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”
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.
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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
Also on Bluesky