In recent years, from 2021 to 2023, the world of digital advertising has undergone significant transformations, especially on the platforms of Meta, formerly Facebook. Advertisers' roles and responsibilities have been redefined, requiring them to adapt quickly and efficiently to new tools and targeting methods. This article aims to explore these changes and provide guidance on how to make the most of the current advertising possibilities on Meta.
Evolution of campaign creation
Advertising campaigns are becoming more automated and intuitive. A clear example of this is the Shopping Advantage+ campaigns, which simplify campaign structuring by using artificial intelligence (AI) to guide targeting. This means that the role of the advertiser is changing from a tester of multiple audiences and ad sets to a contributor of suggestions in a broader, more automated process.
Changes in segmentation and creativity
Ad targeting is becoming more comprehensive, and Meta is encouraging advertisers to rely more on its AI tools to optimize their campaigns. In addition, the platform now offers ad copy suggestions and automatic image and video adjustments to improve ad performance.
Creating an exceptional ad has never been more crucial. With the automation of the other stages of campaign creation, differentiation is now at the ad level. This means that the design, video and text of the ad need to be of the highest quality in order to attract the right audience and stand out from the competition.
Attribution and conversion: challenges and solutions
Attributing conversions to the right ads has become a central issue. Changes to privacy and tracking policies, such as those implemented by iOS 14, have further complicated this process. These combined forces have led, directly or indirectly, to the removal of thousands of interests and the inability to target specific groups when a special category of ads is involved.
In addition, exclusions have also reduced the size of remarketing audiences, making them less complete and less reliable. Advertisers now need to be able to connect all conversion sources and ensure that ads receive proper credit for each conversion made.
And the role of Facebook (now Meta) was to find solutions to overcome these disadvantages. And that's what led to a focus on artificial intelligence (AI), machine learning and expanded audiences.
The transition to broader segmentation began with Advantage Detailed Targeting, Advantage Lookalike Audiences and Advantage Custom Audiences. You provide the segmentation, but the algorithm can reach people beyond that group if it would lead to more results.
The next step was Advantage+ Shopping Campaigns, which almost completely eliminated segmentation inputs. As well as having some control over the extent to which current customers could be reached, the algorithm had entire countries of users at its disposal to target, with no restrictions.
You can offer targeting suggestions, but otherwise the algorithm will use pixel data, conversion history and ad engagement history to create an initial audience.
That way, there's simply no reason to spend a lot of time testing different audiences, since the algorithm can go beyond the audience you use anyway. The expert emphasizes that there is no reason to spend a lot of time testing different audiences, since the algorithm can go beyond the audience you use anyway.
Adopt broad segmentation for cold audiences. If you're optimizing for a purchase, test Adventage+ Shopping Campaigns.
Otherwise, use the Advantage+ audience. Add some targeting suggestions if you wish. But the real power will lie in the algorithm's ability to learn beyond this initial group.
Structural configuration and client-partner relationship
It's crucial to efficiently manage the client's product catalog in order to optimize ads. Even with automation, in-depth industry knowledge and a solid strategy remain indispensable. This includes understanding the specific rules of each ad category, optimizing campaigns effectively, defining the proper structure of campaigns, ad sets and ads, and staying up to date on the latest platform features and changes.
The decline of remarketing and the role of the advertiser
With innovations in AI and advertising tools, the traditional role of the advertiser is changing. In some circles, it is even proclaimed that remarketing is "dead". While this statement is debatable, it highlights the shift towards a more holistic and integrated approach to advertising, where the advertiser's contribution is seen more as a suggestion than a necessity.
The automation and AI offered by Meta are leveling the playing field, but they also require a new level of creativity and strategic knowledge. It's not about being replaced by technology, it's about knowing how to use it to your advantage to continue delivering exceptional results for clients.
