Facebook advertising has changed over the past couple of years. It’s more important than ever that advertisers changed with it in order to improve Facebook ad performance.
Over the last few years, the Facebook advertising algorithm has gotten so much better at automating campaign management that it can now easily outperform a human manager.
The change has come through a series of updates, best practices, and new features. Following all those changes can make the evolution of this platform seem complex and even overwhelming. But once you step back, and use a new framework to understand the new Facebook, it all makes a lot more sense.
The Latest Guiding Best Practices for Facebook
In summer 2019, Facebook released a framework with a set of advertising tactics called the “Power5”. It distills all the current best practices of social advertising and incorporates all the key changes that have happened over the last few years. So if you’ve been asking yourself, “How can I improve Facebook as performance?”, this is the answer.
The Facebook “Power5” is made up of these five advertising tactics:
- Auto Advanced Matching
- Account Simplification
- Campaign Budget Optimization
- Automatic Placements
- Dynamic Ads
Here’s an overview of each tactic, and how it can drive better results for your user acquisition campaigns:
1. Auto Advanced Matching
User acquisition managers heavily rely on the ability to track their campaigns. They must track every click, know where every sale comes from and set a value for each action. And while today’s advertisers have better tracking tools than their predecessors could ever dream of, tracking is still an imperfect science.
Auto Advanced Matching makes it much more accurate. Once you’ve turned Auto Advanced Matching on, Facebook can use data you’ve collected on your website (like email addresses) to find lookalike audiences across their user base.
Additionally, Auto Advanced Matching adds more data parameters to each action, and each person is tracked, so tracking is far more accurate than other solutions. This helps you manage your campaigns better and usually results in a significantly better return on advertising spend (ROAS) because you can more accurately pinpoint where your results are coming from.
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2. Account Simplification
Facebook’s simplified campaign structure is a template for how to scale your Facebook advertising quickly and seamlessly.
The real benefit of a simplified campaign structure is that Facebook’s advertising algorithm can manage all the tests and settings you used to manage with dozens (maybe even hundreds) of ad sets. Let the algorithm handle all that complexity. You just tell it the results you want, and let it run.
Advertisers may be hesitant to let go of all your carefully constructed campaigns and Ad Sets, but given the changes Facebook has made to its algorithm, testing has shown that it’s more effective to just hand this optimization work over to the AI. With the simplified campaign structure, campaigns also get put into “Learning Phase” less often, which saves a lot of ad spend. And campaigns become more likely to hit their target CPA goals.
Want to learn more about Facebook’s Simplified Campaign Structure? See our blog post, “Facebook Ads Keep Evolving. See Facebook’s NEW Simplified Campaign Structure Recommendations!”
3. Campaign Budget Optimization
Campaign Budget Optimization is a best practice now, but in September 2019, it becomes mandatory. Facebook will switch most campaigns over to CBO as of September 1, 2019. If you’re not using one of their API tools (like our AdRules tool), your campaigns will automatically be shifted over to CBO. And any new campaigns you create will use CBO, too.
Fortunately, once you know how to use it, CBO is great. You just need to pick smart goals, give it enough creative elements to do its thing, and get used to having a few hours of free time every week.
Learn more about Campaign Budget Optimization in our blog post, What Marketers Need to Know About Facebook’s Campaign Budget Optimization.
4. Automatic Placements
Smart advertisers know the right placement can make the difference between success and failure in a campaign. So they test placements every chance they can get.
There are 14 possible placements across Facebook’s current ad inventory. Testing all those placements takes a lot of time and can result in spending a lot of ad budget unless you’ve got a world-class advertising algorithm to do it all for you in the background.
Which is exactly what automatic placements can do. So not only do you have less work to do, but you’ll also get better results.
5. Facebook Dynamic Ads
Relevancy is one of the power laws of advertising. Relevant ads – ads that are aligned with consumers’ interests – will always outperform irrelevant ads.
Facebook’s Dynamic Ads leverage that relevancy power law. They let you show ads that feature whatever products people have looked at on your website or in your app.
To use Dynamic Ads, upload your product catalog and set up a Dynamic Ads campaign. After that initial setup, your ads will continue to run without any intervention. When visitors are on your website or in your app they look at your products. Then, the Dynamic Ads campaign will automatically show ads that feature those specific products to that specific visitor. You can manage any pricing, availability, or product updates for your ads by updating your product catalog.
According to Facebook, Dynamic Ads have increased click-through rates by 280%. Also, they have reduced CPAs by up to 60% for some advertisers. So this is definitely worth a test.
Final Thoughts on Facebook Advertising
It’s time to change how you’re advertising on Facebook. Thanks to the platform’s machine learning algorithm, user acquisition managers can now step back from certain parts of campaign management.
It’s time to shift gears and put more time into things only humans can do. For example, creative development and competitive analysis. Creative is now the biggest competitive advantage advertisers have. User acquisition managers should invest in creative development and creative testing to keep their skills current and stay agile. We expect many more changes from Facebook and Google in the coming months and years.