December 2, 2022
Meta has recently announced a series of new updates that it’s making to Call Ads. These are created to ensure users on its apps can contact a business and get the right details, there and then.

For starters, the company is experimenting with a new feature called the ‘callback’ maneuver. This is designed to give users the chance to request callbacks from a firm in case they happen to be busy or stuck somewhere.

As recently unveiled by Meta, it’s not easy to run any business. And at times, it can really be overwhelming for obvious reasons. Calls do go through and sometimes, they don’t. And the best way to tackle the issue is to request callbacks so both sides remain happy and satisfied.

Clients also get the feeling from a business that their time is getting the value it deserves and flexibility related to any chat. Remember, it’s a valuable option and it prevents users from being dumped with another thing on their list to recall. Hence, we see it as a major addition. For now, Meta is undergoing a trial in this regard with selected businesses and it should get better with time.

On the other hand, Meta is carrying out a test to better measure the performance of its Call Ads. These can be found via its Ads Manager. The idea is to add more options within campaigns for Call Ads. Similarly, it’s quite busy with testing a new ‘pre-call’ option that allows advertisers to set out details in Call Ads such as links to web pages to inform potential clients right before it’s too late.

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In the same way, we’re seeing the firm include a 60-second feature for call optimization. This way, the ad reaches a specific target audience that can best benefit from it. When you come to think of it, most of the younger lot is not a fan of attending calls. So the efforts might go in vain if not thoughtfully done.

The tech giant has also shed light on another test that allows some people to carry out audio calls through Meta’s applications. It can be done directly through Call Ads. It could even enable users to get back to their experience of browsing through social media.

Hence, you make a direct call through the app, carry out your browsing, and that may assist with adding content. So it just serves to provide more information while you happen to be on a call. It’s very useful if the firm even adds another person on hold in situations when a call is placed.

In ideal scenarios, this would not take place. And when it does, the ability for it to shift calls from the app into the user’s background may be helpful in this regard. But do keep in mind that Call Ads aren’t greatly impactful when you wish to reach the younger lot. These age groups are more prone to communication through other means like texting or using social media. So they prefer indirect modes of communication.

A recent survey that was carried out by BankMyCell in 2021 realized how around 75% of the age group of Millenials would be bidding farewell to calls as a whole. And then a whopping 80% felt such calls made them super anxious too.

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So it’s best to reach some individuals by not overwhelming them using call ads. But if your target audience is the older generation, then other great options to consider include enhancing the value of different call ads through different means.

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