Meta
- Conversion Value Rules
- Incremental Conversions Attribution
- Third-party Analytics Integration
- Cross-Channel User Journeys
- Unboxing reaction
- Price / discounts & deals
- Click-to-purchase ratio
- Hold rate (watch length)
- Hook rate
- Spend (aka the algorithm’s love language)
- More prominent promo callouts
- Expanded reminder ad capabilities
- Site links for all (these do get used based on my tests)
- More features to get people taking action at a physical location
- 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
Meta reportedly rolled out an ad algorithm update in August. It caused a lot of volatility, but includes some nice sounding features.
You can assign certain audience profiles OR conversion types higher values
measure which conversions would not have happened w/o the ad being shown (true impact) AND optimize for these types of conversions
more emphasis on cross-channel journeys to drive incremental conversions.
Social Savannah’s top…
Black Friday strategies / hooks for Meta:
KPI to measure creative performance:
Meta wants your holiday ad dollars, so it’s rolled out:
Posts with a lot of comments look to be more heavily weighted when it comes to what shows up in your Threads feed. That’s over re-shares and Likes, with the experiment seemingly suggesting that the Threads algorithm is geared towards incentivizing discussion over everything else.
This makes sense at first glance because commenting is the highest form of public engagement. And engagement is what Meta’s other apps struggle with.
So Meta wants engagement and the algorithms are primed to reward the actions the platform wants.
But this article raises a great point I hadn’t thought about—about what Meta really wants.
ROBOT FOOD!
What better input to train your social platform’s LLM on than public user conversations?
Snapchat will soon start “experimenting” with placing sponsored messages next to chat threads from friends, according to CEO Evan Spiegel.
These “Sponsored Snaps” from brands will appear as unread messages in Snapchat’s main Chat tab, implying that they’ll sit above messages from a person’s contacts until they’re acted on. This is the first time Snap will show ads in the most used part of its app.
Snap might be another early indicator. Have to imagine Meta is watching closely.
Apparently that “unknown” age range in Google Ads is mostly teenagers and younger users.
Google could use app downloads and online activity to determine “with a high degree of confidence” that the “unknown” group was populated by younger users.
I wonder what the percentage is.
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