7 Tips to Make Your Facebook Ads More Effective
There have recently been massive changes to Facebook ads, from new audience targeting strategies, machine learning, and ad types to Facebook ad tools. It is important to stay up to date and be prepared for future changes as we head into 2020.
Below we will discuss seven useful tips to ensure you get the most out of the new setup of Facebook ads.
1. Facebook’s Power 5
Manual ad optimisation is no longer as important as it used to be, thankfully Facebook have machine-learning algorithms that can do the majority of the work for you!
Facebook Power 5 is the platform’s automated set of as tactics to improve your ads rate of success and impact.
The power 5
- Auto Advanced Matching
- Account Simplification
- Campaign Budget Optimisation
- Automatic Placements
- Dynamic Ads
A key benefit of the Power 5 is that it allows the advertiser to use all 5 of them in conjunction with each other instead of just picking one of the placements. Facebook uses algorithms to test which placement is most effective ad and reduce the budget for the other 4 segments.
The fantastic benefit of this is that it provides the advertiser with more time and freedom to work on aspects such as ad testing and ad creative.
2. Interactive Click to Messenger Ads
Click to Messenger ads are a call to action button that allows a user to instantly send through any queries or requests via Facebook Messenger to a businesses page.
For the consumer this method is less intrusive and time consuming than being redirected to businesses website or email. Another key benefit of this feature is that it is proven to have the lowest cost per acquisition out of all Facebook ad objectives; this includes conversion campaigns and traffic amongst others.
3. Instagram Story Placements
Whilst Facebook may have more users, Instagram has the highest levels of engagement out of all the social media platforms. It is for this reason that so many businesses are using Instagram Story ads
A major benefit of Instagram Stories is that it has the lowest cost per impression out of all the Facebook ad placements, yet Stories still has an exceedingly high level of views from users every day.
It is important that your ad should be formatted and optimised for Instagram Stories. This includes aspects such as text, emojis, icons, GIFs, polls and vertical orientation. Instagram stories can also be transferred to Facebook Stories making them even more useful.
Instagram Stories also can include interactive aspects such as a call to action, known on Instagram Stories as the “Swipe Up” feature.
4. Make use of Dynamic Creative Tool
The dynamic ad creative tool uses a set of algorithms on Facebook to determine which combinations of creative feature are performing the best.
If you provide Facebook with a set of data such as text, tags, headlines, videos and images, then the dynamic creative tool will match them to their best fit according to algorithms. These algorithms will determine which combinations best achieve the desired objective.
With this feature you can automatically ensure of which ad combination will yield the most effective and optimised results.
5. Campaign Bidding Optimisation
The Campaign Bidding Optimisation (CBO) tool is another powerful aspect of Facebook’s Power 5.
CBO is an algorithm that automatically and systematically allocates the budget to the best performing advertisements and ad sets. Previously businesses would have to manually allocate their budget to ad sets, which was not only time consuming but also could lead to ineffectual allocation.
With CBO implemented the strongest advertisements are promoted to their best capabilities and advertisers have more time to focus on other aspects of the campaign.
6. Competitor analysis via Facebook Ads Library
A new tool to Facebook is the Ads Library. This was created in an effort to regain trust by being more transparent in regards to security issues for advertisers.
With this feature any user is able to access and search through a database that contains all the live ads up on Facebook. This tool is a fantastic way to research and analyse what your competitors are up to.
This will help you to see which of their ads are and are not working, allowing you to compare their ads with your own. Having a grater understanding of the competitive landscape can be extremely useful in improving your advertising success.
7. Remarketing Ads Using Sponsored Messages
Remarketing is a way of reconnecting with users who have interacted with your website or app. This can be helpful as these users have at the least shown an interest but may need to be exposed to your brand more often or be reminded of what you can offer. With users being exposed to so many advertisements every day a more personalised approach is often needed to improve top of mind relations.
Sponsored Messages are a great tool that allows for remarketing on Facebook, as it lets businesses to contact their customers directly from Facebook Messenger.
As a result Sponsored Message advertisements are a great way for advertisers to maintain a connection with their audience. It is important to note that ads via Sponsored Message are visible to a users messenger inbox and do not appear in the Newsfeed.
The advantage to this method is that it helps to create a more personalised experience for each user and helps to re-engage the user to your brands message. The result of this is that these ads have a click-through rate that is 10 times higher than regular Facebook advertisements.
Embracing the Change
Developments in technology and methodologies mean we constantly have to adapt our strategies on how to run Facebook Ads. It is imperative to stay up to date and embrace the advancements in machine learning across areas such the Power 5, Facebook Messenger and Instagram Stories.
Adapting for these changes and keeping on eye on future developments will help to ensure your advertisements yield the best results and stand apart from the competition.