New Facebook Ad Setting You MUST Use!

Summary

Meta has introduced a new feature for Facebook ads, allowing advertisers to combine social proof—likes, comments, and reactions—across similar ads, which can help boost conversions. This feature makes it easier to display social proof, especially when testing multiple variations of an ad. Advertisers are encouraged to use it for better engagement, as ads with higher social proof typically perform better. The video also touches on strategies for acquiring social proof and cautions against methods that violate Meta's policies, such as engagement-baiting tactics. Additionally, the importance of accurate tracking with tools like Hyros is emphasized to ensure optimal ad performance.

Takeaways

• 😀 Meta has introduced a new feature for Facebook advertisers to combine likes and reactions from similar ads, which can boost social proof and improve ad performance.
• 😀 The new feature can be activated in the advertising settings under 'social information,' where advertisers can opt to combine social proof from similar ads.
• 😀 More social proof, such as likes, reactions, and comments, can help ads convert better, especially when shown to cold audiences who haven’t interacted with your business before.
• 😀 Advertisers often spread social proof thin across multiple ads, which leads to ads having fewer likes and reactions. Combining them can create a stronger social proof effect.
• 😀 Meta’s wording on which ads will have combined social proof (based on 'similarity') is unclear, but ads with similar text and images are likely to be grouped.
• 😀 Combining social proof across ads with similar headlines, creatives, and destination links can present a better image and improve conversions.
• 😀 Running multiple ad variations for testing is important, but it can also result in scattered social proof across ads. Combining this proof can enhance the perception of legitimacy.
• 😀 Meta's new feature offers an easy way to improve social proof without violating any platform rules. There's no downside to turning it on.
• 😀 Traditional tactics like engagement-based ads (e.g., asking people to comment, like, or share) are risky and can get your ad account into trouble.
• 😀 Running an engagement ad to collect social proof before switching it to a lead or sales ad is not always effective. It can lead to wasted money if the ad doesn't convert well later on.
• 😀 It’s more effective to start with lead or sales campaigns and let successful ads naturally accumulate social proof over time through increased spending and engagement.

Q & A

What is the new feature Meta has released for Facebook ads?

Meta has introduced a feature that allows advertisers to combine social proof (likes, comments, and reactions) across similar ads to improve engagement and conversion rates.

How does the new feature help with ad conversion?

By combining likes and reactions from similar ads, the ads will appear more legitimate and popular to cold audiences, which boosts their confidence and increases the likelihood of conversions, such as purchases or leads.

What is the benefit of combining likes and reactions across similar ads?

The benefit is that it pools social proof from different ads, making them appear more popular and credible. This leads to better engagement and conversion, especially when you have multiple similar ads running at once.

How does Meta define 'similar ads' for combining social proof?

Meta defines 'similar ads' based on whether the text and images in the ads are the same or similar. However, the exact criteria for what constitutes 'similar' have not been fully clarified yet.

What type of ads are likely to have their social proof combined?

Ads with the same or similar headlines, images, and targeting the same destination (such as a product page) are likely to have their social proof combined, according to the current understanding of the feature.

Should advertisers use the 'combine likes and reactions' feature?

Yes, it is highly recommended for advertisers to turn on this feature as it helps increase social proof, which in turn can improve ad performance and conversion rates.

What are some common strategies advertisers use to gain social proof on their ads?

Some strategies include running engagement ads, where the goal is to generate likes, comments, and shares before transitioning to a sales or lead generation campaign. However, this method is not always effective and can lead to wasted spending.

Why should advertisers avoid clickbait or engagement-bait tactics?

Clickbait or engagement-bait tactics, such as requiring people to like or comment to receive something, violate Meta's advertising policies and can get an ad account in trouble. Meta actively works against such tactics.

What is the downside of using an engagement ad strategy for generating social proof?

Engagement ads do not always deliver as much social proof as expected because engagement also includes less relevant interactions like video views or clicking 'see more.' Additionally, engagement ads may not perform well in lead or sales campaigns, leading to wasted budget.

How can advertisers ensure they get accurate data for optimizing their Facebook ads?

Advertisers can use tracking and attribution software like Hyros to get more accurate data on ad performance, which helps in making informed decisions and optimizing campaigns. This software provides insights into the actual revenue generated, which may differ from Meta's reported data.