Category: Facebook
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Same cash register, more Meta purchases
On November 12, fifteen days before Black Friday, Meta starts matching some purchases on shoppers’ own devices, and the setting is on by default. Reported CPA can fall and ROAS can rise with the same orders and the same spend. Here is who gets the lift, what Meta has not said, and how to decide… Read more
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Divide by fifty before Black Friday
Meta just published one line of math that tells you how many ad sets your budget can feed: weekly budget divided by cost per result times fifty. Run it with November prices and the number shrinks, right when most accounts add more. Here is how to read Meta’s 28% claim, why the merge has to… Read more
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Meta now sells the hours your launch depends on
On October 15 Meta started selling 3 to 24 hour windows on Facebook and Instagram, first come, first served, with category exclusivity on offer. Your launch date is now inventory a competitor can book. Here is what brand and media teams should do this week. Read more
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A crawl license in the fine print of your Meta account
From October 30, any business use of Meta, from running ads to managing a Facebook Page, counts as agreeing that Meta may crawl sites tied to your products and use what it finds to train its products. Robots.txt is not in the contract. Here is what marketing should decide before then. Read more
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Meta’s ad assistant remembers your account, one person at a time
On October 6, Meta gave its Ads Manager assistant a deeper memory of your business and started testing an assistant that can change targeting and budgets. The memory is useful. It is also private to each person, so five people on one ad account can be teaching it five different goals. Write the shared brief… Read more
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Build your own bridge between Meta and TikTok
On October 8, Meta stopped selling ads to ByteDance and to anyone whose Facebook or Instagram ad sends people to TikTok, in the US, Canada and five other countries. If part of your plan pays one platform to deliver people to its rival, that route can now be switched off overnight. Put a destination you… Read more
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Content is King, and Consistency is Queen: Crank Up Your Brand’s Volume in 2024
The Content Hustle: Why Your Brand Needs to Stay Loud and Clear Yo! Listen up, it’s 2024, and if you’re not churning out content like a badass bakery does donuts, you’re just whispering into the void. Content is no longer just king – it’s the entire freakin’ kingdom, and here’s the kicker: more is more.… Read more