Meta has announced a series of updates to its advertising platforms, introducing new features and controls for advertisers on Facebook and Instagram. These changes aim to enhance ad performance, targeting, and management capabilities.
1. 'Target Frequency' for Auction Campaigns
Meta is introducing 'Target frequency' as a new control option for Auction campaigns, alongside the existing 'Frequency cap'. This feature is available for campaigns under the 'Awareness' and 'Engagement' objectives when optimizing for 'Maximize reach of ads' and 'Maximize ThruPlay views' performance goals.
Key points:
- Allows control over average weekly ad frequency
- Requires campaigns to run for at least 7 days
- Uses ad set lifetime budget without bid control
2. Multi-Advertiser Ads Now Default
New ads are now automatically opted into multi-advertiser ads unless previously opted out. This change also applies to existing ads, but advertisers can modify this setting at the ad level at any time.
3. 'Donate Now' CTA for Instagram Stories
The 'Donate Now' call-to-action button, previously available for Instagram Feed and Explore, is now extended to Instagram Stories. This update provides nonprofits and cause-based advertisers more opportunities to engage with their audience.
4. New Inventory Filters for Instagram Reels Ads
Advertisers can now use inventory filters to control the content types their ads appear alongside in Instagram Reels. This feature allows for excluding specific content types, preventing ads from appearing in content from profiles not on Meta's publisher list.
5. Business Manager Settings Upgrade
Meta is upgrading the Business settings in Business Manager. Users may be redirected to Settings in Meta Business Suite, which offers the same features with improved performance. Access to the original Business settings remains available through the 'Business Manager' tab in Settings.
These updates reflect Meta's ongoing efforts to provide advertisers with more control and flexibility in their ad campaigns across Facebook and Instagram platforms. Advertisers are encouraged to explore these new features to optimize their advertising strategies and improve campaign performance.
