Meta
- Limit the number of campaigns
- Prioritize conversions
- Embrace algorithmic targeting
- Avoid removing placements
- Limit the number of ad sets
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.
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Google and Meta Ads are saturated and automated.
There is no in-platform secret sauce and the days of scaling your sales to the moon on one or the other are in the rear view.
They’re still the best at what they do, but you need something else if you want outsized results.
What’s your new frontier?
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Not sure how accurate this insight into Meta’s ad algorithm is, but it’s still helpful to think through.
The 15-Second Framework:
• 0-3 sec: Hook
• 3-5 sec: Value prop
• 5-8 sec: Benefits
• 8-15 sec: Problem/Solution
I’d make that the 16 second framework and extend the Value Prop or Benefits if needed. Use ThruPlays to your advantage.
What Meta’s AI actually sees:
→ Setting = income level
→ Person = demographic
→ Language = education
→ Problem = life stage
→ Music = cultural signals
→ Colors = emotional state
Computer vision + sentiment analysis + trove of behavior data
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Jon Loomer’s Core Meta Advertising Principles for the modern era:
& don’t forget:
Meta now prefers “creative diversification” by format, angle, approach, and text. Utilize five primary text and headline options for each ad. Create very different versions of your ads within a single ad set.
Modern advertising isn’t about control—it doesn’t exist.
It’s about context—the context provided and the context around the delivery.
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