How can I use Facebook's ad automation tool to de-stop traffic?
In this article, you'll find out how to use Facebook Power 5 ad tools to scale successful Facebook ads faster with real-time auto-optimization.
Facebook has launched its new Power 5 tool to help marketers use Facebook's machine learning to get better ads. These automated tools include automatic premium matching, campaign budget optimization, simplified account settings, automatic placements, and dynamic ads.
When power 5 tools work together, they can create better marketing results for advertisers and a better return on investment in e-commerce campaigns, as Facebook is using its data, statistical models, and machine learning to get as many of your customers as possible and optimize your ad delivery for optimal ad performance.
1, Facebook Auto Advanced Matching (Auto Advanced Matching)
Each visitor has a unique identifier from Facebook, which is passed back to the Events Manager via Pixel to read the data. The auto-match feature allows Facebook to better match site visitors to Facebook conversions using information that any user fills in, such as name, phone number, email, state, and zip code.
So suppose a customer clicks on your Facebook ad and is buying something on your site. When they fill in an order or shipping message with a name and address, Facebook will use that information to match a unique identifier from Facebook to create more accurate customer profiles. When a message is sent back to Event Manager for privacy reasons, it is not displayed.
In Settings, you can enable Automatic Advanced Matching and select the information you want to match when you need it.
Here are some of the benefits of using this feature:
Increase conversion rates. Facebook uses other information to match your conversion, so it's more likely to identify people who have converted from your ads.
Increase the size of your custom audience. Facebook can more accurately match more users, increasing the size of the site's custom audience.
Reduce conversion costs. Facebook can better identify your customers, so it can better identify other similar audiences and increase your conversion rate at a lower cost.
2, simplify Facebook ad account settings
Instead of using the same goals to create multiple Facebook campaigns (with multiple ad groups), Facebook recommends simplifying your account structure to ensure that your ad group is optimized and your budget can take longer.
The simplified account structure is an ad target with two to three ad groups in the campaign, each with five to six ads.
There are some benefits to using this policy:
Reduce audience overlap. Too many ad groups means that your ads may compete internally to reach the same people in different ad groups, which can lead to you losing your impression and increasing ad spending.
Let Facebook optimize its budget faster and better understand the ad groups it's running after reducing the number of ad groups.
3, Facebook Campaign Budget Optimization (Auto-Optimize Budget)
With this feature, you can set your campaign's budget at the campaign level, not at the ad group level. Facebook then uses machine learning to optimize ad performance by allocating budgets to better-performing ad groups.
Advertisers may favor specific ad groups and set their own budgets. But instead of favoring an ad group, the CBO allocates budgets to good ad groups to make your campaign work better.
To use CBO, you need to create a Facebook campaign and select a campaign goal. Then scroll to the bottom of the page, enable Campaign Budget Optimization, and enter the campaign's total budget when prompted.
Create ads the way you normally do and create multiple ad groups as needed. (However, if you follow the account simplification structure, we recommend that you don't create too many ad groups.) Facebook controls the cost of each ad group based on the effect.
Some of the benefits of using CBO include:
Reduce cost per conversion because Facebook actively seeks audiences that will make more money and spend its budget on those audiences;
Find out which ad groups are better.
4, Facebook Automatic Placements (Auto-Launch)
Facebook can place your ads in 17 ad positions (Facebook, Instagram, Messenger, and Audience Network) for all of its apps, and "Placement Automatics" is the default setting for all campaign types.
Auto-delivery uses machine learning to understand your audience and where they are more likely to spend time in your app. That way, Facebook can show your ads to its target audience at the right time, getting more impressions at a lower cost.
To use auto-delivery in your ad group, you'll need to check Automatic Placements.
Benefits of using auto-delivery include:
Reduce ad costs because ads can appear in low-cost placements, such as Audience Networks and Facebook Stories.
Increased frequency and impressions.
Conversion rates are higher. Facebook knows where audiences are more likely to get conversions and will adjust your ad placements to achieve that goal.
5, Facebook Dynamics Ads (Dynamic Ads)
With this feature, Facebook will only serve ads to Facebook users if their behavior triggers a specific event. For example, a customer visits your site and adds items to a shopping cart, but doesn't complete the purchase. You can use this behavior to trigger ads to encourage customers to complete transactions.
Dynamic ads are powerful because they target customers based on their exact behavior and send them highly relevant ads.
To create facebook feeds, you need to install the Facebook Pixel in the e-commerce store. Platforms such as Shopify, Woo Commerce, and Magento have special integration to add facebook Pixels to your e-commerce store, so you can set up them in a few simple steps.
Alternatively, you can ask web developers to help you set up on the platform using Google Tag Manager.
Dynamic ads require you to set up three parts of your Facebook Pixel to work:
The basic code for page views, so Facebook can track what users are browsing;
For example, adding to a shopping cart or buying behavior;
Product or category ID. Facebook needs to know which products or categories people view or shop to trigger ads.
Suppose you want to create a dynamic ad to sell socks to anyone who buys shoes. Facebook needs to determine which behaviors trigger the purchase of shoes to see when to show your sock ads to those people.
To run dynamic ads, you need to use Business Manager to set up your Facebook catalog. The product catalog is a link between your inventory and Facebook to get product details, links, descriptions, and images from the store for Facebook to use.
Similarly, most e-commerce platforms support this feature, and you can create a product catalog in a few simple steps. You can also manually upload a product catalog or create a product catalog using a CSV file that contains all product information.
To set up a product catalog, you'll 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 your own product information or connect to your e-commerce platform by choosing from Facebook's list of integrated partners.
Facebook's e-commerce partners have their own setup instructions and may need to install additional plug-ins or codes on your site.
To set up your product catalog manually, select the manual settings option: Upload Product Info. Then enter the name of the product catalog, select the Business Manager account to which it will connect, and then click Create.
Open a new catalog so that you can add products to it. Select Products in the left navigation bar, and then click Add Products on the right.
You can upload products in three ways:
Add it manually: Fill in the information yourself and upload the product picture to the template. (This option is recommended for less than 50 products.) )
Use Data Feed: Upload a CVS file in the correct format that contains all product information.
Connect to Facebook Pixel: If you have Facebook Pixel installed and all product information added, you can link to Facebook Pixel. If someone looks at the product on the website, they upload the product information. (This option is time-consuming and unreliable.) )
Once you've loaded all your products into your product catalog, you can set up product groups for dynamic ads.
If you want to run a new ad for socks for people who buy shoes on the site, you can set up different product groups for shoes and socks.
In The Catalog Manager, you can create product groups based on the criteria selected, such as brand, price, category, or individual SKU.
The following example creates a product group based on a specific product.
Once you're done creating a product catalog, you're ready to create dynamic ads.
In Ads Manager, select "Catalog Sales" as your campaign goal.
If you manage multiple stores or set up many catalogs, make sure that you select the correct catalog from the Catalog drop-down menu.
When you create an ad group, select the product group you want to promote. Alternatively, you can use the default setting, which displays the entire directory.
To create a dynamic ad, you need to choose the option to reposition the user. You can also use catalog sales to sell products to new audiences, but for dynamic ads, you need to reposition to deliver the right messages to people who have previously generated interactions.
Then set the trigger for your ad to run. Facebook allows you to append and cross-sell products, help restore abandoned shopping carts, encourage visitors who have seen the product to buy items, or create custom behavior combinations.
You can also select a time range for this feature. Select a date range and Facebook will serve ads only to people within that date range.
Catalog sales ads extract descriptions, product images, and prices from the catalog and use them to create creatives. You can choose the Carousel, Individual Image, or Collection ad types to show your products.
After that, decide how to display the catalog information in your ad. Facebook allows you to change the description of your product, add frames, add catalog information, and select the image you want to display if there are multiple images for the same product.
Once you've arranged your ad layout, click Publish.
You need to remember that catalog ads are dynamic, and Facebook displays images or products that it thinks are more likely to interact with customers. As a result, your ads may show different products at different times.
Dynamic ads run only after they are triggered, so your ad budget can be low and you'll be charged only if they see your ad.
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