Meta
- View-Through Conversion Optimization: “You can now improve upper-funnel results by letting Google Ads optimize for conversions driven by ad views, not just clicks.”
- Story Image Ads in PMax: “Performance Max campaigns now support vertical 9:16 image ads”
Creative became the new targeting. Now, creative velocity is becoming the performance bottleneck.
It started with TikTok, where it was said creative had a 72 hour lifespan. Now Meta wants more, more, more
According to Foxwell Digital, best practice is now:
Every five to seven days, refresh your ad set with 5–10 new creatives that look and feel different.
The other implication of that post is partner or die. If you’re not running partnership ads, what’s even the point? (is inferred)
I say: follow your metrics (outside of Meta). Make your ads work for you, don’t work for your ads.
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Chat 4 Ads
From Meta…
We will start personalizing content and ad recommendations on our platforms based on people’s interactions with our generative AI features
Whether it’s a voice chat or a text exchange with our AI features, this update will help us improve the recommendations we provide for people across our platforms so they’re more likely to see content they’re actually interested in
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Fistful of Google Ads Bits
Google is continuing its transformation to Meta Ads:
The agents are coming: Open Source Google Ads API MCP Server
The Model Context Protocol (MCP) is the open standard that allows Large Language Models (LLMs), like Google Gemini, to connect with and act upon external data sources and applications. By releasing an MCP Server specifically for the Google Ads API, we are making it possible for any MCP-compatible AI application to understand and analyze advertising campaigns through natural language.
(If you don’t know what any of that means, you’re fine.)
Old news at this point, but Google is trying to toss some pennies at the publishers that took a traffic hit after its AI glow up with Offerwall:
Offerwall lets publishers give their sites’ readers a variety of ways to access their content, including through options like micropayments, taking surveys, watching ads, and more.
Getting a lot of spam from PMax?
Block app placements: tools > content suitability > excluded placements
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Meta needs to ditch the horizontal ad placements and replace that asset bucket with one for 4:5 in the ad builder while improving the flexible media system to better align asset size with placement size.
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ChatGPT adds Instant Checkout (which sounds a lot like Perplexity’s Pro Shop).
Buy from Etsy sellers (Shopify coming soon) without leaving your chat thread. This continues the trend of every platform trying to become a shopping platform (see: Google Shopping, Meta Shops, TikTok Shop, etc.)
Merchants pay a small fee on completed purchases, but the service is free for users, doesn’t affect their prices, and doesn’t influence ChatGPT’s product results.
The processing fee is a marketing expense. This could be great for early adopters.
Also on Bluesky