Latest news with #AdsManager
Yahoo
7 days ago
- Business
- Yahoo
Meta Provides Additional Parameters To Guide AI-Powered Ads
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. Meta has announced that it's expanding its AI ad control options, which will give Meta advertisers more ways to define their specific ad goals to its automated systems, helping to drive variable response to your AI-powered promotions. Which is all part of Meta's grand plan to eventually enable fully automated campaigns, where marketers will simply input their product URL, then let Meta's system generate ad creative, define optimal audience targeting and launch a campaign, within their chosen budget parameters. That's the next stage of Meta's grand, AI-powered ad plan, with these latest refinements contributing another piece of that bigger puzzle. First off, Meta's adding new Value Optimization parameters, which will enable marketers to define their preferred campaign objective, based on the value of different outcomes. For example: Advertisers will be able to optimize for return on ad spend (ROAS), which will optimize for higher return from your promotions, as opposed to broader reach. Advertisers will also be able to share information (via the Conversions API) to outline how much profit they make from different products, enabling Meta's system to then optimize for higher margin sales in its targeting. Advertisers will also be able to optimize for ROAS with non-purchase event, based on the value of specific actions taken 'such as getting someone to make their first purchase, or having someone sign up for a subscription.' In other words, Meta's adding in variable sales targets, which aren't defined by the unit price, in order to help guide its ad targeting systems towards the best outcomes for each brands' promotions. Further to this, Meta's also expanding these qualifiers to incremental and multi-touch attribution, which will also enable advertisers to share additional information on the actions they prefer their ad viewers to take. 'We are now offering the ability for advertisers to share more granular click-level attribution information with Meta (e.g., was an individual click ultimately credited with a conversion) via Analytics integrations with partners like Adobe Advertising, Northbeam, Rockerbox and Triple Whale. This will enable advertisers access to test a new Custom Attribution feature over the next year, where advertisers can incorporate insights from external measurement sources into our optimization and drive more outcomes as measured in their analytics tools.' Finally, Meta's also expanding the availability of 'Value Rules,' which enables advertisers to set up rules in Ads Manager that assign higher value to certain types of customers. 'An advertiser who knows that a certain age group is typically more likely to be a repeat purchaser could create a rule that would have them bid more for these customers, since they know that they likely will have higher lifetime value and ultimately help their bottom line. In this situation, advertisers are directly communicating additional business information with Meta to specify how different dimensions drive value for their business.' So, really, these are human refinements to better target Meta's AI-powered ad systems, and give them more context with which to align your ads with the right audience. So while Meta does indeed want to fully automate the ad creation process, it does still need human input to ensure that it's focused on the right aspects, with additional pointers that cannot be communicated any other way. Maybe that will become the new ad expertise, in refining AI targeting with the exact right guidance, based on external factors, to ensure optimal response. I mean, AI systems will likely eventually be able to extract that info from your CRM as well, and Meta's no doubt working on systems to do just that. But at this stage, these processes will need variable levels of guidance, in order to ensure they drive the best outcomes for your business. You can read more about Meta's latest ad parameters here. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
20-05-2025
- Business
- Yahoo
Meta Will Soon Enable Advertisers to Test Experimental AI Features
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. Meta's developing a new program that will enable advertisers to gain access to its experimental AI ad features ahead of time, in order to contribute to external testing of these tools. As outlined by Meta, its new 'Early Release' program will enable a select group of advertisers to try out new generative AI creative features before they're broadly rolled out. As per Meta: 'Early release features are those that are being tested with a small percentage of advertisers to validate performance and suitability before rolling out more broadly, and some features may be rolled back based on these evaluations.' So advertisers in this program will be able to try out the latest Advantage+ tools and creative options to build their Facebook, Instagram, and Threads ads. Which could be appealing, in a range of ways, depending, of course, on what features are on offer. Meta's already got a range of AI-based ad targeting tools built into its systems, which are driving good results for many brands, while it's also testing out various creative AI ad tools, like background generation, creative variations (for different formats), video generation, and more. The latest iterations of these creative options will likely be the main focus of this new initiative, giving participating advertisers the opportunity to try out things like video generation from prompts for your ads before they get a wider release. 'Early release features will be labeled 'Early Release' at the ad level in Ads Manager, and advertisers can preview and customize their ad variations before deciding if they want to opt in to the feature. If an early release feature is rolled back, the feature will be removed from all active ads. If access to an early release feature is rolled out to the general public, the 'Early Release' label will be removed in Ads Manager and ads using the feature will not be impacted.' So these test features will be clearly marked, and you'll be able to try them out in live campaigns. Which I'm guessing a lot of brands will be interested in. So how do you sign up for the program? Well, it's not clear yet. Meta has provided an overview of the program, but there's no specific information as to who can apply, or how, at this stage. But it looks to be coming soon. We've asked Meta for more information on the 'Early Release' ad program, and we'll update this post if/when we hear back. Recommended Reading Meta's Rolling out More Variable Ad Display Options Sign in to access your portfolio
Yahoo
13-05-2025
- Business
- Yahoo
Meta Expands Access to Opportunity Score To Help Improve Campaign Performance
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. After refining it over the past few months, Meta is now highlighting its 'Opportunity Score' metric to more users, via a new alert in Ads Manager that aims to raise awareness of its ad performance recommendations. As you can see in this example, shared by social media research Jonah Manzano, Meta's now alerting advertisers to the opportunities of its ad Opportunity Score, which aims to help advertisers with AI-based recommendations, based on overall Meta ad performance. Essentially, Opportunity Score provides a 0-100 point summary as to how well your campaign is set up to maximize performance. The score aims to provide immediate feedback on campaign set-up, which could help you optimize your results. As explained by Meta: 'The score is coupled with near real-time recommendations for what an advertiser can do in just a few steps to help improve performance, including tapping our AI-enabled Advantage+ suite. In our early tests, advertisers who adopted opportunity score recommendations saw a 5% median decrease in their cost per result.' The score itself is based on how many of Meta's recommendations you implement: 'Your score is based on how many Meta Ads Manager recommendations you apply, and those recommendations are ranked based on estimated performance impact. Recommendations are experimentally proven to help improve performance and include best practices as well as errors and warnings that appear when there's an issue with an ad or campaign, such as incorrect formatting, missing information, or policy violations.' The more of Meta's systematic campaign recommendations you action, the better your score, based on what Meta views as potential opportunities to improve your ads. Though, of course, none of this is guaranteed. Meta's Opportunity Score is based on Meta's systematic understanding of what's working for different advertisers, and because it's factoring in a wide breadth of Meta ads results, these recommendations should help. But they might not, and it's up to you whether you action each or not, with the Opportunity Score being Meta's own, AI-based recommendations based on what it thinks will help. And for some, that is helping, so it could be worth considering. As noted, Meta's been testing Opportunity Score with more advertisers, and it's now making it available to more advertisers, so you may see a notification pop-up in Ads Manager sometime soon. You can learn more about Opportunity Score here. Recommended Reading Meta Advertisers Report System Glitches Are Pushing up Ad Prices Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Business Mayor
12-05-2025
- Business
- Business Mayor
Meta Outlines Facebook, Instagram and Threads Ad Updates at NewFronts 2025
Meta has unveiled a range of new ad updates at the NewFronts 2025, including improved creator collaboration tools, a new means to tap into trending Reels, updated Partnership Ads, video ads on Threads, and more. Yeah, there's a bit to take in, and if you're looking to maximize your promotions, you do want to be taking in the details on these ones. First off, Instagram's now testing out Reels trending ads, which will enable brands to display their promotions alongside trending Reels content. As per Meta: ' Brands may choose to run their ads next to overall top trending Reels or top trending topical lineups such as beauty, sports, and more content lineups in the future.' It's very similar to TikTok's 'Pulse' ads, providing high-value placement in popular content on any given day. Which could be a great way to boost brand awareness and resonance, aligning your promotions with topic-aligned clips. Trending content is also the focus of Meta's latest update to its Creator Marketplace hub, which is getting its own trends display in-stream. ' Trends leverages AI to identify topics that are trending on Instagram Reels, we then rank the trends based on a variety of metrics and showcase relevant reels content along with recommended creators. ' As you can see in this example, the new trends listing will provide a basic overview of each topic, along with a quick link to relevant clips for added context. You'll be able to sort the listing by region, topic, and in 24-hour, 7-day, or 30-day timeframes, which will help to guide your thinking on creative options, as well as highlighting potential creators to work with. In addition to this, Meta's also adding more indicators on creator profiles in Creator Marketplace, show how their past brand collaborations have performed. The updated display will show stats like hook-rate and interaction rate to better inform your creator outreach. Meta's also expanding its AI-powered creator content recommendations to Facebook. Back in March, Meta added content recommendations within its Partnership Ads Hub in Ads Manager, which highlights relevant organic content that mentions your brand, and is also likely to perform well as a paid promotion. Now, the same will come to Facebook, providing extra opportunities to creator collaborations. And lastly, on Creator Marketplace, Meta's confirmed that it's testing a Creator Marketplace API, which will eventually provide expanded opportunities for businesses to discover and connect with creators. Meta's also announced an update to its Partnership Ads that will enable brands to display their brand handle or not on Partnership promotions. As you can see in the first example here, currently, Partnership Ads display the handles of the brand and collaborator at the top of the post. But now, that'll be an optional setting, which could make these posts seem more organic in-stream. Which may also be more deceptive, with the small 'Sponsored' tag in place of the location marker now the signal that this is an add. Obviously, Meta's found that users don't respond as well to more blatantly tagged promotions, but it feels like a slight step backwards in regard to transparency. Meta's also testing Facebook Live Partnership ads, with an option to boost user-generated content, 'so advertisers can boost live videos in partnership with creators as a partnership ad. ' That'll provide another way to tap into the popularity of creators in the app, and the engagement of live streams, which will also add incentive for more creators to go live on Facebook. It's also testing video ads for Threads, following on from its recent launch of Threads ads for all businesses. 'Soon, a small number of advertisers will test 16:9 or 1:1 video ad creative delivered in between pieces of organic content in Threads feed to offer businesses a new way to engage with their audience. ' Threads video ads will autoplay when displayed in-stream, and will expand when clicked, with a CTA button along the bottom of the playback window. In some ways, it feels like Meta may be pushing a bit hard on Threads ads, given that static ads have just been rolled out on the app, and video may be more disruptive to the user experience. But really, we're mostly used to ads like this anyway, so I doubt that they'll have a significant negative impact, even in video form. Meta recently announced that Threads is now up to 350 million monthly active users. Finally, Meta's rolling out AI-powered video expansion on Facebook Reels, which will automatically adjust your video creative assets by generating 'unseen pixels' in each video frame to expand the aspect ratio. The option will make it easier to scale your campaigns across different formats, without having to film new content, though I would assume that results will vary, and some of those expansions won't look as seamless as this. A heap of new Facebook, IG, and Threads options to consider, which could factor into your planning.
Yahoo
26-03-2025
- Business
- Yahoo
Meta Adds Improved Tools To Facilitate Creator Collaborations for Promotions
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. Meta's rolling out some new tools to help brands find the right creator partners to work with on branded content campaigns, in order to maximize engagement and response with your influencer ads. And with Meta's Creator Marketplace tools, that's now easier than ever, with creators able to indicate that they're open to work on brand campaigns, while also providing insight into their previous efforts with other promotions. Which is also getting an enhancement in this update. As per Meta: 'Creators are influential powerhouses. They have an authentic point of view that people crave and are talented at their craft. Finding the best creator to tell your brand's story is foundational to a campaign's success - 53% of people surveyed agree they are more likely to purchase an item if it's been promoted by a creator on Reels.' In order to help with this, Meta's adding a new element within its Partnership Ads Hub in Ads Manager that will highlight relevant organic content that mentions their brand, and is also likely to perform well as a paid promotion. As you can see in this example, Meta's system will now highlight relevant organic posts that match the type of content that tends to perform well in your vertical, and that creators have made available for paid promotion. The content will be assessed and recommended by Meta's AI system, which is trained on Meta ads data. That should ensure that these recommended posts will resonate with your target audience, and drive improved performance. Meta will also now highlight potential collaborators within Instagram's Creator Marketplace based on each creator's affinity to a brand. 'By combining AI and what we know about a creator's platform presence (e.g. ad content, audience similarity, partnership ads experience), we can now predict which creators will be the most effective in driving results for an upcoming ad campaign.' In combination, that should make Meta's creator recommendations much more valuable, enabling brands to link up with relevant promoters, while also giving creators more monetization opportunities. Meta's also rolling out keyword search in Instagram's creator marketplace. So now, you can search for 'soccer moms with dogs' and find relevant creators who are open to working with brands on promotions in the app. 'Previously brands needed to leverage a variety of filters to find their ideal creator set. Now, businesses can search using terms like 'soccer moms with dogs', 'gluten free desserts' or 'gadget unboxing.' Businesses will also be able to filter by 20 verticals such as 'Fashion', 'Beauty', 'Home and Garden', and more.' Creator Marketplace will also now display more performance metrics on creator profiles, so you can get a better sense of their posting frequency and engagement. The updated profile format will also show badges on creator profiles to indicate those who've previously run partnership ads, while it'll also display their most recent partnership efforts, so you can get an understanding of what they offer. In addition to this, Instagram Creator Marketplace will also include creator cards with playable Reels, providing a simple snapshot of the users' profile and content, with an easy email connection process connected to the display. Finally, Meta's also expanding Marketing API support for partnership ads, in order to make it easier to run creator marketing campaigns alongside your regular promotions. 'Advertisers can now use existing Instagram posts for partnerships ads in both placement asset customization and Advantage+ Creative when creating ads via API. In addition, partnership ads can now be used for click-to-message destinations.' So you now have more ways to find the right creators to partner with, and more campaign options, which will make it easier to tap into the creative talents of existing creators in your niche. Which, as Meta notes, can be powerful: 'We've seen that running partnership ads outperformed the campaigns with business-as-usual creatives at driving incremental purchases with 96% confidence.' That's especially true for Reels, which generally require real creativity to catch user attention as they scroll by. As such, more brands are looking to work with top Reels creators, and these new options could be just what you need to get started in this respect. Recommended Reading Meta Shares New Tips on the Latest Marketing Trends Sign in to access your portfolio
