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
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.