The only change which is constant is the Facebook Ads Updates
We looked over facebook ads update newsfeed and below are the key changes which we fill will matter for you. If you are running facebook ads from business manager it is important to be up todate specially when the facebook ads platform is always full of issues.
Check if you are using these new facebook ad features yet?
New Ways to Customize Your Ad Creative for Placements
Mixed formats will let you use a mix of image and video assets across different placements. Existing Facebook post customization lets you tailor your existing posts to better suit different placements. Multi placement editing enables you to customize your ads for multiple placements at once.
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Facebook Ads Review
A New Ad Preview Experience
We’ve designed a new expanded ad preview experience to help you see side-by-side previews of how your ad will look across different placements. We have added contextual entry points to Placement Editor, to edit and customize your media (images and video) for different placements. You will also be able to view and address any errors with the new error filter option.
Placement Taxonomy
When you choose ad placements in Ads Manager, they will now be grouped by how people will experience your ad across platforms. You will still be able to filter for placements by platforms and opt-in or out of specific devices.
Introducing Partner Onboarding in Business Manager
The new partner onboarding experience is designed with agencies and Facebook Marketing Partners in mind. Onboard new clients with the Business Manager to see all your partners, along with any shared assets, in one place, set up new partner permissions with a single request, and gain access to the assets you need.
Cost Cap Bid Strategy and New Bidding Experience
Cost cap is a third cost-based bidding strategy added to our previously available bid cap and target cost options. Cost cap is designed to help you maximize cost-efficiency while also driving conversion volume, getting you the most results within your desired CPA/CPI.
Event Setup Tool for Web
The tool lets you set up the key user actions and business outcomes that are required to drive Facebook campaign performance and measurement. You may find the product value if you have the Facebook pixel installed on your site but are not leveraging standard events or would like to add more.
Introducing ad relevance diagnostics
Over the coming weeks, a more granular set of ad relevance diagnostics in Ads Manager to replace the relevance score; these will measure performance across three dimensions — quality ranking, engagement rate ranking, and conversion rate ranking.
Video Performance Card
This new reporting feature shows key video performance metrics and a visualization of the percent of video plays that occur at each second of a video ad for the first 60 seconds. The report provides insight as to where people may be dropping off and whether or not they’re reaching the point of the video that delivers your business’ key message.
Additional Objectives for Ads that Click-to-WhatsApp
You can now create campaigns using Ads that Click-to-WhatsApp in Ads Manager for the traffic, conversions, and Page post engagement objectives, in addition to the objective of the previously available message.
New updates for facebook dynamic ad creative
Split testing for campaign budget optimization in Test and Learn
Test and Learn allows you easily create advertising tests that help identify the strategies that work best for your business by selecting one of our pre-populated questions. We recently added a new question that allows you to run a split test for campaign budget optimization.
Split testing updates: 3 new split testing features are now available globally.
These three new features allow you to incorporate rigorous testing and experiments into your existing workflows.
- Split tests can now be created from already running ad sets. This allows you to iteratively introduce new ads and ad sets, compare them against what is already running, and then seamlessly extend budgets to the winner of the split test.
- Test more than one variable at the same time. For example, you could test different creatives with different audiences.
- Split testing now supports the brand awareness objective, so you can easily run a split test on ads optimized to increase awareness for your brand.
New upload and sharing flow for Custom Audiences
New upload and sharing workflow for Custom Audiences created from a customer file within Ads Manager and the API. The changes include:
The ability to promote an existing Instagram post in Ads Manager is now available globally.
Custom Audiences from your Customer List
With Custom Audiences, you can reach customers you already know with ads on Facebook. Just upload a list of contact info like email addresses or phone numbers. You can also use info from your website or app. We’ll deliver your ad to those people if they’re on Facebook.
About Overlapping Audiences
Having overlapping audiences is not necessarily a bad thing, but it can lead to poor delivery of your ad sets. This is because when ad sets from the same advertiser are going to end up in the same facebook auction (meaning they’re targeting similar audiences), we enter the one with the best performance history and prevent the others from competing to get shown. We do this so your ads are not competing against each other, which can drive up costs and lead to inefficient uses of your budget. You can check if the two audiences you’re using are overlapping with our tool:
Create Instagram Ads From Page Posts in Ads Manager
How To Use Ad Relevance Diagnostics
When diagnosing an ad that isn’t meeting your advertising objectives, review ad relevance diagnostics to determine whether adjustments to your creative assets, post-click experience, or audience targeting could improve performance. Reviewing the diagnostics together gives you more insights than reviewing each diagnostic individually. The below chart can assist with interpreting a given combination of ad relevance diagnostics.
| Ad Relevance Diagnostics | Causes | Recommendations | ||
|---|---|---|---|---|
| Quality Ranking | Engagement Rate Ranking | Conversion Rate Ranking | ||
| Average or above | Average or above | Average or above | You’re all good! | Optimize for your advertising objective. |
| Below Average | – | – | The ad is perceived as low quality. | Improve the quality of your creative assets or target an audience more likely to perceive the ad as high quality. |
| Average or above | Average or above | Below Average | The ad isn’t producing conversions. | Improve the call-to-action of your ad or post-click experience, or target a higher-intent audience. Some products and services naturally exhibit lower conversion rates than others. If your conversions meet your expectations you may not need to adjust your ad. |
| Average or above | Below Average | Average or above | This ad isn’t spurring interest. | Improve your ad’s relevance to your audience (For example, by making it more engaging, interesting or eye-catching) or target an audience more likely to interact with this ad. |
| Below Average | Average or above | Average or above | The ad is perceived as low quality. | Improve the quality of your creative assets or target an audience more likely to perceive the ad as high quality. |
| Average or above | Below Average | Below Average | The ad isn’t spurring interest or producing conversions. | Improve both the ad’s relevance to your audience (For example, by making it more eye-engaging, interesting or eye-catching) and the call-to-action of your ad or post-click experience. Alternatively, target an audience more likely to interact with and convert from your ad. |
| Below Average | Below Average | Average or above | This ad is perceived as low quality and isn’t spurring interest. | Improve the quality of your creative assets while also making them more relevant to your audience (For example, by making them more engaging, interesting or eye-catching). Alternatively, target an audience more likely to perceive the ad as high quality and relevant. |
| Below Average | Average or above | Below Average | This ad is clickbaity or controversial. | Adjust your ad to more clearly represent the product or service you are advertising. Some products and services naturally exhibit lower conversion rates than others. |
| Below Average | Below Average | Below Average | There’s room for improvement across the board. | Try testing different targeting strategies, creative, optimization goals, post-click experiences, and so on. |
It’s more impactful to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings rather than on improving average rankings.
Rather than seeking the ideal creative or the ideal targeting, seek the ideal creative/targeting fit. The ideal creative for one audience might not be the ideal creative for a different audience. You can also target broadly rely on our delivery system to find the best people to show your ad to.
When an ad is meeting your advertising objectives
If an ad is already meeting your advertising objectives, reviewing ad relevance diagnostics may not be necessary. Sometimes high performing ads have below-average ad relevance diagnostics rankings and that’s OK. Optimize for your advertising objectives, not for quality ranking, engagement rate ranking, or conversion rate ranking.
About Managing Ad Volume
Ad Volume and Performance
The number of active ads in your ad account or from your Page plays an important role in achieving predictable, stable, and optimized results.
Each time an ad is shown, the Facebook ads delivery system learns more about the best people and places to show the ad. The more an ad is shown, the better the delivery system becomes at optimizing the ad’s performance.
When an advertiser runs too many ads at once, each ad delivers less often. This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimize performance. In other words, too many ads can result in worse performance.
To achieve more predictable, stable, and optimized results, advertisers need to be aware of active ad volume. Testing new creative and marketing strategies is still important. However, advertisers should balance these tactics with ensuring that the delivery system has ample opportunity to learn about each ad.
Note: There are limits on the number of ads and accounts you can manage.
Common Questions About Campaign Budget Optimization and Learning Phase:
If the above facebook ads update has been overwhelming, leave it to us. Our Social Media Marketing Agency has been running facebook ads for over 5 years and we have still not seen it all. Talk to us to discuss your social media marketing strategies. Its in these times where you need some outsourced help and expertise.
