Bram's Buzz - Edition 13, 2024

This is the 13th 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.

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This newsletter covers updates from Week 36-45, 2024

Most important Meta Ads updates // Poll results // More buzz

?? Meta is testing to turn off comments on ads

Meta is testing the ability for businesses to turn off comments on ads. This new inventory filter option allows advertisers to control comments on ads. Advertisers can choose to turn off comments for all Facebook and Instagram feed ads in an ad set.

Stacey Cass wrote...

"A lot of the discourse on this new feature has focused on how brands should be open to hearing responses from their consumers, both positive and negative. While I completely agree with the sentiment of this, unfortunately, productive feedback is not what many advertisers find in their Facebook comments."

Sophie Crowder wrote...

While some industries might celebrate this new feature, as a consumer I’d be cautious of a brand who chooses to turn off comments. Negative and positive comments can be extremely helpful to brands. Negative comments allow you to see where you might be able to improve as a businesses, while also providing an opportunity to debunk common misconceptions. Positive comments provides more social proof for consumers.

Read more comments on this update.

?? Target Frequency is now available for Auction campaigns

You may now see 2 options to choose from for your frequency controls:

• Target frequency (new)
• Frequency cap

'Target frequency' allows you to control the average weekly frequency, which is the number of times you want people in your audience to see your ads each week.

Read more details on this update.

?? New option to reach people in selected locations

When you add specific locations, like popular cities or regions, Meta may now enable a new option to show your ads to people outside of your targeted city/region.

This new option allows Meta to deliver your ads to people who show interest in the location you're adding. This may be useful for businesses that would benefit from travelers, as it may deliver your ads to people interested in or planning to visit specific locations.

Read more details on this update.

?? Facebook Ads Site Link traffic is growing

Since mid-September, I'm seeing consistent growth in traffic coming from site links. Not only is the traffic growing, the quality of these visits is also high and converting.

You can get ahead of your competitors by leveraging this great feature today, knowing that a lot of advertisers are still not using site links.

Start using site links for your Facebook Ads today.

?? Meta added a new Ads Reporting breakdown feature

When available for your ad account, you can find a new 'Breakdown' feature that let's you easily compare results by selecting different breakdown options.

No more need to reload the campaign table. You can now visualize specific breakdowns in the comparison panel itself. To open the comparison panel, navigate to Ads Manager and find the 'Chart' button at the top right of the reporting table.

Read more details on this update.

POLL: "Are you selecting audience ‘Interests’ for your Facebook Ads?"

For performance-driven Meta Ads, going broad often works great, yet many marketers still choose to manually select 'interests' to target their audiences.

1.430 People voted and this was the final result:

Here are some interesting comments on this poll:

Georgina McGurk wrote...

"I only find selecting interests/job titles/education/... make a difference when it comes to lead gen and the desired audience is affluent or in a specific niche. For example, I have a client who is a dental software company trying to reach dental practice owners. LAL audiences and interests + job titles audiences have produced the highest quality leads. I've tried ADV+ and it produces volume but low quality. When it comes to creative and ad copy, it's very specific and calls out dental practice owners, but it doesn't make a difference, we still get irrelevant leads with ADV+ compared with LALs and Interests audiences. I'm a big advocator for ADV+ targeting especially for e-comm, but for B2B lead gen interests and LALs still hold value from my experience."

Mohamed Hamed (Turki) wrote...

"I think It's an extra data point that guides algorithms to reach the target audience more quickly and efficiently, so why not use it in parallel with broad targeting."

Read more comments and join the discussion.

• LinkedIn? Ads added a new 'Companies' overview and it's great! It shows advertisers all companies they've reached through organic content and paid advertising. [source]
• OpenAI launched ChatGPT Search [source]
• TikTok introduced Smart+ [source]
• Google added server side tagging for mobile apps [source]

Bram's TIP of the month ??

I discovered the 'Marketing O'Clock' podcast about a year ago, and I must say: I'm hooked!

Every Friday, Greg Finn , Christine Zirnheld and Julia Meteer discuss the latest digital marketing news. They also publish their show to YouTube, which is my favorite channel to view their weekly episodes.

It's the perfect show to stay updated and have a laugh. These guys are fun! (And sweet ?? 'cause they regularly feature my posts too.)

Check out Marketing O'Clock on YouTube

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That's all folks! ??

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Bram