Ads Manager is always changing and growing. When things worked just a few months ago, some of the strategies and tactics that worked may not work anymore, and features that were there last year may not even exist anymore.
The Facebook advertising landscape is always changing, so I’ve put together eight great tips to help you get to where you want to be. I’ve also written down some useful tips and found a few gems from well-known Facebook advertisers worldwide that you can use to get ideas for your own Facebook advertising.
Campaign Budget Optimization (CBO)
In 2022, Facebook announced that All accounts would have to use Campaign Budget Optimization (aka CBO). This was a new rule. This means that marketers need to learn it quickly.
In late 2017, Facebook made a big change to how campaigns were set up. In 2018, it made this change available to everyone. At first, the feature didn’t do very well for people who tried it, and many advertisers were worried about how little control they would have over their ads.
A lot of businesses started having a lot of success with CBO. This feature is now an important part of Facebook advertising strategies for many businesses.
There are a lot of different ways that Facebook CBO works.
So, the place where you set your budget moves from ad set level to campaign level. The idea is that Facebook will spend most of that money on the best-performing
In a standard setup, a lot of the optimization and learning happens at the ad set level. In a CBO, a lot more happens at the overall campaign level.
What does this mean in real life?
How about this? Well, I think of my ads as an animal pack. They’re off looking for purchases in the Facebook Ads wilds.
In a normal situation, they go off on their own, learning as they go and bumping into each other from time to time.
This is how it works: In CBO, the pack has a leader who sends them all off in strategic directions and then stands on top of a mountain to watch them hunt and see where the most food is.
They don’t all have to travel the same number of miles each day. There are a lot of big advantages to CBO over the standard campaign setup, like:
You can make big changes to the overall campaign’s budget with little effect on the optimization process. People who have smaller budgets might be able to make more efficient use of their money by testing many different things in one campaign and budget instead of spending money on many different ad sets.
It is easier for people who aren’t very good at advertising to set and manage their budgets.
There’s a chance that all of this might make CBO sound like a magic solution. On the other hand, CBO is something that you need to test, keep an eye on, and improve to get the best results.
Utilize Broad Targeting – You May Be Astounded!
Not too long ago, marketers would have talked about how you could target very specific groups of people on a very small level with your ads. This may still be the best way to get your name out there for small businesses.
However, for businesses that reach many people, there are two main problems with this strategy: higher CPMs and ad costs because the reach is smaller, and there isn’t a lot of room for growth.
If you start getting sales from a group of 50,000 people, that’s great at first. After a few weeks or so, you’re back to square one.
Also, Facebook updates and advancements in 2018 made it unnecessary to target a specific group of people, so you didn’t need to do that.
This is a big deal because Facebook’s machine learning algorithm has gotten so good that, if you have enough time, money, and creative/products that appeal to a wide range of people, you may be able to get more people to see your ad than you can get people who are curious in the same aspects as you.
As recently as a few years ago, lookalike audiences were hailed as the secret weapon of Facebook ads. They used to be the go-to for any advertiser. Even though Facebook stopped directly allowing third-party data to be used, advertisers worldwide have seen a drop in the performance of lookalike audiences since then. This is because of privacy concerns and GDPR, making it more difficult to use third-party data.
In many cases, people who have the same interests and even a wide audience as the people who look like them will do better than people who look like them. Even 1% of lookalikes aren’t as good as they used to be.
Advertisers in 2019 need to be careful with lookalikes and not expect them to work right away. Instead, businesses should test different groups of people who look like their customers (up to 8 percent and even 10 percent lookalikes). They should also try stacking lookalikes on top of each other to find the best ad sets.
Know and Understand Facebook’s Ad Policies
It doesn’t point if it seems like a lot of work to read and keep track of Facebook’s advertising rules.
With all the privacy issues and more people looking into the platform, Facebook is cracking down on people who try to abuse the system or give their users a bad experience with their ads. This is vital for anyone who wants to advertise on the platform.
Some ads used to be OK, but now they will get you in trouble for being “spammy.”
Every advertiser I know has ads that aren’t approved all the time, sometimes for good reasons and sometimes because the AI doesn’t understand what they are.
If this happens to you, be polite when you contact Facebook. They usually fix mistakes quickly. Remember that the person on the other side of your ads is a real person, so being polite can go a long way!
When appealing to disapproved ads or trying to get a banned ad account back, read the policy above and stay on the right side of the rules on Facebook.