Brian Meert is the CEO of AdvertiseMint, a Facebook Advertising Agency, and author of The Complete Guide to Facebook Advertising.
Working in digital marketing and advertising is exciting because many of the tools are constantly being updated, such as the features seen on Facebook’s ad platform, Ads Manager. These improvements often help advertisers optimize their campaigns to ensure their ad spend is used efficiently and on the people likely to complete the desired objective.
Yet, many Facebook advertisers do not take advantage of the tools offered. As a Facebook advertising agency, here are five tools — what Facebook calls The Power 5 — we’ve found helpful in improving digital marketing campaigns run on Facebook and Instagram.
1. Auto Advanced Matching
2. Campaign Budget Optimization
Instead of setting your budget by ad set, campaign budget optimization allows you to set budgets at the campaign level, and then Facebook allocates the total budget to any active ad sets under that campaign. This is a tool focused on performance. It will change the budget allocation to the targeting segments that have the best results and lower budgets to underperforming segments. It’s like a mini version of Skynet, only instead of building machines to take over the world, the computers have your credit card information and are fighting to get more sales. This feature is reliable and now used by almost 80% to 90% of the clients we are actively managing. Facebook recommends using no more than two to three active ad sets when enabling campaign budget optimization.
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3. Simplified Account Structure
Your job as an advertiser is to get the best results. Facebook’s job is to generate ad revenue. As Facebook has improved its artificial intelligence and machine learning, it now recommends to advertisers to build simplified account structures. This means campaigns with large audiences so that Facebook’s technology has a large pool to quickly find the right users. While this structure does not work all the time, it’s become much more accurate in the last 12 months, and we now use it much more. The most common usage is to build large targeting groups instead of small targeted groups and to keep campaigns large and simplified.
Some common uses of this would be to set up an open campaign that is targeting everyone on Facebook. After a few days of running, Facebook should begin to optimize the results. Another would be to combine all of your warm audiences into a single ad set. This can include website visitors, page engagement, video views to 95%, etc. Because Facebook has so much backend data on its users, it can apply technology to determine which of those users are most likely to complete your action.
4. Automatic Placements
When you advertise on Facebook, you have options for where you want the ads to appear. In the spirit of maintaining a simplified account structure, Facebook recommends enabling automatic placements for your ads to show across all platforms. The thought here is that no two users have the same behavior. Some love Instagram, others love Messenger. If the person fits the targeting profile and has displayed an action that is similar to your targeted objective, Facebook wants to get your ad in front of that person at a specific time. The best way to ensure this happens is with automatic placements.
Here is an example of how automatic placements work. Say I realized that I only had one day left of diapers for my newborn, things could get messy if I don’t solve that problem immediately. I search for diapers online and view a few websites and pricing for the diapers, but my baby cries and I set my phone down. Facebook sees that data because those sites have the Facebook pixel installed, which tracks my online activity. They know I’m actively searching for diapers and will connect my profile with a diaper advertiser that is looking to increase sales. I turn my phone back on and realize I have a new message on Instagram. I open the app and, boom, I see an ad for a diaper company saying they are having a sale and can deliver within 24 hours. My problem is solved.
5. Dynamic Ads
Dynamic ads are one of my favorite tools. There are two types you can use. Dynamic product ads will instantly create an ad for a product that a customer views but does not purchase. These are generally the most profitable ads on Facebook and used for the e-commerce, automotive and travel industries. If you are not running these, you need to get them turned on immediately. The second type of dynamic ads are dynamic creative ads. These ads are enabled at the ad set level and allow you to create a single ad with multiple variations of images, videos, copy, headlines and call to action buttons. Facebook will be showing the ads and actively searching for the best combination of each element. You can view results under the breakdown tab on Ads Manager. It’s a really impressive way to quickly test multiple messages and creatives to ensure optimal results.
The technology behind Facebook advertising has been advancing at a rapid pace. Make sure your business is using these tools to help increase results and give you an advantage over your competitors.
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Author: Brian Meert, Forbes Councils Member