More updates means unlocking more possibilities when advertising on Meta’s platforms, Danielle Pink, Senior Social Media Account Director at Visualsoft, takes a deeper look at what the latest features bring for online retailers.
Meta has been busy rolling out new features and updates aimed at enhancing your ad campaigns. Right now, many of the features are yet to be rolled out, but there’s plenty for advertisers to get excited for, and start preparing to implement changes into their own social strategy. Whether you’re a seasoned marketer or just dipping your toes into the advertising world, here’s what you need to know about Meta’s latest developments.
Meta has introduced the ‘First Conversion’ attribution setting, offering a fresh way to evaluate your ad performance. Previously, you could only select specific time frames for clicks and views to measure conversions. Now, with the addition of the 'conversion count' feature, you can choose between 'All conversions' and 'First conversion.'
This new flexibility helps you better understand which ads are truly driving that crucial first step in your customer’s journey.
Meta is spicing up its ad formats by introducing custom offers. If this feature is available for your account, you can now highlight specific discounts directly on the CTA button of your Instagram ads. Whether it's a percentage discount, a cash deal, or a promo code, these offers are designed to catch the eye and encourage immediate action from your audience. Who can resist a good deal, right?
Meta is giving advertisers more room to play with the new flexible ad setup. You can now create up to three distinct ad creative groups within a single ad. The best part? Each group can link to a different website URL. This means you can drive traffic to multiple landing pages all from one ad.
Exclusions are being retired: say goodbye to detailed targeting exclusions
Starting July 15, 2024, Meta will be phasing out the option to use exclusions in the ‘detailed targeting’ section of ad sets. This change will likely impact how you fine-tune your audience targeting. So, if exclusions were a key part of your strategy, it might be time to start exploring new targeting tactics.
When running a Leads campaign, you’ll now notice a new ‘Multiple’ option in the conversion location section. This allows you to optimise your campaign across various locations like websites and calls. Essentially, Meta is helping you fish where the fish are biting, making it easier to capture those all-important leads.
Meta has started rolling out sitelinks for Facebook Ads, a feature that allows you to add up to 20 sitelinks to a single ad. These sitelinks can appear in the Facebook mobile feed, driving traffic to different parts of your website. But, be mindful —Meta is automatically adding sitelinks, if you don’t - you will need to review to ensure it aligns with your objectives. You can also track which gets clicked, this data will appear in your GA4 reports, so you can see exactly which links are doing the heavy lifting.
In an effort to give advertisers more control, Meta has introduced new Audience Controls for Facebook Ads. These features let you prevent specific people from seeing your ads:
Customisable Conversion Value: You will soon have the ability to define what ‘value’ means for your business through ‘Conversion Value Rules.’ This feature allows you to prioritise specific audiences or conversions based on their importance to your objectives.
Incremental Conversions Attribution: Meta is introducing a new opt-in attribution setting focused on optimising and reporting incremental conversions. Initial testing has shown a promising average increase of over 20% in incremental conversions
Expanded Connections: The integration options are expanding, starting with Google Analytics and Northbeam, giving you more tools to connect and analyse your data
We have noticed this one available for a few of our clients already so this is going to be a great one to test. SIDE NOTE: it’s just super important that UTM parameters are set correctly so that GA4 Paid Social data pulls through accurately!
Cross-Publisher Journey Insights: Meta is rolling out changes to its ad system to better account for the entire customer journey across different platforms, helping businesses drive even more value.
These above updates are initially being rolled out for the Sales objective, with plans to extend them to other objectives in the near future.
Meta’s latest updates are designed to give you more control, flexibility, and insights into your ad campaigns. While some changes might require a tweak to your current strategies, these new tools offer exciting opportunities to enhance your advertising efforts. Keep an eye on these developments to stay ahead of the curve.