Article
Assessing the Success Factors of Meta Ad Campaigns in the Digital Marketing Landscape
This study investigates the key success factors determining the effectiveness of Meta ad campaigns within the Indian digital marketing landscape. As Meta platforms — encompassing Facebook and Instagram — continue to dominate digital advertising expenditure in emerging markets, understanding what drives campaign performance from a practitioner perspective has become increasingly critical. Significant gaps persist in format-specific empirical research, practitioner-centric effectiveness ranking, and experience-driven optimization behaviour within the Indian context, which this study systematically addresses. Primary quantitative data was collected from 50 digital marketing professionals using a structured questionnaire distributed via Google Forms, employing purposive sampling to ensure domain-specific expertise. The study adopts a positivist, deductive research framework grounded in the AIDA Model (Schiffman & Kanuk, 2010) and applies a multi-method statistical framework comprising Chi-Square Goodness-of-Fit, Garrett Ranking Analysis, Weighted Mean Score (WMS), and Spearman Rank Correlation, enabling robust triangulation of findings .Key findings reveal that video ads are the most significantly preferred format (χ² = 14.60, p = 0.0056), ad creative and audience targeting emerge as the highest-ranked effectiveness drivers (Garrett scores: 66.16 and 63.00 respectively), ad copy is perceived as critically important with a WMS of 3.44 out of 4.0, and a very strong positive correlation exists between professional experience and A/B testing frequency (ρ = 0.9006, p < 0.0001). These findings collectively establish a strategic framework for Meta campaign success centered on video-first creative, precision targeting, quality ad copy, and institutionalized iterative testing, offering actionable insights for practitioners and marketing educators alike.