Google Ads has introduced a new feature that allows advertisers to create budget segments, enabling them to allocate their budget more effectively across different campaigns or periods. This feature is designed to help optimize spending and improve overall campaign performance by offering more granular control over budget distribution. Advertisers can now customize their budget settings based on specific needs and objectives.

Brands are creatively engaging with the Halloween season through a variety of humorous and spooky campaigns. From Huggies' horror-themed audio ads to McDonald's Halloween Boo Buckets, companies are embracing the festive spirit with playful promotions and unique collaborations, showcasing their products in a fun, seasonal context.

The Haus analysis reveals that while Meta's advertising platform generally shows incrementality in driving sales, the shift towards automated campaigns like Advantage+ may not improve incremental efficiency for all brands. Data from 640 incrementality tests indicates that although Advantage+ performs well in new customer acquisition, many brands still see better returns from traditional Manual campaigns in terms of overall efficiency. The findings underline the importance of understanding individual business performance relative to Meta's automated tools.

Meta's Web & App campaigns are an underutilized feature that simplifies ad management by allowing users to set both app and web destinations at the ad level, enabling better conversion tracking and efficiency. By consolidating campaigns across platforms, marketers can achieve significant cost-per-acquisition reductions and streamline their efforts, ultimately leading to more effective advertising strategies.