Facebook Ad Updates: New Metrics and More

Welcome to this week's edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media.

On this week's Social Media Marketing Talk Show, we explore Facebook pulling back its mandated use of Campaign Budget Optimization for ads and the addition of new metrics to the Ads Library with special guest, Gavin Bell.

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Watch the replay of this week's show below.

About Our Special Guest

• Gavin Bell is an award-winning expert, vlogger, and speaker on Facebook advertising and creating start strategies for funnel building. He's founder of Funnel Academy and hosts the podcast, The Funnel Academy Show.

Use the timestamps below to fast-forward to our top stories in the replay above.

• 0:42 Facebook Pulls Back on Campaign Budget Optimization Mandate
• 8:33 Facebook Adds New Metrics to Ad Library Listings, Improving Transparency
• 16:35 Facebook Releases Guides on Maintaining Audience Connections and Adjusting Campaigns During the Pandemic

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Facebook Pulls Back on Campaign Budget Optimization Mandate: After months of pushback from marketers testing Campaign Budget Optimization (CBO) with mixed results, Facebook will no longer require marketers to use this feature in campaigns. Advertisers will now have the choice to have budgets managed at the campaign or ad set level.

Facebook pulls back on Campaign Budget Optimization mandate by @ginnymarvin https://t.co/j5LcruriD0

— Search Engine Land (@sengineland) April 21, 2020

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Facebook Adds New Metrics to Ad Library Listings, Improving Transparency: Facebook introduced new elements to the Facebook Ad Library that provide more transparency into displayed ads and make it easier to find relevant info in the app. According to a tweet from Facebook Integrity Team Lead Rob Leathern, Ad Library listings will now include a new “potential reach” measure, which represents “an estimate of the size of the audience that is eligible to see an ad.”

We’ve added “potential reach”. This represents an estimate of the size of the audience that is eligible to see an ad,
2: We're grouping similar ads together so you won’t have to scroll through as many,
3: Offering more filters (ie. search by IG handle) https://t.co/EWGQQ4TEWG pic.twitter.com/cqmyTOZBiL

— Rob Leathern (@robleathern) April 15, 2020

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Facebook Releases Guides on Maintaining Audience Connections and Adjusting Campaigns During the Pandemic: Last week, Facebook published a 64-page guide full of tips to help brands and organizations use all aspects of Facebook and Instagram content, including Stories, live-streaming, IGTV, groups, and more to maintain connections with their audiences amid the global pandemic. The guide serves as a resource for making the best of Facebook and Instagram's latest features and updates and notes key considerations for audiences regarding the pandemic.

On the same day, Facebook released a separate guide titled, Adapting Your Ad Measurement Strategy for COVID-19 Impact. It includes four strategies for understanding advertising performance during this time and a decision tree that can help businesses assess the effects of different measurement decisions.

Other News Mentioned

• Facebook and Instagram Show Location on Posts Targeting U.S. Audiences
• Facebook Tests Options to Keep Stories Active for Up to 3 Days
• Facebook Rolls Out “Quiet Mode”
• Facebook Rolls Out New “Care” Emojis

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