part-3-harness-the-power-of-meta-ads-series Be sure to revisit the first three parts of the series for a comprehensive understanding of meta ads, audience identification, and defining your brand pillars.   Megan’s Facebook Ads Course - https://www.meganwinter.com.au/the-facebook-ads-course-with-megan-winter Megan's Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind A deep dive into mastering Meta ads, where you can learn alongside a community of like-minded entrepreneurs. Lume Marketing - https://lumemarketing.com/ Discover more about our mission to enlighten eCommerce business owners in the art of digital advertising through courses, masterminds, and agency services.   As we prepare to dive into 'Creative That Converts' in our next session, remember that the power of your advertising lies not just in what you say, but in how you say it.  Join me as I guide you through understanding and application of Facebook ads, paving the way for unprecedented growth and success in your eCommerce ventures.

Part 3 - Harness the power of Meta ads series In the third instalment of our enlightening series on mastering Meta ads for eCommerce entrepreneurs, I dive deep into the foundation of any successful Meta ad campaign: understanding and defining your brand pillars.  This episode is a treasure trove of insights on identifying what makes your business unique and leveraging these elements across all marketing channels, not just paid media.  By listening to this episode, eCommerce entrepreneurs will learn how to harness the power of their brand's core values and messages to amplify their marketing efforts across the board. In this episode, eCommerce entrepreneurs will learn: The significance of brand pillars in crafting a successful Meta ad campaign and their overarching role in every marketing strategy. Step-by-step guidance on identifying and clarifying your brand pillars, with real-life examples from past mastermind students. Practical tips and exercises to help you articulate what stands your business apart in the marketplace. Insights on applying your brand pillars to not just paid media but enhancing every aspect of your marketing for cohesive and powerful brand messaging. Key Takeaways: Understanding Brand Pillars: Learn what brand pillars are and why they are crucial for the success of your Meta ads and overall marketing strategy. Real-Life Examples: Hear from past mastermind students like Louise from Perky Pod and Chrissy from Gigi Bib, who share their journey in identifying their brand pillars and the transformative impact it has had on their marketing. Practical Exercises: Discover exercises and tips to help you identify your brand's unique pillars, ensuring your marketing messages are grounded in what makes your business stand out. Applying Brand Pillars Across Marketing Channels: Gain insights on leveraging your brand pillars beyond paid media to strengthen your marketing efforts, from social media posts to email marketing. Links mentioned in the show: Previous Episodes Part 1 - https://sites.libsyn.com/441627/part-1-harness-the-power-of-meta-ads-series Part 2 - https://sites.libsyn.com/441627/part-2-harness-the-power-of-meta-ads-series For newcomers, it's recommended to listen to the first two parts of the series to fully grasp the context and build a comprehensive understanding of Meta ads.   Megan’s Facebook Ads Course - https://www.meganwinter.com.au/the-facebook-ads-course-with-megan-winter Megan's Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind A deep dive into mastering Meta ads, where you can learn alongside a community of like-minded entrepreneurs.   Lume Marketing - https://lumemarketing.com/ Discover more about our mission to enlighten eCommerce business owners in the art of digital advertising through courses, masterminds, and agency services.   This episode demystifies the process of identifying and applying your brand pillars in Meta ads and beyond, offering a roadmap to more effective and resonant marketing.  Understanding and articulating what makes your business unique is not just about standing out in a crowded marketplace; it's about creating a connection with your audience that goes beyond the transactional.  Join me as I guide you through this crucial step in your journey to becoming a self-sufficient, successful online entrepreneur.

This is Part Two of my series on how to create, set up and run successful Meta ads.  Today, we’ll talk about an important aspect of ad creation: understanding your audience. Because, let's face it, creating ads that truly resonate begins with knowing who we're speaking to. So if we want to create ads that resonate with our audience, we need to know who our audience is and that's what we're diving into today. I hope you enjoy the episode.   Links mentioned in the show: Facebook Ads Course - https://www.meganwinter.com.au/the-facebook-ads-course-with-megan-winter Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind  

Today’s episode marks the beginning of our 12-part journey together. This series is designed to teach you exactly how to create, setup, run, analyse and optimise your own successful Meta ads like a pro.  By listening to each episode of this really practical and tactical series, I'm going to lift the hood and take you through the exact process that I use in my done-for-you Meta Ads agency, Lume Marketing. And this is also the exact same process that I teach my students in my course and my masterminds so that they can learn how to do and run successful Facebook and Instagram ads.  I'm bringing this wealth of knowledge directly to you through this podcast series so that you can take it and apply it into your own business. Whether you're looking to refine your existing strategy or starting from scratch, I'm here to ensure you have the tools and insights needed to make your e-commerce business thrive. I hope you enjoy the episode.    Links mentioned in the show:  Facebook Ads Success Metric Tracking Sheet - https://meganwinter.ck.page/5947090b8f Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind