As marketers, we know that every detail matters when creating a campaign. From visuals to copy, each element is carefully crafted to resonate with the target audience. However, a recent experience taught us that even the best-executed ad can be derailed by hidden settings—we want to make sure you don’t fall into the same trap.
We Found Out the Hard Way
Recently, one of our clients saw their approved ad running on Meta’s platform and immediately contacted us in confusion. Instead of the polished, professional campaign they had approved, their ad featured club music playing in the background (a far cry from the intended tone), text overlays that covered key messaging, and modified ad copy that changed the core meaning of their promotion
After some frantic searching, we discovered these changes were the result of the “Ad Optimization Settings.” Meta had made no announcement about these new features. We found out what happened by digging through forums and marketing blogs where other professionals shared similar experiences.
Meta’s New “Ad Optimization Settings”
There is a new section tucked away in the Advanced Settings menu: “Ad Optimization Settings.” These settings include several features:
- Overlays: Adding text or design elements to your visuals
- Music: Background tracks automatically applied to your videos
- Text Changes: Modifications to the language in your ad
- Visual Edits: Adjustments to your images or videos
By default, Meta turns all these features ON. This means that Meta’s AI can modify your carefully designed ad without your knowledge, potentially misrepresenting your brand or muddling your message. To ensure your ads appear as intended, we recommend locating this menu and manually turning OFF this option.
Protect Your Campaigns
To protect your campaigns, double-check your Advanced Settings in Meta (even if you’re running a duplicated campaign) and disable any optimizations that could interfere with your ad’s design or messaging. Or, contact the R2R Marketing team for an evaluation of your advertising efforts.
