Facebook Updates
Some Cool - Some MEH
Afternoon Ad Nerds!
Wanted to bring you a quick update on some recent changes to Facebook.
A few of which, we received no notice on at all.
Therefore, I’m doing my best to keep you updated 😉
And… I’ll keep it quick:
1) The 20% Text Rule is Donezo
Pretty crazy, right? That has been in place and status quo for years now.
Even the widely used overlay testing tool that lived at https://www.facebook.com/ads/tools/text_overlay is now redirecting to https://www.facebook.com/business/help/388369961318508?id=1240182842783684
Heck, even HubSpot created a post about this rule, earlier this month… RIP 😬
Originally spotted by Matt Navarra, it soon circulated to other advertisers.
While the 20% rule is no longer in effect, it is still a strong recommendation from FB.
Why haven’t you heard about this?
It’s being slowly announced by reps to advertisers on a 1:1 email basis.
Of course, we keep you updated when those things go out, so now you know.
What will your next ad be…? Hopefully not 100% Text. OR who knows… maybe it will be a new standard 😂
Pro-tip: create a Photoshop template with guide rules if you want to continue checking 20%.
2) Connect Canva (+ other apps) to Business Manager
Yep. You can now connect apps like Vimeo and Canva to Business Manager and create ads on the platform. Shane Cicero, at Foxwell Digital, first shed light on this.
That can be accessed here: https://business.facebook.com/business/app-store
Note: Not everyone has access to the app store yet, as it is in “beta” - but double-check that on your end specifically. I know a ton of FB buyers and creatives that will LOVE this functionality.
3) There’s a New Custom Audience
Introducing… a new Custom Audience type! It’s called ‘On-Facebook Listings’
Myself, and a few others that I’m connected with have recently seen this popup on accounts. So, check your audiences to see if you have it.
Again, no documentation to what this actually includes, other than the FB Catalog.
Questions have arisen about whether or not it includes FB SHOPS. My guess would be yes… since Shops are built of the catalog itself. But again, no word on that.
Currently, the setup options are:
“People who viewed products in my catalog”
and
“People who message about products in my catalog”
You can go up to 180 days here and it’s pulling data from August 2019, onward.
I’ll be testing this on a TOF and MOF basis. Ie. Retarget 7-Day interactions on the catalog and then I’ll build a few LALs: a 14-Day 3% and a 180-Day 6%.
That’s it for now… 3 decently large updates in a single day. Can we expect more 🤷♂️
The next main newsletter dispatch is slated to drop on October 1st!
Of course, if anything pops up before that dispatch, I’ll keep you updated.
Until then.
Cheers,
Jake the Ad Nerd 🤙