[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fabbie-hare":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":173,"head_links":174,"breadcrumbs":161,"posts":178,"pages":156,"head":1405},"Abbie Hare","","I support the paid social team by working together on clients’ paid social media campaigns. As a Paid Social Strategist, my role centres around clients’ paid social strategies; helping them to achieve their goals through ads on social media platforms.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":86,"hero":157},"Paid Social Strategist","\u003Cp>Paid Social Strategist. Joined Impression in August 2021.\u003C\u002Fp>\n\u003Cp>Prior to joining Impression, I worked as a Marketing Executive for a student accommodation company in Nottingham, during which I gained experience in all things marketing! Prior to this, I studied Marketing and Management at Newcastle University, where I also completed a work placement at popular fashion company, Boohoo.\u003C\u002Fp>\n\u003Cp>Day to day at Impression, I support the paid social team by working together on clients’ paid social media campaigns. As a paid social analyst, my role centres around clients’ paid social strategies; helping them to achieve their goals through ads on social media platforms such as Facebook, Twitter and LinkedIn.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nDuring my previous job role, I organised an outdoor pop-up market event by reaching out to several local companies in Nottingham. The event was successful and was enjoyed by everyone (including me – mainly due to all the food stalls I’d invited!)\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI love to travel and plan trips away, meet up with friends for good food and drinks and binge-watch the latest Netflix series!\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},233,"98","2020-12-21 13:00:55","Paid Social","publish","closed","paid-social","2026-01-13 11:01:54",169,"\u002F?page_id=233",0,"page","0","raw","\u002Fpaid-media\u002Fpaid-social\u002F",{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":47},33317,"Abbie-Hare","Abbie-Hare.png",406310,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&q=90","\u002Fabbie-hare-2\u002F","12","abbie-hare-2","inherit","2025-05-29 11:49:39","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[87],{"acf_fc_layout":88,"reduced":89,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":90,"posts":91},"author_posts",true,"Abbie Hare’s posts",{"data":92,"pages":156},[93,107,118,128,137,147],{"type_key":94,"title":95,"excerpt":96,"to":97,"postedAt":98,"readingTime":99,"image":100,"authors":101,"category":104},"post","Facebook advertising: The complete guide","\u003Cp>Facebook ads can be a great way to connect with your target audience. Despite the hype around new industry players (TikTok, we’re looking at you), Facebook still holds the crown as the world’s largest social media platform. With almost 3 billion active monthly users, Facebook offers an unrivalled user base – creating huge opportunities for […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-advertise-on-facebook\u002F","2025-01-30T13:23:48",23,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fbrett-jordan-EefRxCpIxnA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[102],{"name":4,"image":103},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":105,"name":106},"\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F","Beginners' Guides",{"type_key":94,"title":108,"excerpt":109,"to":110,"postedAt":111,"readingTime":112,"image":113,"authors":114,"category":116},"What’s new in Paid Social: December 2022 industry updates","\u003Cp>With Christmas around the corner, we’ve released our final Paid Social Industry Updates blog of 2022! Pour yourself a glass of mulled wine, grab a mince pie and discover the latest social media trends to see you into the New Year:   As always, traffic light imagery is featured throughout to indicate the importance of […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-social-december-2022-industry-updates\u002F","2022-12-20T11:26:28",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[115],{"name":4,"image":103},{"to":117,"name":18},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"type_key":94,"title":119,"excerpt":120,"to":121,"postedAt":122,"readingTime":123,"image":124,"authors":125,"category":127},"What’s new in Paid Social: November 2022 industry updates","\u003Cp>Welcome to the latest instalment in Impression’s Paid Social Industry Updates blog, where we discuss the latest social media trends to help you stay ahead of the curve.  Keep reading to discover:   As always, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting a priority update, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-social-november-2022-industry-updates\u002F","2022-11-18T12:00:49",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Fpaid-social-industry-updates-november-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=399%2C0%2C1602%2C1602&w=640",[126],{"name":4,"image":103},{"to":117,"name":18},{"type_key":94,"title":129,"excerpt":130,"to":131,"postedAt":132,"readingTime":123,"image":133,"authors":134,"category":136},"What’s new in paid social: August 2022 industry updates","\u003Cp>Welcome to the latest instalment in Impression’s Paid Social Industry Updates blog, where we discuss the latest social media trends to help you stay ahead of the curve.  Keep reading to discover: LinkedIn Launches New Business Manager TikTok Launches New Attribution Manager Instagram Backtracks on Latest ‘TikTok Style’ Updates As always, traffic light imagery is […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-social-august-2022-industry-updates\u002F","2022-09-21T15:06:54","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[135],{"name":4,"image":103},{"to":117,"name":18},{"type_key":94,"title":138,"excerpt":139,"to":140,"postedAt":141,"readingTime":142,"image":143,"authors":144,"category":146},"What’s new in paid social: June 2022 industry updates","\u003Cp>Welcome to the latest instalment in Impression’s Paid Social Industry Updates blog, where we discuss the latest social media trends to help you stay ahead of the curve.  Keep reading to discover: Instagram tests a new full-screen feed TikTok launches a new integration with WooCommerce Instagram tests a new stories display Meta announces new ad […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-social-june-2022-industry-updates\u002F","2022-06-06T09:34:28",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[145],{"name":4,"image":103},{"to":117,"name":18},{"type_key":94,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":142,"image":152,"authors":153,"category":155},"What’s new in paid social: April 2022 industry updates","\u003Cp>Welcome to the latest instalment in Impression’s Paid Social Industry Updates blog, where we discuss the latest social media trends to help you stay ahead of the curve.  This month saw TikTok introducing a new optimisation feature, Meta renaming its ad automation tools and Pinterest hosting its second annual global advertising summit. Keep reading to […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-social-april-2022-industry-updates\u002F","2022-04-12T08:39:35","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fwhats-new-in-paid-social-april-2022-cover-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=798%2C0%2C1602%2C1602&w=640",[154],{"name":4,"image":103},{"to":117,"name":18},"2",{"type":158,"style":159,"title":160,"heading":4,"intro":11,"services":12,"breadcrumbs":161,"photo":48,"social":173},"author","dark","Meet the Team",[162,165,168,171],{"path":163,"name":164},"\u002F","Home",{"path":166,"name":167},"\u002Fabout\u002F","About Us",{"path":169,"name":170},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":172,"name":4},null,{"twitter":5,"linkedin":5},[175],{"rel":176,"href":177},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fabbie-hare\u002F",[179,498,682,862,1045,1224],{"id":180,"date":181,"date_gmt":181,"guid":182,"modified":98,"modified_gmt":98,"slug":184,"status":19,"type":94,"link":97,"title":185,"content":186,"excerpt":189,"author":190,"featured_media":191,"comment_status":20,"ping_status":20,"sticky":188,"template":5,"format":192,"meta":193,"categories":196,"collections":199,"coauthors":200,"class_list":201,"acf":210,"head_links":211,"breadcrumbs":212,"url_path":97,"search_description":195,"featured_image_urls":219,"authors":254,"type_nicename":263,"reading_minutes":99,"category":264,"yoast_title":194,"yoast_meta":267,"yoast_json_ld":323,"_links":449},24669,"2023-09-05T13:14:59",{"rendered":183},"\u002F?p=24669","how-to-advertise-on-facebook",{"rendered":95},{"rendered":187,"protected":188},"\n\u003Cp>Facebook ads can be a great way to connect with your target audience. Despite the hype around new industry players (TikTok, we’re looking at you), Facebook still holds the crown as the world’s largest social media platform. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F272014\u002Fglobal-social-networks-ranked-by-number-of-users\u002F\">With almost 3 billion active monthly users\u003C\u002Fa>, Facebook offers an unrivalled user base – creating huge opportunities for brand exposure.\u003C\u002Fp>\n\n\n\n\u003Cp>In case you missed the memo, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.fb.com\u002Fnews\u002F2021\u002F10\u002Ffacebook-company-is-now-meta\u002F\">Facebook changed its corporate name to Meta in 2021\u003C\u002Fa> – an umbrella term for the various social platforms owned by the tech conglomerate. By advertising on Meta Ads, you can reach users across Facebook, Instagram and Messenger – creating a combined reach of 6 billion active monthly users. \u003C\u002Fp>\n\n\n\n\u003Cp>Impressive, right? \u003C\u002Fp>\n\n\n\n\u003Cp>But, the benefits are short–lived if you’re not reaching the right users, or optimising your ads with the wrong goal in mind for your business.\u003C\u002Fp>\n\n\n\n\u003Cp>Read on to learn how to effectively advertise on Facebook, with actionable tips on:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Setting budgets\u003C\u002Fli>\n\n\n\n\u003Cli>Choosing ad formats\u003C\u002Fli>\n\n\n\n\u003Cli>How to build a campaign\u003C\u002Fli>\n\n\n\n\u003Cli>Optimising campaigns for maximum results\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-invest-in-meta-ads\">Why invest in Meta ads?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#reach-new-users\">Reach new users\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#precise-targeting\">Precise targeting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#versatility\">Versatility\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#performance-insights\">Performance insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-much-do-facebook-ads-cost\">How much do Facebook ads cost?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-target-audience\">The target audience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#competition\">Competition\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-campaign-objective\">The campaign objective\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-much-should-i-budget-for-meta-ads\">How much should I budget for Meta ads?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#meta-ad-formats\">Meta ad formats\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#image-ads\">Image ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#video-ads\">Video ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#stories-ads\">Stories ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#carousel-ads\">Carousel ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#slideshow-ads\">Slideshow ads?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#collection-ads\">Collection ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-run-meta-ads\">How to run Meta ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-choose-your-campaign-objective\">1. Choose your campaign objective\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-select-your-buying-type\">2. Select your buying type\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-set-your-budget\">3. Set your budget\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-create-your-ad-set\">4. Create your ad set\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-build-your-target-audience\">5. Build your target audience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#6-choose-your-ad-placements\">6. Choose your ad placements\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#7-set-brand-safety-controls\">7. Set brand safety controls\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#8-choose-your-ad-format-and-creative\">8. Choose your ad format and creative\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#9-write-your-ad-copy\">9. Write your ad copy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#9-choose-your-cta\">9. Choose your CTA\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#10-check-your-website-tracking\">10. Check your website tracking\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#11-preview-your-ad-and-publish\">11. Preview your ad and publish\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ongoing-management-of-facebook-advertising\">Ongoing management of Facebook advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts\">Final thoughts\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-invest-in-meta-ads\">\u003Cstrong>Why invest in Meta ads?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Still not sure why your Paid Social strategy should include Facebook, Messenger or Instagram ads? Here are some key benefits of advertising on the platform.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"reach-new-users\">Reach new users\u003C\u002Fh3>\n\n\n\n\u003Cp>Facebook and Instagram have a huge user base to advertise your brand and boost your digital presence – with many potential future customers using the social platform. Reaching new audiences is key to driving growth, by targeting new demographics that may not have previously heard of your brand.  \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"precise-targeting\">Precise targeting\u003C\u002Fh3>\n\n\n\n\u003Cp>Meta Ads Manager has a wealth of precise targeting options available, enabling you to reach users who are most likely to have an interest in your business. \u003C\u002Fp>\n\n\n\n\u003Cp>There are three types of audiences you can target:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Core audiences:\u003C\u002Fstrong> target users based on their demographics, interests and behaviours\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Lookalike audiences:\u003C\u002Fstrong> target users who share similar characteristics to your existing customers.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Custom audiences:\u003C\u002Fstrong> retarget users based on their interactions with your brand, such as visiting your website.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"versatility\">Versatility\u003C\u002Fh3>\n\n\n\n\u003Cp>Meta’s Ads Platform provides a range of campaign objectives, from building brand awareness to driving purchases. This enables brands to achieve results which align with their business goals, whilst also making it possible to target users at each stage of the marketing funnel. \u003C\u002Fp>\n\n\n\n\u003Cp>Once you choose a campaign objective, Meta will deliver your ads to users who are most likely to take the desired action. For example, if your campaign goal is to drive brand awareness, Meta will deliver your ads to the largest number of users who are most likely to recall your ad.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"performance-insights\">Performance insights\u003C\u002Fh3>\n\n\n\n\u003Cp>Meta’s Ad Platform provides comprehensive insights into campaign performance, ranging from upper funnel metrics (such as reach, ad recall, clicks, CPC) to lower funnel metrics (purchases, leads, CPA, ROAS). You can use this data to track performance in real–time and optimise towards top-performing audiences and ads to maximise your results – just be sure to focus on the metrics which align with your campaign goal. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-much-do-facebook-ads-cost\">\u003Cstrong>How much do Facebook ads cost?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There’s no set rule when it comes to advertising on Facebook. \u003C\u002Fp>\n\n\n\n\u003Cp>Ads are charged either on a CPM (cost per thousand impressions) or a CPC (cost per click) basis. For the majority of campaigns, advertisers pay for impressions. \u003C\u002Fp>\n\n\n\n\u003Cp>The cost for these metrics can vary depending on various factors:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-target-audience\">The target audience\u003C\u002Fh3>\n\n\n\n\u003Cp>It typically costs more to deliver your ads to a more narrow audience compared to a broader one. However, it can be more effective to reach audiences who are likely to have an interest in your business by leveraging Meta’s targeting options. For example, an engagement ring brand may benefit from targeting users aged 25–55 who live 50 miles from their showroom & have an interest in engagement rings – rather than broadly targeting all users aged 18–65 in the UK. The key is to strike a balance between targeting too broadly and being too specific.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"competition\">Competition\u003C\u002Fh3>\n\n\n\n\u003Cp>It can be more expensive to deliver ads if your industry is competitive, with several brands competing to advertise to your target audience. For this reason, it can also be more expensive to advertise around particular holidays – such as Black Friday or Christmas – due to an influx of brands looking to advertise as consumer demand peaks.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-campaign-objective\">The campaign objective\u003C\u002Fh3>\n\n\n\n\u003Cp>It can be cheaper to deliver ads if your campaign is optimised for upper–funnel objectives, such as driving brand awareness or traffic. However, if you’re looking to generate sales or leads, you may see costs rise. Meta delivers ads to users who are most likely to take the desired action – so, if you’re looking to drive sales, Meta’s delivery system will find users within your target audience who are most likely to make a purchase, based on their online behaviour. These audience sizes are more narrow and more valuable, which can make these campaigns more expensive to deliver. We recommend that you choose the campaign objective that best aligns with your business goals. Some will cost more, but they’ll drive the results you’re looking to achieve.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-much-should-i-budget-for-meta-ads\">How much should I budget for Meta ads?\u003C\u002Fh3>\n\n\n\n\u003Cp>Meta requires a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F203183363050448?id=629338044106215\">minimum budget\u003C\u002Fa> to deliver ads consistently. Most campaigns should be allocated at least £1 per day – however, this can differ depending on campaign objectives and audience sizes. If your budget doesn’t meet the minimum requirements, you’ll see an alert. You may also see a recommendation if your budget isn’t high enough to achieve optimal results. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re building a new campaign, we recommend starting small and then gradually increasing your budget once you gain some performance insights.\u003C\u002Fp>\n\n\n\n\u003Cp>A key metric to keep an eye on is frequency, which indicates the average number of times a single user sees your ad per day. If you’re reaching new users, we recommend a frequency of 1–2 within a 7 day period, whilst remarketing campaigns can perform well with a frequency of up to 7. If your frequencies are above these levels, we advise reducing your budgets by 10–20% per day until they fall within the recommended range.\u003C\u002Fp>\n\n\n\n\u003Cp>Another key thing to consider is the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fm\u002Fone-sheeters\u002Fguide-to-the-learning-phase\">learning phase\u003C\u002Fa>, which occurs when campaigns first launch. This is where Meta’s delivery system learns how to optimise your ads by trialling different target audiences, creative variations, placements and so on. Exiting the learning phase typically takes 50 optimisation events within a 7 day period – so we recommended allocating enough budget to your campaign to achieve this. However, be sure not to inflate budgets during this time to exit the learning phase more quickly – as this will provide the system with an inaccurate indicator of the people it should optimise for.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-ad-formats\">\u003Cstrong>Meta ad formats\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are many different types of ad formats available on Facebook, Messenger and Instagram ads, enabling you to connect with your target audience in different ways.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" id=\"image-ads\">Image ads\u003C\u002Fh3>\n\n\n\n\u003Cp>Image ads are easy to create, and they can be a simple and effective way to communicate with your target audience.\u003C\u002Fp>\n\n\n\n\u003Cp>When creating assets for image ads, referring to Meta’s\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fads\u002Fphoto-ad-format\"> best practices\u003C\u002Fa> is key. We’ve summarised these below:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Have one focal point – convey your message simply and quickly by focusing on one clear element, such as a specific product. If you’re finding this difficult, consider using a video or carousel ad instead.\u003C\u002Fli>\n\n\n\n\u003Cli>Limit overlay copy – clean ads with minimal text have a greater impact. If you’re looking to add further detail for your target audience, this can be included within your ad copy.\u003C\u002Fli>\n\n\n\n\u003Cli>Maintain brand consistency – ensure that your ads have a consistent theme to boost brand recognition. You can achieve this by using your brand colours within creative, displaying your logo and keeping to one font style.\u003C\u002Fli>\n\n\n\n\u003Cli>Highlight people using your product – this can feel more authentic by naturally blending in with the content in users’ feeds. For example, instead of highlighting your product within creative, consider producing content that shows people benefitting from using your product.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"644\" height=\"1258\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-image-ads.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24718\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"538\" height=\"1102\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-video-ads.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24706\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" id=\"video-ads\">Video ads\u003C\u002Fh3>\n\n\n\n\u003Cp>Investing in video content is key for brands looking to connect with their target audience on Paid Social. Video is fast becoming the most popular form of content on social platforms – making up \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fads\u002Fvideo-ad-format#\">half the time people spend on Facebook.\u003C\u002Fa> \u003C\u002Fp>\n\n\n\n\u003Cp>Videos are particularly useful for upper–funnel objectives, and can be used for brand storytelling, product tutorials or showcasing user experiences.\u003C\u002Fp>\n\n\n\n\u003Cp>We recommend creating videos no longer than 15 seconds to maximise user engagement, with attention spans on social media being typically short.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" id=\"stories-ads\">Stories ads\u003C\u002Fh3>\n\n\n\n\u003Cp>Stories ads are a full–screen, vertical ad format that can be made up of images, videos or carousels. This ad format isn’t delivered to users whilst they’re scrolling through their feed, but instead when they’re swiping through their Stories on Facebook or Instagram. \u003C\u002Fp>\n\n\n\n\u003Cp>Stories can be more immersive compared to other ad formats, as they fill users’ screens – matching how they’re already interacting with their social network.\u003Cbr>When creating assets for Stories ads, it’s important to tailor your design specifications to the full–screen format to maximise user engagement. Meta also advises that these assets are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fads\u002Fstories-ad-format\">fast–moving and easy to understand\u003C\u002Fa>.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"568\" height=\"1108\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-stories-ads.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24716\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"1214\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-carousel-ads.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24708\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" id=\"carousel-ads\">Carousel ads\u003C\u002Fh3>\n\n\n\n\u003Cp>Carousel ads highlight up to 10 images or videos within a single ad, each with its own headline, description and URL link. This format is ideal for guiding users through a process, showcasing different products or highlighting brand USP’s.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" id=\"slideshow-ads\">Slideshow ads \u003C\u002Fh3>\n\n\n\n\u003Cp>Slideshow ads transform static images into a video format which plays in a slideshow. This makes them ideal for producing video content without requiring a big budget or videography experience. Slideshows are also fast–loading, and they play well on every connection speed.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"636\" height=\"1234\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-slideshow-ads.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24713\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"1144\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-collection-ads.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24707\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" id=\"collection-ads\">Collection ads\u003C\u002Fh3>\n\n\n\n\u003Cp>Collection ads enable users to discover your brand, browse your products or make a purchase. Each ad consists of a primary video or image with three smaller images in a grid layout. Once clicking through, users are taken to a fast–loading mobile experience – enabling them to purchase directly from the ad without leaving Facebook or Instagram.\u003C\u002Fp>\n\n\n\n\u003Cp>Collection ads are ideal for bottom–funnel campaign objectives, particularly as marketers have the opportunity to integrate their product feed – enabling users to view various products in one place.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>We recommend testing various ad formats within your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> campaigns to gain some insight into which formats drive the best results for your brand.\u003C\u002Fp>\n\n\n\n\u003Cp>However, each ad format requires specific design specifications, so it’s key that your creative assets are produced with these in mind (more on this below).\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-run-meta-ads\">\u003Cstrong>How to run Meta ads\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Setting up your first campaign on Ads Manager can be a daunting prospect. Luckily, this guide will give you all the tools you need to get started.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-choose-your-campaign-objective\">1. Choose your campaign objective\u003C\u002Fh3>\n\n\n\n\u003Cp>First up, you need to decide what the overall goal of your campaign is. Is your business looking to achieve top–of–the–funnel objectives, such as driving brand awareness among new users – or bottom–funnel objectives, such as generating purchases from people who have previously interacted with your brand?\u003C\u002Fp>\n\n\n\n\u003Cp>We recommend that you run a mix of upper and lower funnel activity. Whilst it can be really cost–effective to generate purchases from high-intent users, it’s also key that you’re building the funnel with new users to drive growth for your brand. By only running bottom–funnel activity, you’ll be limiting your audience sizes to people who are likely to convert – meaning that you’ll quickly hit a ceiling when looking to scale these campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>A well-developed, balanced Paid Social strategy is key – enabling you to reach new audiences whilst nurturing your existing ones.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1396\" height=\"538\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-campaign-objectives.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24705\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Here’s an overview of the campaign objectives available on Meta:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Sales\u003C\u002Fstrong> – find people likely to purchase your goods or services.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Leads\u003C\u002Fstrong> – collect leads for your business via messages, phone calls or signups.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Engagement\u003C\u002Fstrong> – find people who are more likely to engage with your business online, send a message or take desired actions on your ad or Page.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Leads\u003C\u002Fstrong> – collect leads for your business via messages, phone calls or signups.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>App Promotion\u003C\u002Fstrong> – encourage people on mobile devices to install or take a specific action within your app.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Traffic \u003C\u002Fstrong>– increase traffic to an online destination of your choice. Send people to your website, app, or your Facebook or Instagram shop.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-choose-a-campaign-objective.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24717\" width=\"443\" height=\"430\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Next, name your campaign and declare whether your ad fits into any special categories like social issues or politics. Bear in mind that you’ll have limited targeting options available when running ads for special categories, but this is key for ensuring that your ads comply with Meta’s advertising standards. You may also need to provide some documentation, such as a passport photo, to run these ads – but this will be flagged by the platform.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-select-your-buying-type\">2. Select your buying type\u003C\u002Fh3>\n\n\n\n\u003Cp>There are 2 buying types available on Meta Ads:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Reach and Frequency\u003C\u002Fstrong> – involves planning and buying your campaigns in advance. Predictions are provided for reach, frequency, spend and placement distribution before purchasing – which can be great for budget planning. However, this buying type is only available for awareness, traffic and engagement objectives.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Auction\u003C\u002Fstrong> – the default buying type. Each time there’s an opportunity to show an ad to someone, Meta uses an auction to determine the best ad to deliver depending on its bid, estimated action rate and ad quality. This buying type is available for all campaign objectives and offers more choice, efficiency and flexibility – but with less predictable results. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>You can learn more about the ad auction \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F430291176997542\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-set-your-budget\">3. Set your budget\u003C\u002Fh3>\n\n\n\n\u003Cp>Input your budget and decide whether to use Advantage campaign budget – which allows Meta to proportion spend to each audience based on their performance and size. This tool reacts to changes very quickly, allowing advertisers to somewhat relax when it comes to budget allocation. We advise activating this to maximise performance, unless you have varying audience sizes or want more control over each audience’s budget.  \u003C\u002Fp>\n\n\n\n\u003Cp>If you see that Meta has allocated a small level of budget to one of your audiences, and you’d like to test it more thoroughly, you can also implement minimum spends in each ad set.\u003C\u002Fp>\n\n\n\n\u003Cp>Next, you’ll need to decide whether to set a daily budget or a lifetime budget. If you have an end date in mind for your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> activity, it may be worthwhile using a lifetime budget – but otherwise, choosing a daily budget can be more efficient as it avoids having to increase your budget each time the lifetime budget is reached. If your lifetime budget is reached and your campaign is paused as a result, this can also reset the learning phase which can cause more unstable results in the short term.\u003C\u002Fp>\n\n\n\n\u003Cp>Here, you can also decide whether to run an A\u002FB test, which enables you to test two versions of a campaign strategy by changing variables such as creative, ad copy, audiences or placements. Find out more about \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F1738164643098669?id=445653312788501\">A\u002FB testing on Meta.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-create-your-ad-set\">4. Create your ad set\u003C\u002Fh3>\n\n\n\n\u003Cp>First, set your performance goal – which Meta uses to report on performance and optimise your ads. This can vary depending on the campaign objective. For example, if you choose the traffic objective, you can decide whether to measure clicks or landing page views (which tracks each time a user lands on your destination URL and fully loads the page – as opposed to simply clicking the link).\u003C\u002Fp>\n\n\n\n\u003Cp>Next up, choose whether to activate dynamic creative. This feature creates different ad combinations of creative and copy using Meta’s machine learning system to maximise performance. We’ve seen some success when trialling dynamic creative ad sets, but it can sometimes create poor combinations when providing Meta with assets tailored to different formats – for example, by showing a vertical story–optimised asset in the in–feed placement – which may harm your brand identity and campaign results. To avoid this, you can steer clear of story–optimised assets and just use in–feed\u002Fsquare assets – but this ultimately depends on how important it is for your brand to be using full screen, vertical assets within the story placement. If you’re unsure, we advise split–testing both types of ad sets to see which drives the best performance for your brand.\u003C\u002Fp>\n\n\n\n\u003Cp>You can also set your ad schedule here, by either providing an end date for your Paid Social activity, or choosing to keep it ongoing. This ultimately depends on whether your content has a time limit, for example if you’re promoting an upcoming event, or whether you’re running content that can run continuously. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-build-your-target-audience\">5. Build your target audience\u003C\u002Fh3>\n\n\n\n\u003Cp>Here, you can build your audiences – which will differ depending on whether you’re looking to reach new users or engage existing audiences through retargeting activity.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re looking to reach new users, you can use Meta’s detailed targeting options to refine your audience based on their demographics, interests and behaviours. Meta has a wealth of interests available, enabling you to target users who are most likely to engage with your brand. These can range from general interests like travel to more niche interests such as treasure hunting.\u003C\u002Fp>\n\n\n\n\u003Cp>You can also apply exclusions to ensure that you’re targeting users effectively. For example, a package holiday company looking to drive purchases from people with an interest in travel may exclude users who work for certain airline companies – as these users may have this interest due to their field of work, rather than wanting to book a holiday.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-target-audience.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24714\" width=\"387\" height=\"397\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Meta’s audience definition feature will provide an estimate of how big your audience is based on the targeting options chosen. As we touched on earlier, the idea is to create a fairly broad audience – targeting users who are likely to have an interest in your brand without being too specific – as this can result in narrow audiences which can increase costs.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-audience-definition.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24711\" width=\"545\" height=\"387\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>To ensure that you’re reaching new users and spending your budget efficiently, you may also want to exclude past website visitors or people who purchased recently from your business. You can achieve this by building a custom audience of these users, either using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Ftools\u002Fmeta-pixel\">pixel data\u003C\u002Fa> or first–party data through CRM integration.\u003Cbr>Yet to implement this? Learn how to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F952192354843755?id=1205376682832142\">install the Meta Pixel\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-meta-pixel.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24712\" width=\"410\" height=\"440\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Another feature available is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F164749007013531?id=401668390442328\">lookalike audiences\u003C\u002Fa>, which consist of users who share similar characteristics to your existing customers, enabling brands to reach new users who are likely to have an interest in their products. \u003C\u002Fp>\n\n\n\n\u003Cp>You can build a lookalike audience by using pixel data and selecting how broad you want the audience to be – ranging from 1% to 10%. If you choose a 1% lookalike, these users will be most similar to your existing customers – whereas, increasing this percentage creates a bigger and broader audience. \u003C\u002Fp>\n\n\n\n\u003Cp>Choosing how ‘alike’ you want your audience to be will depend on your campaign goals and budget. As with all aspects of Paid Social advertising, the key is to test, test, test – experimenting with different audiences to determine which drives the biggest impact.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-lookalike-source.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24709\" width=\"534\" height=\"266\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>If you’re looking to retarget existing audiences, you can build custom audiences based on users’ interactions with your brand. These interactions can include users who visited your instagram profile, or even past website visitors.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-custom-audience-source.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24704\" width=\"428\" height=\"375\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>When building retargeting audiences, you may want to consider segmenting these based on intent. For example, one audience could consist of warm users who visited your website recently but didn’t purchase, with ads encouraging these users to revisit your website. You could then take this a step further, by building another audience with high intent users who added an item to their cart recently but didn’t purchase. Here, you could leverage your \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F890714097648074?id=725943027795860\">catalog\u003C\u002Fa> and advertise a discount code to incentivise sales.\u003C\u002Fp>\n\n\n\n\u003Cp>A final note on audience targeting – testing different audiences is key to determine which drives the best results for your business. If some audiences are performing significantly better than others, you can optimise towards these by pausing any under–performing audiences – enabling Meta to proportion more spend towards your top performers to maximise results. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6-choose-your-ad-placements\">6. Choose your ad placements\u003C\u002Fh3>\n\n\n\n\u003Cp>When advertising on Meta, your ads can be delivered on Facebook, Instagram, Messenger and Audience network across the below placements:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Feeds\u003C\u002Fli>\n\n\n\n\u003Cli>Stories & Reels\u003C\u002Fli>\n\n\n\n\u003Cli>In–Stream ads\u003C\u002Fli>\n\n\n\n\u003Cli>Search results\u003C\u002Fli>\n\n\n\n\u003Cli>Messages\u003C\u002Fli>\n\n\n\n\u003Cli>Instant Articles\u003C\u002Fli>\n\n\n\n\u003Cli>Apps & Sites\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>We recommend ​​advertising across multiple placements by using the ‘Advantage+ placements’ feature, which can increase your reach and improve performance by enabling Meta to deliver your ads based on where they’re likely to perform best – making the most of your budget. \u003C\u002Fp>\n\n\n\n\u003Cp>However, if you’d like more control over where your ads are delivered, you can also choose your placements manually.\u003C\u002Fp>\n\n\n\n\u003Cp>You can also review which placements are performing best by using the breakdown tool in Ads Manager. If you have any placements which are spending high amounts but not performing well against your KPIs, you can pause them – it’s as simple as unticking a box.\u003C\u002Fp>\n\n\n\n\u003Cp>Take a look at the official guide to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F407108559393196?id=369787570424415\">Meta Ads placements\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"7-set-brand-safety-controls\">7. Set brand safety controls\u003C\u002Fh3>\n\n\n\n\u003Cp>Scroll down to the brand safety section if you want to prevent your ad from appearing alongside any type of content that would be inappropriate. For example, you can choose to upload a list of URLs to prevent your ads from being delivered there.\u003C\u002Fp>\n\n\n\n\u003Cp>Check out Meta’s\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F1926878614264962?id=1769156093197771https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F1926878614264962?id=1769156093197771\"> guide on brand safety controls\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"8-choose-your-ad-format-and-creative\">8. Choose your ad format and creative\u003C\u002Fh3>\n\n\n\n\u003Cp>Now we reach the creative part! \u003C\u002Fp>\n\n\n\n\u003Cp>First, select your ad format. By selecting ‘manual upload’, you can choose from the formats we touched on earlier – single image or video, carousel or collection. \u003Cbr>If you’re looking to drive sales, you can also opt to build a dynamic product ad by using media from your \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F890714097648074?id=725943027795860\">catalog\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-ad-setup.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24715\" width=\"393\" height=\"538\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Next, upload your ad creative and crop it to fill each placement. We recommend uploading a different file for Feeds, Stories and Facebook Search Results – using the correct dimensions for each – to ensure that your creative is optimised for these placements. Unsure which dimensions to use when building your assets? Check out Meta’s\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fads-guide\u002Fupdate\u002Fimage\"> guide to image specs\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-ad-creative.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24702\" width=\"452\" height=\"350\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>If you’ve opted to use your catalogue, you won’t need to upload any ad creative – as Meta will dynamically advertise items from your product feed based on whether each user is likely to engage with them. This can be particularly effective in retargeting campaigns, by reminding users of the products they interacted with on your website. Find out more about \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F890714097648074?id=725943027795860https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F890714097648074?id=725943027795860\">creating a catalogue on Meta\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s key to align your creative with your campaign objective. If you’re building a brand awareness campaign, ad creative which provides an insight into your brand through videos or carousels can be really effective and drive high recall rates. However, if you’re looking to drive sales, this type of content is unlikely to encourage users to purchase at a profitable rate.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"9-write-your-ad-copy\">9. Write your ad copy\u003C\u002Fh3>\n\n\n\n\u003Cp>Next up, ad copy!\u003C\u002Fp>\n\n\n\n\u003Cp>Ad copy within Meta Ads consists of:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Primary text\u003C\u002Fli>\n\n\n\n\u003Cli>Headline\u003C\u002Fli>\n\n\n\n\u003Cli>Description\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1070\" height=\"580\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-ad-copy.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24703\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>When writing your ad copy, bear in mind that it may be truncated when users see your ad – so it’s key to grab their attention in the first line. Meta recommends a character length of 125 or less for primary text, 40 characters or less for the Headline and a maximum of 25 characters for the description. \u003C\u002Fp>\n\n\n\n\u003Cp>In Ads Manager, you can include up to 5 different copy variants for each ad, with Meta’s machine-learning system delivering different variations to your audience based on what they’re most likely to respond to.\u003C\u002Fp>\n\n\n\n\u003Cp>We recommend writing different styles of ad copy to learn what drives the best performance for your band. You can test aspects such as emojis, varying copy lengths, the structure of your copy and more – as seen in our example below, which is promoting a blog post on our website.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s also key to write ad copy that aligns with your campaign objective. If you’re building a traffic–optimised campaign, your ad copy should encourage people to visit your landing page – which could be a blog or helpful guide. Whereas, asking people to shop your product range may not be the best fit here.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-primary-text.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24701\" width=\"472\" height=\"336\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"9-choose-your-cta\">9. Choose your CTA\u003C\u002Fh3>\n\n\n\n\u003Cp>Now that you’ve entered your ad copy, it’s time to input your landing page URL and choose the call to action (CTA) that best aligns with your campaign objective and what you’re trying to achieve. \u003Cbr>There is a wide range of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F410873986524407\">CTA buttons to explore\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-choose-cta.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24719\" width=\"396\" height=\"331\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"10-check-your-website-tracking\">10. Check your website tracking\u003C\u002Fh3>\n\n\n\n\u003Cp>Next, make sure that your tracking is set up to track on–site events once users click through your ad. This is key to understanding how your ads are performing, enabling you to optimise your campaign towards top performers. You’ll also have the option to set up app and offline events if applicable, and input a unique URL parameter so you can identify how each ad performed using Google Analytics.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fhow-to-advertise-facebook-tracking.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24710\" width=\"357\" height=\"401\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"11-preview-your-ad-and-publish\">11. Preview your ad and publish\u003C\u002Fh3>\n\n\n\n\u003Cp>Finally, spend some time reviewing your campaign to ensure that it’s appropriate for your objective and target audience. You can also preview your ad to see how it appears for users on each placement. \u003C\u002Fp>\n\n\n\n\u003Cp>Once you’re happy, click publish! Your campaign will be reviewed for any disapprovals, meaning that it may take some time to go live. If you’re running any urgent activity, such as a last-minute sale, you may want to consider building your campaign in advance to ensure that your ads are running during the sale. Once your campaign is up and running, it will go through the learning phase – until roughly 50 optimisation events are delivered within a 7-day period.\u003C\u002Fp>\n\n\n\n\u003Cp>We recommend building a few ads per audience to test different variants. Whilst one creative variation may perform well, others may drive poor engagement from your target audience. However, it’s key that you don’t run too many ads at once to avoid spreading your budget too thinly – as Meta will need to allocate enough budget to each ad to thoroughly test it.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ongoing-management-of-facebook-advertising\">\u003Cstrong>Ongoing management of Facebook advertising\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The initial setup of your campaigns is just the beginning of advertising on Facebook or Instagram – the bulk of the work is spent optimising your ads, whilst also testing different variants to understand what your audience engages most with.\u003C\u002Fp>\n\n\n\n\u003Cp>We recommend a test-and-learn approach for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> advertising – testing different audiences, ad formats, creative styles, ad copy variants or even landing page URLs to see what performs best for your brand. \u003C\u002Fp>\n\n\n\n\u003Cp>However, it’s key that you limit your tests to one variable at a time to pinpoint which drives an uplift in performance. It’s also important to test these variables over a long period of time – ensuring that Meta proportions enough spend on each style of ad to get a solid understanding of which is performing best. Testing variables over a long time period also ensures that the learning phase doesn’t impact results – as performance can be more unstable whilst Meta is learning how to best optimise your ads. \u003C\u002Fp>\n\n\n\n\u003Cp>By testing different ad variants, you can use these insights to help guide future decision-making and improve your Paid Social performance moving forward.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"final-thoughts\">\u003Cstrong>Final thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In this guide, we’ve covered the advantages of incorporating Facebook in your Paid Social strategy, how to set up a campaign in Ads Manager and some actionable tips on optimising your campaigns for maximum results. \u003C\u002Fp>\n\n\n\n\u003Cp>At Impression, we’ve worked with a wide range of B2C and B2B businesses to reach desired targeted demographics through Facebook and Instagram. Head over to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fmeta-ads-agency\u002F\">Meta ads services\u003C\u002Fa> page to find out more.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking for strategic advice? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to find out how we can help your business choose the best advertising approach for your business goals.\u003C\u002Fp>\n\n\n\n\u003Cp>To keep up–to–date, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social media blogs\u003C\u002Fa>.\u003C\u002Fp>\n",false,{"rendered":96,"protected":188},89,24732,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":194,"_yoast_wpseo_metadesc":195,"inline_featured_image":188,"footnotes":5},"How to Advertise on Facebook [Complete Guide] | Impression","Looking to run Facebook ads? This Impression guide explains everything you need to know to advertise on Facebook, from choosing formats to designing 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Pour yourself a glass of mulled wine, grab a mince pie and discover the latest social media trends to see you into the New Year:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#meta-launches-multi-advertiser-ads\">Meta launches Multi-Advertiser Ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tiktok-introduces-audience-insights\">TikTok introduces audience insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#meta-re-introduces-attribution-setting-comparisons\">Meta re-introduces attribution setting comparisons\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#meta-releases-new-custom-audience-feature\">Meta releases new custom audience feature\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cp>As always, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting a priority update, green representing a less important update, and amber lying somewhere in the middle.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-launches-multi-advertiser-ads\">\u003Cstrong>Meta launches Multi-Advertiser Ads\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F5NfjTIt4-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4340\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fhelping-businesses-grow-with-ai-messaging-and-video#\">Meta has introduced Multi-Advertiser Ads\u003C\u002Fa> to the Instagram platform, which enables an ad to appear alongside other ads from similar businesses in the feed placement. \u003C\u002Fp>\n\n\n\n\u003Cp>Leveraging Meta’s machine learning system, the new feature will \u003Cstrong>display ads to users who are in a shopping mindset and have recently engaged with similar ad content. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The new feature can be activated at the ad level in Ads Manager, although delivery to the multi-advertiser format isn’t guaranteed – instead being determined by machine learning.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"712\" height=\"208\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fmeta-multi-advertiser-ads-2.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Multi-advertiser ads. Help people discover your products when they show commercial intent and are in a shopping mindset. Your ads may appear alongside ads from multiple businesses in Instagram feed.\" class=\"wp-image-20568\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What Does This Mean For Me? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Meta’s latest feature will benefit ecommerce advertisers by showing their ads to users who are in a shopping mindset and who may find their content interesting. Crucially, by leveraging Meta’s machine learning to find these engaged users, this should have a positive impact on the number of purchases generated.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"242\" height=\"782\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fmetal-multi-advertiser-ads-1.jpg?auto=compress%2Cformat&q=90\" alt=\"Examples of multi-advertiser ads showing up in Instagram feeds.\" class=\"wp-image-20569\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fhelp\u002Finstagram\u002F1024826868233885\">This has been backed up by early tests\u003C\u002Fa> which show that, in campaigns optimised towards driving purchases,\u003Cstrong> campaigns using multi-advertiser ads outperformed those without multi-advertiser ads. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>However, it’s unclear what the impact on CPA or ROAS was during these tests. Would ads showing your brand alone in a full-screen format drive more purchases at a lower cost, compared to being included in a carousel of similar brands beneath another ad?  \u003C\u002Fp>\n\n\n\n\u003Cp>Another thing to consider is the lack of control associated with the type of ads your brand could appear next to. Whilst Meta offers \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F1926878614264962?id=1769156093197771\">various brand safety controls\u003C\u002Fa> covering certain placements and publishers, there are currently no controls available to control the type of content your ad could be delivered next to. If you feel strongly about your ads appearing alongside certain content, this could be something to consider when deciding whether to launch Multi-advertiser ads.\u003C\u002Fp>\n\n\n\n\u003Cp>Ready to trial Meta’s new ad format? Try split-testing multi-advertiser ads against the same ads without this new feature. Allow the ads to run for some time (you may want to leave this longer than usual as delivery to the format isn’t always guaranteed) and compare performance through the Instagram feed placement to determine which set-up drives the best performance for your business. \u003C\u002Fp>\n\n\n\n\u003Cp>As the feature leverages machine learning, we advise providing Meta with enough data as possible to help it reach relevant users and maximise performance. If you aren’t already, consider uploading offline data from your CRM platform to provide Meta with some customer information, which can help the system find similar users. Conversions API can also provide Meta with more accurate conversion data, enabling the system to reach users who are more likely to find your ads relevant.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"tiktok-introduces-audience-insights\">\u003Cstrong>TikTok introduces audience insights\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FIBoR31C3-Orange.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5438\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen\u002Fblog\u002Faudience-insights-maximize-results-scale\">TikTok has launched a new tool\u003C\u002Fa> to help marketers better understand their target audience on the social media platform. Sitting within the reporting dashboard on Ads Manager, \u003Cstrong>Audience Insights provides various information about an audience – spanning their interests, demographics and behaviours.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1676\" height=\"1054\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Ftik-tok-insights-tool.jpg?auto=compress%2Cformat&q=90\" alt=\"TikTok ads manager reporting dashboard displaying audience overview insights.\" class=\"wp-image-20570\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What Does This Mean For Me? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>One of the key benefits of TikTok’s latest tool is the ability to \u003Cstrong>uncover your target audience’s key interests\u003C\u002Fstrong>, which can provide inspiration for new campaign content. For example, if a retailer finds that their audience is interested in sustainability, their paid social ads could focus more heavily on their sustainable product lines. This could help to inform new ad copy variations and creative assets, leading to better ad engagement and an increase in purchase volume as a result. \u003C\u002Fp>\n\n\n\n\u003Cp>Audience Insights could also be used to \u003Cstrong>discover new audiences to target.\u003C\u002Fstrong> If you review your target audience’s interests and uncover any surprising insights, you may want to consider targeting these interests to see how they perform. This may be particularly beneficial if you’re looking for new ways to scale your campaign, or if any current audiences are underperforming.\u003C\u002Fp>\n\n\n\n\u003Cp>As always, we recommend split-testing any new ad variations or audiences against your current campaign set-up; reviewing performance after allowing the ads to run for some time.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-re-introduces-attribution-setting-comparisons\">\u003Cstrong>Meta re-introduces attribution setting comparisons\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>After being removed for over a year, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F854500742637772\">‘Compare Attribution’ feature\u003C\u002Fa> has returned to Ads Manager, enabling advertisers to \u003Cstrong>compare conversions over different attribution settings \u003C\u002Fstrong>including: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>1 day view\u003C\u002Fli>\u003Cli>1 day click\u003C\u002Fli>\u003Cli>7 day click\u003C\u002Fli>\u003Cli>28 day click \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>To use the new tool, head to Ads Manager, click columns and then performance – you’ll see ‘compare attribution settings’ at the end of the columns menu. Then simply click it to select the attribution settings you want to view in your report.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What Does This Mean For Me? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The new feature will provide more flexibility for measuring the success of Paid Social activity, by enabling advertisers to compare conversions over different attribution windows for each campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>The 28 day click attribution setting will be particularly useful for those advertising high-involvement products, by enabling them to more accurately measure the success of a campaign, considering the longer consideration period before a conversion occurs. \u003C\u002Fp>\n\n\n\n\u003Cp>The feature will also allow advertisers to understand how many conversions resulted from clicks or views. Click-through conversions may be more valuable to your business compared to view-through conversions, as the conversion occurs after a user has engaged with and clicked through your ad. View-through conversions are attributed even if no ad engagement takes place – which usually occurs when retargeting high-intent users who have previously interacted with your brand.\u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, these new attribution tools will provide additional ways to measure campaign results, which could help marketers better understand the purchase journey for various products.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-releases-new-custom-audience-feature\">\u003Cstrong>Meta releases new custom audience feature\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FIKG4iH4i-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11704\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Meta has released a new feature, enabling advertisers to create a custom audience from users who follow their Instagram account. To maintain the audience’s relevancy, Meta will automatically remove users from the audience if they unfollow the account.\u003C\u002Fp>\n\n\n\n\u003Cp>The new feature is gradually being rolled out to all ad accounts. To check if you have access, create an Instagram custom audience and view the event dropdown options available.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fmeta-customer-audience-feature.jpg?auto=compress%2Cformat&q=90\" alt=\"Meta's customer audience feature including targeting for people who started following professional accounts.\" class=\"wp-image-20567\" width=\"553\" height=\"460\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What Does This Mean For Me? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Advertisers can currently create a custom audience from users who have ‘engaged’ with an Instagram account, having either visited the profile or taken action on a post or ad. However, the new update will enable advertisers to build an audience of their most engaged users who choose to receive regular updates from a business.\u003C\u002Fp>\n\n\n\n\u003Cp>By targeting these engaged users, this could have key implications for converting followers into repeat customers, by using paid social ads to cross-sell and up-sell various product ranges. Paid social ads could also be leveraged to retain engaged users with exclusive discount codes, competitions and early access opportunities to increase customer lifetime value – which has a positive impact on revenue over time. \u003C\u002Fp>\n\n\n\n\u003Cp>The new custom audience feature could also be leveraged to build a lookalike audience of similar users who may also engage with your business offering, enabling advertisers to scale their campaigns and reach new users who may also be profitable. \u003C\u002Fp>\n\n\n\n\u003Cp>Finally, the new update could enable advertisers to exclude Instagram followers from prospecting campaigns, in order to align paid social activity more closely with the customer journey and create tailored content for different users, depending on where they are in the funnel. \u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Look out for our next blog post for more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social industry updates\u003C\u002Fa> to inspire your social media strategy. Can’t wait? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to discuss your paid social campaigns!\u003C\u002Fp>\n",{"rendered":109,"protected":188},20575,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":510,"_yoast_wpseo_metadesc":511,"inline_featured_image":188,"footnotes":5},"What’s new in Paid Social: December 2022 industry updates | Impression","This post explains the key paid social media industry updates from December 2022 and outlines what they mean for you. Learn more here.",[198],[],[23],[516,94,203,204,205,206,207,209],"post-20534",[],[],[520,521,522,523],{"path":163,"name":164},{"path":215,"name":216},{"path":117,"name":18},{"path":172,"name":108},{"thumbnail":525,"medium":526,"medium_large":528,"large":530,"1536x1536":532,"2048x2048":534,"post-thumbnail":536,"12_col":538,"default_landscape":540,"default_portrait":542,"6_col_and_margin_short":544,"11_col_and_margin":546,"9_col_rectangle":548,"11_col":550,"staff_image_696_600":552,"rectangular_thumbnail":554},{"url":113,"width":221,"height":221},{"url":527,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=160",{"url":529,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=960&q=90&w=768",{"url":531,"width":228,"height":229},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":533,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1229",{"url":535,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1638",{"url":537,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C1161%2C2399%2C1522&w=1860",{"url":539,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":541,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":543,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":545,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":547,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":549,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":551,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":553,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":555,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fhugo-clement-yDG-Zb-I8sU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=-1%2C1636%2C2400%2C960&w=750",[557],{"id":190,"path":256,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":558},{"job_title":10,"full_bio":11,"specialist_service_links":559,"photo":562},[560],{"page":561,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":563},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_sho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:462},[653],{"href":465},[655],{"embeddable":89,"href":468},[657],{"embeddable":89,"href":658},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=20534",[660],{"count":661,"href":662},14,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F20534\u002Frevisions",[664],{"id":665,"href":666},20650,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F20534\u002Frevisions\u002F20650",[668],{"embeddable":89,"href":669},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F20575",[671],{"href":672},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=20534",[674,676,678],{"taxonomy":487,"embeddable":89,"href":675},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=20534",{"taxonomy":490,"embeddable":89,"href":677},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=20534",{"taxonomy":158,"embeddable":89,"href":679},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=20534",[681],{"name":496,"href":497,"templated":89},{"id":683,"date":122,"date_gmt":122,"guid":684,"modified":122,"modified_gmt":122,"slug":686,"status":19,"type":94,"link":121,"title":687,"content":688,"excerpt":690,"author":190,"featured_media":691,"comment_status":20,"ping_status":20,"sticky":188,"template":5,"format":192,"meta":692,"categories":695,"collections":696,"coauthors":697,"class_list":698,"acf":700,"head_links":701,"breadcrumbs":702,"url_path":121,"search_description":694,"featured_image_urls":707,"authors":739,"type_nicename":263,"reading_minutes":123,"category":747,"yoast_title":693,"yoast_meta":749,"yoast_json_ld":774,"_links":824},20170,{"rendered":685},"\u002F?p=20170","whats-new-in-paid-social-november-2022-industry-updates",{"rendered":119},{"rendered":689,"protected":188},"\n\u003Cp>Welcome to the latest instalment in Impression’s Paid Social Industry Updates blog, where we discuss the latest social media trends to help you stay ahead of the curve. \u003C\u002Fp>\n\n\n\n\u003Cp>Keep reading to discover:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tiktok-introduces-smart-performance-campaign\">TikTok introduces Smart Performance Campaign\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#meta-launches-advantage-shopping-campaigns\">Meta launches Advantage+ Shopping Campaigns\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#pinterest-releases-api-for-conversions\">Pinterest releases API for conversions \u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cp>As always, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting a priority update, green representing a less important update and amber lying somewhere in the middle.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"tiktok-introduces-smart-performance-campaign\">\u003Cstrong>TikTok introduces Smart Performance Campaign\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Automation is a hot topic for Paid Social, and TikTok is the latest platform to tap into the trend with its latest campaign: ‘Smart Performance Campaign’.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen\u002Fblog\u002Ftiktok-world-smart-performance-campaign\">According to TikTok\u003C\u002Fa>, Smart Performance Campaign is an ‘\u003Cem>end to end automation solution that leverages machine learning to optimise for best performance and marketing goals\u003C\u002Fem>’.\u003C\u002Fp>\n\n\n\n\u003Cp>Described as a ‘completely hands-off’ process, TikTok’s machine learning system takes \u003Cstrong>full control of audience targeting to ‘reach the right people’, whilst also making automatic optimisations at the ad level to maximise performance. \u003C\u002Fstrong>The only information required by the platform is a marketing objective, budget, country, and creative assets.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The key benefit of Smart Performance Campaign is the ability to leverage TikTok’s machine learning system. By taking advantage of TikTok’s algorithm and audience data, marketers will be able to \u003Cstrong>reach users who are most likely to have an interest in their brand\u003C\u002Fstrong> – and maximise performance as a result. According to TikTok, early tests show the Smart Performance Campaign \u003Cstrong>outperforming manually set-up campaigns.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>TikTok’s automated campaign will also benefit advertisers who don’t have the time to optimise campaigns manually, as well as advertisers who are new to the platform – with the simple set-up requiring little effort. \u003C\u002Fp>\n\n\n\n\u003Cp>However, this requires a high level of trust in TikTok’s machine learning system to target the right audiences and make beneficial optimisation decisions. Although machine learning processes are becoming more advanced, and TikTok’s algorithm is renowned for being highly personal, machine learning systems don’t always get it right. \u003C\u002Fp>\n\n\n\n\u003Cp>Interested in putting TikTok’s automation campaign to the test? We recommend split-testing the campaign against a manual set-up. Use the same objectives, budgets, country-level targeting and creative assets and allow the campaigns to run for enough time (at least 7 days) to determine which set-up drives the best performance for your business. \u003C\u002Fp>\n\n\n\n\u003Cp>The campaign is currently available for Android App Promotion campaigns, with more to come later this year for iOS and Website Campaigns. Want to start testing now? Contact your TikTok partner for more details.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-launches-advantage-shopping-campaigns\">\u003Cstrong>Meta launches Advantage+ Shopping Campaigns\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Shortly after TikTok’s announcement, Meta revealed a new automation feature of its own – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fadvantage-plus-holiday-shopping-campaigns\">Advantage+ Shopping Campaigns. \u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Similar to TikTok’s Smart Performance Campaign, Advantage+ Shopping Campaigns automate the set-up process, enabling marketers to \u003Cstrong>create campaigns more quickly and efficiently. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Fpaid-social-advantage-shopping-campaign.png?auto=compress%2Cformat&q=90\" alt=\"Text: Creation method. Choose how you want to create your sales campaign. Use the Advantage+ Campaign for a tailored setup for manually build your campaign. Advantage+ Shopping Campaign - Maximise performance and find customers. Preset settings include automatic placements, lowest cost bid strategy and more.\" class=\"wp-image-20184\" width=\"464\" height=\"305\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>With Advantage+ Shopping Campaigns, advertisers can combine targeting, creative set-ups, placements and budgets within one campaign – with up to 150 creative combinations. According to Meta, this helps to streamline ad delivery optimisation – enabling marketers to \u003Cstrong>deliver the highest performing ad variation to users \u003C\u002Fstrong>across different placements – as opposed to manually testing ad creative and copy variations across separate audiences. \u003C\u002Fp>\n\n\n\n\u003Cp>Crucially, by leveraging its machine learning system and utilising its audience data, Meta explains that this will enable marketers to \u003Cstrong>reach more users who are likely to make a purchase\u003C\u002Fstrong> – increasing sales volume.\u003C\u002Fp>\n\n\n\n\u003Cp>Advantage+ Shopping Campaigns are already live across some accounts. To check whether you have access to the new feature, head to Ads Manager, create a new campaign and select ‘sales’ – the Advantage+ option will appear here. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The key benefit of Advantage+ Shopping Campaigns is the ability to \u003Cstrong>deliver campaigns at scale more effortlessly\u003C\u002Fstrong> – with Meta’s machine learning system taking care of audience targeting and ad creative elements to deliver stronger performance in terms of driving online sales. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fhelping-businesses-grow-with-ai-messaging-and-video#\">In a recent test by Meta\u003C\u002Fa>, it was found that Advantage+ Shopping Campaigns led to a \u003Cstrong>17% improvement in CPA and a 32% increase in ROAS.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>However, as with all automated campaigns, this puts a considerable amount of trust in Meta’s machine learning system to reach the right audiences and make the right campaign optimisations. In doing so, advertisers will sacrifice some control over targeting and performance data. For example, whilst custom audiences can still be uploaded, these audiences will automatically apply across all Advantage+ Shopping Campaigns, which removes the ability to retarget certain customer segments with specific products that may only be appropriate for these users. What’s more, it appears that advertisers will be unable to exclude certain audiences from campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>Which makes sense – the key element of Advantage+ Shopping Campaigns is broad targeting, allowing Meta’s machine learning system to find users who are more likely to make a purchase.\u003C\u002Fp>\n\n\n\n\u003Cp>Meta isn’t removing its other campaign types – so if you’re seeking more control over your targeting and performance data, you still have the option to create a manual sales campaign. However, advertising platforms are investing heavily in automated campaigns, and it’s likely that they will play a key part in the future of paid social advertising.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"pinterest-releases-api-for-conversions\">\u003Cstrong>Pinterest releases API for conversions \u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FIBoR31C3-Orange.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5438\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>To better enhance its performance measurement capabilities, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnewsroom.pinterest.com\u002Fen\u002Fpost\u002Fpinterest-rolls-out-new-tools-to-help-advertisers-discover-emerging-trends-and-measure-success\">Pinterest has released API for Conversions globally\u003C\u002Fa>. This will enable advertisers to directly send off-platform conversion data to Pinterest without requiring a Pinterest Tag – \u003Cstrong>improving data tracking and providing a more comprehensive view into campaign performance.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The new feature can be implemented directly, or integrated through Pinterest’s partners Shopify or Google Tag Manager. To learn more, visit the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhelp.pinterest.com\u002Fen\u002Fbusiness\u002Farticle\u002Fthe-pinterest-api-for-conversions\">Pinterest Help Centre\u003C\u002Fa> or reach out to your representative.  \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>A key benefit of this update is improved performance measurement. Data from Conversions API is gathered through a direct connection between the advertiser and Pinterest, which is less impacted by browser loading errors, connectivity issues and ad blockers. \u003C\u002Fp>\n\n\n\n\u003Cp>Crucially, this improves visibility into the conversions a campaign is driving which can reduce CPA. This is consistent with Pinterest’s early tests, showing that advertisers using API for Conversions saw a \u003Cstrong>14% improvement in CPA\u003C\u002Fstrong> when using both Conversion API and the Pinterest Tag, as opposed to using the Tag only.   \u003C\u002Fp>\n\n\n\n\u003Cp>Not only this, but the additional data helps to power ad targeting and optimisation, enabling Pinterest to target users who are more likely to engage with your ads – leading to improved campaign performance. According to Pinterest, advertisers using API for Conversions saw a \u003Cstrong>36% increase in attributed conversion volume\u003C\u002Fstrong> when using both Conversion API and Tags, compared to using Tags only.\u003C\u002Fp>\n\n\n\n\u003Cp>Pinterest recommends using API for Conversions alongside the Pinterest Tag to maximise visibility into the conversions driven by your campaigns. For more information, visit \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhelp.pinterest.com\u002Fen\u002Fbusiness\u002Farticle\u002Fthe-pinterest-api-for-conversions\">Pinterest’s Help Centre.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Look out for our next blog post for more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social industry updates\u003C\u002Fa> to inspire your paid social strategy. Can’t wait? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to discuss your paid social campaigns!\u003C\u002Fp>\n",{"rendered":120,"protected":188},20189,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":693,"_yoast_wpseo_metadesc":694,"inline_featured_image":188,"footnotes":5},"What’s New in Paid Social: November 2022 Industry Updates | Impression","This post explains the key paid social media industry updates from November 2022 and outlines what they mean for you. 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s":860},[826],{"href":827,"targetHints":828},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F20170",{"allow":829},[455,456,457,458,459],[831],{"href":462},[833],{"href":465},[835],{"embeddable":89,"href":468},[837],{"embeddable":89,"href":838},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=20170",[840],{"count":841,"href":842},11,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F20170\u002Frevisions",[844],{"id":845,"href":846},20188,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F20170\u002Frevisions\u002F20188",[848],{"embeddable":89,"href":849},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F20189",[851],{"href":852},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=20170",[854,856,858],{"taxonomy":487,"embeddable":89,"href":855},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=20170",{"taxonomy":490,"embeddable":89,"href":857},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=20170",{"taxonomy":158,"embeddable":89,"href":859},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=20170",[861],{"name":496,"href":497,"templated":89},{"id":863,"date":864,"date_gmt":864,"guid":865,"modified":132,"modified_gmt":132,"slug":867,"status":19,"type":94,"link":131,"title":868,"content":869,"excerpt":871,"author":190,"featured_media":872,"comment_status":20,"ping_status":20,"sticky":188,"template":5,"format":192,"meta":873,"categories":876,"collections":877,"coauthors":878,"class_list":879,"acf":881,"head_links":882,"breadcrumbs":883,"url_path":131,"search_description":875,"featured_image_urls":888,"authors":920,"type_nicename":263,"reading_minutes":123,"category":928,"yoast_title":874,"yoast_meta":930,"yoast_json_ld":958,"_links":1008},18955,"2022-08-25T14:03:06",{"rendered":866},"\u002F?p=18955","whats-new-in-paid-social-august-2022-industry-updates",{"rendered":129},{"rendered":870,"protected":188},"\n\u003Cp>Welcome to the latest instalment in Impression’s Paid Social Industry Updates blog, where we discuss the latest social media trends to help you stay ahead of the curve. \u003C\u002Fp>\n\n\n\n\u003Cp>Keep reading to discover:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#linkedin-business-manager\">LinkedIn Launches New Business Manager\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#tiktok-attribution-manager\">TikTok Launches New Attribution Manager\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#instragram-backtrack\">Instagram Backtracks on Latest ‘TikTok Style’ Updates\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>As always, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting a priority update, green representing a less important update and amber lying somewhere in the middle.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"linkedin-business-manager\">LinkedIn Launches New Business Manager\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>LinkedIn has launched its new Business Manager platform, allowing businesses to \u003Cstrong>manage multiple accounts from one central dashboard. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>In a move designed to benefit large companies and agencies, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fpulse\u002Fmaking-easier-you-manage-your-accounts-pages-people-gyanda-sachdeva\u002F?trackingId=4OpsIfYLVpNNyaWRrHRLNQ%3D%3D\">Business Manager aims to simplify ad management \u003C\u002Fa>– with dedicated tabs for managing people, ad accounts, pages and business partners.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Flinkedin-launches-business-manager.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18959\" width=\"634\" height=\"503\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What Does This Mean for Me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The key benefit of LinkedIn Business Manager is \u003Cstrong>a more streamlined, simplified way of managing various accounts.\u003C\u002Fstrong> Marketers can now complete several tasks from a centralised location, offering \u003Cstrong>increased control and visibility\u003C\u002Fstrong> across multiple ad accounts. \u003C\u002Fp>\n\n\n\n\u003Cp>The central dashboard will also provide marketers with more time to focus on campaign creation and analysis, with easier access to administrative functions across accounts, as well as shared matched audiences.\u003C\u002Fp>\n\n\n\n\u003Cp>Interestingly, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fpulse\u002Fmaking-easier-you-manage-your-accounts-pages-people-gyanda-sachdeva\u002F?trackingId=4OpsIfYLVpNNyaWRrHRLNQ%3D%3D\">the announcement from LinkedIn \u003C\u002Fa>suggests that this is just the beginning for Business Manager. Implying that new capabilities are on the horizon, it appears that marketers will eventually have the ability to uncover strategic insights from the centralised platform, making marketing at scale more efficient.\u003Cbr>Ready to set up LinkedIn Business Manager? The platform is currently live, with access available for all businesses! You can learn how to onboard to Business Manager with a helpful guide from LinkedIn \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.linkedin.com\u002Fcontent\u002Fdam\u002Fme\u002Fbusiness\u002Fen-us\u002Famp\u002Fmarketing-solutions\u002Fimages\u002Flms-business-manager\u002Fpdfs\u002Fen-us\u002Flinkedin-business-manager-overview-final-en-us-onboarding-v01.pdf?trk=lms-blog-liproduct&src=bl-po\">here.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"tiktok-attribution-manager\">\u003Cstrong>TikTok Launches New Attribution Manager\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen\u002Fblog\u002Fflexible-attribution-windows-campaign-measurement\">TikTok has introduced a new ‘Attribution Manager’ tool\u003C\u002Fa>, \u003Cstrong>enabling advertisers to set custom attribution windows for each of their campaigns. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Within Attribution Manager, TikTok has released two options: click-through attribution (CTA) and view-through attribution (VTA). The CTA window options include 1, 7, 14 and 28 days, whilst the VTA window includes off, 1 and 7 days. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Ftiktok-launches-new-attribution-manager.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18960\" width=\"555\" height=\"340\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What Does This Mean for Me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>TikTok’s latest tool will provide more flexibility for measuring the success of Paid Social activity, by \u003Cstrong>enabling advertisers to set the most suitable attribution windows for each campaign\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>This is a key update for ecommerce advertisers, as different products have varying customer journeys, which require flexible attribution windows to consider the length of consideration time before users make a purchase. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, whilst a 7 day click, 1 day view attribution window may be suitable for a clothing brand, in order to provide \u003Cem>some\u003C\u002Fem> consideration time for the customer, this wouldn’t be suitable for a high-involvement product such as an engagement ring. In this case, it’s likely that the user will research the product and compare several alternatives; ensuring the right decision has been made before converting. For a high-involvement product such as this, a 28 day click, 1 day view attribution window may be more appropriate to provide enough consideration time to accurately measure the success of the campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, these new attribution tools will provide additional ways to measure campaign results, which could help marketers better understand the purchase journey for various products whilst optimising towards better campaign performance. \u003C\u002Fp>\n\n\n\n\u003Cp>The new tool is currently available for all web campaigns that use the TikTok pixel or Events API. Ready to trial TikTok’s latest feature? Head over to the ad group level within Ads Manager to set it up!\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"instragram-backtrack\">\u003Cstrong>Instagram Backtracks on Latest ‘TikTok Style’ Updates\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>It’s no secret that Instagram has been making some big changes recently, increasing its focus on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcreators.instagram.com\u002Fblog\u002Finstagram-reels-creators-simplify-video\">video\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.instagram.com\u002Fblog\u002Finstagram-feed-recommendations-changes-announcement?locale=en_GB\">recommended content\u003C\u002Fa> to mirror the success seen by rival social media platform TikTok.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>However, in its attempts to increase app engagement, the platform has received some widespread criticism.\u003C\u002Fstrong> In recent weeks, frustrated users have launched a ‘Make Instagram Instagram Again’ movement, which has received public support by the Kardashians along with over 300,000 petition signatures on change.org.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Finstagram-backtracks-on-tiktok-style-update.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18958\" width=\"282\" height=\"477\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Despite user frustrations, Mosseri has \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.instagram.com\u002Fp\u002FCgeQ5DqgSyv\u002F\">revealed\u003C\u002Fa> that \u003Cstrong>Instagram will continue to focus on video\u003C\u002Fstrong> to align with growing trends on the app and evolve with the changing market. However, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.platformer.news\u002Fp\u002F-instagram-walks-back-its-changes?\">the platform will be scaling back other features\u003C\u002Fa> – phasing out the full-screen feed format and reducing the number of recommended posts whilst it seeks to improve its algorithms.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What Does This Mean for Me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>For now, users can expect to see fewer recommended posts on Instagram. However, this may not last for long, as Mosseri has made it clear that \u003Cstrong>both video and recommended content are the way forward for the social media platform.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Which makes sense – despite user criticism, Instagram is ultimately being guided by engagement metrics, and as Mosseri \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.instagram.com\u002Fp\u002FCgeQ5DqgSyv\u002F\">outlines\u003C\u002Fa>, the majority of likes, shares and views are shifting towards video formats on the platform. It was also announced in February that Reels are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcreators.instagram.com\u002Fblog\u002Finstagram-reels-creators-simplify-video\">the largest contributor to engagement growth \u003C\u002Fa>– so it’s not surprising that Instagram is continuing to move in this direction.\u003C\u002Fp>\n\n\n\n\u003Cp>However, this poses the question – will Instagram run the risk of alienating a key segment of its audience by continuing this shift towards recommended content and video? And will user engagement begin to drop as a result?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F1018494\u002Finstagram-users-united-kingdom\u002F\">The number of UK Instagram users is growing\u003C\u002Fa>, although this could change if user engagement falls and TikTok continues to grow. Our key recommendation is to \u003Cstrong>diversify your media spend across different social channels\u003C\u002Fstrong> to increase your presence across various touchpoints, whilst avoiding over-reliance on one platform. If your target audience makes up the key demographics on alternative social media platforms, diversifying your Paid Social strategy may provide new opportunities. \u003C\u002Fp>\n\n\n\n\u003Cp>Another key takeaway is that \u003Cstrong>designing creative assets optimised for video is going to become increasingly important \u003C\u002Fstrong>as social media platforms inevitably shift towards video. If you don’t have the capabilities to create video content, consider incorporating gif animations into ads or building slideshows from static imagery. You could also consider creating user-generated content as a more inexpensive, authentic way to connect with your target audience via video. Learn more about Meta’s best practices for video ads \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F144240239372256?id=603833089963720\">here\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Look out for our next blog post in September for more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social industry updates\u003C\u002Fa> to inspire your paid social strategy. If you want to talk about your business’ paid social aspirations, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":130,"protected":188},18961,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":874,"_yoast_wpseo_metadesc":875,"inline_featured_image":188,"footnotes":5},"What's new in paid social: August 2022 industry updates | Impression","This post explains the key paid social media industry updates from August 2022 and outlines what they mean for you. Learn more here.",[198],[],[23],[880,94,203,204,205,206,207,209],"post-18955",[],[],[884,885,886,887],{"path":163,"name":164},{"path":215,"name":216},{"path":117,"name":18},{"path":172,"name":129},{"thumbnail":889,"medium":890,"medium_large":892,"large":894,"1536x1536":896,"2048x2048":898,"post-thumbnail":900,"12_col":902,"default_landscape":904,"default_portrait":906,"6_col_and_margin_short":908,"11_col_and_margin":910,"9_col_rectangle":912,"11_col":914,"staff_image_696_600":916,"rectangular_thumbnail":918},{"url":133,"width":221,"height":221},{"url":891,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":893,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":895,"width":228,"height":229},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":897,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":899,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1365",{"url":901,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":903,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":905,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":907,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":909,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":911,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":913,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":915,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":917,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":919,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F08\u002Fanne-nygard-bLooSpzyuHc-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[921],{"id":190,"path":256,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":922},{"job_title":10,"full_bio":11,"specialist_service_links":923,"photo":926},[924],{"page":925,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":927},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portra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"allow":1013},[455,456,457,458,459],[1015],{"href":462},[1017],{"href":465},[1019],{"embeddable":89,"href":468},[1021],{"embeddable":89,"href":1022},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=18955",[1024],{"count":123,"href":1025},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F18955\u002Frevisions",[1027],{"id":1028,"href":1029},19412,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F18955\u002Frevisions\u002F19412",[1031],{"embeddable":89,"href":1032},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F18961",[1034],{"href":1035},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=18955",[1037,1039,1041],{"taxonomy":487,"embeddable":89,"href":1038},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=18955",{"taxonomy":490,"embeddable":89,"href":1040},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=18955",{"taxonomy":158,"embeddable":89,"href":1042},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=18955",[1044],{"name":496,"href":497,"templated":89},{"id":1046,"date":141,"date_gmt":141,"guid":1047,"modified":141,"modified_gmt":141,"slug":1049,"status":19,"type":94,"link":140,"title":1050,"content":1051,"excerpt":1053,"author":190,"featured_media":1054,"comment_status":20,"ping_status":20,"sticky":188,"template":5,"format":192,"meta":1055,"categories":1058,"collections":1059,"coauthors":1060,"class_list":1061,"acf":1063,"head_links":1064,"breadcrumbs":1065,"url_path":140,"search_description":1057,"featured_image_urls":1070,"authors":1102,"type_nicename":263,"reading_minutes":142,"category":1110,"yoast_title":1056,"yoast_meta":1112,"yoast_json_ld":1136,"_links":1186},17649,{"rendered":1048},"\u002F?p=17649","whats-new-in-paid-social-june-2022-industry-updates",{"rendered":138},{"rendered":1052,"protected":188},"\n\u003Cp>Welcome to the latest instalment in Impression’s Paid Social Industry Updates blog, where we discuss the latest social media trends to help you stay ahead of the curve. \u003C\u002Fp>\n\n\n\n\u003Cp>Keep reading to discover:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#instagram-test\">Instagram tests a new full-screen feed\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#tiktok-woocommerce\">TikTok launches a new integration with WooCommerce\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#instagram-test-stories\">Instagram tests a new stories display\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#meta-whatsapp\">Meta announces new ad tools for WhatsApp\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>As always, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting a priority update, green representing a less important update and amber lying somewhere in the middle.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"instagram-test\">\u003Cstrong>Instagram Tests New Full-Screen Feed\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Last month, \u003Cstrong>Instagram launched the initial test of a new, full-screen display of its main feed, \u003C\u002Fstrong>drawing parallels with rival social media platform TikTok. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cp>In the test of the new feed, users could still use the navigation bar to access the Explore tab, Reels and Instagram Shop. The icons to create a post, check notifications and browse direct messages also remained at the top bar, whilst Stories continued to sit at the top of the feed.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>After announcing its decision to invest more heavily on Reels in \u003Ca href=\"https:\u002F\u002Fcreators.instagram.com\u002Fblog\u002Finstagram-reels-creators-simplify-video\" target=\"_blank\" rel=\"noreferrer noopener\">February\u003C\u002Fa>, it’s not surprising that Instagram is choosing to align its main feed with the video format – continuing its shift from a photo sharing platform into a more interactive video-centric experience.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1076\" height=\"962\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-feed-image-1.png?auto=compress%2Cformat&q=90\" alt=\"Instagram full screen feed example\" class=\"wp-image-17654\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s clear that Instagram has some technical aspects to smooth out before officially launching the feed update – some users reported difficulties reading captions as they were overlaid onto posts, whilst others disliked the majority of their feed being taken up by recommended content. However, this may provide opportunities for advertising on the platform if the amount of sponsored content within the home feed increases; boosting ad reach as a result. \u003C\u002Fp>\n\n\n\n\u003Cp>Crucially, \u003Cstrong>ads filled the entire screen \u003C\u002Fstrong>within the update, which may bring opportunities in increased ad engagement – particularly as the current style of continuous scrolling was replaced by a ‘stop and start’ style consistent with TikTok, making it more difficult to scroll past in-feed content. \u003C\u002Fp>\n\n\n\n\u003Cp>As Instagram continues to make Reels \u003Ca href=\"https:\u002F\u002Fcreators.instagram.com\u002Fblog\u002Finstagram-reels-creators-simplify-video\" target=\"_blank\" rel=\"noreferrer noopener\">‘a more central part of the experience’\u003C\u002Fa>, \u003Cstrong>building ad creative optimised for video is going to become more and more important.\u003C\u002Fstrong> If you don’t have the capabilities to create video content, consider incorporating gif animations into ads and building slideshows from static imagery. Advertisers may also want to start considering how to best-optimise their current ads towards the full-size, reel style format ready for the new update. \u003C\u002Fp>\n\n\n\n\u003Cp>Another key consideration for marketers is the ad content itself. With all content being displayed seamlessly within a full-screen display, will Instagram follow in the footsteps of TikTok – with authentic style ads seeing higher engagement? According to \u003Ca href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen\u002Fblog\u002Fnielsen-study-tiktok-discovery-content-authentic\" target=\"_blank\" rel=\"noreferrer noopener\">Nielson\u003C\u002Fa>, ads that are perceived to be more authentic on TikTok receive higher engagement across likes, comments and shares. For this reason, marketers may also want to review how their ads can be adapted to more seamlessly blend with non-recommended content. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s not clear when this new full-screen feed will officially launch, but the test is a clear first step towards the revolution of Instagram. \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"tiktok-woocommerce\">\u003Cstrong>TikTok Launches New WooCommerce Integration\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fw5HeD56D-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5287\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>To further enhance its online shopping capabilities, \u003Ca href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen-GB\u002Fblog\u002Fgrow-your-business-with-the-new-woocommerce-tiktok-integration\" target=\"_blank\" rel=\"noreferrer noopener\">\u003Cstrong>TikTok has announced a new WooCommerce integration\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>. \u003C\u002Fstrong>The integration will allow brands to connect their product catalogs to TikTok, unlocking catalog-based ad formats including Collection ads and Dynamic Showcase ads. Advertisers will also be able to activate TikTok pixel tracking to better measure campaign performance and create ads, all from the WooCommerce dashboard. \u003C\u002Fp>\n\n\n\n\u003Cp>The new integration may not be available to all users yet – TikTok recommends contacting your representative to discover whether your account has access. However, if you do have access, you can learn how to set up the integration \u003Ca href=\"https:\u002F\u002Fwoocommerce.com\u002Fproducts\u002Ftiktok-for-woocommerce\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">here.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst TikTok currently provides a similar integration with Shopify, the new feature is a key step towards expanding its social commerce capabilities, presenting \u003Cstrong>new opportunities for brands to drive revenue from in-platform purchases\u003C\u002Fstrong>. According to \u003Ca href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen-GB\u002Fblog\u002Fgrow-your-business-with-the-new-woocommerce-tiktok-integration\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok’s own studies\u003C\u002Fa>, 48% of users have discovered a product or service on the platform and immediately bought it at least once in the past year. \u003C\u002Fp>\n\n\n\n\u003Cp>The key opportunity here is to take advantage of TikTok’s Dynamic Showcase ads, which become available once a product catalog is connected. Introducing these ads to retargeting campaigns will enable brands to generate a higher volume of purchases from high-intent users, by reminding users of particular items they interacted with via your website or app – encouraging conversions as a result.\u003C\u002Fp>\n\n\n\n\u003Cp>These ads are also available for prospecting campaigns, using TikTok’s highly personalised algorithm to recommend relevant products from your catalog based on prospects’ behaviour and interests. By showcasing specific products tailored to users’ behaviour on the platform, this creates great opportunities to drive purchases from new audiences.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"instagram-test-stories\">\u003Cstrong>Instagram Tests New Stories Display\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Over the last few weeks, \u003Cstrong>Instagram has been testing a new Stories feature\u003C\u002Fstrong> that hides Stories after a certain number of frames.\u003C\u002Fp>\n\n\n\n\u003Cp> \u003Ca href=\"https:\u002F\u002Fwww.socialmediatoday.com\u002Fnews\u002Finstagrams-testing-a-new-stories-ui-which-could-have-big-implications-for\u002F624034\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">As reported by some social media users\u003C\u002Fa>, Stories are displaying for the first three frames only, followed by a ‘show all’ prompt which allows users to view all Stories available if selected. If users choose to ignore the prompt, Instagram switches to the next Story. As a result, any Story frames beyond this may see reductions in reach.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Although it’s not clear what impact this will have on Stories ads placements, \u003Cstrong>it may be worthwhile considering the length of video assets\u003C\u002Fstrong> when reviewing future ad content on Instagram.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst this may be limiting for some advertisers, it’s worthwhile noting that the recommended length of a video ad is \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F144240239372256?id=603833089963720\" target=\"_blank\" rel=\"noreferrer noopener\">15 seconds or less\u003C\u002Fa> – which is the same length of a single story frame. As a result, this limitation may encourage brands to shorten their ad content and see improved performance as a result of increased engagement.  \u003C\u002Fp>\n\n\n\n\u003Cp>What’s more, \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fads-guide\u002Fvideo\u002Finstagram-story\" target=\"_blank\" rel=\"noreferrer noopener\">video ads longer than this are automatically split into 1, 2 or 3 cards by Instagram\u003C\u002Fa>, with a ‘keep watching’ prompt displayed after either card, depending on the viewer and their habits – which doesn’t sound too dissimilar to the current Stories trial. As it stands, the trial doesn’t feel concerning, but we hope to hear more information on the update soon.  \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-whatsapp\">\u003Cstrong>Meta Announces New Ad Tools for WhatsApp\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhatsapp-ad-new-tools-image-update-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17666\" width=\"485\" height=\"300\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Following research that nearly 71% of users want to communicate with businesses in the same way that they message friends, Meta has announced \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fintroducing-new-ads-and-messaging-tools-for-small-businesses#\" target=\"_blank\" rel=\"noreferrer noopener\">a new way to create Facebook and Instagram ads that start a WhatsApp chat.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Currently, if marketers want to create ads directing users to WhatsApp, they have to do this using Ads Manager, which involves a lot of app-switching. However, with the new update, \u003Cstrong>marketers will soon be able to create ads directly in the WhatsApp Business App.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>It’s unclear when the new update will be launched in the UK, however Meta has confirmed that it will be ‘starting soon’. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The key benefit of this update is \u003Cstrong>a more streamlined, faster ad creation process\u003C\u002Fstrong> for marketers. The middle element of app-switching between Whatsapp and Ads Manager will be removed, making it easier to create ads on Whatsapp. \u003C\u002Fp>\n\n\n\n\u003Cp>This provides big opportunities for businesses wanting to reach prospects who are already displaying an interest in their brand, moving them from the consideration phase into action by facilitating these connections. The update will particularly benefit local brick and mortar stores and smaller businesses that rely on enquiries to drive purchases.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>Look out for our next blog post in July for more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social industry updates\u003C\u002Fa> to inspire your paid social strategy. Can’t wait? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to discuss your paid social campaigns. \u003C\u002Fp>\n",{"rendered":139,"protected":188},17670,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1056,"_yoast_wpseo_metadesc":1057,"inline_featured_image":188,"footnotes":5},"What’s new in paid social: June 2022 industry updates | Impression","This post explains the key paid social media industry updates from June 2022 and outlines what they mean for you. Learn more here.",[198],[],[23],[1062,94,203,204,205,206,207,209],"post-17649",[],[],[1066,1067,1068,1069],{"path":163,"name":164},{"path":215,"name":216},{"path":117,"name":18},{"path":172,"name":138},{"thumbnail":1071,"medium":1072,"medium_large":1074,"large":1076,"1536x1536":1078,"2048x2048":1080,"post-thumbnail":1082,"12_col":1084,"default_landscape":1086,"default_portrait":1088,"6_col_and_margin_short":1090,"11_col_and_margin":1092,"9_col_rectangle":1094,"11_col":1096,"staff_image_696_600":1098,"rectangular_thumbnail":1100},{"url":143,"width":221,"height":221},{"url":1073,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":1075,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":1077,"width":228,"height":229},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1079,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":1081,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1365",{"url":1083,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1085,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1087,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1089,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1091,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1093,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1095,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1097,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1099,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1101,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhats-new-paid-social-june-2022-featured-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1103],{"id":190,"path":256,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":1104},{"job_title":10,"full_bio":11,"specialist_service_links":1105,"photo":1108},[1106],{"page":1107,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":1109},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12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to the latest instalment in Impression’s Paid Social Industry Updates blog, where we discuss the latest social media trends to help you stay ahead of the curve. \u003C\u002Fp>\n\n\n\n\u003Cp>This month saw TikTok introducing a new optimisation feature, Meta renaming its ad automation tools and Pinterest hosting its second annual global advertising summit.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Keep reading to discover:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Value-based optimisation for web ads on TikTok\u003C\u002Fli>\u003Cli>Meta renames its ad automation tools \u003C\u002Fli>\u003Cli>Pinterest updates its Trends Tool\u003C\u002Fli>\u003Cli>New content-based feed updates for Meta\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>As always, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting a priority update, green representing a less important update and amber lying somewhere in the middle.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"tiktok-announces-value-based-optimisation-for-web-ads\">\u003Cstrong>TikTok Announces Value-Based Optimisation for Web Ads\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>TikTok has released a new optimisation feature\u003C\u002Fstrong> – Value-Based Optimisation for web ads – or VBO Web. According to TikTok, \u003Cstrong>VBO Web helps advertisers find high-quality audiences\u003C\u002Fstrong> by targeting users who are more likely to make a purchase, and with a higher value per purchase, either by purchasing multiple products or buying products with higher price points. \u003C\u002Fp>\n\n\n\n\u003Cp>There are two bidding strategies available with VBO Web: Highest Value and Minimum ROAS. If you opt for Highest Value, the TikTok ads system will spend your total budget and bid for the highest possible purchase value, whereas Minimum ROAS will aim to meet your target ROAS bid. If you have strict KPI’s, Minimum ROAS may be more suited for your paid social strategy due to providing a greater level of control over purchase amounts and ROAS.\u003C\u002Fp>\n\n\n\n\u003Cp>Unlike alternative conversion ads, advertisers using VBO Web can only optimise towards complete payment events.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What Does This Mean for Me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>A key update  for ecommerce advertisers, TikTok’s latest feature aims to maximise the value of conversions, as opposed to just increasing the number of conversions generated. By employing VBO Web to your campaign, you may be able to \u003Cstrong>deliver a higher ROAS from paid social activity\u003C\u002Fstrong> by generating higher conversion values from your campaign budget. If you have ambitious targets, it may be worthwhile experimenting with VBO Web for your next campaign. \u003C\u002Fp>\n\n\n\n\u003Cp>However, the new feature may not be suitable if you have a small account with restricted budgets. In order to calculate your daily budget, TikTok recommends multiplying your historical account CPA by 10, which is a high investment amount. Moreover, to unlock VBO Web, your account must have delivered 20 unique purchase conversions over the last 7 days. Therefore, if your account generates conversions over a longer window, the feature won’t be available for you. \u003C\u002Fp>\n\n\n\n\u003Cp>Ready to trial TikTok’s latest feature? Just ensure that your account meets these requirements, and that your pixel is set up correctly and tracking the ‘complete payment’ event.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-renames-its-ad-automation-tools\">\u003Cstrong>Meta Renames its Ad Automation Tools\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In order to better identify its automation tools, \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fmeta-advantage-automation-ad-suite-performance#\" target=\"_blank\" rel=\"noreferrer noopener\">\u003Cstrong>Meta has renamed its automation features\u003C\u002Fstrong>\u003C\u002Fa> and consolidated them under a new portfolio labelled ‘Meta Advantage’.\u003C\u002Fp>\n\n\n\n\u003Cp>Under the ‘Advantage’ umbrella, Meta’s automated products have been split into two product lines – \u003Cstrong>Advantage and Advantage+\u003C\u002Fstrong>. Advantage features represent the basic level of audience targeting automation offered by Meta, whilst Advantage+ represent the more advanced AI options available.\u003C\u002Fp>\n\n\n\n\u003Cp>You can see a breakdown of how these features have been split out below, alongside their new ‘Advantage’ labels.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1518\" height=\"890\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpaid-social-april-2022-industry-updates-table-meta.png?auto=compress%2Cformat&q=90\" alt=\"Meta Advantage, enhances an aspect of the manual campaign setup, e.g. the detailed targeting option available within the ad set level, for example 'Advantage Lookalikes'\u002F'Advantage Detailed Targeting'. Meta Advantage+, automates an entire campaign setup or a core step of the manual campaign setup, e.g. placements or creative, for example 'Advantage+ App Campaigns'\u002F'Advantage+ Placements'.\" class=\"wp-image-16641\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What Does This Mean for Me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The new Advantage portfolio will help to simplify the process of optimising campaigns by better identifying the automation tools available. As it stands, \u003Cstrong>the title change won’t provide any new functionality for advertisers\u003C\u002Fstrong>, although Meta has announced some coming updates to its automation features.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s clear that Meta is aiming to drive awareness of its automation features, whilst encouraging advertisers to take advantage of its machine learning system to maximise campaign performance.\u003C\u002Fp>\n\n\n\n\u003Cp>Meta has been expanding its automation services for some time now, which provides benefits for marketers in requiring less manual labour and driving improved performance. \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fmeta-advantage-automation-ad-suite-performance#\" target=\"_blank\" rel=\"noreferrer noopener\">Meta illustrates this through several studies in the update\u003C\u002Fa>, including how using Advantage+ Creative can result in a 3% lower CPA by automatically optimising ad creative. However, some marketers may feel reluctant to embrace Facebook’s machine learning system due to the loss of control and a lack of transparency associated with it. \u003C\u002Fp>\n\n\n\n\u003Cp>Our recommendation is to be prepared to evolve your paid social strategy as Meta’s automation tools continue to develop. By giving Meta’s learning system the time to measure and understand your target audience, it can help to drive improved results for your campaigns.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"pinterest-trends-is-being-updated\">\u003Cstrong>Pinterest Trends Is Being Updated\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>The second summit of \u003Ca href=\"https:\u002F\u002Fbusiness.pinterest.com\u002Fen\u002Fblog\u002Fbiggest-announcements-pinterest-presents-2022\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Pinterest Presents\u003C\u002Fa> was hosted in March, where it was revealed that \u003Cstrong>Pinterest Trends is being updated to include some new features. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Ftrends.pinterest.com\u002F?topTrends\" target=\"_blank\" rel=\"noreferrer noopener\">Pinterest Trends\u003C\u002Fa> is a keyword tool that highlights which search terms are trending on the platform, and when prospects are searching for them by showcasing historical search term data volume over the last 12 months. By entering a keyword associated with a product you advertise, you can see when demand is likely to rise and fall; allowing you to plan ad content around seasonality to maximise performance.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Fpaid-social-april-2022-industry-updates-pintrest-trends.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-16642\" width=\"509\" height=\"397\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Not only that, Pinterest Trends also showcases related search terms for your keyword. This can help inspire new search terms to add to your keyword targeting in order to reach a wider range of users who are likely to engage with your ad content. If you continue to scroll down, Pinterest also displays the most popular pins related to your keyword, which can provide inspiration for future ad creative. \u003C\u002Fp>\n\n\n\n\u003Cp>Coming this summer, Pinterest is adding new features such as real time search data, more trend types, more granular audience tools and personalised trend recommendations for your business. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What Does This Mean for Me? \u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst Pinterest hasn’t provided any further detail into the update, these new features will allow marketers to better plan ad content by \u003Cstrong>providing more detailed insights into trends and potential audiences to capture\u003C\u002Fstrong> in order to maximise performance. \u003C\u002Fp>\n\n\n\n\u003Cp>Have you used Pinterest Trends to help inspire your paid social strategy? Head over to discover the insights available for your business and get comfortable with the tool, ready for the new update this summer. Learn how to use Pinterest Trends \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhelp.pinterest.com\u002Fen-gb\u002Fbusiness\u002Farticle\u002Fpinterest-trends\">here. \u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-provides-an-update-into-content-based-feed-controls\">\u003Cstrong>Meta Provides an Update into Content-Based Feed Controls\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Back in November, Meta revealed that it was \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fintroducing-more-control-for-brands-and-people-in-feed\" target=\"_blank\" rel=\"noreferrer noopener\">expanding topic exclusion controls \u003C\u002Fa>to\u003Cstrong> provide advertisers with more control over where their ads appear\u003C\u002Fstrong> in relation to other content in users’ Feeds. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fbrand_suitability_updates#\" target=\"_blank\" rel=\"noreferrer noopener\">Meta has since announced its partnership with Zefr\u003C\u002Fa> to gain an insight into how ads appear on the Feed. The two companies will begin testing in the third quarter of 2022 to measure and verify the suitability of adjacent content to ads.\u003C\u002Fp>\n\n\n\n\u003Cp>Meta has also begun working with GARM to build content-based suitability controls across Facebook and Instagram. These controls are due to launch in early 2023, primarily in English-speaking markets, with placement coverage expanding to include Stories, Reels, Video Feeds and Instagram Explore.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What Does This Mean for Me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This update highlights Meta’s dedication to addressing advertisers’ concerns of their ads appearing adjacent to content that is not suitable for their brand.\u003C\u002Fp>\n\n\n\n\u003Cp>From 2023, advertisers will gain a deeper insight into the type of content that appears next to their ads. They will also gain more control over where their ads appear in users’ Feeds, which should help to \u003Cstrong>maintain brand image and improve overall ad engagement.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>Look out for our next blog post in May for more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social industry updates\u003C\u002Fa> to inspire your paid social strategy. Can’t wait? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to discuss your paid social campaigns. \u003C\u002Fp>\n",{"rendered":149,"protected":188},16647,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1236,"_yoast_wpseo_metadesc":1237,"inline_featured_image":188,"footnotes":5},"What’s new in paid social: April 2022 industry updates | Impression","This post explains the key paid social media industry updates from April 2022 and outlines what they mean for you. 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