Meta | CuriousMarketers.Club

Jun 24, 2024 ∞

My Meta rep’s go-to approach for creative differentiation in Advantage+ Shopping Campaigns:

Create a few personas
Create a few value adds for each persona
Create visually distinct assets highlighting each value add for each persona

Jun 21, 2024 ∞

Word is Meta Advantage+ product teams are broken out by feature—like an Audiences team & an Ad Serving team—that ship changes & updates without alerting other teams.

These changes appear to contradict or move ASC backwards. Which means performance is now volatile.

Silos are dangerous.

Jun 17, 2024 ∞

What do you get when you mix Google’s Performance Max and Meta’s Advantage+?

Pinterest Performance+

Similar to the others: streamlined creation flows, fewer levers to pull, (platform-touted) increased performance.

Early testing saw over 10% improvement in cost per acquisition for conversion and catalog sales campaigns.
Consideration campaigns saw a more than 10% improvement in cost per click.

via Adweek

Jun 10, 2024 ∞

Following up on my post about how to make a video according to Meta, from Meta:

we won’t recommend Reels that are over 90 seconds long

If you’re hoping for organic discovery of your Reel, keep it shorter.

via Social Media Today

Jun 10, 2024 ∞

From a Meta rep, creative differentiation isn’t just about designing assets that look different. It’s about creating assets and messaging that speak to every potential customer segment.

It’s not just about the stage of their journey, it’s about them plus their stage.

Jun 3, 2024 ∞

Instagram confirmed it’s testing unskippable ads after screenshots of the feature began circulating across social media. These new ad breaks will display a countdown timer that stops users from being able to browse through more content on the app until they view the ad, according to informational text displayed in the Instagram app.

Unsurprisingly, people hate it. But Meta is really good at figuring out what people will actually put up with vs what they just say.

If these stick around, will they command a higher price?

via TechCrunch

Jun 3, 2024 ∞

I’m always wondering where to draw the line with advertising frequency, so I’ll take this number from Meta and use it as the ad-level threshold to help with decision making.

After around 4 exposures, conversions could decrease by about 45%.

May 31, 2024 ∞

How to Make a Video According to Meta

Looking for a video formula?

This is The Playbook According to Meta:

Logo visible within the first 3 seconds
Action within the first 6 seconds
Core value of the video/story within the first 16 seconds

16 seconds is the recommended length.

The 6 second mark is the inflection point. You’re trying to hook them so they stick around for the rest of the video. If they make it past that mark they are engaged and interested. Cliff notes for the first 6 seconds to create some brand awareness, full story after that.

These are all geared towards videos that appear in-feed or as part of an ad. If people are coming to your video content the mindset is different.

Also consider some form of text overlay on your video. Either full captions or at least highlight callouts, depending on the intent and message of the video.

May 26, 2024 ∞

If you use Meta’s Advantage+ Shopping campaigns you may be familiar with the new(ish) audience segments. You may also be confused by a (characteristic) lack of clarity on how they work.

Thankfully, Jon Loomer is here to clear things up.

Per Meta:

If there is an overlap, such that a user will fit into both the ‘Engaged’ and ‘Existing’ category, we will prioritize the association that is lowest in the funnel (i.e ‘Existing’).

Or, as Jon says:

In other words, you don’t need to exclude existing customers when creating the Engaged Audience.

May 21, 2024 ∞

While Google is Meta-fying its ad platform as fast as it can, Zuck+Co might be returning the favor.

Site links in your social feed!

The site links feature enables you to add multiple landing pages to your ads. Ads created without the site link feature can only include one primary landing page. The site links will appear as horizontally scrollable display labels under the main hero image or video. When someone clicks on one of the site links on your ad, they’ll be redirected to its designated landing page within the in-app browser to learn more about your business.

via Meta