Meta
- Add a question that can’t be autofilled by Meta
- Try to keep it to 3 questions max
- Use dynamic or custom questions
- Create a few personas
- Create a few value adds for each persona
- Create visually distinct assets highlighting each value add for each persona
- Logo visible within the first 3 seconds
- Action within the first 6 seconds
- Core value of the video/story within the first 16 seconds
New learnings from The Meta Rep™:
If you pause a campaign / ad set / ad, you have 7 days to turn it back on without losing any of the learnings it’s accrued.
After that 7 days you’re starting over.
said Meta CEO Mark Zuckerberg on a call discussing the results with investors. “Over the long term, advertisers will basically just be able to tell us a business objective and a budget, and we’re going to go do the rest for them. We’re going to get there incrementally over time, but I think this is going to be a very big deal.”
Digital marketers have been speculating this as a potential future, now Zuck has said it out loud. Based on Google’s PMax experience, advertisers won’t like it.
This is an excellent guide to Meta’s Audience Segments powering Advantage+ Shopping Campaigns (ASCs) from Foxwell Digital.
Includes audience types to use for each and ways to not try to keep the system from over indexing on existing customers now that the cap feature is gone.
Turns out Meta is removing detailed targeting exclusions and the leaked announcement wasn’t a bug, just a month early.
You can still use alternative exclusion products including Custom audienceexclusions. You can also use the audience controls in your Advertising settings to restrict audiences based on brand protection or employment.
As TikTok and Instagram unseat Google in the realm of local search, I see a realm of possibilities for [things like] Meta Maps and SnapMap.
👀
image via The Verge
More Meta insights from my (really good) rep.
Advantage+ Shopping Campaigns can handle up to 150 different ads, but what about “normal” campaigns?
It depends on budget (always), but my rep recommends 15 ads per ad set.
With 60-70% of those being video assets. Ideally with vertical versions.
How do you set a budget for Advantage+ Shopping Campaigns?
According to my (really good) Meta rep, the rule of thumb is:
$100 per ad per day
ASC with 5 active ads = minimum of a $500 daily budget
This isn’t a hard and fast rule, but these campaigns definitely benefit from higher budgets.
From Apple:
Apple Maps on the web is available in public beta, allowing users around the world to access Maps directly from their browser
I think the importance of maps as an os layer will only grow in importance. Primarily for AR and mobility, but also as an ad platform.
As TikTok and Instagram unseat Google in the realm of local search, I see a realm of possibilities for Meta Maps and SnapMap.
Mobile + location + discovery + UGC
Research from Ariyh shows that native ads may have great click rates, but that traffic doesn’t stick around on your site.
(Like Google Ads max clicks and Meta link clicks optimizations.)
You can improve native ad effectiveness by keeping the landing page the native ad links to in a similar style as the native ad: valuable, interesting, and a soft sell.
Your ad makes a promise. Your landing page delivers on it.
The better you deliver on the promise you made, the more likely a conversion is to happen.
Apple is targeting to begin mass production of new “AirPods with camera modules” by 2026
…
According to Kuo, these new AirPods will feature an infrared camera similar to what’s used as part of the Face ID module on iPhone and iPad
Wonder how these cameras will work for multi-modal AI.
Between this and revamped voice assistants and Meta’s Ray Bans, ambient computing is arriving.
Also interesting that despite the investment in the Vision Pro (or maybe because of the dedication to design decisions made therein), Apple seems content to let Meta own the optical market. (For now?)
via 9to5Mac
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:
& don’t forget creative
My Meta rep’s go-to approach for creative differentiation in Advantage+ Shopping Campaigns:
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.
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
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.
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
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:
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.