Meta

Jun 10, 2024 ∞

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

Jun 10, 2024 ∞

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.

Jun 3, 2024 ∞

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

Jun 3, 2024 ∞

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%.

May 31, 2024 ∞

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.

May 26, 2024 ∞

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.

May 21, 2024 ∞
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

May 14, 2024 ∞

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

May 12, 2024 ∞

More Shiny New Ad Toys



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

May 1, 2024 ∞

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.

Apr 29, 2024 ∞

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.

Apr 27, 2024 ∞

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

Apr 23, 2024 ∞

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

Apr 10, 2024 ∞

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.

Apr 9, 2024 ∞

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

Apr 7, 2024 ∞

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

via Meta

Apr 4, 2024 ∞

Good reminder: Ads Optimization is Literal

When you select a performance goal in the ad set, the algorithm’s entire focus is getting you as many of that thing as possible.

It’s not trying to get you a certain type of link click or landing page view or ThruPlay. The only goal is to get you that thing and make you happy.

Because Meta is literal, and when you optimize for those things, the assumption is that you are satisfied with that surface-level action.

This is how algorithms work. They don’t make qualitative judgements. It’s a binary “did the action occur?” switch. Yes = success.

Apr 4, 2024 ∞

🚨 Meta Is Broken

For the second time in just over a month, Meta’s apps, including WhatsApp, and to some extent, Messenger and Instagram, faced outages and intermittent issues.

Meta’s status page detailed disruptions to key business services, including its Ads Manager, Messenger Platform, WhatsApp Business API and others.

via TechCrunch

&

There has been a lot of talk on Twitter/X about Meta Ads being “broken”. This has happened before, but it’s never lasted longer than a few weeks. This time, many brands have seen soft performance for all of Q1.

there is no obvious cause/effect relationship between poor performance and a specific code push or platform outage on Meta’s side.

only some brands are seeing poor performance.

via No Best Practices (a must read for Meta advertisers)

Something is fundamentally broken at Meta (more than usual). Which means it’s a time to experiment freely, on and off the platform.

Apr 2, 2024 ∞

Looking forward to playing with this new reporting feature from Meta (because I’m a data nerd).

With the Engaged Customers Audience Segment, you can define your engaged customers using custom audiences, which provides reporting breakdowns specifically for this audience.

Meta now offers a new segment to analyze results in Ads Manager. Just go to the Breakdown menu and choose “Demographics by Audience Segments.” From there, you’ll see separate rows for New Customers, Existing Customers, and Engaged Customers

Cracking open the lid of the black box ever so slightly.

I’m a believer in the AI/algorithm-driven targeting but learning more about what audiences it finds success with can be helpful to fold back into other efforts.

via Search Engine Land

Mar 29, 2024 ∞

Friday Bits & Bytes | 032924

Why Marketers need to embrace the funny when it comes to podcasting

While there’s no sure-fire formula to being funny, brands that lean into comedic ads find the effort has a good success rate.

A funny ad is a sticky ad

Marketing (and business) doesn’t have to be that serious, have some fun. It may even make your work better.

If only there were a “holiday” coming up that would let you safely try humor for your brand…

How consumers find new brands and products on social media, marketplaces, and brick-and-mortar retail in 5 charts

Here are 2:



Over two-thirds (67%) of US 16-to 24-year-olds say they’ve learned about a product or service through a social media video that organically entered their feed

But

Social media is just one part of the discovery mix. Online marketplaces or search engines are the top places where US consumers start their shopping journey

Outside of impulse purchases, discovery and shopping are two different phases.

Are Lookalikes Still Relevant?

I get that lookalikes are technically a bit more specific, in theory. You could find people similar to your paying customers, for example. I wonder if advertisers simply don’t trust the newer options as much as the tried and true lookalikes.

I’m just not convinced that lookalikes are any better than these other methods. I’ve mostly abandoned them completely as a result.

I am now very interested in this question. Mostly because I’m interested in what’s working on Meta.

And because I just made a bunch of lookalikes earlier today for an upcoming campaign. Wonder if that was time wasted…