Jon is the founder of Jon Loomer Digital, which he started in 2011 to help businesses maximize impactful social media. Within 17 months, his website generated 4 million page views and was recognized as a Top 10 Social Media Blog by Social Media Examiner. He has extensive experience in digital marketing from his roles at the American Cancer Society and the NBA, where he led strategic marketing initiatives and pioneered the use of Facebook for business.
The Existing Customer Budget Cap in Advantage+ Shopping Campaigns is being removed, which allowed advertisers to limit budget spending on existing customers. To replicate this, advertisers can create a manual sales campaign that excludes existing customers or set up two ad sets: one targeting existing customers and another targeting a broader audience. If using Advantage Campaign Budget, budget distribution can be optimized, but an ad set spending limit is needed.
Meta has introduced a feature in lead ads that allows businesses to connect with leads via Messenger after form submission. When a lead agrees, a conversation starts in Messenger with their contact details. This feature is for post-form communication, not for collecting leads. It is useful for scenarios like real estate or auto leads but may feel intrusive for typical lead magnets if the checkbox is missed. Users are encouraged to experiment.
Marketing Auditor is a comprehensive, automated tool designed to revolutionize the process of auditing digital marketing campaigns. It supports platforms like Google Ads and Google Analytics, performing 200+ automated checks to uncover growth opportunities and deliver actionable insights. Users can generate professional, white-labeled reports customized to their branding and preferred formats like Google Slides and PowerPoint.
Meta ad creative optimization can be challenging due to size conflicts. A new method suggests using one 9:16 image or video with a square safe zone for all placements. This reduces the need for multiple versions, saving time and resources. A safe zone template helps maintain a clear central area across formats. This strategy streamlines creative optimization while ensuring quality across different placements.
Some advertisers are noticing the disappearance of the Advantage+ Shopping option when creating sales campaigns, replaced by Catalog Sales Campaign. This change might be based on ad account information and activity, including industry settings. A workaround is to duplicate a previous Advantage+ Shopping Campaign. It could also be a bug, as some accounts have corrected themselves. Advertisers should expect a way to access Advantage+ Shopping Campaigns soon.
Meta has eliminated Automated Rules templates. Previously, these templates allowed significant structural and creative changes, such as enabling Advantage+ Creative and reducing Auction Overlap. Now, users are directed to custom rule creation without templates. Automatic adjustments have replaced these templates, managing aspects like Campaign Structure and Audience Fragmentation. Users can enable these adjustments in the Account Overview page.
Ad Recall Lift, traditionally used for Awareness campaigns, is now applicable to Engagement campaigns. This metric, accessible via Ads Manager, includes Estimated Ad Recall Lift (People), Estimated Ad Recall Lift Rate, and Cost Per Estimated Ad Recall Lift. It estimates the number of people who will recall seeing your ad within two days. While useful for campaigns with fuzzy results, it should be used as a reference point rather than a strict goal.
Meta is phasing out Dynamic Creative, a feature available since 2017, and replacing it with Flexible Ad Format. While both features are similar, the key difference is that Flexible Ad Format does not support testing multiple CTA button options, a feature previously available in Dynamic Creative. This change is frustrating for users who relied on CTA button testing. Users will now need to create multiple ads or use the A/B test option.
New ability to schedule individual ads for manual Sales campaigns is now being rolled out by Meta. Previously available for Advantage+ Shopping Campaigns, this feature is not yet accessible to all users. It appears in accounts that also have access to Audience Segments for manual Sales campaigns, indicating a continued merging of Advantage+ Shopping and manual Sales campaigns.
Meta's Advantage Detailed Targeting, announced in January, expands audiences beyond selected interests and behaviors to improve results, while maintaining constraints like location, age, and gender. Initially optional, it became mandatory for link clicks and landing page views. This change aims to enhance performance but may lead to low-quality clicks due to the algorithm's focus on quantity over quality. The rollout began in March, but its effectiveness varies across ad accounts.
