4d • Paid Media
New Meta Feature
→ Meta rolled out a toggle called "Push delivery to this ad"
→ It lets you reserve a share of an ad set's budget for a specific ad
→ Meta typically pushes budget into 1-2 ads that are already converting
→ Non spending creatives may still be great, but not getting spend
→ This lets you test new ads without duplicating ad sets or resetting learning phase
You probably hear the rhetoric 'let Meta do its thing'
So why would they give us a NEW manual ad budget feature?
It's because we have data that Meta doesn't.
Example scenarios:
1. The ad that's getting budget is driving purchases to a product with 40% margin. You want to spend on an ad that drives to a 70% margin product. But Meta doesn't know that.
2. You want to push into a product that performs well seasonally, but Meta doesn't know that.
3. An external scenario on TikTok, Email, Retail or culture is driving heavy sales temporarily and you want to capitalize. Meta doesn't know that.
4. Meta is choosing to optimize for an ad that gets sales and keeps users on their platform longer. While another ad gets sales but is less favorable to Meta's unit economics. Meta doesn't like that.
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New Meta Feature
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