Bram's Buzz - Edition 12, 2024

This is the 12th edition of Bram's Buzz. The newsletter that keeps you updated on new features, insights and more about Meta Ads and all things digital marketing.

Thanks so much for subscribing ?? From now on, you'll never miss any of the good stuff.

This newsletter covers updates from Week 32-35, 2024

Most important Meta Ads updates // Advanced tutorials // Poll results // Insightful comments // More buzz

?? Promo codes for Instant Forms

You can now try the new promo code option to encourage people to buy from your business. People can then copy your promo code and redeem it on your website during checkout.

When you create a Leads campaign and select the Instant Form option, you may now see a new option to provide an 'Online offer URL' and 'Online promo code'. The call to action text for the button is a free text input field, so you can add any text you wish to use.

?? Meta Ads Reporting is now including a 'Threads Feed' placement

A new 'Threads Feed' placement would mean that advertisers can show ads in the Threads feed itself, right between organic posts. How the creative type would look and which options it would feature is to be seen, but I assume it would be similar to how ads are shown in the X (Twitter) feed.

?? 'Target frequency' is coming for 'Auction' campaigns.

When available for your ad account, you may now see 2 frequency control options to choose from: 'Frequency cap' and 'Target frequency'.

'Target frequency' is a new control for 'Auction' campaigns and is supported in the 'Awareness' and 'Engagement' objectives when optimizing for "Maximize reach of ads' and 'Maximize ThruPlay views' performance goals.

'Target frequency' gives you control over the average weekly frequency, which is the number of times you want people in your audience to see your ads each week. This is different from 'Frequency cap' that allows you to adjust the maximum number of times, on average, a person will be shown your ad within a set period of time.

?? There's a new setting for your Meta Pixel. Meta now allows you to review 'Data Source Categories'

Data source categories may be used to determine the type of information you can share through Meta Business Tools .The goal is to help protect users' privacy.

These categories help Meta to better understand the topics related to your business. This data source categorization is then used to tailor product experience and to determine the type of data you can share.

?? Ads are showing up in the Facebook Notification feed

A new 'Facebook Notification' placement has just been added to the list of ad placements in Meta Ads Reporting, hinting at the release of ads in the user's notifications feed.

These ads would appear alongside standard notifications in the Facebook app and feature a 'Sponsored' label.

Report on 'last non-meta click' conversions in Meta Ads Manager

"Why Facebook Ads data doesn't match Google Analytics'?"

Learn how to create a custom metric in Ads Manager that will help you answer this frequently asked question.

Identify organic/paid search traffic in Meta Ads Manager

Following up on my tutorial about measuring the impact of viewable Facebook Ads on Google search traffic, I'm sharing how to break down the results by all 'Search Traffic', 'Organic Traffic' and 'Paid Traffic'.

This report builds on my tutorial to report 'Go to Google' counts. Follow my in-depth tutorial on my blog or watch the tutorial video on my YouTube channel:

Are you seeing 'Google / CPC' (Organic) in your GA4 reports?

Marketers are seeing that GA4 is showing (organic) as the campaign name for Google Ads traffic. They report up to 50% of their Google Ads traffic being tagged by (organic) in GA4.

Here's how to solve this for now:

Keep auto tagging settings in Google Ads active and manually add the following UTM parameters to your ad's destination URL:

?utm_source=google&utm_medium=cpc&utm_campaign=yourcampaignname         

This will ensure that the campaign name will show in GA4 reporting, when it is lost using auto tagging due to Google Consent Mode V2 settings.

POLL 1: "What do you consider a high frequency number when running performance-driven Facebook Ads?"

What's the ideal frequency when running Meta Ads? It's a frequently asked question that isn't easily answered. "It depends" would be the perfect answer, however it doesn't give you any insights on "Why it depends"...

I've asked my network to vote about their frequency threshold.

For performance-driven Facebook Ads, the poll result shows that the threshold for most marketers is a higher number, which to me makes perfect sense. Frequency is a difficult metric to monitor. The ideal frequency is the number that is needed to make your audience convert when running performance-driven campaigns.

Here are some interesting comments on this poll:

Tetiana Ukhina wrote...

"It very much depends on whether it’s prospecting or retargeting campaign."

Karsten van Etten wrote...

"If the average ROAS stays above the target ROAS, the frequency can be maximized. Typically, a decline is observed at a frequency of 9 or higher, depending on the audience."

Read more comments and join the discussion.

Read my own thoughts about frequency on my blog:

POLL 2: "Do you think CPM is important? Why (not)?"

CPM is a much discussed metric. I was curious about the thoughts of my network on the importance of the CPM metric. 1.793 People voted and this was the final result:

Here are some interesting comments on this poll:

ALaa Abd-Algawad wrote...

"The effectiveness of your campaign will heavily depend on the strength of your initial conversion asset and the overall performance of your funnel. Let me explain why: If your CPM is high and your CTR is low, this will lead to a high CPC , which in turn means higher costs throughout the rest of the funnel. On the other hand, if your CPM is low, you'll generally see better cost efficiency. However, if both CPM and CTR are high, the success of your campaign will largely depend on how well your funnel converts these clicks."

Dylan Uzan wrote...

"When CPM's are high, It's often the case that your CPA is also high and the creative overall don't work so in that case yes but I think It's almost becoming a vanity metrics now."

Natalia Charzyńska wrote...

"In reality other metrics are far more important, like CTR (link clicks), frequency and of course many on site metrics like cost per add to cart or cost per lead. High CPM in many many cases is a sign of good quality audience. If you want to reach people who do absolutely nothing, target low CPM."

Read more comments and join the discussion.

• Threads users may now see and like replies from the fediverse [source]
• Google introduces Tag Diagnostics and integrated CPM setup [source]
• Instagram goes MySpace [source]
• TikTok releases a 'Holiday Marketing' guide [source]

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Bram