Meta, which currently owns platforms such as Facebook and Instagram, recently announced the addition of the scheduled boost feature for always-on campaigns, which are simply constantly active marketing campaigns, responding to the demands of a product. and/or specific service.
This is a function whose main objective is to capitalize on seasonalities and purchase intentions, that is, to achieve customers and conversions. In this way, advertisers are provided with the necessary tools to optimize advertising and digital marketing strategies.
Taking advantage of the opportunities of seasonalities
This scheduled ramping feature seeks to avoid the learning phase with each aggressive change in the allocated budget, allowing always-on campaigns to adapt more effectively to seasonal fluctuations.
This is specifically important so that you can take advantage of certain times of the year when purchase intention is higher. In this way, it is possible to improve the performance of Ads advertising campaigns.
What are the main advantages?
This new Goal measure brings with it some considerable advantages:
- It is possible to work on the continuous optimization of campaigns without compromising their behavior and adaptability.
- By taking advantage of the seasonality of potential leads, it is possible to maximize the impact of always-on campaigns on seasonalities.
- The scheduled increase feature can contribute to cost reduction by automatically optimizing budgets at strategic times.
- By quickly adapting to changes, an improvement in conversion rates is expected, since advertising will be more aligned with the user’s purchase intention.
Impact on Digital Marketing Campaigns
The introduction of Meta’s scheduled boost feature has the potential to significantly transform digital marketing campaigns. Continuous optimization and adaptability to seasonal fluctuations can generate significant benefits for advertisers.
However, the real impact will depend on how digital marketers take advantage of this new functionality.
- Positive: in this aspect, I can highlight greater effectiveness in adapting to seasonal changes and increased purchase intention on the part of users, working with continuous optimizations and cost reductions by automating certain aspects.
- Negative: within the bad, the most notable thing is that companies are capable of overcoming change, modifying their work structures, old habits, and taking as an example other platforms that have applied the same functionalities, such as Google. .
Will this measure be a success or failure? Although Meta seeks to improve the effectiveness of always-on campaigns, past experiences with other platforms make it impossible not to think and reflect on possible obstacles. The answer could lie in how advertisers adopt and adapt this new functionality to their specific strategies.
Don’t know how to apply your new strategies? Yes, we do!
The introduction of the scheduled boost feature in always-on campaigns demonstrates Meta’s commitment to advertising innovation. As the industry looks closely at these tests, advertisers have the opportunity to make the most of new features to boost the performance of their campaigns. If you don’t know how to apply these new features to your strategies, don’t worry, because we do. At Enjoy Minder we can offer you a complete service thanks to our SEO and online advertising specialists, who follow the main trends and updates of the moment for each of the social networks and platforms.
