Self Serve Ad Terms: Meta Is Switching Things Up Again!

Another month, more Meta changes.

Alright, alright, we know that Meta probably doesn’t change something on Facebook or Instagram every month. But it sure does feel like it sometimes!

Recently, there have been another round of announcements about what’s changing for advertisers.

So, if you create your own ads on either Facebook or Instagram, this is info that you need to know.

We know it can be hard to stay abreast of all the individual announcements, so here’s a quick rundown on the recent changes and how they affect you if you run Facebook or Instagram Ads for your business.

Let’s jump in!

What Are Self Serve Ads?

So, what do we mean when we talk about self serve ads? Basically they are any ads that you are able to define the criteria of digitally. Specifically, they are ads that you don’t require a sales rep or publisher to create.

Any ads that you create, run and manage with your own digital parameters are considered to be self-serve. On Facebook and Instagram, self-serve advertising includes all the campaigns where you get to specify timelines, budgets, audience, display location, media type and a bunch of other parameters.

Since their creation, there have been certain regulations and terms that advertisers have needed to abide by, and these terms constantly evolve to match the changing landscape of the digital world.

Recent Changes to Meta’s Self Serve Ad Terms

Recently, Meta announced some changes to its Self Serve Ad Terms which will come into effect from January 2023.

Testing
Most of the updates don’t change much, but it has been noted that one change gives Meta more scope when it comes to testing.

Meta has always had terms in place about the testing needed to make improvements to things like delivery systems. But, the new terms don’t specify a reason for testing, just that Meta is able to run tests from time to time. The new terms also state that these changes may affect your campaign results.

It’s unclear why Meta would carry out testing or when or how often, but the effect it could have on your campaigns will be worth monitoring to see if issues occur when testing takes place.

As their terms will continue to evolve, it’s important to read the most up-to-date terms and conditions before running ads to ensure that you are happy and meeting all your obligations. Or, check in with a Meta Ads expert (like the team here at So The Story Goes) before going live with your Facebook or Instagram ads.

28-Day Click Attribution Is Back
Another of the recent changes is that 28-day click attribution is back.

So, now that it’s back, it’s probably helpful to learn about what it is! Click attribution helps you see what customers do after they have seen your ads. You can currently see how many people take action one day and seven days after seeing your ad.

Once upon a time, you could see what happened up to 28 days afterwards. Then, mainly because Apple’s iOS 14 came out and made changes to user privacy, Meta did away with it. Now they are bringing it back.

Again it isn’t entirely clear why they have reinstated the 28-day click attribution, but we won’t worry too much about that. The good news is that they are, which means you’ll be able to get more data on your conversions and may find your ads are converting better than you thought.

To get the 28-day attribution, you’ll need to make some changes in the back end of your Facebook ads manager. If you aren’t sure how to do that, then have a chat with our team.

Advantage+ Shopping Campaigns Could Make Creating Ads Easier
Advantage+ is a new service that Meta is rolling out. Advantage+ uses AI and automation to help speed up your ad campaign set up.

Previously you had to test different budgets, audiences and ad elements to find the best combination for your campaign. But now, Advantage+ Shopping campaigns allow you to create more than 100 combinations in one go. Then it will use signals to show each user a personalised ad that makes the most sense to them. The benefits of this new way of creating ads include:

• Simplified setup
• Better ad combinations to meet goals
• Advice on what’s worked well in previous campaigns
• Better budget optimisation

So should you be using Advantage+? The answer is probably. As with all new tools, you’ll need to try it and evaluate it to see if it’s right for your business and gives you the right results. Again, this is an area we can help you with if you aren’t sure how to navigate it.

Need Some Help Navigating The Social Media Minefield?

With regular changes, it can be hard to keep up with social media and know what the best thing for your business is. I can help with that.

During a strategy session, we can look at how you are currently faring on your chosen social media channels and whether they are the best options. Then we can look at tweaks you can make to improve your return on investment, particularly for paid social ads.

With a range of packages, I can offer the right level of support for your business to keep your self serve ads on track to bring in new customers.

To get started, book a complimentary 30-minute call to see if we’ll fit well together.