This week:
The internet is aflame with hot takes about Meta's big updates. The sorcerers, shamans, and soothsayers who claim to understand Meta's algorithm must push their perspectives in order to sell agency retainers. But is it that simple?
We at Northbeam like to help our users transcend these arguments. I'll leave the discourse on campaign structures and cost-caps to the agencies whose lives depend on it. The rest of us know that good ads come from good data - which is why we made Apex.
Fact: regardless of your campaigns or bidding structure, if your Meta ads account is getting good conversion data, your ad algorithm will be able to serve your ads more effectively.
Think of Apex like this:
- Meta can only see how Meta ads perform on Meta.
- Meta's ad algorithm delivers your ads based on that Meta-only context.
- Enrichment tools like CAPI offer a little color, but Meta still only has Meta touchpoints to optimize against.
- Northbeam Apex gives your Meta algorithm context on how your Meta ads are performing alongside ALL the other digital marketing touchpoints you have.
- Apex is sending ad-level performance data from all your platforms to Meta.
- With this expanded context, your Meta ads algorithm can suddenly optimize your Meta ads delivery against your entire marketing strategy instead of just against itself.
- The result is wildly contextual, high-performing ads delivered to the right people at the right time. Regardless of your campaign structures, cost caps, or funnel stages.
The didactic premonitions about the downfall of Meta's ads are grossly overstated, mostly to take advantage of you, the advertiser.
Instead, there is a new way. Apex is the future of omnichannel and is the first step in making all your ad platforms work in concert with each other, instead of in separate silos. Book a time to check it out already.
