Meta recently incorporated a big change by removing detailed targeting exclusions from new ad campaigns. While this change might seem counterintuitive, Meta’s decision is based on data suggesting that its advanced AI can deliver better results without these exclusions.
And here’s where it gets interesting: Meta’s data shows that their AI actually performs better without these exclusions. In tests, campaigns saw a 22.6% drop in CPA when exclusions were left out!
So, what triggered this change?
Meta’s AI has become incredibly skilled at pinpointing the right audience at the right time, making those manual exclusions more of a hindrance than a help. The company’s ultimate goal is to make ad creation so simple that all you need to do is enter a product URL, and Meta’s AI will handle the rest—think optimised descriptions, visuals, and campaign variants, all automatically generated.
Wouldn’t that make our lives so much easier?
Now, while this automation could make life a lot easier by taking the workload off your shoulders, it doesn’t mean that human intervention is out of the picture. There’s still a need for human oversight to make sure that the AI’s decisions align with your brand’s specific goals and values.
Automation is great for efficiency, but it can’t replace the nuanced understanding that comes from experience and intuition. For instance, while Meta’s AI might be excellent at targeting, it may not fully grasp the subtleties of your brand’s voice or the emotional connection you want to build with your audience.
The company first hinted at this change back in May, but it was officially rolled out in June. Although existing campaigns using audience exclusions can continue until January 31, 2025, advertisers will need to adapt to this new system moving forward.
While it may feel strange to give up that level of control, Meta’s data suggests that letting the AI do its thing could actually lead to better results. Honestly, at this point, we don’t really have a choice.
Final Words
While some advertisers may be hesitant to relinquish control, Meta’s data indicates that their automated systems might be more effective at reaching the right audience.
This change is part of a trend toward automation in digital advertising.
So, if you’ve been skeptical about automation, now might be the time to give it a try—Meta’s AI could just surprise you.
Are you excited for this change? Let us know!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
Kommentare