Content Summary

Up Your Ad Game: Facebook Ad Strategies That Are Working for Us Right Now

Facebook has updated their ‘Five Ad Performance Pillars’ and have given updated advice on leveraging the platform's machine learning and automation to optimize your ad performance. From the latest trends in creative to the most influential audience targeting tactics, in today’s podcast, we’ll look at Facebook’s ‘Five performance pillars’ along with actionable advice on what’s working in our ad campaigns right now.
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Listen to the podcast or read the edited, short transcript below:

Earlier this month, Facebook released a summary of their ‘Five performance pillars’, and this report gives us a glimpse into the future of media and ad buying on the platform and how marketing teams and businesses need to adapt their media spending to ensure that you’re capitalising on the technology and not wasting potential return on investment.

At Done By Nine, one of our core values is to provide clients with marketing solutions that move with industry elevations, and it’s constantly changing, so this report is an excellent reminder of how we need to take a step back and reevaluate our campaigns and ensure we’re using the best tools available to us.

In the case of Facebook and their performance pillars, they suggest we review current campaigns, build and simplify and centralise our campaign structures, use automation tools, diversify our ad creatives, and ensure that we’re measuring our campaigns with appropriate platform tools.

Before we take a look at what’s working for us, let’s digest a little on the Five Performance Pillars:


Simplify account structure and put ad creative in one central campaign

As a rule of thumb, centralising your ad creatives simplifies the learning process for Facebook’s algorithm. 

We’ve all seen the ‘Learning Phase’ on our campaigns – so simplifying our campaign structure can help us exit the ‘Learning Phase’ faster so that we can be confident that we have a campaign that will generate results.

This lets the platform better identify which audiences and placements are most effective for your ads. 

In reality, this means reviewing the amount of ‘Ad Sets’ that you have that may be targeting multiple audiences and instead consolidating those audiences down into a smaller number of Ad-sets or audiences.

Right now, you should strive to streamline your ad structures, making them as straightforward as possible, to improve efficiency and effectiveness. 


Use automation tools to optimise campaigns: 

Inside Facebook, this is regarded as the ‘Meta Advantage’ product. 

Some of the automation tools that we’re having the best results with currently include:

Campaign Budget Optimisation: This tool allows you to set your budget at the campaign level rather than the ad set level. This allows Facebook’s algorithm to automatically optimise your budget across different ad sets based on their performance. 

So it leaves out the guessing on your behalf and lets the data do the talking.

Automatic Placements: This feature enables Facebook to automatically decide where to place your ads across its various platforms (such as Facebook, Instagram, Audience Network, and Messenger) based on where they will likely perform best. 

You can use this more carefully, as you’ll still need to decide where your audience will likely spend time on the platform. 

For example, is your audience generally spending more time shopping on Instagram – or are you better at reaching and generating leads on the Facebook feed as a service-based business?

I think I say this on every podcast, but ensure you go into your Facebook Ad strategy knowing that core audience you’re trying to reach in the first place.

Lookalike Audiences: This tool can be powerful in finding a new cold audience with similar interests and browsing habits to your existing audience.

As the name suggests, a look-a-like audience builds bew audiences based on the data you provide and a source audience, such as the people who have visited your website, watched your video, or engaged with your social media account.

Diversify your ad creative depending on the audience: 

Gone of the days of mass messaging to mass audiences. 

We have better tools available to us now to reach a much more targeted audience f people that are searching for our product or service. And that’s simply a better experience for everyone.

Specificity and relevance are critical. 

We must challenge ourselves in tailoring our ad creatives to specific audiences to increase relevance and engagement. 

This means using your creative assets to target your audience with distinct messages that resonate directly with different customer needs.

This then works in tandem with the other two points we’ve discussed above – simplify your ad structure and use the automation tools to ensure that Facebook reaches your audience where they hang out and interact with content.

As a start, you should allow Facebook to trial new messages, visuals, and ad types based on the intended audience. You can do this by supplying the platform with more options for your ad creative.

The resulting personalised campaigns can significantly improve conversion rates and campaign success.

Use Conversions API: 

Things are getting a bit more technical here – but it’s still important to include in this summary.

The Conversions API is essential for integrating Meta’s server data with your marketing data.

In reality, this improves your campaign performance and measurement – performance as Facebook learns easier about who and how a customer converted and measurement as that’s a core tool on how we measure the effectiveness of a campaign.

Measure campaigns with appropriate tools: 

Once you’ve got your conversions sorted using the Facebook Conversion API, you’re in a much better position to use some of the Facebook automation tools like Conversion LIft, A/B testing, and marketing mix modelling to measure campaign performance. 

This is getting pretty technical, so not suitable to break it down in this forum. However, it’s essential to understand the tools available and how they can assist in genuinely understanding the performance of your ad campaigns and compare the efficiency of different strategies you’re trialling in the Facebook Ad platform.

This allows for data-driven optimization and refinement of marketing campaigns.

So what’s working for us on Facebook right now?

Facebook is a beast that’s constantly evolving – so the way to keep learning is to spend enough time learning and optimise the platform for your business.

Test and Trial New Ad Creatives Often: 

As Facebook’s platform is so dynamic, testing and trial new ad creatives continuously is crucial. 

This involves varying your ads’ content, images, and video to see what resonates most with your target audience. 

This tactic also aids in identifying the types of creatives that lead to higher engagement rates, ultimately improving the performance of your campaigns.

Ensure Your Ad Copy Contains Keywords that Accurately Represent Your Target Audience: 

To increase the relevance and effectiveness of your ads, ensure that your ad copy contains keywords that accurately reflect your target audience’s interests, behaviours, or demographics. 

Using relevant keywords can also enable and enhance your ad’s visibility to your target audience and improve the click-through rates (CTRs). 

Well-chosen keywords can help Facebook’s algorithm better understand who to serve your ads to, making your campaigns more effective.


Leverage Remarketing Campaigns for Lower Ad Costs and Higher Conversions: 

Remarketing campaigns are a powerful strategy. In a nutshell, they allow you to target people who have previously interacted with your business. 

This could include people who’ve visited your website, engaged with your Facebook content, or are part of your email database. 

Remarketing campaigns are often very effective, as they target users who’ve already shown an interest in your product or service, leading to higher conversion rates. 

Think of this like a ‘hand raiser’ – they’ve raised their hand on your content to show a level of interest.

Build remarketing campaigns that continue your story, share more about your product or service and drive that ad traffic through to a new landing page that makes your offer, your service or what to do next really clear.

Plus, using this strategy typically results in lower ad costs, as the Facebook algorithm recognises the higher likelihood of engagement and conversion, plus, you’re presenting your content to a much tighter, engaged audience familiar with your brand.

Simplify Your Ad Sets and Audiences and Rely on More Broader Targeting: 

One of the principles of the Facebook Pillars – is account simplification. 

We already see good results with this method which involves reducing the number of ad sets from within a campaign and using broader targeting with tighter ad creative. 

By doing this, you allow Facebook to identify which placements, audiences, and ad creatives are driving performance. 

So instead of narrowly defining your audience, a broader targeting approach can lead to improved reach and results.

 This simplification also reduces unnecessary redundancies and confusion, making your campaigns easier to manage and optimise – a win-win situation for all involved.

Facebook Ad Strategy: Key Takeaways

To leverage the power of Facebook advertising, it is paramount to adopt and implement the updated ‘Five Performance Pillars’ – as directed by Facebook.

This includes streamlining your campaign and ad set structures for improved learning and employing automation tools, like Campaign Budget Optimisation and Automatic Placements, to optimise your campaigns. 

Diversify your ad creatives and tailor them to specific audiences, which can enhance ad relevance and engagement. Which in turn will help with conversions and budget optimization.

Plus, constantly test new ad creatives, ensure your ad copy resonates with your target audience’s interests, behaviours, and demographics, and harness the power of remarketing campaigns. 

The keys to successful Facebook ad campaigns are adaptability, innovation, and continuous learning.

If you want to chat more about how your Facebook ads sit within your marketing strategy and how we can utilise the platform better (or whether it’s even suitable for your business), it’s what Done By Nine does best.

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