Meta released a new playbook for showing online ads. Here are the top 3 things you need to know to make your ads perform best: - Don't repeat the same ad content: Showing the exact same video or picture in multiple places in your ad account as active ads hurts your results and raises costs. Put similar ads together in one group, and add a variety of different pictures and videos so Meta can show the right thing to the right person. - Let Meta machine learning find your audience: You don't need to pick tiny, specific groups of people for your ads. Using broad targeting—like just picking a location, age range, or gender—lets Meta's computers figure out who wants to see your ad. Small businesses that use broad targeting save around 12% on costs! - Use tall, vertical videos: Make your video ads tall instead of square or widescreen. Most people watch videos on their phones using Instagram Reels and Stories, so tall vertical videos get the most views.

These work great to grab attention and then deliver a direct response message. Use a clip that has viral views with shocking imagery like the cow kicking the guy in the hook. Then the creator Imitates the action shoot, following through like the clip just happened to him and he delivers a short direct response message. This is one of the better examples I’ve seen because the direct response message is short and sweet. This format is for people with short attention spans so keep the direct response short and to the point. I’ve seen these around a ton and also have published some for clients with really good success when they are thought out.

Shoot b-roll of something that represents a message you want to convey. Simple but depending on the metaphors and visuals of the shot it makes for a simple video ad:

New tool that will streamline your advertising insights with the analytics you care about just added to the AI toolbox module in the classroom! Be sure to watch the video and then you will be able to get better insights into your own Meta ads than most agencies could hope to convey to you as the business owner. My AI toolbox is designed for business owners who want to leverage AI in a meaningful way around their advertising while keeping costs down.