Aug 13 2025
YouTube Lets Creators Pick Exact CTAs In Promote Website Ads via @sejournal, @MattGSouthern

YouTube has updated its Promote feature, giving you more control over campaigns designed to drive website traffic.

When you set a campaign goal of “more website visits,” you can now choose a specific call to action, such as “Book now,” “Get quote,” or “Contact us.”

The change was announced during YouTube’s weekly news update for creators:

More Targeted Campaign Goals

Previously, Promote campaigns for website traffic used broader objectives. Now, you can define a more granular outcome that better matches your business goals.

For example, a consulting service might pair its campaign with a “Get quote” button, while an event organizer could use “Book now.”

By letting you choose the intended action, YouTube is making it easier to connect video promotion with measurable results.

How YouTube Promote Works

Promote is YouTube’s built-in ad creation tool, available directly in YouTube Studio.

It allows you to run ads for Shorts and videos without going through the Google Ads interface. You can create campaigns to:

  • Gain more subscribers
  • Increase video views
  • Drive visits to your website

Campaign creation and management happen entirely within YouTube Studio’s Promotions tab, keeping the process straightforward for creators who may not have experience with traditional advertising platforms.

Why This Matters

For creators promoting services, products, or events, the ability to align ads with a specific action could improve return on investment and make performance tracking easier.

Marketing teams managing YouTube channels for clients can now link spend to clear outcomes, strengthening the case for campaign value.

Looking Ahead

This update is part of YouTube’s push to give creators accessible yet more powerful monetization and promotion tools.

For marketers, it creates another measurable step in the customer journey, offering insight into how video campaigns contribute to broader marketing goals.

Featured Image: Roman Samborskyi/Shutterstock

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Jun 19 2025
How To Use Paid Search & Social Ads For Promoting Events via @sejournal, @LisaRocksSEM

Paid media offers one of the fastest ways to promote a business event and get the right people to take action.

Event campaigns are not just regular ads with a date added. They need a dedicated strategy, setup, budget, and audience targeting to succeed.

From webinars and product launches to open houses and local promotions, you’ll get better results by treating your event like a stand-alone campaign.

Here’s how to approach it with paid search and social ads that drive participation.

What Types Of Events Can Be Promoted?

Here are common examples of business events that can benefit from paid ad promotion:

  • Conferences (virtual or in-person).
  • Webinars.
  • Product launches.
  • Open houses.
  • Grand openings.
  • Sales or seasonal promotions.
  • Trade show participation or speaking engagements.
  • Local festivals or community events.
  • Pet adoption events.
  • Sports or sponsorship tie-ins.
  • Class registrations or training signups.

For an “event,” we generally look for a special, notable activity outside of normal business, with a limited time for engagement.

Considerations Before Campaign Setup

Use A Stand-Alone Campaign

Each event should have its own dedicated campaign. This gives you more control over:

  • Budget.
  • Targeting.
  • Messaging.
  • Conversion tracking.

Don’t try to squeeze event ads into your evergreen campaigns. Keep it separate so you can measure impact clearly.

Budget Separately

A separate budget prevents your main campaigns from losing momentum. Even a small spend focused on urgency and high-intent audiences can produce a strong ROI.

Incorporate Into Your Ad Copy

Add event details directly into your ad copy, such as headlines or descriptions in responsive search ads (RSAs), and use the pinning feature to lock critical details into place.

For higher control, create an entirely new custom ad built specifically around the event message.

Use promotion assets in Google Ads for sales-driven events that include a discount or monetary offer.

Double-check each platform’s documentation to confirm which features are available and how they are currently labeled.

screenshot of promotion extension in google adsScreenshot by author, June 2025

4 Tips To Design High-Performing Event Campaigns

After creating a new campaign for your event and allocating its budget, there are several other factors to consider when promoting events.

Tip 1: Get Straight To The Point

Event ads need clear details upfront:

  • Event name.
  • Date and time.
  • Location (or virtual link).
  • A CTA like “Register”, “Sign Up”, or “Save Your Seat.”

Use direct headlines and don’t leave room for interpretation. Test countdown timers (Google) in your ad copy to build urgency.

Check out Microsoft Ads, which has a great explanation on how the countdown feature works.

  • Example: “Only 3 Days Left to Register for the Free AI Workshop”

If you’re offering discounts or early-bird pricing, clearly state it in both the headline and description.

Below is the Google Ads example of setting this up in a headline and steps to implement.

screenshot of countdown timer steps in google adsScreenshot by author, May 2025

Tip 2: Be Strategic About Timing

The timeline for event promotion is mission-critical. Some events only require a few days of promotion, while others may need weeks or months of preparation.

Plan around three phases:

  • Pre-event hype: Build interest and drive signups.
  • During the event: Push for last-minute attendance or livestream engagement.
  • Post-event: Retarget attendees for future events or promote replays.

Also, confirm your ad platform’s scheduling limits. Google ends ads at 11:59 p.m. of the advertiser’s time zone. Some let you choose a specific time (in 24-hour format).

Tip 3: Location Targeting

The location targeting will be largely determined by the event’s real, physical location, but there are a few things to consider.

Depending on the density of the customer base, location targeting will vary for each advertiser. Match the event’s scale to your location settings:

For example:

  • Local: Use radius or city-level targeting around the physical location.
  • Regional: Layer metro areas or ZIP codes with high interest.
  • National or online: Prioritize geos with the highest engagement or ROI historically.

With national targeting, you may want to prioritize budget allocation to major metro areas. Another approach is to review your customer purchase data for trends in revenue or return on investment (ROI) by location.

Tip 4. Use Targeting Unique To The Event

Your existing keyword list or audience segments may not apply to an event. Build targeting around:

  • Specific event names or branded keywords, such as “Tech Expo 2025.”
  • Related topics or products featured at the event, such as boat models for the boat show.
  • Competitor brands or category searches.
  • Audience interests like “small business tools” or “data analytics training.”
  • Use customer lists on your preferred platform to reach similar audiences.

Bonus Tip: How To Leverage Events (Local Or Otherwise) Even If You Are Not Participating In Them

You don’t need to be directly involved in the event to benefit from event-driven ad traffic. You can also capitalize on events related to your business to gain extra exposure.

For example, if a local wedding expo is happening in your area, a florist or event planner can run campaigns targeting attendees who are searching for event services during the show.

This strategy works for:

  • Industry conferences.
  • Seasonal community events.
  • Awareness days or promotional months.

Set up a parallel campaign with relevant offers or content that aligns with the audience’s mindset during the event.

Final Thoughts

Event campaigns deserve more than a last-minute or a generic ad slot.

With a strategic approach, they can build brand awareness, generate leads, and leave a lasting impression.

By setting up a dedicated campaign, writing clear and timely messaging, and using specific targeting, you’re setting the stage for better results.

Even if you’re not hosting the event, there are still ways to show up and be seen.

Put your event in the spotlight. When you run it like a pro with paid media, the results speak for themselves.

More resources: 

Featured Image: PeopleImages.com – Yuri A/Shutterstock

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Feb 25 2025
TikTok Ads Achieve Highest Short-Term ROI, Says Dentsu Study via @sejournal, @MattGSouthern

A recent Dentsu study, in partnership with TikTok, shows that advertisers on the platform achieve strong returns on investment (ROI) for both short-term and long-term sales.

The analysis (PDF link) focused on 15 brands in Norway, Denmark, Sweden, and Finland and compared TikTok’s performance with other media channels.

Dentsu found:

“With a short-term ROI of 11.8, TikTok ranks among the most effective media channels for driving immediate sales, according to dentsu benchmark data. In practical terms, this means that advertisers generate nearly 12 times their initial investment in sales revenue within just six weeks—establishing TikTok as one of the strongest performance marketing channels available.”

In other words, advertisers gained nearly 12 dollars in sales for every dollar spent in six weeks or less.

For comparison, Dentsu measured the average short-term ROI from all media at 8.7.

Other top findings from the Dentsu study include:

  • 75% of advertisers found that TikTok provided the highest ROI compared to other channels.
  • All advertisers saw a substantial boost in short-term sales from TikTok.
  • To achieve the best short-term results, combine lower-funnel platforms with TikTok.
  • TikTok’s sales impact lasts 3 to 4 weeks after a campaign ends.
  • Advertisers with the best ROI stayed active on TikTok.
  • User-generated content featuring creators had the strongest sales impact.

What About Long-Term Impact?

The data indicates that, in addition to the 11.8 ROI achieved in the first six weeks, a 4.5 ROI is observed within 10 months after exposure.

This suggests that TikTok can function as a performance channel for immediate results and a tool for building brand equity over the long term.

However, as you can see in the chart below, several ad platforms achieve better results than TikTok in the longer term.

Screenshot from: From Storytelling to Sales: Short and Long-Term ROI of TikTok. A Marketing Mix Modeling Study By Dentsu. February 2025.

Storytelling Ads Perform Better

The study examined two main types of user-generated content (UGC):

  • Storytelling UGC: Content with a narrative focus and no direct promotional offers.
  • Tactical UGC: Content centered on pricing, sales promotions, or direct product calls to action.

Dentsu found that storytelling-based UGC drove stronger sales results than tactical promotions.

The narrative approach generated better audience engagement and recall, translating to 70% higher ROI than promotional content.

What This Means

Dentsu’s data shows TikTok can help meet both short-term sales goals and long-term brand goals.

Advertisers looking for quick sales and lasting brand impact could consider including TikTok in their media strategy.

Methodology

Dentsu used a three-step approach to measure TikTok’s full impact:

  • Short-Term Sales: Tracked direct revenue within 6 weeks of ads running while filtering out other market factors.
  • Brand Metrics: Measured how TikTok advertising shifted consumer perceptions.
  • Long-Term Sales: Connected those brand perception changes to additional sales 1-10 months later.

The study analyzed actual spending and sales data from 15 Nordic brands over 2-3 years. Statistical models isolated TikTok’s contribution from external factors like seasonality, competition, and other marketing channels.

This methodology captures both immediate performance and longer-term brand effects in a single framework.

Featured Image: Poetra.RH/Shutterstock

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Jan 24 2025
Meta Threads Takes the Next Step By Launching Ads via @sejournal, @brookeosmundson

Big news from Meta: Threads, the platform everyone rushed to last summer, is officially testing ads.

In its announcement today, Threads is launching an image ads test with select brands in the United States and Japan.

For now, this is just a trial run with a handful of brands, but it’s a clear sign that Meta is ready to monetize its newest social media experiment.

In case you missed it, Threads launched in July 2023 as Meta’s answer to X (formerly Twitter). It quickly gained traction, passing 300 million monthly active users, largely thanks to its integration with Instagram.

While its user base might not be as sticky as Meta hoped, this move shows that they’re betting on Threads as more than just a fleeting trend.

What Does the Ad Test Look Like?

The ads being tested are image-based and will pop up in users’ home feeds. In early testing, ads on Threads will show for only a small percentage of people.

Image credit: Facebook.com, January 2025

Meta is gauging how users respond and will decide whether to expand the program based on the data.

Meta’s Approach to Brand Safety

Meta is providing Threads users with control over the ads they see to help them understand how their information is used for ads, and ways to change their experience.

Users will be able to skip an ad they don’t like, or hide or report an ad that they deem inappropriate.

Additionally, Meta is testing an AI-powered inventory filter. This tools lets advertisers control the types of content their ads appear next to, giving brands more confidence to experiment with new platforms like Threads.

Why Advertisers Should Care

For advertisers wanting to jump on this initial test, businesses can simply extend their existing Meta campaigns to Threads without additional creative.

In Meta Ads Manager, advertisers can simply check a box indicating that they’d like to add Threads as a placement.

It’s important to note that by checking the Threads placement box, it does not automatically mean your ads will appear right away because this is a limited test.

Meta did not confirm what brands or verticals would be eligible for this initial test, but we’ll keep an eye out for early advertisements.

Threads’ emphasis on visual content and casual conversations creates a unique opportunity for advertisers to experiment with creative approaches. If your audience is already active on Instagram or Facebook, this could be the perfect extension to your campaigns.

Being an early adopter on a platform could give you a competitive edge when it comes to understanding what resonates.

Next Steps for Marketers

While Threads may still be finding its identity, it’s already proven it can attract a massive audience. And with Meta’s established advertising infrastructure, it’s only a matter of time before Threads becomes a key player in the ad space.

If you’re already running campaigns with Meta, this is your chance to get a head start on a brand new ad platform.

When testing, start small, monitor your performance, and pay attention to how users interact with ads on the platform.

Don’t sleep on the opportunity to test creative formats. Keep an eye on updates from Meta as they expand this test. We will continue to update as more information comes to light.

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Dec 6 2024
How To Optimize TikTok Ads After You Set Up Your Campaign via @sejournal, @brookeosmundson

TikTok isn’t just a place for dance challenges or trendy lip-sync videos; it’s now one of the most powerful platforms for advertisers.

With its unique mix of authenticity and creativity, TikTok offers marketers a golden opportunity to reach engaged audiences in fresh ways.

But setting up a campaign is only the beginning. Once your ads are live, optimizing them to meet your goals is where the real magic happens.

In this guide, we’ll dive into practical, data-driven steps to improve TikTok ad performance after setup.

Whether your goal is to boost brand awareness or drive conversions, this article will show you how to refine your strategy for maximum impact.

1. Know Your Objectives And KPIs

Before diving into optimization, it’s essential to clarify your campaign’s objectives and identify key performance indicators (KPIs).

Are you aiming for brand awareness, engagement, or conversions?

Each objective requires different tactics and metrics to gauge success.

Review KPIs like impressions, clicks, click-through rates (CTR), and conversions regularly. Tracking these lets you adjust your approach based on how close you are to your goals.

For instance, if your primary goal is brand awareness, focus on engagement rates rather than immediate conversions. Keeping your objectives front and center will help shape every decision as you optimize.

2. Audience Refinement And Targeting Adjustments

TikTok’s wide-reaching audience is one of its strengths, but casting too broad a net can dilute your results.

Once you have initial data from your live ads, it’s time to refine your targeting:

  • Demographic Adjustments: Analyze the demographics of users interacting with your ads. Adjust your target audience to match the profiles that are responding best. For example, if you see a strong engagement from a particular age group or gender, double down there.
  • Interest And Behavior-Based Refinement: TikTok allows for interest-based targeting, which can help you reach specific niches. If you see that users interested in “travel” engage with your content more, consider adjusting your interests or behaviors to focus on that.
  • Custom And Lookalike Audiences: Custom audiences (based on engagement or website traffic) and lookalike audiences (based on your existing customers) are invaluable for re-targeting and prospecting. These segments let you focus your budget on high-intent users who are likely to convert, creating a win-win for efficiency and results.

Additionally, TikTok Ads has the ability to create “AND” audiences, allowing for further refinement based on behavioral performance.

For example, you can create an audience that includes a certain demographic factor, AND portrays a specific interest. This type of targeting narrows down the focus instead of using an “OR” behavior, which targets anyone in either of those categories chosen.

3. Optimize Your Ad Creative

TikTok is all about eye-catching content, so optimizing ad creative is non-negotiable.

Dive into your metrics – CTR, engagement rate, completion rate – and identify trends in what’s working.

  • A/B Testing: Split-testing different video creations can provide insights into what resonates most. Test elements like video length, style, and music choice to see what improves results.
  • Trendy, Authentic Content: TikTok users are drawn to authenticity. Swap polished brand visuals for raw, relatable content that feels natural in users’ feeds. Experiment with user-generated content (UGC) styles to tap into TikTok’s unique vibe.
  • Adjust Visuals Regularly: TikTok trends move fast. Refresh visuals, sounds, and messaging to stay relevant and avoid “ad fatigue,” where users tune out repetitive content.

If possible, try to have five to 10 creatives per ad group running at all times to reduce creative fatigue.

When first starting out, try testing creatives with big differences between the two, not small nuances, to really understand what’s going to capture your audience from the start.

These steps help you create a feedback loop where the data from each test iteration informs the next, sharpening your creative with each optimization cycle.

TikTok has a variety of creative tools in its Business Help Center, including:

  • Video template tool.
  • Smart creative.
  • Creative exchange.
  • Creative best practices.
  • And more.

4. Use Automated Bidding Strategically

TikTok’s automated bidding options, like “Maximum Delivery” and “Bid Cap,” can help streamline budget management. Knowing when to use them effectively, though, is key.

  • Start With Manual, Then Test Automated: Many advertisers find value in starting with manual bidding for tighter control, then testing TikTok’s automated options once they gather performance data.
  • Bid Adjustments Based On Engagement: If an ad shows high engagement but low conversions, consider using manual bid adjustments to focus spend on high-engagement periods or audiences.

Here’s a quick breakdown of the two automated bid strategy options:

Cost Cap Bidding

  • How It Works: Keeps your average cost similar to your bid, regardless of daily/lifetime budget.
  • Advertising Objectives available: App Installs, Conversions, or Lead Generation objectives can be chosen with this strategy.
  • Cost Metrics: Cost per Click (CPC), Cost per Thousand (CPM), Cost per View (CPV), and Optimized Cost per Thousand (oCPM).

Maximum Delivery Bidding

  • How It Works: Maximizes budget usage by driving the most results possible, given a specified budget and a certain time period.
  • Advertising Objectives available: Traffic, Reach, Video Views, App Installs, Conversions, Lead Generation, and Catalog Sales objectives can be chosen with this strategy.
  • Cost Metrics: CPC, CPM, CPV, oCPM.

Automated bidding is particularly beneficial when managing multiple campaigns, but always monitor closely.

TikTok’s bidding algorithm can free up time, but a “set it and forget it” approach rarely leads to optimal results.

5. Ad Placement And Schedule Adjustments

TikTok gives you control over placement and scheduling – two levers you can use to ensure your ads reach the right audience at the right time.

By default, TikTok will set an ad group with Automatic Placements, meaning your ad will be available to be chosen in each available ad placement (depending on your ad type, bid strategy, etc.)

If you’re looking to harness more control at the beginning, you can turn that setting off. The following manual placements can be selected or de-selected:

  • TikTok: Allows for placement on TikTok based on your advertising objective.
  • Global App Bundle: An integrated traffic solution that places ads on other popular apps, like CapCut and Fizzo.
  • Pangle: The ad network of TikTok for business that allows you to reach users across top local publishers on the platform.

Below are a few tips for getting started with ad placement and schedule adjustments.

  • Review Placement Performance: Ads can show up in different TikTok placements. Start by examining how each is performing. If the “For You” feed drives better engagement than other placements, consider focusing your budget there.
  • Dayparting For Maximum Impact: Dayparting – scheduling ads to run at specific times – can improve efficiency. Look at when your target audience is most active and adjust your schedule to maximize impact during those hours.

These adjustments ensure your ads are not just “on” but active in ways that maximize visibility and relevance.

6. Retargeting And Sequencing For Engagement

As users engage with your brand on TikTok, retargeting allows you to keep them in the loop without starting from scratch.

  • Engagement-Based Retargeting: Use retargeting to reach users who have interacted with your brand but haven’t converted. Target viewers who’ve engaged with your videos or clicked but haven’t completed an action. This high-intent group is more likely to convert with the right nudge.
  • Sequencing Ads To Tell A Story: Ad sequencing is a powerful way to build a narrative across multiple videos. A sequential approach lets you nurture leads by gradually building brand familiarity and trust, guiding users down the conversion funnel naturally.

Considering 72% of TikTok users agree that a brand is memorable even three weeks after initial ad exposure, remarketing efforts on TikTok are a no-brainer.

These techniques can boost engagement and help guide audiences from mere interest to genuine investment in your brand.

7. Analyze And Optimize Landing Pages

If your landing page or app experience doesn’t align with your TikTok ad, you’ll likely see high bounce rates.

As with any ad, optimize those landing pages for a seamless transition from ad to action.

  • A/B Test Landing Pages: Experiment with different layouts, messaging, and calls to action on your landing pages. TikTok users prefer a smooth, distraction-free experience, so every element on your landing page should support your ad’s call to action.
  • Page Speed Matters: TikTok is a fast-paced platform, and users expect speed. Ensure your landing pages load quickly to reduce drop-off.

In short, your ad and landing page should feel like a cohesive journey that’s frictionless and aligned with your audience’s expectations.

8. Experiment With TikTok’s Advanced Features

As TikTok evolves, so do its advertising options.

Advanced features like Spark Ads, Dynamic Showcase Ads, and Catalog Sales provide unique ways to reach audiences.

  • Spark Ads For Organic Feel: Spark Ads allow brands to partner with influencers or use existing organic posts as ads. This format enhances trust and engagement as it appears less like a traditional ad and more like organic content.
  • Dynamic Showcase Ads And Catalog Sales: For ecommerce brands, these features let you showcase products dynamically, creating a more personalized ad experience. Optimize these ads by using high-quality visuals and up-to-date catalog information.

Taking advantage of these advanced features allows your brand to stay ahead of the curve and engage audiences in innovative ways.

Embrace Optimization With Continuous Testing

The TikTok landscape moves quickly, making continuous testing essential for ad performance. Every ad format, audience adjustment, and creative tweak contributes to your overall learning.

Setting up TikTok ads is just the first step in a larger optimization journey.

To unlock the full potential of TikTok, marketers need to embrace data-driven adjustments, experiment with new formats, and consistently align their content with TikTok’s fast-moving trends.

By refining targeting, leveraging creative testing, and optimizing placements, you can push your campaigns to perform at their best.

Let’s face it: TikTok is one of the most dynamic platforms today. With a bit of experimentation and a lot of flexibility, your ads can thrive here, bringing both visibility and results to your brand.

More resources:

Featured Image: Roman Samborskyi/Shutterstock

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Nov 25 2024
LinkedIn Reveals Data-Backed Formula For B2B Ad Success via @sejournal, @MattGSouthern

LinkedIn unveils research-backed creative principles to boost B2B ad performance, as 90% of CMOs seek bolder marketing approaches.

  • Vertical mobile ads drive 31% higher engagement than horizontal formats on LinkedIn.
  • 81% of B2B ad campaigns fail to achieve both attention capture and brand recall.
  • Humorous content generates 65% higher engagement rates on LinkedIn.
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Sep 10 2024
Meta Announces Updates To Business Tools Affecting Advertisers via @sejournal, @MattGSouthern

Meta is restricting data access in its Business Tools. Custom audiences and ad sets may be affected or paused. Advertisers need to adapt their tracking and reporting strategies.

Meta has informed businesses of upcoming changes to its Business Tools that may impact how you use the platforms for advertising.

Key Changes

According to an email sent to advertisers, Meta plans to automatically restrict certain data, including parts of URLs and custom parameters.

The company states this reduces the potential for sharing information prohibited by its Business Tools Terms.

Potential Effects On Advertisers

The email outlines several ways these changes may affect businesses:

  1. Custom audiences may require adjustments if they use rules that include data that will be restricted.
  2. Some ad sets may be paused if custom audiences decrease or can no longer be updated.
  3. Events Manager monitoring will change, with restricted data no longer being included in reports.

Meta’s Recommendations

For advertisers whose ads are paused, Meta recommends either switching the custom audience or creating a new one with standard parameters.

The company advises businesses to check their Events Manager Overview to see which data these changes will affect.

Industry Response

Navah Hopkins, Optmyzr Brand Evangelist, commented on LinkedIn about the announcement.

Hopkins noted that the update indicates Meta is prioritizing privacy and that the ability to report and target based on ad interactions may be affected.

She states:

“Really important update on Meta ads: not only will data be restricted, ads with hyper targeted UTMs might be paused!

This is a critical reminder that Meta (Facebook/Instagram/WhatsApp) is taking privacy very seriously and our ability to report and target based on seeing/clicking ads is no longer a guaranteed state.”

Hopkins advised advertisers using UTMs to monitor for paused ads and be prepared to adjust their inclusions. She also suggested informing clients or stakeholders who expect detailed reporting about these upcoming changes.

She added:

“If your ads use UTMs, keep an eye out for paused ads and be prepared to make some compromises on what you include.

Most of us have been moving away from the “perfect” targeting world, towards a privacy compliant one. However, if your clients/stakeholders still hold you accountable for that reporting, be sure to keep them in the know!”

Hopkins shares a screenshot of the email she received from Meta:

Screenshot from: linkedin.com/in/navahhopkins/, September 2024.

Practical Steps For Businesses

In light of this change, and considering Hopkins’ advice, businesses can take several actions:

  • Audit UTMs: Review your tracking parameters for potentially restricted info.
  • Streamline tracking: Focus on core UTM elements like source, medium, and campaign name.
  • Set up ad pause alerts: Stay on top of affected campaigns.
  • Explore alternatives: Look into privacy-compliant analytics tools beyond Meta’s ecosystem.
  • Revamp reporting: Adjust your processes to account for limited data availability.
  • Communicate changes: Keep clients and teams informed about the impact on metrics and performance.
  • Develop privacy-friendly targeting: Test new strategies using broader audience segments.
  • Stay updated: Regularly check Meta’s policies to anticipate future changes.

Advertisers can adapt to Meta’s evolving privacy landscape by implementing these steps while minimizing campaign disruptions.

Context

These changes come amid a broader industry shift towards increased user privacy measures.

As digital platforms evolve their practices, advertisers may need to adapt their strategies to align with new data usage policies.

Meta hasn’t specified an exact date for implementing these changes. Advertisers are advised to stay informed and prepare for potential adjustments.

Featured Image: mundissima/Shutterstock

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Aug 20 2024
Meta’s New Ad Tools Promise More Precise Customer Targeting via @sejournal, @MattGSouthern

Meta is rolling out ad platform upgrades for Facebook and Instagram.

The updates, coming in the next few months, focus on boosting performance and customization through AI-powered campaign optimization.

New Features For Precise Value Definition

Meta is rolling out a new “Conversion Value Rules” tool to give advertisers more flexibility.

This feature lets you adjust the value of different customer actions or groups to your business within a single campaign.

Let’s say you know some customers tend to spend way more over time. Now, you can tell the system to bid higher for those folks without setting up a separate campaign.

Incremental Attribution Model

Meta plans to introduce a new optional attribution setting later this year. This feature will focus on what it terms “incremental conversions.”

Instead of maximizing the total number of attributed conversions, this new model aims to optimize ad delivery for conversions likely to occur only because of ad exposure.

In other words, the model identifies and targets potential customers who wouldn’t have converted without seeing the advertisement.

Initial tests of this feature have yielded positive results. Advertisers participating in these trials have observed an average increase of over 20% in incremental conversions.

Enhanced Analytics Integration

Meta is launching direct connections with external analytics platforms, starting now and continuing through 2025. They’re kicking off with Google Analytics and Northbeam and plan to add Triple Whale and Adobe later.

These connections let businesses share combined campaign data from different channels with Meta’s ad system. The goal is to give advertisers a complete picture of how their campaigns perform across various platforms.

By getting this broader data set, Meta expects to fine-tune its AI models and help advertisers run more effective campaigns.

Cross-Publisher Journey Optimization

Meta is using what it’s learned from its early connections with analytics tools to update its ad system. These changes consider how customers interact with ads across different platforms before purchasing.

Early tests of this update have been positive. On average, third-party analytics tools show a 30% increase in conversions attributed to Meta ads. However, advertisers might see higher costs per thousand impressions (CPMs).

Right now, this update is being applied to campaigns that aim to increase the number or value of conversions under the sales objective. Meta plans to extend this to other campaign objectives soon.

Google Analytics Integration: What It Means

The Google Analytics connection is big news for industry folks, as it could offer the following benefits:

  • Unified view of Meta ads and overall site performance
  • Better multi-touch attribution
  • Insights to refine SEO strategy based on paid social impact
  • Smarter budget decisions between paid social and SEO
  • Easier reporting
  • Cross-channel optimization opportunities

This integration blurs the lines between paid social, organic social, and SEO, offering a more holistic view of digital marketing efforts.

Why This Matters

As privacy changes shake up digital advertising, Meta’s updates address the need for more accurate, valuable insights.

The move towards AI-driven features and cross-channel integration marks a new era in ad sophistication.

To make the most of these updates, review your Meta ad strategy and clearly define your customer journey and value metrics.

Stay tuned for the rollout, and be ready to test these new features as they become available.

Featured Image: Cristian Valderas/Shutterstock

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