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Meta Renames its Ad Automation Tools to Clarify the Purpose of Each Element

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Meta Renames its Ad Automation Tools to Clarify the Purpose of Each Element

As it works to provide more options to help advertisers navigate the evolving data privacy landscape, Meta has announced that it’s re-naming its ad automation tools in order to more clearly delineate the purpose of each, and drive better results.

From today, Meta’s ad automation products will be consolidated under a new portfolio called ‘Meta Advantage’.

Under the ‘Advantage’ banner, Meta’s options will be split into two product lines – as explained by Meta:

“First, there are features marked “Advantage” that allow you to enhance a specific aspect of your manual campaign setup, such as the selected Detailed Targeting options within your target audience. Second, there are products marked “Advantage+” that allow you to automate an entire campaign flow from end-to-end or an entire core step of your manual campaign setup, such as placements or creative.

Functionally, the title change doesn’t add anything new, as yet, though Meta has flagged some coming updates to its automation options.

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Under Meta Advantage, you’ll have:

  • Advantage Lookalikes and Advantage Detailed Targeting – These are currently your Lookalike Expansion and Detailed Targeting Expansion tools, enabling you to expand your reach based on similar audience traits
  • Advantage Lookalikes – Similar to Lookalike Expansion, this enables Meta’s system to reach a broader set of people than those defined in your initial Lookalike Audience.
  • Advantage Detailed Targeting – This process uses your selected targeting preferences as a guideline to find additional audiences. “If Advantage Detailed Targeting finds better performance opportunities outside your defined audience, the product makes dynamic updates to attempt to optimize those performance opportunities by expanding your audience”.

These, essentially, are your basic audience targeting automation tools, which are already available in different form. They’ll now be grouped under the new ‘Advantage’ banner, representing entry-level automation for targeting.

Meta Advantage+, meanwhile, is for more advanced AI options:

  • Advantage+ App Campaigns – Currently known as Automated App Ads, this option aims to simplify app install campaign creation and drive performance by using real-time learnings to adjust ads across audience, placement and creative.
  • Advantage+ Placements – Currently known as Automatic Placements, this option aims to find the most effective placement for a given ad, providing further opportunities for advertisers to maximize performance. “Showing your ads across 6 or more Placements – like on Facebook Marketplace, Instagram Stories, Reels – gives our system more flexibility to control costs and provide better results”.
  • Advantage+ Creative – Currently known as Dynamic Experiences, this option provides automated creative optimizations to help improve ad performance.
  • Advantage+ Shopping Campaigns – This one is coming soon, and is designed to optimize the performance of online sales campaigns by using variable including creative, targeting, placements and budget. Advantage+ Shopping Campaigns are currently still in Beta testing, and are expected to be rolled out to all customers before the end of the year.

So as you can see, there’s nothing new, as such, about the tools, but the idea is that by separating each element, that will make it clearer what each option provides, and which applies to your approach to help you maximize your campaigns.

And definitely, Meta’s automation tools have improved in recent years. Once seen as a major risk, as you could end up losing money on poorly targeted approaches, Meta’s systems are now recommended by many ad experts as a key way to maximize the performance of your campaigns.

You just have to go through the learning phase, which can be nerve-wracking for some. But if you give Meta’s systems the time to measure and understand audience response, they can help to improve your efforts.

And now, they’ll be under a new header, which is worth noting in your process.


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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