Meta

2 April 2024

Meta: New Advantage+ Creative Add Catalogue Items Feature

Meta is constantly looking for new features to add to their Advantage+ technology. The newest addition applies to their Advantage+ creative where marketers now have the option to add catalogue items to their images and videos when creating an ad. 

This essentially looks like a different style of instant experience. The format of your ad will either look like a collection or a carousel depending on how this will be served to the end user. 

meta catalogue ad screenshot

Image Source: SearchEngineLand.com

For the collection format, the creative asset chosen will be the main image and then underneath will be all of the product cards in your chosen catalogue set. Remember the images for the product cards are scraped from your website so if you don’t like the primary image then you’ll need to update these.

Now you don’t have to opt into this feature. When you’re creating your ad, the Avantage+ Creative window will pop up and from there you will be able to select the option to turn off all optimisations. You don’t have to keep them all off either – you can test the different features to see how they affect your performance and then make the judgement on which features to keep for your ads.

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12 March 2024

Top of Funnel Meta Campaigns Now Forced to use Audience Expansion – March 2024

Meta has started rolling out a new update that means that link clicks and landing page views campaigns will now automatically include audience expansion, with the advertiser being unable to turn this off.

 

advantage detailed targeting expansion

 

Audience expansion is where your campaign will occasionally go beyond your specified detailed targeting (interests, age, gender etc.) if it believes it will drive better performance in doing so. This can be a fantastic tool when driving purchases, but falls down when looking at top of funnel campaigns.

If your ad is going after those most likely to click, outside of your set audience parameters, there could potentially be a lot of poor quality traffic coming through your ads. It might drive low cost clicks but they might be less likely to take an action after a click, may not fit your audience profile (think B2B businesses with specific industries) etc. The algorithm will go after the lowest cost action. 

This is quite a big change and will need to be factored into discussions around paid social as a tool for driving high quality website traffic.

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21 November 2023

Meta unveils five new lead generation ad tools for Facebook and Instagram – November 2023

Meta’s unveiling of five new lead-generation ad tools provides advertisers with powerful tools to drive business growth and foster meaningful connections with their target audience.

WhatsApp Lead Gen: Meta is expanding the lead opportunity to users via WhatsApp chats with businesses. This feature assists marketers in nurturing high-quality leads through messaging. Going forward, certain advertisers will have the opportunity to incorporate a Q&A flow directly within Ads Manager.

Instant form ad format. Allows users to explore and engage with multiple businesses simultaneously. For instance, upon registering for a bridal hair trial, users can effortlessly share their contact details with other businesses, such as a nail salon. This feature enhances convenience for users while expanding opportunities for small businesses to attract interested customers.

Calling leads on Facebook. Meta is currently experimenting with a new functionality on Facebook that enables businesses to directly contact leads, offering reassurance and showcasing their business details. Additionally, Meta is in the testing phase of Advantage+ for Lead Generation, a feature that enables full automation of lead generation campaigns through Meta Advantage. This empowers advertisers to employ AI across various campaigns which will help to improve performance. 

Hubspot. To assist businesses in efficiently generating high-quality leads, Meta is introducing HubSpot as a new CRM integration partner, providing a simple click-through setup which will help to streamline the process further.

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20 October 2023

Meta Launches Subscription Service For Instagram And Facebook – October 23

For consumers in Europe, Meta launched a monthly subscription service where users can pay to use Facebook and Instagram without ads being served to them, becoming an ad-free platform. 

What does this mean for advertisers? Your audience pool becomes smaller. You have fewer people to target, and now the platform becomes more competitive which could mean you see your costs increase across the board. However, this is all dependent on consumers buying into this subscription, if demand for this service is low then there will be little impact on your current performance.

For users, this means that their data will not be processed or collected by Meta as there is no need for tailored advertising.

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