Meta
- Multiple choice questions
- Optimize for conversions on site and in form at the same time
- Turn off autofill (no more old contact data?)
- SMS verification
- Form layout optimized to each user
- Promo codes
- Custom events based on post-form fill actions that signal a quality lead
- Change who performs the action
- “Changing who performs the action is rarely about targeting. Impact the people you attract with your ad copy, creative, and offer. Create form questions that apply to your ideal lead. You might even use conditional logic to kick out people who don’t qualify.”
- Question quality
- consider open-ended questions that aren’t easily answered with a yes/no or checkbox
- add conditional questions
- Optimize Landing Page > Confirmation Page > Outreach flow
- A bit on Conversion Leads optimization
- “When this is selected, Meta’s focus will be on finding people who perform other goal actions after submitting your form. To do this, you first need to define your funnel for Meta, which can be a long, frustrating process.”
- A bit on form types
- “More Volume” will be the most streamlined, making it as easy as possible to complete the form with the fewest steps.
- “Higher Intent” will require an additional confirmation step. While the difference may not be significant, it can impact quality.
- “Rich Creative” allows you to add more information to your form like social proof, incentives, and a product feed.
Zuck’s dream of fully automated ad platform is starting to come true
Meta said that nearly two million advertisers are now using GenAI video generation tools. That’s about 20% of Meta’s entire advertiser base based on the latest available estimates.
I do think it was really telling that Zuckerberg was careful to say that these tools are the most valuable for small and medium-sized businesses and that agencies will continue to play an important role with big brands.
This will continue to bifurcate between those with big budgets and those without.
via Jasmine Enberg on Behind the Numbers
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👓
Al glasses gained further traction in the first half of the year, with Ray-Ban Meta more than tripling in revenue year-over-year.
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Following the category-defining success of Ray-Ban Meta, the #1 selling Al glasses in the world which had sold millions of units since launch…
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the insatiable demand for Ray-Ban Meta
Meta is mentioned 32 times in this eyewear company’s earnings report.
Oakley and Prada versions are next.
Is Zuck’s hardware platform dream being realized? Smart glasses remain my bet for the next consumer computing shift.
via Luxottica earnings report (PDF)
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Zuckerberg isn’t just saying the quiet part out loud, he’s saying it a lot.
we’re going to get to a point where you’re a business, you come to us, you tell us what your objective is, you connect to your bank account, you don’t need any creative, you don’t need any targeting demographic, you don’t need any measurement, except to be able to read the results that we spit out. I think that’s going to be huge, I think it is a redefinition of the category of advertising.
Probability is high that this approach becomes very successful. The value of the human hand will also increase.
via The Verge
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In the garden, dig a $100 hole for a $10 plant.
Gardening is a great metaphor for marketing.
from Excellent Advice for Living by Kevin Kelly 📚
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Listening to my morning Celtics podcast when host John Karalis uses the example of leaving a party as a metaphor:
You know when you’re getting ready to leave a party and you start looking at your watch and you’re like “ok, I’m going to start looking for the opening here”. And unless somebody comes along and hits you with a great story, unless somebody comes along and hooks you to stick around…you’re going…
That’s everyone on the internet scrolling and clicking.
They’re constantly leaving the piece of content in front of them until it hooks them.
You have to hit them with the great story.
Also on Bluesky
It appears Meta’s Advantage+ Shopping Campaigns will be dead early next year.
Start building your Advantage+ Sales Campaigns now and let them run alongside until you’re ready to pivot on your timeline.
Also on Bluesky
Meta is growing its smart glasses lineup 🕶️
Another name brand partnership, this time geared towards a different consumer. Clearly there is revenue here.
Like the existing Meta Ray-Ban glasses, the Oakley model features a front-facing camera, along with open-ear speakers and microphones that are built into the frame. After they are paired with a phone, the glasses can be used to listen to music or podcasts, conduct phone calls, or chat with Meta AI. By utilizing the onboard camera and microphones, Meta AI can also answer questions about what someone is seeing and even translate languages.
Also on Bluesky
Turns out Meta is like X and LinkedIn, it doesn’t want your links in the main post.
Users have reported seeing the following message when preparing to post a link in Facebook page posts:
Maybe that means that you should be including all of your post links in the first comment, and an image in the main post, which is what many high-performing publishers on Facebook are currently doing.
Also on Bluesky
If you’ve been paying attention, this isn’t a surprise
Using the ad tools Meta is developing, a brand could present an image of the product it wants to promote along with a budgetary goal, and AI would create the entire ad, including imagery, video and text. The system would then decide which Instagram and Facebook users to target and offer suggestions on budget
Meta also plans to enable advertisers to personalize ads using AI, so that users see different versions of the same ad in real time, based on factors such as geolocation
Are artisanal, hand crafted ads the future zig?
via WSJ
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Loomer on Lead Forms
Jon Loomer has been writing a lot about Meta Instant Forms lately, so here’s a round up of recent test features and ideas on improving lead quality.
Recent updates / tests:
How to improve quality (list of 16 ideas):
Also on Bluesky