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5 Social Media Ad Features Meta Should Introduce

Emil - Meta Changes Blog

1. Spend caps on individual ads

Ad set spend limits

Meta allows you to add spend caps to your ad sets, but not to individual ads.

Why would this be a useful feature?

If you’ve run ads on Meta, you have likely been in a situation where individual ads have not been given any budget and Meta has quite simply ruled it out after a £0.42 spend. Then you may see an ad that has only spent £87 and generated a sale but is still not being allocated budget despite a massive ROAS.

On the other hand, you may see ads take up 99% of the budget.

In these instances, it would be useful to set caps so you know that they are being allocated a reasonable share without having to set up AB testing.

Another scenario where this would be useful is during spike campaigns where you have specific budgets allocated to certain ads, but the only way to guarantee the spend is by creating new ad sets or campaigns that may be competing against your current ones.

Make it happen!

2. Schedule by day and hour when using daily budgets

Ad scheduling

Scheduling social media by day and hour is a particularly useful feature when you run short-term campaigns or have clear evidence showing a lack of activity on certain days or during certain hours.

This feature is available when you have lifetime budgets but not when you run ads on daily budgets….why?

It would make perfect sense to expand the feature to daily budgets, and it would be great if it was expanded even further to individual ads so you can run certain ads on certain days(at certain times) and while on the subject of timing they could introduce end dates to individual ads so you don’t have to manually pause time-sensitive ads that have been added to your current ad sets (e.g. a weekend sale).

3. Bulk editor

While you can edit ads in bulk if everything matches, it becomes a long-winded task when there are differences, which there often are with things like utm_parameters.

A great new feature that could be added would be the option to bulk edit and replace certain elements.

Say for example you wanted to make sure all the utm_parameters had a source and medium of Facebook/paid then it would allow you to replace that for all ads in one edit. Or perhaps you wanted a group of different ads to have a different URL or headline, then you could tick these and edit accordingly without having to do so on an individual (TIME CONSUMING) basis.

4. Preview URLs that don’t change once published

Ad share

When creating media plans, it’s common to feature a preview link of the ads so that the client and the internal team can see the ad in situ.

However once the ad has been approved and published, the URL changes and the links need to be replaced. If you work for an agency and handle multiple clients who again have multiple ads and even more ad sets, then you will understand that it seems like an unnecessarily long-winded task to have to replace each URL in the media plan.

5. Funnel reporting

Funnel reporting

While the conversion window is limited to 7-days, Meta is still able to track interactions with ads within the platform for longer periods.

A great reporting feature would be to see how individuals have interacted with ads in the past and see how many touchpoints they had within the platform before a potential purchase.

Imagine you have a full-funnel campaign setup with awareness, traffic and conversion ads. The conversion ads are likely to take the credit, but what if Facebook could show you that the individual viewed an awareness ad 100, 98, 96 and 90 days ago before clicking a traffic ad over a period of time and then interacting with conversion ads. The final point being a remarketing ad that they purchased from within 7 days of clicking or 1 day of viewing it.

By mapping out all the in-platform touchpoints, it would give advertisers more knowledge of how the funnel is working and what top-funnel activity is working best.

Social media marketers have always struggled to justify awareness and traffic ads due to the lack of direct sales, but a reporting map along the lines of the above would equip us with more evidence when reporting to the client. If you’re interested in finding out more about social media marketing please feel free to contact us today.

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