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1️⃣ Meta Launches Muse Image Model for Ads
Meta released Muse Image, a new AI model for creating and editing images, built by its Superintelligence Labs team. It is rolling out in Meta AI, Instagram, WhatsApp, and the Advantage+ creative tools in Ads Manager. For advertisers, the promise is on-brand ad variations with fewer rounds of fixing.
Source: CNBC
My take: So this is the engine behind all those brand-aware creative tools Meta teased in June. I am not handing it my hero creatives yet, but if it gets brand colors and product shots right on simple variations, small accounts just got a design team. Testing it this week.
2️⃣ ROAS Goal Bid Strategy Reaches Volume Campaigns
Meta now lets you set a ROAS Goal bid strategy when your performance goal is to maximize the number of conversions. Until now, ROAS Goal only worked when you optimized for conversion value. It works at the ad set level with ABO and at the campaign level with CBO.
Source: Jon Loomer
My take: This is the one I am actually excited about. Plenty of accounts optimize for volume because value optimization never gets enough data, and until now that meant giving up ROAS control to do it. Now you get both. Set your target close to what the account already delivers, because a bid control set too high just starves delivery.
3️⃣ Meta Labels Ads Made With Outside AI
Meta now detects ads made with third-party AI tools like DALL-E or Photoshop's AI features and adds an "AI info" label under "About this ad." Until now, the label only covered ads made with Meta's own AI tools.
Source: Social Media Today
My take: Fair enough. If ads built with Meta's AI carry a label, ads built with Photoshop's AI should carry one too. I doubt it moves performance at all, since almost nobody opens "About this ad."
4️⃣ Customer List Uploads Now Require Data Origin
Since July 2, uploading a customer file to Meta means declaring where the data came from. You pick one option during upload: collected directly from your customers, provided by partners, or a mix of both.
Source: Social Media Examiner
My take: One more click at upload, and an easy one to answer. If it keeps bought lists out of custom audiences, match rates get better for everyone who plays fair. Just answer honestly, this is not the place to get creative.
That's it for this week.
See you in two weeks with the latest Meta news.
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