Joachim Domingo Rodriguez y Romero’s Post

Should you apply Topic Exclusions? Ever since Meta’s announcements about content moderation changes, brands are looking into options. If you run ads, you might consider Topic Exclusions. This is found in the Brand Safety and Suitability section. Click on "Controls" on the left and then "Ad Account Settings" at the top. Next to Topic Exclusions, click "Change." Topic Exclusions will allow you to “Stop your Facebook in-stream video ads from appearing in on-demand videos about specific topics. These won't apply to live videos.” There are four options topics that you can exclude: - Gaming - News - Politics - Religion and Spirituality If you’re worried about the videos your ads appear in, especially with the new moderation rules, you may want to consider these. At least Politics feels like a topic you might exclude. Topic Exclusions are only available account-wide, so you can’t make this adjustment by ad set. As always, these types of restrictions will limit where your ads can be shown, which can increase your costs. But if you or a client are concerned about Meta’s new environment, tools like Inventory Filters and Topic Exclusions could add a layer of protection to hopefully keep your ads out of the most problematic videos. Is this something that you'll use?

Should you use Inventory Filters? With the latest controversy around Meta’s new content moderation policies, brands are looking at their options. If you’re running ads, check out Inventory Filters. Access them by doing the following... 1. Go to Brand Safety and Suitability. 2. Click on "Controls" on the left. 3. Click "Ad Account Settings" at the top. 4. Next to Inventory Filter, click "Change." The first inventory filter you'll see is for in-stream videos and Facebook Reels. There’s also one for Audience Network. Click to Edit. The default setting is Moderate Inventory, which excludes highly sensitive content. You may instead want to use Limited Inventory, which “excludes additional sensitive content as well as all live videos.” These same settings are also available within the ad set under Placements. That way, you can control this account-wide or by ad set. Of course, when you limit your inventory, you can expect costs to go up. But if you have a sensitive or high-profile client who is worried about these latest changes, this is something to try. Inventory Filters might at least keep your ads out of the most problematic videos. Is this something you've experimented with?

101 Growth Secrets Every week, I want to share a few tips with you that have made a significant impact on our business. These tips can be agency-related or general business insights. I hope you find them useful! Growth Secret #003: How to Revive Profitable Ads This one is for the brand owners. Of course, you want to run a profitable ad for as long as possible, but how exactly do you do this? Here are 3 methods that have worked best for us: 1. Swap B-rolls 🎞️ An effective and simple way to iterate on your winning ads is by swapping out the B-roll footage so that META sees this content as new. We often use shots from other creators to give the creatives more social proof, which works very well and allows you to run the same type of winning creative for weeks or even months. 2. Same Script New Creator 👩🏼🦰👩🏽🦳👩🏼 Another effective way is to re-film the winning script with different creators. These can be creators who look similar to the creator of the winning video, but they can also be entirely different types of creators to reach a broader audience with your brand. 3. Greenscreens 🟩 (see video) This method is not widely used yet but is very effective. You can have someone record a greenscreen overlay on your winning ad, where the creator provides commentary or a first reaction to your ad. This method also works very well! I hope these tips help you revive and extend the life of your profitable ads. Stay tuned for more growth secrets next week! #GrowthHacking #MarketingTips #AdStrategy #DigitalMarketing #BusinessGrowth #ContentMarketing #Advertising #MarketingStrategy #InfluencerMarketing

Great piece of partner content by my buddy James Dixon. As someone who comes from both a creative and media agency background, it still blows my mind how disconnected both sides of the same coin can still be. It's no wonder why a) full-service agencies have re-emerged as a trend (I never really understood why they split in the first place!) and b) they (more than often) get better results. Not all specialist agencies are like this, and I'd say that Atomic 212º is one of these - this piece being demonstrable of how much they value the creative component, which contributes anywhere between 50-70% of an ads effectiveness.

This Simple Principle Helped Me Find a Winning Ad 👇 (Steal this) When it comes to Meta ads, I live by one principle: 👉 𝗧𝗲𝘀𝘁 𝗳𝗼𝗿 𝗽𝗮𝘁𝘁𝗲𝗿𝗻𝘀, 𝗻𝗼𝘁 𝗲𝘅𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝘀. Here’s how it works: 1️⃣ Start with a variety of ideas. Don’t just test one type of creative test multiple formats, hooks, and angles. 2️⃣ Focus on consistent performance. A winning ad isn’t one that works once. It’s the one that consistently drives CTR, low CPC, and ROAS across campaigns. 3️⃣ Double down on what works. Once you spot a pattern (like a certain hook or visual that resonates), scale it while tweaking to keep it fresh. This principle keeps things simple. No overcomplicating. No chasing random outliers. And best of all—it works.

Hot off the press: Integral Ad Science and Meta now offer current IAS customers the ability to safeguard and scale their brands across Facebook and Instagram Feed and Reels with first-to-market Content Block Lists. This #AI-driven product empowers marketers to safely scale their campaigns, improve brand suitability, and avoid unsuitable content with more granularity than ever before. Learn more below.

"One of the biggest challenges of working on scale ad campaign - how do you manage the challenge of gaming platform metrics versus developing meaningful, impactful creative?" Link to the full doc is in the comments to Shane's post

Are ‘Ugly Ads’ the Future? High-production ads with top celebrities and perfect aesthetics often fail to resonate with today’s consumers, who crave genuine, relatable content. Enter the Ugly Ad. "Ugly ads," with low production quality and authenticity, are cutting through the digital noise, garnering 150% more clicks* compared to polished ads. Blend Tech nailed this early on, and recent campaigns by Sleepy Owl, Plix, and Perfora highlight how embracing imperfections leads to higher engagement and conversion rates. As digital platforms grow stronger and consumers seek authenticity, ugly ads are set to dominate the marketing landscape, while traditional media still favors high production. WDYT?

The HBO show Billions recently made me rethink marketing… Audiences can smell inauthenticity like old fish. Every time Bobby Axelrod and his team held up a bottle of Michter's (which I love, by the way), it was painfully obvious—a product placement that pulled me right out of the story. And here’s the marketing lesson: when your audience senses something is inauthentic, they tune out. My point was backed up in my chat with Angelina Marmorato from Lemma, who talked about how to be authentic with programmatic advertising. I'm sure my other programmatic nerds will agree that authenticity in programmatic is actually possible (CC: Ari Stein, Tyler Johnson, David Christensen, Joey Hess, Gabrielle Heyman, Mike Blais, Bridget Davies). Marketing isn’t about just placing ads. It’s about creating content that aligns with the story around it. Personal relevance and contextual alignment aren’t trends—they’re essentials. Looking back, there were times I thought we could "hack" authenticity with automated content strategies. Spoiler alert: it doesn't work. What does work is genuine, contextually aligned interaction. Moving forward, I’m committed to embedding relevance and authenticity in every piece of content and every interaction. Prove my point... What's a product placement that made you squirm? #Authenticity #MarketingStrategy #FounderLed #ContentCreation #GrowthMindset

Feeling overwhelmed with ad creation? Ever thought about taking your best posts or videos and turning them into easy ads? It's all about using what's already working for you. No more guessing games—just results. Start with the content that really clicks with your audience. Tweak it a bit, test it out, and watch the engagement roll in. Here are three quick actionable steps: - Identify your top-performing content based on engagement metrics. - Repurpose this content into ads, making sure to adapt it for the ad format. - Test your ads and use A/B testing to find what works best. Keep it consistent. Reuse, refine, repeat. Ready to level up your marketing game?