Announced at Advertising Wekk 2024, Meta is introducing new measures to give advertisers greater control over their campaigns . Disabling comments, choosing delivery profiles, faster access to data… Discover how these new tools can improve both the security and effectiveness of your ads.
Meta Advertisers Advertising Control
What measures are being taken to better control advertising campaigns?
Disabling comments to better manage brand image
This feature, which is currently being tested , allows advertisers to disable comments on advertising database their advertisements as soon as they are posted online and to limit interactions around their advertisements , which is particularly useful during sensitive campaigns.
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Indeed, comments can sometimes distract from the main message of the advertisement, or how to find potential customers effectively even provoke negative reactions that can harm the brand’s image.
Disable Comments Campaigns Ad Meta
Overview of the “Disable Comments” Option for Setting Up Ads
However, it’s worth noting that leaving comments active can improve ad visibility , as interactions play a big role in how Meta’s algorithm serves ads.
The selection of profiles where advertisements appear
In addition to control over comments, Meta offers the ability to select on which Facebook and Instagram chicago business profiles their ads will be visible. Initially offered for Instagram, this tool is now available on Facebook.
With a feature called Publisher Block List , advertisers can block their ads from appearing on certain public profiles that they deem to be unbecoming of their image.
Meta Block List
Overview of a Block List
Reduced time to access information
Meta has also improved access to data, allowing advertisers to obtain insights 75% faster than before.
They can quickly analyze where their ads appear and adjust their strategy in real time if necessary.
Simplified management
Meta’s Brand Safety and Suitability Center has been optimized to simplify the management of safety preferences to save advertisers time and improve their responsiveness on campaign modifications.
Therefore, they can manage all their security settings, like inventory filters and blocklists, from a centralized dashboard .
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Melaine Reynaud leptidigital
Melaine Reynaud
Formerly E-Store Manager and Social Media Manager in an agency and at the advertiser, I am mainly interested in topics related to Community Management, Social Media Advertising and E-commerce in the broad sense. I am also always on the lookout for the
Starting in November 2024, a new requirement from Google could transform the way local businesses manage their online listings. Businesses will now be required to link their Google Business Profile (GBP) to their Local Services Ads (LSAs) or risk having them suspended. Here’s everything you need to know.
Google Ads Protection
Google Ads Protection
What are Local Services Announcements (LSA)?
Local Services Ads are an advertising tool designed by Google to help local businesses target people searching for professional services in their area (a type of ad that is particularly suited to tradespeople).
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Google Local Services Ads – Example
Google Local Services Ads – Example
These ads, also known as “ Google Protection ,” provide visibility at the very top of search results, ahead of other Google Ads.
They are particularly effective for industries such as plumbing, electrical, roofing, home services, healthcare and many others.
Until recently, it was possible to manage LSA ads relatively independently of your Google Business profile, via Google Ads.
However, starting in November 2024 , this will no longer be the case. Google now requires tighter integration between these two tools.
Why this change and what does it consist of?
Google has decided to make the Google Business Profile (GBP) the single source of information for local listings.
This means that the information displayed on LSA announcements will need to match the company’s GBP exactly.
If this information is not synchronized, or if the profile is not verified, the ads will be automatically paused .
What concrete changes for advertisers?
Requires a verified Google Business Listing : To continue running LSA ads, businesses must ensure their GBP is active and verified. If a profile is suspended or not verified, ads will no longer be able to run.
Information Matching : Information such as company name and address must be identical between GBP and LSA ads. Any discrepancy, even minor, will result in the ads being suspended.
Consolidation of customer reviews : Reviews that previously appeared on LSA listings will now be managed through the Google Business Profile listing. By early 2025, all customer reviews will appear on both GBP and LSA listings , so there will no longer be a distinction between the two review sources.
How to prepare for this change?
To avoid any interruption in your advertising campaigns and ensure a smooth transition to this new normal, here are some key steps to follow:
Verify your Google Business profile (business profile) : Make sure your profile is verified and active . If you haven’t created a profile yet, do so now . The verification process can take a few days, so it’s important not to wait until the last minute.
Synchronize your information : Compare the information on your GBP and LSA ads . Make sure the name, address, and other details match exactly. Use the same formatting to avoid any validation issues.
Manage your customer reviews
If you haven’t yet made a habit of managing your customer reviews on your Google My Business listing, now is the time to do so. These reviews will play a crucial role in both your listings and your Google profile. Encourage your happy customers to leave reviews and respond to feedback to optimize both your local SEO and your e-reputation.
