Bram's Buzz - Edition 15, 2025

Lots of new updates in the 15th 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 Meta Ads updates from Week 1-5, 2025

Plus insightful comments from other marketers on my posts

But first...

I'll be publishing some new Meta Ads tutorials on my YouTube account. Are you already subscribed? ??

Click here to subscribe and watch free Meta Ads tutorials.

On of the most popular tutorials on my channel is 'How to measure the impact of viewable Meta Ads on Google Searches'.

Elena Solovyeva posted about how this implementation generated some eye-opening results.

Here's what Elena is saying in her post:

As I mentioned in a previous post, social media ads - even when optimized for conversions - are not just about conversions. They are primarily about awareness. I've seen this effect before - organic and paid search traffic often increase when social media campaigns are active. But this time, I took it a step further. Using a tip from Bram Van der Hallen, I implemented Google traffic custom conversion in Meta Ads Manager. The results? Eye-opening!

Click here to read Elena's post.

Most important Meta Ads updates of January 2025

?? SMS verification for Facebook lead ads. This feature allows advertisers to enable a required verification option via SMS to submit your instant form. [more details]

?? You can now connect Google Sheets to Facebook lead ads in 5 easy steps. [more details]

? Meta may now assign a 'Data Source Category' for your data source. You will be informed about the assigned restrictions (that may vary per country/region) for your data source. [more details]

?? You can now add testimonials from your partners to Instagram partnership ads. When you enable the option to set up a 'Partnership ad', you may now see the option to add a testimonial at the ad level. [more details]

?? Meta added 2 new Creative reports: 'Creative Freshness' and 'Creative Mix'. Use these to analyze creative trends, monitor weekly new creatives and amount spent percentage for each media format. [more details]

?? Meta officially announced that they are now testing Threads ads with a small number of advertisers. [more details]

Bram's Thoughts & Tips

?? Only the best digital marketers will understand > This is what we do when we click on ads.

?? Running retargeting campaigns in Meta Ads? Then you'd want to gain insights on the share of traffic coming from email campaigns too. Here's a quick way to gain these valuable insights in Meta Ads Manager.

?? Launching new ads and seeing lower costs per result? It may not mean these new ads are better... Click here to read why.

?? POLL of the month

Are you adding new ads to an 'evergreen' setup or do you create 'new' campaigns whenever you're launching or testing new creatives? Click here to view this poll.

Here are some thoughts and tips from marketers:

Mariana Nasreddine wrote:

I work with a client that promotes a variety of products, each with strict budget allocations set quarterly or even monthly. If a product sells out, some campaigns need to be paused even earlier. These products may not repeat for a year while others would never run again. Since each product requires a unique budget and distinct audience targeting and there is an element of scarcity, we frequently launch new campaigns to accommodate these shifts. With that being said we have a few evergreen campaigns we don’t need to recreate, but most of the campaigns are new.

Caroline Nokes wrote:

Besides the campaign objectives changing, I'll create a new campaign if I feel the learnings from the active campaign are incorrect or just not conducive to achieving whatever it is we are trying to achieve. Rather than test new ads and audiences within that campaign sending it back into learning, I'd rather start fresh without the campaign being influenced by past performance data. I usually do this if performance is really headed in the wrong direction. Meta’s algorithm is good, but not always perfect.

Kerry Parker-McDonnell wrote:

I only ever launch new campaigns if it’s for a different optimization or for a new location (I.e. US vs UK) that way I can keep an eye on budgets and performance at a glance. Audiences are slotted into the existing campaigns and new ads are launched in those that way learnings aren’t impacted too heavily compared to learning completely from scratch.

That's all folks! ??

Thanks for reading the 15th edition of Bram's Buzz.

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All the best,

Bram