Is That New Meta Feature Worth the Risk?
Today's question is about how to decide when new Meta features like push delivery or AI platform connectors are worth testing. New features carry risk because there's no track record for effectiveness or problems to watch for. Jon explains why your appetite for risk matters most, why you should only experiment when you have a specific problem to solve rather than tinkering when results are already good, and why AI connectors in particular warrant extra caution until the risks are better understood.
Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.
Question
Hi, Jon. Robin Harford from eatweeds.co.uk. When Meta launches things like Push to Delivery or AI platform connections, how do you decide when it's worth testing?
Answer
Great question, Robin, and also an evergreen question since Meta is constantly rolling out new features.
New features can be a risk because we don’t know how they’ll impact our results. We don’t know anything about their effectiveness or best times to use them or problems to look for.
So the first thing when evaluating whether to use new features is your appetite for risk. You’ll probably have far less appetite for risk when managing the ads of a client. But if you’re managing your own ads, you may see this as an opportunity to try something new.
I know that I love trying new features to promote my stuff, knowing full well that there’s some chaos involved. I enjoy that unknown and learning something in the process. But not everyone is like that!
So the first is you’ve balanced that risk and reward and you’ve embraced that unknown.
Maybe most importantly is that you have a specific problem that could be solved with this new feature. There’s a little bit of risk assessment here as well.
If you’re getting good results, I wouldn’t advise experimenting with something new without a specific reason for doing so.
Let’s use Push Delivery as an example. If you’re getting great results in aggregate, the Push Delivery to This Ad feature isn’t a good risk because it doesn’t necessarily solve a problem.
But if you’re not getting good results in aggregate and there is one ad that isn’t getting much delivery, it presents an opportunity. There’s no risk because you aren’t getting the results you want anyway.
Push delivery to that ad for a few days and see if you learn something new.
When it comes to the new AI Connectors, I would be very aware of possible risks. I do think this could be especially helpful for reporting and uncovering information quickly about your ads.
But I’d be very careful about connecting client accounts. Even though these are official connectors, I also can’t ignore that accounts were getting shut down for trying to connect to AI tools just a couple of months ago.
AI connectors are super interesting, so it’s all a matter of whether your curiosity exceeds your fears related to risk.
If you’re very AI forward and you’re comfortable with AI and know the risks and ways to protect yourself, you’re probably the best kind of person to try it out.
But this is definitely an example where most of us should probably sit it out until we know more. Know the true risks and best ways to use it before we take it on.
Great question, Robin!