5 strategies for Facebook advertising!

Want to improve your Facebook advertising performance? Wondering how automated Facebook tools can help you?

In this article, you’ll discover how to use the Facebook Power 5 ad tools to scale successful Facebook ads faster with automatic optimization in real time.

What are the Facebook Power 5 Tools?

Facebook has launched its new Power 5 tools to help marketers use Facebook’s machine learning to get better ad results. These automation tools include automatic advanced matching, campaign budget optimization, simplified account setup, automatic placements, and dynamic ads.

When the Power 5 tools are used together, they can create better marketing results for advertisers and a better return on investment in e-commerce campaigns because Facebook is using its data, statistical models, and machine learning to learn as much as possible about your customers and optimize ad delivery for the best possible results.

1. Facebook Auto Advanced Matching

The Facebook Pixel is a small piece of JavaScript code installed on a website that provides Facebook with information about how visitors interact with your website. The Pixel starts working when a visitor is logged into an active Facebook account and loads a web page with the Pixel installed.

Each visitor has a unique identifier from Facebook, which is passed back to Events Manager (in the ad account) via the Pixel so the data can be read. Automatic matching allows Facebook to use any information a user fills out (such as name, phone number, email, state, and zip code) to better match website visitors with completed conversions on Facebook.

So, let’s say a customer clicks on your Facebook ad and is purchasing something on your website. When they fill out order or delivery information with their name and address, Facebook will use this information to match the user with a unique identifier from Facebook to create a more accurate customer profile. When information is sent back to the Event Manager for privacy reasons, it is not displayed.

In Settings, you can enable the Automatic Advanced Matching feature and choose what information to match when needed.

Here are some benefits of using this feature:

Increase conversion rates. Facebook uses additional information to match your conversions, so it is more likely to find customers who converted from your ads.

Increase the size of your custom audiences. Facebook can match more users more accurately, increasing the size of your website’s custom audiences.

Reduce conversion costs. Facebook can better identify your customers, so it can better find other similar audiences and increase your conversion rate at a lower cost.

2. Simplify Facebook ad account setup

Facebook recommends not creating multiple Facebook campaigns (with multiple ad sets) with the same objective, but rather simplifying your account structure to ensure your ad sets are optimized and your budget goes further.

The simplified account structure is one advertising objective with two to three ad groups in the campaign, and five to six ads in each ad group.

There are some benefits to using this strategy:

Reduce audience overlap. Having too many ad groups means your ads may be competing against each other to reach the same people in different ad groups, which can cause you to lose impressions and increase your advertising costs.

Allow Facebook to optimize budgets faster and better understand which ad sets are running after reducing the number of ad sets.

3. Facebook Campaign Budget Optimization

With this feature, you can set the budget for your campaign at the campaign level instead of the ad group level. Facebook then uses machine learning to optimize ad performance by allocating budget to the better performing ad groups.

Advertisers may favor specific ad groups and set budgets based on their own judgment. However, CBO will not favor a certain ad group. Instead, it will allocate budget to the ad groups with good performance, thus bringing better results to your campaign.

To use CBO, you first need to create a Facebook ad campaign and select a campaign objective. Then scroll to the bottom of the page, enable Campaign Budget Optimization, and enter your campaign's total budget when prompted.

Create your ads as you normally would, and create as many ad groups as you need. (However, if you follow the simplified account structure, we recommend that you don’t create too many ad groups.) Facebook will control the spend of each ad group based on performance.

Some benefits of using CBO include:

Lower CPAs, as Facebook will actively seek out more profitable audiences and spend your budget on them.

· Understand which ad groups are performing better.

4. Facebook Automatic Placements

Facebook can place your ads in 17 ad locations across all of its apps (Facebook, Instagram, Messenger, and Audience Network), and “Automatic Placements” is the default setting for all campaign types.

Automatic delivery uses machine learning to understand your audience and where they are more likely to spend time in your app. This allows Facebook to display your ad in front of your target audience at the right time, resulting in more impressions at a lower cost.

To use automatic placement in your ad group, you need to select “Automatic Placements”.

The benefits of using automatic delivery include:

Lower advertising costs, as ads can appear in lower-cost placements such as the Audience Network and Facebook Stories.

· Increased frequency and more impressions.

Higher conversion rates. Facebook knows where your audience is more likely to convert and will adjust your ad placement to achieve that.

5. Facebook Dynamic Ads

Using this feature, Facebook will only display ads to Facebook users after their behavior triggers a specific event. For example, a customer visits your website and adds items to their shopping cart, but does not complete the purchase. You can use this behavior to trigger ads that encourage customers to complete their transactions.

What makes dynamic ads powerful is the ability to target your customers based on their exact behavior and send them highly relevant ads.

To create Facebook dynamic ads, you need to have the Facebook Pixel installed on your e-commerce store. Platforms like Shopify, Woo Commerce, and Magento have special integrations for adding the Facebook Pixel to your eCommerce store, so you can set it up in a few simple steps.

Alternatively, you can have a web developer help you set it up on the platform using Google Tag Manager.

Dynamic ads require you to set up three parts of the Facebook Pixel in order to work:

Basic code for page views, so Facebook can track what people are viewing.

For example, adding to cart or purchasing actions;

Product or category ID. Facebook needs to know which products or categories a user viewed or shopped in order to trigger an ad.

Let’s say you want to create a dynamic ad to upsell socks to anyone who buys shoes. Facebook needs to determine which behaviors trigger the purchase of shoes to know when to show your socks ad to those users.

Creating a Facebook Product Catalog

To run dynamic ads, you need to set up your Facebook product catalog using Business Manager. A product catalog is the link between your inventory and Facebook, fetching product details, links, descriptions, and images from your store for use on Facebook.

Again, most e-commerce platforms support this feature, and you can create a product catalog in just a few simple steps. You can also upload your product catalog manually or create one using a CSV file containing all your product information.

To set up your product catalog, you need to open the main menu in Business Manager and select "Catalogs" from the "Assets" column.

Next, select the option to create a directory. You will then be prompted to select a category that matches your business. In this case, select "E-commerce".

Then decide how you want to set up your catalog: upload product information yourself or connect your e-commerce platform by choosing from Facebook’s list of integration partners.

Facebook’s eCommerce partners have their own setup instructions and may require the installation of additional plugins or coding on your site.

To manually set up your product catalog, select the manual setup option: Upload Product Info. Then enter a name for your product catalog, select the Business Manager account it will be connected to, and click Create.

Opens the new catalog so that you can add products to it. Select Products in the left navigation bar, then click Add Products on the right.

You can upload products in three ways:

Manually add: Fill in the information yourself and then upload the product images into the template. (This option is recommended for fewer than 50 products.)

Using a data feed: Upload a properly formatted CVS file containing all your product information.

Connect Facebook Pixel: If you have installed Facebook Pixel and added all your product information, you can link Facebook Pixel. If someone views a product on the website, the product information will be uploaded. (This option is time-consuming and unreliable.)

Once you've loaded all of your products into your product catalog, you can set up your product groups for your dynamic ads.

If you want to run a new ad about socks to people who buy shoes on your site, you can set up different product groups for shoes and socks.

In Catalog Manager, you can create product groups based on selected criteria, such as brand, price, category, or a single SKU.

The following example creates a product group based on a specific product.

Setting up a Facebook dynamic ad campaign

Once you've finished creating your product catalog, it's time to create your dynamic ads.

In Ads Manager, select “Catalog Sales” as your campaign objective.

If you manage multiple stores or have many product catalogs set up, make sure you select the correct catalog from the "Catalog" drop-down menu.

When you create an ad group, select the product groups you want to advertise. Alternatively, you can use the default setting, which displays the entire directory.

To create a dynamic ad, you need to select the option to retarget users. You can also use catalog sales to sell products to new audiences, but with dynamic ads, you need to retarget to deliver the right message to users who have previously engaged with you.

Then set the trigger conditions for delivering the ad. Facebook allows you to up-sell and cross-sell products, help recover abandoned carts, encourage visitors who viewed your product to purchase, or create custom combinations of actions.

You can also select a time range for the feature. Select a date range and Facebook will only serve your ad to people within that date range.

Catalog sales ads will pull descriptions, product images, and prices from your product catalog and use them to build your ad creative. You can choose from “Carousel,” “Single Image,” or “Collection” ad types to showcase your products.

After that, decide how you want to display your catalog information in your ad. Facebook lets you change the description of your product, add a frame, add catalog information, and choose which image to display if you have multiple images for the same product.

Once you've arranged your ad layout, click Publish.

You need to remember that product catalog ads are dynamic and Facebook will show images or products that it thinks are more likely to engage with customers. Therefore, your ads may show different products at different times.

Dynamic ads only run when triggered, so you can run ads with a lower budget and are only charged when someone sees your ad.

Author: Hugo.com

Source: Hugo.com