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CuriousMarketers.Club

Because marketing is more than advertising, it's pretty much everything. But it's also not that serious. And curiosity is the most important ingredient.

Meta

    ∞

    Meta’s Instant Forms are a powerful lead gen tool, but quality can be low out of the box.

    Here are some steps from Big Blue to improve performance:

    • Add a question that can’t be autofilled by Meta
    • Try to keep it to 3 questions max
    • Use dynamic or custom questions

    & don’t forget creative

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    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
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    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.
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    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

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    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

    ∞

    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.

    ∞

    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

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    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%.

    ∞

    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.

    ∞

    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.

    ∞

    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

    a screenshot of Meta’s preview of how site links appear as clickable buttons beneath the main ad content in a carousel layout
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    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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    More Shiny New Ad Toys

    The Office “it’s happening” gif

    Meta

    Marketers get ready: ads are coming to Threads a lot sooner than expected.

    The tech platform recently told ad execs that they will be able to buy ads on its X-rival, text-based platform as early as the second half of this year

    Increase revenue potential and decrease CPMs (maybe), sounds like exactly what Meta wants right now.

    If experimenting on Threads was on your 2024 To Do list, now is the time.

    via Digiday

    Snapchat

    Use GenAI to create AR ads and filters.

    & place them next to unconventional sports like extreme ironing.

    via TechCrunch

    Amazon

    New ad types are coming to Prime Video, which should garner a lot of attention as ads are added to the streaming platform (which won a chunk of NBA broadcast rights).

    The new formats include shoppable carousel ads, pause ads and brand trivia ads.

    via Adweek

    Microsoft

    starting to test ads inside the Start menu on Windows 11. The software maker will use the Recommended section of the Start menu, which usually shows file recommendations, to suggest apps from the Microsoft Store.

    A new ad channel for app developers enters the chat?

    via The Verge

    Roku

    The patent centers around the idea of displaying ads on these TVs whenever they’re tuned to an HDMI input that’s paused or idle. Theoretically, this would allow Roku to present ads throughout your whole TV experience — and in places where it’s not viable to do so today.

    Advertising is the go-to revenue stream for companies seeking bottom line growth. Even more so when consumers are especially price sensitive.

    via The Verge

    Google

    New AI-powered features are coming to Performance Max campaigns. Here are the ones that should be more widely available now/soon:

    • Detailed demographics

    Detailed demographics in audience insights empower you to understand your untapped demographics so you can craft ads that resonate directly with specific age and gender groups.

    • Spending transparency

    At a glance, you can analyze your campaign pacing to identify potential areas for strategic budget shifts, such as moving budget from a campaign that’s underpacing to a campaign that is close to becoming budget limited.

    • IP (internal traffic) exclusions

    exclude specific IP addresses (e.g., your company), reducing wasted budget on unwanted ad interactions.

    via Search Engine Land

    Apple

    Apple is really leaning into being the anti-Google. Enter “Web Eraser”:

    The feature is expected to build upon existing privacy features within Safari and will allow users to erase unwanted content from any webpage of their choosing. Users will have the option to erase banner ads, images, text or even entire page sections, all with relative ease.

    Also, Safari may act a little more like Arc—the current new browser on the block pulling a Hansel (I like the Arc Search app).

    Expect more on-device AI features soon, this is Apple’s differentiator in the space.

    via Apple Insider

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    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.

    via Search Engine Land

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    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

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    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.

    ∞

    Meta disclosed Instagram ad revenue as part of the antitrust process.

    Instagram earned:

    • $11.3 billion in ad revenue in 2018
    • $17.9 billion in 2019
    • $22 billion in 2020
    • $32.4 billion in 2021

    The filing also notes that IG earned $16.5 billion in ad revenue in the first half of 2022, putting it on track to earn more than $33 billion for that year (based on higher holiday spend).

    As reported by Bloomberg, the data suggests that Instagram generated around 30% of Meta’s total revenue in 2022. Which, if you were to extrapolate that into last year’s numbers, would suggest that IG brought in around $40 billion in ad revenue in 2023.

    Printing money.

    Maybe that’s why TikTok wants to clone it.

    via Social Media Today

    ∞

    Facebook will play videos in full-screen vertical by default. Plus some UI updates. Think TikTok meets YouTube.

    via Meta

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