Discover the new Meta Ads features that promise to improve ad performance
Meta Ads is the Instagram and Facebook advertising platform. In one place, we can promote products and services on social networks in the Meta ecosystem, through an investment.
Currently, social networks are the advertising tools with the best results in terms of cost-benefit. With low investment, it is possible to reach a significant audience, in addition to having a higher average conversion rate than ads on Google, for example.
In this article you will learn about Meta Ads trends and some features launched in 2023. Continue reading and enjoy!
What is Meta Ads?
Meta Ads is the advertising platform for Meta's social media ecosystem. In other words, it is through it that we advertise products and services on Facebook or Instagram through an investment.
The ads have a format very similar to the organic publications on these social networks. Therefore, they are mainly composed of images – video, static or carousel – and a caption. The difference is that in the ads we can add more titles and CTAs (call to action) to further encourage the public to take an action.
Nowadays, we cannot deny the relevance of these media in people's daily lives. After all, they not only use them as a hobby or a resource to get closer to friends and family, but also to get to know new companies and establish relationships with them. Therefore, Meta Ads has enormous potential in marketing and sales strategies.
How does Meta Ads work?
As an ad management tool, Meta Ads allows you to create different ad models, based especially on the campaign objective and advertiser characteristics.
Therefore, you can perform audience segmentation, that is, select who will see that ad based on their preferences, age, gender or location. Furthermore, it allows you to choose a type of ad that leads the audience to a click, a purchase or a registration.
Platform Trends
Ad on Threads?
In mid-2023, Meta launched its alternative to X, formerly Twitter. With the aim of stealing competitor users amid a period of uncertainty and controversy involving X, Threads was born with an important difference from its predecessors.
The thing is, Meta still doesn't allow ads to be run on Threads. As soon as it was released, companies and advertising agencies were already showing interest in advertising there. However, there is no forecast of when this type of resource will be available.
Currently, in terms of advertising, Threads only allows the delivery of “sponsored content”, or Branded Content. In this way, brands can form partnerships with content creators, as long as the advertising link is clearly communicated to the audience, using the social network's own tools.
Ad-free target in Europe
At the beginning of 2023, the european union has released new resolutions on online advertising, aiming to increase transparency and greater control of sponsored content. In response, Meta began studying ad-free versions of its social networks, upon payment of a monthly fee.
Although these features are still in operation, this is a move that could impact companies that do business internationally. Furthermore, it is a point to pay attention to, because the trend may migrate to other countries.
Advertisement via WhatsApp
In September 2023, the Financial Times published a rumor that Meta was studying the insertion of ads on WhatsApp. However, on the same day, the CEO of the messaging platform Will Cathcart denied the news, finishing his statement with the information that there are no plans for this.
Key New Meta Ads Features
Even though the flagship of Meta Ads continues to be Facebook and Instagram, the company is constantly updating its features. Thus, it makes it possible to develop more attractive ads for the public, while optimizing the work of digital marketing professionals. In mid-2023, Meta launched two new features that promise to boost campaign performance.
Artificial Intelligence
Meta has joined the artificial intelligence wave and in October 2023 it launched tools for creating ads. Advertisers now have the ability to create ads faster, using generative AI that quickly produces text and images. It is expected to help companies save up to 5 hours a week on ad development.
Focus on videos
Also in October, the technology giant launched three new short video advertising tools, Reels, for Facebook and Instagram.
Collection: combines a video with small images related to it. This is a solution already implemented on Instagram, but which began to be tested on Facebook recently.
Multi-destinations in Reels carousels: allows the linking of links to different product pages in a single publication.
Drag to the side: allows the user to access the landing page of the advertised product just by dragging it to the side.
As you can see, advertising on social networks in the Meta ecosystem is fundamental in digital marketing strategies. Even so, carrying out this activity can be quite complex work and requires a lot of time and a qualified team.
Therefore, the ideal is to invest in digital marketing services, leaving this work in the hands of experts. For this, you can count on Beatz! A complete data-driven digital marketing consultant that has already transformed the performance of several companies.
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