Digital Marketing Insider (155): 5-13-24

Last fall, Meta paid out three quarters of a Billion (with a “B”) dollars in a privacy lawsuit settlement.

And while you probably didn’t get any of that money - you DID get a new campaign type to use in Meta ads.

And yes, those 2 things are related.

See, Meta got sued essentially because it was found that their targeting capabilities in ads were too good.

Too specific. Too personal. Too much “it gives me the ick”.

So, Meta paid its settlement - and it went back to the drawing board asking:

• How do we still make oodles of money selling ads…

• …Remove the ‘icky’ levels of targeting we have so we don’t get sued…

• …AND convince people that it’s still useful for their business?!

Introducing: Advantage+ ads for lead generation campaigns (AKA: A+AFLGC… man these acronyms are terrible. Let’s use A+LG… still bad, but better).

See, Advantage+ started as a solution for ecomm ads. Essentially, Meta said to advertisers:

“Give me all your products, photos, descriptions, prices, etc. and we’ll make the best version of a product ad for a specific user in that moment. Oh, and if you have a product flying off the shelves, we’ll find ways to expand that audiences reach, and funnel $ to it so it keeps working”.

And… it worked really well in ecomm.

So naturally, Zuck & team said “how do we give this to lead gen advertisers too?”

And thus, the LG in A+LG was born.

Basically, Meta simply made all the tech available in A+, available for those running non-ecomm campaigns.

For lead gen advertisers though, it’s still a bit of a strange experience.

• Give Meta more control?

• Let them just expand audiences?

• Let them mix/match my creative?

• Etc.

Well, (shameless plug) we’re running a webinar this Wednesday 5/15 at 12pm EST to demystify all of this.

If you’re hoping to learn how to take advantage (heh) of a clearly superior campaign type in Meta, but weren’t sure were to start - this is it.

Register here - and we’ll see you in a few days.

Cheers,

Josh

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