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BIG CHANGES: Meta has made massive improvement to their system with new AI innovation. There are four main components: GEM, Lattice, Andromeda, and Sequence Learning.
We’ve spent a lot of time deep-diving into documentation working to understand the 4 components, how they work, real life examples/use cases, and what it means in simple terms.
Below, you’ll find our interpretation to each, as well as a list of takeaways (at the top) so you know practically what might be changing/what we’re going to be doing.
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☕️ The Big Key Takeaways List
- Release the reigns of control to Meta and trust them. (Gulp.) 😉
- There’s now a 10,000x improvement in delivery of ads, so we should expect more stable ad results vs big daily swings. (Obviously, budget still matters.)
- Volume of ad variations is crucial. (Creative/Copy)
- Variety of creative modalities (video/image/catalog/carousel) is highly important to help with the sequence Meta shows people ads that lead to them purchasing.
- Enable all enhancements where possible. (This helps increase to your ad variation count.)
- Run website & shop. Most will likely buy from your website, but the Shop is a “surface” meta uses to move people closer to purchase.
- Organic posting will have more weight to help with sequence learning.
- Use all placements, always.
- Broad is best. (Still.)
- Don’t use exclusions.
- Consider running multiple campaign objectives. (They now cross-pollinate much better. Although, we’re skeptical on this currently.)
- Optimization might need to happen at the AD SET level because all the ads play together as a team and in a sequence to get to the end zone. Meaning, you’ll judge the results of the team (ad set) vs the individual players (ads).
- Having multiple products will help create faster LTV growth and serve customers the next right thing. (See Sequence Learning below)
- Testing will be more about volume & variety vs isolation.
1. Meta GEM: The Super Brain (Generative Ads Recommendations Model)
🔑 Key points: Meta’s new “brain” recognizes more subtle behaviors/patterns that happen before someone purchases. (i.e. hovering over an ad, Essentially, it has a library of books on you that’s more detailed than before. Creepy… But a beautiful thing. 💸
🔧 How Meta GEM Works (Simplified)