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1️⃣ Meta's AI Assistant Is Learning to Run Ads
At Advertising Week on October 6, Meta said it is testing a version of its AI business assistant that can plan campaigns, generate creative, change targeting and adjust budgets from a chat. It is also testing scheduled tasks that send recurring reports and alerts.
Meta claims advertisers who follow the assistant's advice see 5% more conversions at the same cost, but it has not shared how it measured that.
Source: MediaPost
My take: The scheduled reports I would use tomorrow, because nobody enjoys building them. I keep AI away from the ad account, so a chat that moves my budget is a no for now.
2️⃣ Meta Turns Your Static Ads Into Video
Advantage+ creative can now generate video from your existing images, and Meta says it is live for advertisers and agencies.
Ads Creative Studio, which was in summer tests, is also reaching more advertisers, with tools to edit hooks, audio, clip length, text and captions. A catalog product video feature is in beta for eligible advertisers.
Source: Relevant Audience
My take: Turning one image into a video is a cheap test, so I will try it on one ad set. When it comes to videos, I still believe in human planned, and edited videos.
3️⃣ Sequenced Events Now Work for Website Leads
A follow-up to our September story: Sequenced Events now show up for website leads, not only Instant Forms. In a Leads campaign with Website as the conversion location, a new goal called "Maximize number of qualified leads" appears. You pick two events, Meta counts the ad only if both happen in that order, and only Standard attribution seems to work.
Source: Jon Loomer
My take: This is the first lead quality tool I can picture using on a normal website funnel. I just wish Meta would document it, because a test that disappears next month is no use for planning.
4️⃣ Threads Ads No Longer Need Matching Usernames
Meta is dropping the rule that your Threads and Instagram usernames must match to run Threads ads. Businesses without an Instagram profile can also run Threads ads from a native Threads profile. The change started in September and is rolling out slowly, so not every account has it yet.
Source: Social Media Today
My take: A small fix, but it removes a real blocker for businesses without Instagram. I still won't move budget to Threads.
5️⃣ EU Draft Shortens the Cookie Re-Ask Wait
A draft from the EU Council would let websites ask a visitor again after four months if they refuse cookies, down from the six months the Commission proposed.
It also adds a no-consent exception for measuring contextual ads, with strict limits on profiling. It is still a draft, and EU ambassadors planned to discuss it on October 11.
Source: PPC Land
My take: Fewer re-asks is a small win for tracking, but it doesn't fix the real problem, which is people clicking reject. My reading is that the new measurement exception won't cover the Meta Pixel.
6️⃣ Creator Sues Brand Over Reused Meta Ad Videos
A North Carolina creator sued True Nutra on October 9, alleging it used her videos, face and voice in at least 12 paid Meta ads for a supplement she never used. She had made four videos for a different company's product.
She claims copyright infringement and misuse of her likeness, none of it is proven yet, and Meta is not part of the case.
Source: PPC Land
My take: If you reuse creator videos in ads, get the usage rights in writing. The creator can still own the video, and a yes in a chat is not a contract.
That's it for this week.
See you in two weeks with the latest Meta news.
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