Meta
Wild stat from Meta’s creative team (that I heard second hand so grain of salt):
The amount of content the average user scrolls a day is as tall as the Statue of Liberty.
That’s nearly 635 iPhone 15 Pros tall.
So roughly 635 screenshots worth of content.
Meta recommends 30% of your budget be allocated to Advantage+ Shopping campaigns (if applicable).
Meta rep told me they think it’ll hit at least 60% in the not-too-distant future.
Reddit has launched their Meta catalog and Google Shopping ads clone: Dynamic Product Ads.
Very tempted to try these since the forum has taken over Google Search results (part of the licensing deal courtship?).
& there’s this:
Reddit is saying Dynamic Product Ads drove 1.9x greater Return on Ad Spend (ROAS) when compared to conversion objective campaigns, based on the results of testing in Q1.
Reddit is a destination for shopping / product research, why not try to close the loop and turn it into a purchase driver.
Temu is spending like crazy on advertising
“As a result, this increases everyone’s CPA (cost per acquisition) on platforms like Meta and Google because large advertisers like Temu are monopolizing ad inventory and heightening the costs of the advertisers targeting the same audiences.”
over 9,000 active Temu ads are running across platforms.
Be prepared for shifts. These systems (Meta’s auction) are volatile, and businesses should always be prepared to pull back when need be, and have a toolkit of options for where to place their online ad dollars.
2024 gonna be bumpy.
via Adweek
In response to the Search Engine Land piece about Google Ad Strength that I responded to, Google says Ad Strength is not used in the auction.
But!
Ad Strength looks at 4 categories that have been identified to result in better performance through regression analyses.
For example, a low Ad Strength could explain a lack of impressions, but low Ad Strength doesn’t prevent ads from entering into auctions.
It’s a feedback mechanism for creative content and meant to be used as a helpful guide to improve the effectiveness of your ads. Again, it isn’t used directly in the auction.