Website Highlights ON, $10K Spend in a week, CPL shot up by 35%
TLDR;
- 35%+ increase in CPL within a week (SaaS product). Other than Website Highlights no change.
- $10,500 spent across a variety of markets (United States, Canada, the United Kingdom, Europe, Singapore, and Australia)
- Turning off the setting brought CPL back in usual zone
I feel our landing page assets are not ready for this feature yet, it will take a while to get used to it just like past "on-by-default" Meta issues (Related Media, Site Links etc)
But, I'm surprised that even after toggling off this type of feature it can come back as "on" as AI is sneaking this in as a side dish whenever you're doing any other simple change i.e. fixing a typo, duplicating ad, and anything that sends an ad for review.
Sadly we'd to bulk remove this twice and that's two days of lost traction due to stop-start of all ads. Need to keep checking if it was not made "on" secretly. Same happened with Related Media last year and site links before that, at least for us.
Though I'm confident world will move on and find a way to milk this and more AI/Automated features from Meta ads. This particular feature if taken in a good way is a call from Meta AI to tell us that it's time to (regularly) clean our websites by removing outdated and low quality assets if there are any.
Website highlights has been documented as an experiment with steps of removal at ad/bulk level - source