The Cheapest Ads You’re Ignoring

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🎯 Buy Memory at Wholesale Prices

Video-view campaigns are still the lowest-cost media in paid social. CPMs often run 70–80% below purchase-optimized campaigns, yet most brands avoid them because dashboards under-credit the value. 

VV campaigns aren’t meant to drive instant purchases. They stack brand memory cheaply, which converts later in branded search, direct visits, and retargeting.

Why Views Work Differently

Meta and TikTok auctions prioritize outcomes they can predict. They know who will watch a video, not who will buy. That’s why “view” inventory is less competitive than “purchase.” 

When you buy VV campaigns, you’re not paying for vanity; you’re capturing attention at wholesale rates. The payoff shows up days later, outside your ROAS column.

How to Run VV Campaigns Right

1. Keep View Campaigns Separate

Run them in their own lanes to protect the signal. Broad targeting works best; your job is to reach, not precision. Creatives should be short (under 20 seconds), brand-first, and sticky.

2. Build Recall Triggers

Get your brand name spoken and shown in the first 3 seconds. Add sound cues, repetition, or strong colors so memory sticks. Think of it as priming for delayed action, not closing in-feed.

3. Harvest Later With Search + Retargeting

Expect a lag. Lift appears in branded search, direct URL entries, and stronger retargeting performance. Post-purchase surveys often show TikTok or Meta as the first-touch, even when dashboards don’t.

Proof That Holds Up

• A beauty brand ran VV lanes ahead of BFCM and saw blended CAC drop ~30% in six weeks.
• A snack brand layered VV before branded Google search and cut CPC by ~20%, while doubling assisted conversions.
• Brands that sustain VV for 60–90 days typically see branded search CTR lift 15–25% vs holdout groups.

These are benchmarks, not promises. The effect compounds when you keep spend consistent and rotate creatives.

Measuring Without Overcomplicating

Don’t expect neat ROAS in Ads Manager. Instead:

• Geo splits: Hold out a region and compare branded search traffic.
• Tagged cohorts: Track exposed vs unexposed audiences for direct visits.
• Branded trends: Watch for type-in and search spikes within 1–3 days of campaigns.
• Creative refresh: Rotate hooks and visuals every 2–4 weeks to avoid fatigue.

Why This Matters Now

Q4 pushes CPMs up across the board. Most buyers overpay for purchase-optimized inventory while ignoring cheaper brain impressions that work later. VV campaigns let you buy attention at scale, then harvest intent at a fraction of the cost.

The operators who win aren’t chasing dashboard screenshots. They’re stacking memory early, converting later, and using the cheapest CPMs left in paid social to fuel profitable growth.

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📊 Meta Expands AI Targeting & Retires Automated Ads

Meta is rolling out two major ad updates: user interactions with Meta AI will soon inform ad targeting across its platforms, and Automated Ads are being phased out in favor of Advantage+.

The Breakdown:

1. AI Inputs Power Targeting – From December 16, chats with Meta AI (text, voice, and image generator prompts) will feed into Meta’s ad systems across Facebook, Instagram, Threads, and WhatsApp. Sensitive categories like religion, politics, and health are excluded, but all other interactions will become signals for content and ad personalization.

2. Automation Shift to Advantage+ – Meta will phase out Automated Ads in the coming months, redirecting advertisers to its Advantage+ suite. Advantage+ is positioned as the central system, handling targeting and creative in a “one-click ad” format, with Zuckerberg describing it as requiring only objectives and budget while the AI does the rest.

Meta is using AI interactions to strengthen ad precision while consolidating its tools under Advantage+. For advertisers, this means richer intent signals and more automation, while for users, it raises new questions about privacy and how much product discovery will be steered by Meta’s AI. 

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✨ X just added a sort of likes option, letting you view who engaged with your posts by recency, mutual follows, or big accounts. 

📉 Google still dwarfs AI in traffic: a new TollBit Q2 2025 report shows Google sends 831x more visitors than AI apps, even as bots now make up 1 in 50 “visitors” online.

⚠️ Google Ads will enforce stricter Message asset requirements starting Oct 30. Non-compliant or unverified assets risk being blocked. Advertisers must update and verify assets early to prevent campaign disruptions and performance loss.

📹 YouTube dominates AI search, cited 200x more than TikTok, Vimeo, or Twitch. It holds 29.5% of Google AI Overview citations, making it the #1 domain overall. 

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