Meta

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%.

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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.

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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.

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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



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May 14, 2024 ∞

Expect Meta to remove detailed targeting exclusions. Maybe on June 28, maybe another day.

This is one of those features that is mostly a remnant of the old days before audience expansion. Some advertisers still use it, but I question how useful it still is

via Jon Loomer

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