This week I sat in on a Facebook Blueprint webinar and listened to Rick Mulready’s Q & A podcast and learned a couple important points of emphasis about Facebook ads I’d like to pass on.
For those of you that use Facebook’s retargeting ad feature by embedding the conversion pixel on a landing page or web page and then using that to generate a custom audience, just a heads up here. Facebook is now flagging accounts that have specific language around retargeting such as “I noticed you checked out such and such.” According to Facebook, this implies to the user that you have been tracking their behavior which is a huge no-no in Facebook’s privacy culture. Instead of using the words you and your, Facebook wants advertisers to concentrate on the product.
Ad Review Process
In addition to reviewing your ad for copy, image, and so forth, Facebook is also checking out any landing page or web page you are sending people to in order to check for compliance with their advertising policies. Just be aware that if you get an ad rejected, it may have to do with your landing page so check their ad policies here.
Paid traffic and Facebook expert Rick Mulready now recommends that advertisers test the “All Placements” automated option for placing ads rather than breaking out specific options for targeting such as mobile or newsfeed. Mulready claims that there is evidence Facebook’s algorithms are getting much better at attracting traffic to your ads in all locations. Part of this had to do with the new Facebook page layout and part to increasingly sophisticated algorithms. He encourages advertisers to test that option for maximum results.
How To Increase Your Budget
Mulready and other Facebooks experts have always advocated that incremental increases in successful ads will always bring the best results. He recommends budget increases of 25% or less and then giving ads a few days “in the new pool” to see results. Because of Facebook’s sophisticated ad value formula, too much of a budget increase puts your ad in a new competitive category with other advertisers and initiates a new process for a relevance score. Also audience targeting just goes back to square one which may result in poor ad results.
A couple quick reminders:
- Always remember: never tweak an ad already running. Copy the ad and start a new run. Tweaking an existing ad confuses the ad algorithms.
- If your ad is not performing well or quits delivering it is because Facebook cannot find an “opportunity” to deliver your ad under the guidelines you have stipulated. Just because you choose an audience and put in a budget does not guarantee ad delivery. You are in competition with all the other advertisers for that audience. Keep in mind the competition for advertising spots these days is staggering.
- Make sure you have a Facebook pixel installed on your website so Facebook can be gathering data on your website visitors to form future audiences for your ads. The key to ads in the future is going to be targeting. The more you can target “warm audiences” or people that are already aware of you, the better results you will have.