The art of ad building goes far beyond the building of ads.
With all the levers you can pull within Meta’s Ads Manager itself, getting the biggest bang for your buck means getting it all absolutely right – from attribution to Advantage+ performance goals, creative testing and more, optimising your campaigns is where the magic happens.
And Meta? They’re constantly upping their game to make sure you get the results you want. As of August ‘24, here are some all-new updates that’ll have your campaigns crushing it, just in time for peak shopping seasons.
“As part of our ongoing work to build AI-enabled automation solutions that allow any business to grow, we are evolving our ads system so that the results we drive are more customised to each business' objectives and the way they measure value, in whichever external analytics tools they use. To start, we are rolling out a few new ways for businesses to customise their campaigns by more precisely communicating what they value, while also making improvements to our ads system to deliver more of that value.”
– Lucinda Bauermeister, Meta Agency Partner | ANZ
Get customising. By defining what really matters…
Some brands want to rack up as many conversions as possible, while others are all about squeezing the most value out of every click. Meta gets that, which is why they’ve released some shiny new tools to help you customise your campaigns in ways that will directly work towards (and then deliver!) what your business values most.
Imagine you’re running a campaign, and you’ve figured out that certain customers have a 30% higher lifetime value. Sweet. But instead of creating a whole separate campaign to target these VIPs, Meta’s new Conversion Value Rules now let you set higher bids just for them… Within the same campaign itself!
This means more automation, less hassle, and better performance — all without breaking a sweat.
Meta has also moved beyond optimising for just conversions.
If you’re familiar with Google and its option to maximise by conversion value, it’s pretty much a similar thing. Meta is officially getting into the nitty-gritty of what makes your conversions valuable, and providing options to optimise by metrics like profit or predicted lifetime value, not just volume.
And the best part? They’re letting you tell them exactly what you value most, so these AI models can be trained to work smarter, not harder.
Over the next few months, they’ll be expanding tests on this Conversion Value Rules feature.
tl;dr – It’s all about making your campaigns as efficient and effective as possible.
New ways to measure success, specific to your brand.
How much of your campaign success is truly resultant from social ads?
We’ve talked about this in a previous blog post on the 5 Essential Meta Updates of June-July 2024, but it’s a big one. Worthy of reiterating once again.
Meta’s introducing a new opt-in attribution setting that focuses on incremental conversions — ones that wouldn’t have happened without your ad. This is a game-changer for businesses that care more about quality, because Meta’s AI can now enhance performance by predicting and adjusting conversion value in ad bidding, to find you the highest-value customers.
During initial beta tests, advertisers saw a 20% bump in these conversions, proving that now really is the time to embrace all things AI.
But it’s not just about what’s happening on Meta.
We’ve all browsed, explored, and shopped around. So, it’s important to consider that your customers are likely clicking around on different platforms before they finally hit that buy button.
That’s why Meta is stepping up their analytics game by letting you connect your external tools, like Google Analytics or Northbeam, directly to their ad system.
Via a simple API set-up, this integration ability will start now and continue into 2025, gradually expanding into other analytics tools (e.g. Triple Whale, Adobe). Get a clearer picture of what’s working across all your channels, and also offer Meta’s AI extra learnings and data points that it can use to fine-tune your campaigns even further.
More of a visual person? Here’s all the above summarised in a nutshell:
All these updates and integrations are leading to one thing: Better campaign performance.
Meta’s already seen some impressive results from test advertisers who’ve connected their analytics tools, but note: CPMs may go up a bit in the early days.
But it will be worth it, as advertisers soon saw a 30% increase in Meta-attributed conversions through their third-party analytics tools. Talk about a win!
Right now, these changes are being rolled out for campaigns focused on conversion volume or value under the sales objective. But fret not, they’ll be expanding to other objectives soon.
We’re happy to keep you posted, and to chat through how your account specifically can be optimised through a free discovery call. After all, when it comes to ad campaigns, optimisations aren’t just an option — they’re your ticket to the top.
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