Meta’s Texts that Sell

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WHATSAPP BUSINESS

📲 Meta Unveils New Business Messaging Tools at ‘Conversations’ Conference
^{Insights from Social Media Today}

Meta's third annual Conversations conference in Sao Paulo introduced new tools to enhance business-customer interactions via chat:

The Scoop:

• AI Support for WhatsApp Businesses: Testing a new AI assistant to help small businesses respond to customer inquiries and create ads. This assistant will answer queries and assist in creating Facebook or Instagram ads that trigger WhatsApp chats. Expanded AI assistance in Ads Manager will optimize ad creation and targeting.
  

• Optimized Messaging Ads: Businesses can upload their subscriber list for Meta’s AI to identify the best contacts on WhatsApp for follow-up messages, targeting users based on conversion or brand awareness goals to maximize campaign responses.
  

• Expanded Conversions API: Now supports messaging events across Messenger, Instagram, and WhatsApp, including a new purchase optimization feature to drive more sales and reduce costs by targeting likely buyers. Brands can monitor performance trends from ads that click to message, providing data insights to optimize campaigns.
  

• Custom Personalization Campaigns: AI support in Ads Manager will help businesses create personalized campaigns, tailor ad creatives and refine targeting strategies for more effective engagement with the target audience.
  

• Meta Verified Expansion: The Meta Verified subscription service is now available for businesses on WhatsApp in Brazil, India, Indonesia, and Colombia, enhancing credibility and trust.

These updates focus on leveraging messaging apps for direct, personal communication, aiming to improve business efficiency and customer engagement. By integrating these tools, Meta provides businesses with enhanced capabilities to connect with customers, optimize messaging strategies, and drive better marketing results.

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GOOGLE AND MICROSOFT ADS

📈 Google and Microsoft Enhance Ad Platforms with AI and Cross-Platform Integration
^{Insights from Search Engine Land}

Google Ads and Microsoft Advertising are rolling out significant updates to improve brand campaign performance and streamline cross-platform workflows. Google's new AI-powered Brand Recommendations aim to optimize advertising strategies, while Microsoft introduces a feature to import conversion goals from Google Ads, enhancing campaign management efficiency.

The Scoop:

Google Ads - Brand Recommendations:

• Google’s new AI-driven tool helps advertisers enhance brand campaign performance and effectiveness.
  

• Recommendations cover awareness and consideration campaigns with CPM and CPV bidding, complementing existing performance recommendations.
  

• It Analyzes an advertiser’s history, campaign settings, and industry trends to suggest optimizations.
  

• Recommendations are tailored and regularly updated.
  

• Part of best practices to maximize the chances of brand campaign success.

Microsoft Advertising - Google Conversion Goal Imports:

• Microsoft now allows advertisers to import conversion goals from Google Ads. This feature aims to streamline workflows, making it easier for advertisers to manage campaigns across both platforms.
  

• Rollout begins in two weeks, expanding gradually.
  

• Conversion goals are imported by default with each import, supporting value-based bid strategies like Max Conversions.
  

• Setup recommendation includes using a UET tag with Google Tag Manager to ensure goal tracking.
  

• Advertisers can uncheck the import option if they prefer not to use it.

Google’s AI-powered Brand Recommendations and Microsoft’s Google conversion goal import feature represent significant advancements in ad tech. These updates aim to enhance campaign performance and streamline management across platforms, reflecting the ongoing focus on AI-driven insights and cross-platform efficiency. Advertisers should consider adopting these new tools to stay competitive and optimize their marketing strategies.

ANTITRUST INVESTIGATION

📈 FTC and DOJ Launch Antitrust Investigations into Microsoft, OpenAI, and Nvidia
^{Insights from The Verge}

The Federal Trade Commission (FTC) and the Department of Justice (DOJ) are initiating antitrust investigations into tech giants Microsoft, OpenAI, and Nvidia. These probes aim to examine how their investments and partnerships in the AI sector impact market competition and innovation.

The Scoop:

FTC Inquiry into Big Tech Investments:

• Companies Involved: Alphabet, Amazon, Anthropic, Microsoft, and OpenAI.
  

• Objective: Assess the impact of major tech investments on the competitive landscape of generative AI.
  

• Focus Areas:
  

  • Investment agreements and their influence on product releases and oversight.
    

  • Impact on market share, competition, and sales growth potential.
    

  • Competition for resources to develop AI products.
    

  • Information shared with other government entities.

Timeline: Companies have 45 days to respond to the FTC’s inquiries.

Corporate Statements:

• Microsoft: Stated that partnerships with independent companies like OpenAI promote competition and innovation.
  

• Google: Hopes the FTC’s study will highlight companies that lock in customers.

Investments in AI Companies:

• Microsoft and OpenAI: Microsoft, a significant investor in OpenAI, has invested an estimated $10 billion and recently joined OpenAI’s board as a nonvoting observer.
  

• Amazon and Anthropic: Amazon invested $4 billion in Anthropic in September, while Google holds a 10% stake following a $300 million investment.
  

• AI Developer Partnerships: AI developers often partner with cloud providers like Google, Microsoft, and Amazon for cheaper access to GPUs and processors necessary for training large language models.

Government Concerns:

• FTC and DOJ Debate: The agencies reportedly debated over who would initiate the investigation into OpenAI and Microsoft.
  

• FTC Chair Lina Khan’s Statement: Emphasized the need to guard against tactics that could stifle competition and innovation as AI technologies develop.

Background Investigations:

• FTC’s Initial Investigation into OpenAI: The FTC was the first agency to investigate OpenAI, requesting documents in July to examine possible consumer harm from false information generated by ChatGPT.

The FTC and DOJ's antitrust investigations into Microsoft, OpenAI, and Nvidia underscore increasing government scrutiny over the influence of major tech companies in the AI sector. These inquiries aim to ensure competitive practices, fostering innovation and preventing market distortions. The outcomes could significantly impact the future of AI development and competition.

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