The Pubcast with Jon Loomer

While you can make use of the Search placement, wouldn't it be nice to be able to bid against certain search terms when people use Facebook search?


The truth is that this existed at one time, but it was a buried template that most advertisers never knew about it. But, it would be so helpful if this was brought back in some way. Let me explain...


I've complained a lot during the past year about how little advertisers know about how much their targeting audience was expanded or how many results came from the expansion of their audience when Detailed Targeting Expansion or Lookalike Expansion is on. But, what if Meta added an Expansion option to the current Breakdowns feature that allowed you to break down your results and view separate rows for your targeted audience and the expanded audience?


Previously, we discussed the need for some sort of frequency control lever when optimizing for something other than Reach. But, there could be another option that would involve creating custom audiences based on people who have seen a specific ad. This could then be used for frequency control (exclusions) and campaign planning.


One of the issues advertisers struggle with most is controlling frequency. Currently, the only way to set a frequency cap within the Auction buying type is with Reach optimization. While there's surely a reason for this, it sure would be nice to have some sort of control over frequency using other optimization options.


Facebook Podcasts still haven't been fully rolled out, and there are rumors that Meta may change course on its investment. But, the addition of a few advertising options could make Facebook Podcasting an amazing opportunity.


Right now, you can target people who have viewed your videos for a certain amount of time. And optimization can focus on those who watched at least 15 seconds of your videos. But, both targeting and optimization would improve if Meta included some very important options.


Imagine you could target all people who followed your page during the past 30 days. Maybe send them a special message or invite them to subscribe to something. That may be valuable, right? You can't do it right now.


You can use Page Engagement Audiences to target anyone who has engaged with your page or anyone who has engaged with your page's posts or ads. But, what if we could add some granularity to that targeting?


Can you imagine if Meta offered standard events for actions that reflect quality website traffic? You could then optimize for and measure quality traffic actions like viewing two pages in a session, spending at least a minute on your page, or returning for a second session. You could then even target people based on these actions.