Meta advertisers saw a ton of changes in 2024, but what can we expect in 2025? Here’s what I’m expecting, along with an item that’s at the top of my wishlist… 1. Incremental Conversion Attribution Announced last year, this is in testing now. It’s a big one that could help advertisers drive better incremental value... Read more »
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When taking on a new Meta ads client, it's important to execute a thorough audit of settings: Who has access and what do they access?
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There are new requirements for advertisers promoting financial services in Australia… Beneficiary and Payer Go to your Advertising Settings and click on Default Beneficiary and Payer. You may have already defined these for the European Union, and there was a recent addition for Taiwan. Now you may see a section for Australia. Defining the Beneficiary... Read more »
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I’m a big fan of audience segments because they add helpful details to ad reporting. Even when using algorithmic targeting, you can breakdown results by… Engaged Audience Existing Customers New Audience But something went horribly wrong beginning around January 6th. What Happened? I was seeing a very high percentage spent on “Unknown” with very little... Read more »
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There are new Beneficiary and Payer requirements. You may see an alert in Ads Manager with the following message: Verification required for ads for Taiwan: Due to Taiwan regulations, verified beneficiary and payer information is required to run ads in Taiwan. This applies if you explicitly target Taiwan, but also when running remarketing or other... Read more »
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Marketers and online businesses are in uncertain times due to platform, distribution, and AI-related instability. Here's how to address it...
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Should you apply Topic Exclusions? Ever since Meta’s announcements about content moderation changes, brands are looking into options. If you run ads, you might consider Topic Exclusions. Where to Find It This is found in the Brand Safety and Suitability section. Click on “Controls” on the left and then “Ad Account Settings” at the top.... Read more »
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With the latest controversy around Meta’s new content moderation policies, brands are looking at their options. If you’re running ads, check out Inventory Filters. Where Are They? Access Inventory Filters by doing the following… 1. Go to Brand Safety and Suitability. 2. Click on “Controls” on the left. 3. Click “Ad Account Settings” at the... Read more »
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Audience Segments are a powerful feature for all sales campaigns, but far too many advertisers don’t have these set up — or they aren’t set up properly. Here’s what you need to do… Define Your Audience Segments Go to your Advertising Settings and click on Audience Segments. There, you’ll see sections for both your Engaged... Read more »
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