With more advertisers demanding automation and personalization, new features are constantly getting rolled out in various paid social platforms. And once in a while, the new features are ones we can finally mark off our wish list. Here are three updates rolled out to campaign managers for Meta, LinkedIn, and Reddit ads that no one should gatekeep.
1. Meta Ad Push Delivery
Have you ever noticed new Meta ads not getting enough (or any) spend when they’re launched in a new campaign? They’re the new kids trying to stand out in the auction, hardly spending any of your budget. Underdelivery is frustrating, but Meta now has a solution worth exploring.
Some advertisers can now see “Push delivery to this ad” available for select ads. At the ad level, scroll down below the “Schedule” section. Toggle the “Off” button to “On.”
Next, select a percentage (such as 10% or 20%). Then, select the duration (minimum 1 day and maximum 30 days).
This feature might not be available for some objectives, such as traffic and awareness.
✍️ Tip: Test with different percentages and durations.
2. LinkedIn Ad Personalization
Do you want your LinkedIn ads to stand out and grab your target audience’s attention? Try LinkedIn Ad Personalization, which is still getting rolled out. If it’s available in your account, we recommend that you test it and compare the performance with your business-as-usual ads.Â
At the ad level, populate your Introductory text. If available, you can click the personalized text box to tailor the message to include profile-based macros such as:
- First name
- Job title
- Industry
- Company name
If ad personalization is not available, the “personalize text” will be greyed out.
✍️ Tip: Launch an A/B test to measure the performance of personalized ads against the ads without personalization.Â
✍️ Tip: LinkedIn suggests keeping the introductory text the same general message as the personalized text, but without the macros.Â
3. Reddit Max Campaigns
Reddit Max campaigns (also known as “Max”) are powered with automation and performance in mind. Advertisers expect platforms to give them the option to build campaigns manually, as well as a faster AI-assisted option.
Max is currently in Beta, and it is an exciting update for advertisers who are new to the platform. The setup is intuitive and fast as lightning ⚡️(which happens to also be the visual indicator that the campaign is a Reddit Max campaign).
With Reddit Max, only one ad is created per ad group. Different ads are dynamically created from the combinations of media, headlines, and thumbnails.
Currently, Reddit Max is available only for conversions and traffic campaigns. As more advertisers adopt this feature, we expect that it will be expanded.
✍️ Tip: Test running a Reddit Max campaign if you’re unsure which creatives or messaging resonates with your audience.Â
Making the Most of These Paid Social Platform Updates
Technology is moving fast, and we are all trying to keep up with the social platform updates that make the most sense to achieve business goals. If these updates are not currently available in your account, be patient. With more changes on the horizon, there is plenty to look forward to.
Read our previous post, Which Social Ad Platform Makes Sense for Your Business?, to get an idea of which channels might be best for your brand.
