Facebook Ads in 2018: Updates you should not miss

F

The year 2018 seems very promising for Facebook advertising especially in the field of AI and ML.

What’s new in Facebook Ads:

  • Facebook will conduct a series of tests based on the elements of Creative. Your final Ad will be the set according to the test.
  • According to the availability of data, Facebook will automatically switch the optimization objectives.
  • Other websites data will also be integrated with Facebook, and your Dynamic Products Ads will be displayed to an entirely new audience base.
  • Now it will be easier for you to allocate your ad budget between ad sets based on the performance

You must be hearing about those location-based ads from different sources. While people seem to talk about it but hardly anyone used it. Goods news! Facebook is offering target-based ads with actual value. Now you can remarket to your users directly from your offline businesses.

Now you can use Dynamic Product Ads for travel and real estate too. New collections of Ad format has been developed for eCommerce stores, which is inspired by everyone’s “Favourite “print catalog.

First, let’s learn some basics about a Facebook Ad Campaign:

Facebook Ads in 2018

Objectives

The type of ad you want to build is crucial while setting an objective. Also, Where your ad will be displayed is also something you must consider. However, according to power editor and ad managers, an objective is bit different. You need to modify your ad, length of your text, positioning, and size specification depending upon your objective.

Creative

When it comes to ad Creative, you need to focus on three major elements. Use these three elements in proper balance to create a perfect ad.

1. Ad copy

The length of a sentence and the usage of words make a huge difference for a user to determine if they want to click it or swipe it. You should create captivating messages that will make you stand out from your competitors and other Facebook posts. Many in-house teams still use weak and ineffective Ad strategies even though they know the importance of a perfect ad copy. Refrain from using the elongated copy as you might chop it off and use it in ad placements.

2. Image

For having a maximum impact, you must select and source the right image. For maximizing effect, you should incorporate copy within the limitation of Facebook and choose the optimal size according to your ad types. Otherwise, your image will be lower down to the size of a thumbnail.

3. Video

Using video in an ad is in a growing phase now. Even though most companies don’t feel confident about it, but for the right product, you might need a video ad.

Canvas

Canvas is the new Ad used by Facebook to target mobile users. Most of the companies are using it.

Targeting

Every month more than two billion people use Facebook. Facebook comes with a compelling audience selection tool, which you can use to target the ideal user base based on their interests, behaviours, and demographics.

Placement

With using power editor or ad creation tool, you can select the place where you want your ads to appear on Facebook.

Reporting

To learn the performance of your ads and campaigns you need to get yourself familiar with the Facebook Ads Manager features. While it may take a while for newbies to understand but,it is not that hard. This feature helps you to view a regular report of your ad’s performance. With the regular report, you can make valid interpretation and formulate creative strategies to improve your ads

Lead magnet development and integration with CRM

Along with many Facebook advertisers, your goal must also be to capture the email address of users. To help you with this, Facebook provides the Lead Generation ads. With a proper strategy, you can both create and expand your mailing list. To lure users to disclose their email address, you must create an irresistible lead magnet or freebie. However, getting a lead is not the primary objective. Follow-up is also quite crucial. How effectively you decide to follow up plays a significant role in your Facebook campaign.

Dynamic Creative

Split testing:

If you are a regular advertiser on Facebook, then you must be knowing that it is crucial to split test your ads and posts. With the split testing feature, you can analyze the quality of ads and figure out those ads that provide the best results. However, if you split test two different ads and they both turn out bad, it raises many questions. Are your ads not good enough? Are you targeting the wrong audience? Are you bidding low? The list goes on.

Even though you will learn a lot about ads through split testing, you won’t learn the overall marketing strategy.

Facebook now offers Dynamic Creatives feature, that assists you in conducting proper testing of creatives, which is impossible manually.  

Advantages of Facebook Dynamic Ads:

facebook dynamic ads

  •  Time friendly

With this new feature, you will be able to save some of your precious time that you spend on creating the perfect ad. To save time, you have to prepare a product catalogue or product feed in advance. A product catalogue comprises the list of products that you want to advertise on Facebook . To generate an ad, you need to feed some basic information in each of your ads. The basic information must include the name, ID, description of the ad, etc. Now the above mentioned process used to consume a lot of time. However, with this Facebook PDA feature, all you have to do is create just one template. Next, Facebook will retrieve all the information related to your ad by going through your product catalogue. Now no more busting your brain by doing the same work repeatedly.

  • Remove out-of-stock Products

Sometimes a user gets excited to buy a product. When they  click on the product and find that the product is out of stock, it leads to disappointment. Disappointing a potential customer is bad for business. With this feature, you can avoid disappointing a customer. If you are a regular user of Facebook Ads, then you must have faced this issue. Sometimes, even though after all the products have been sold out, Facebook still displays the ad of your out-of-stock products. Now, thanks to the product catalog, you don’t have to waste your money and  space. The Facebook Dynamic Ad feature enables the product feed to inform Facebook that a product is out of stock. After receiving the information, Facebook automatically removes the ad.

  • Reach more people

Facebook Dynamic Ads allows you to reach a larger user base. This feature will enable you to reach users no matter what devices they use. Now you can reach the user even if they use a smartphone. This feature was not available on Facebook Exchange. The new feature got a huge appreciation from all advertisers for its extensive reach. Now the dimension of marketing has changed. People are using mobile devices more to search a product compared to using a desktop. This feature will also give you relevant data regarding the sales generated through mobile devices.

  • Create ads that are more relevant

The Facebook Dynamic Ad makes it possible for you to target a particular group of audience. Let’s say you want to focus on those customers who haven’t visited your website for a long time. Maybe you want to create a particular ad targeting only those customers. Good news, now its possible. Facebook comes with new features in Ads Manager and Power Editor, which displays the options such as “people who have not visited in a certain amount of time” and “people who visited a specific website and not others”. With such innovative filters, you can segregate your audiences according to products, catalog them separately and target those audiences who are relevant to your ad.

  • Target specific people

The dynamic retargeting feature of Facebook will amaze you even more than the audience option. Using this feature, you will be able to recognize those users who viewed your product from the catalog. To boost your sale, now you can target a specific user with ads. This feature will inform you whenever someone sees a product from a particular product ID from your catalog. It will also notify you if the product has been added to the cart or sold. For example, if a person visits your website and looks at  specific number of products, then you can target the person with ads related to those products only. It will help you to find out the preference and likes of your audience, and you can focus on that customer with similar products or products they might like even more.

Some might think that the new Dynamic Product Ads on Facebook is similar to Google remarketing display ads, but they have dissimilarities of their own. Both Google and Facebook helps you to reach a huge number of potential customers automatically. Google shows many products from a wide range of advertisers based on specific terms while Facebook displays ads to those users who visited your website or app.

Facebook has opened up many possibilities for the advertisers around the globe by introducing Dynamic Products Ads. It does not matter what kind of products or services you are involved with, you will most certainly be benefited with Dynamic Facebook Ad. Apart from being beneficial in many aspects, it is an efficient way to reveal your products and services to the right kind of audiences.

To take complete advantage of this new feature, you have to visit facebook.com/business. You will get step-by-step guidance on how to create a product catalog. This link also gives you a fair idea of how to use the feature to reap the maximum benefit.

Setting dynamic creative is easy. While setting up an ad, put the Dynamic Creative option to ON. Now submit up to 10 images and text variations (up to 5 for each ad). Then facebook will automatically find the best combination of those elements according to your objectives and run the final creative running ad.

Optimizing your Conversion

With this option, you can launch your ads with an objective to “Reach”. After you have gathered enough data, it will automatically switch to “Conversion” mode.

Why is conversion optimization necessary for some brands?

To be more efficient for your website and audience, facebook pixels require data. For startups, using conversions as the primary ad objective is challenging. The same applies to brands that set up the pixel for the first time. In such a scenario, it’s hard for a business to launch ads that haven’t seen many conversions and didn’t know what type of users it should target to convert.

Usually, what you need to do is launching your ad keeping “Reach” as your objective. Then you have to wait for some purchases to happen. Then you have to relaunch the same ad with “Conversions” mode on. According to most of the advertisers, the above procedure takes a significant amount of time, and you won’t find enough time to do it manually.

Now Facebook has come up with a solution. While launching your ad you can select both the objective. At first, Facebook will start by optimizing for “Reach.” After pixels gather enough data, it will optimize your objective to “Conversions”.

As a result, your ads will be optimized efficiently, and you will enjoy a higher ROI.

Optimizing your Campaign Budget

Now you don’t have to check your ad sets manually. Also, you don’t have to allocate your budget between ad sets manually. The new campaign budget optimization feature of Facebook allows you to efficiently manage the budget between ad sets of your one ad campaign.

With the new feature, you can set up your daily or lifetime budget of your ad along with setting up bid caps and spending limits of your each ad set.

Reach to Multiple DPA reach with targeting Broad Audiences

Until now, on Facebook, you could target those users who used to browse your competitor’s websites and Facebook pages. You could focus on users who showed interest in your product or category. With features such as Interest filters/ lookalike audiences, you can now accumulate a massive base of new audiences who were unreachable as of now.

This feature is ideal for those advertisers who uploaded their product catalog on Facebook for Dynamic Product Ads (DPA). It is perfect for capturing a broad audience. It is best for startups who are going to compete with industrial giants or big names in the industry. Companies such as  E-commerce stores and travel websites don’t have the opportunity to attract huge traffic to remarket their product and services. With Dynamic Product Ads, such companies can attract new cold audiences from the broad audiences to their site.

Remarket to offline Users

Now you can re-market your product and services to offline shoppers as well. Facebook gather precise location of users and allows you to remarket users who prefer buying offline.

For all offline conversion events, Facebook offers a wide range of remarketing options:

Now integrating your facebook API with your point of sale system, you can effectively target your offline buyers. It will be even better if you use offline CRM systems such as Marketo, Zapier, Leeds bridge, and Salesforce.

You can target users who have shown interest in specific events through their Facebook event RSVPs.

Target offline walk-in shoppers through business locations.

While all CRM systems offer splendid results, they never allow advertisers to retarget offline leads. With the new location-based targeting feature of Facebook, you can merge offline and online marketing.

Dynamic Product Ads expands to various sectors:

Now facebook provides ad templates customized for each type of products, which makes it easier for you to remarket users who visited your website by showing them relevant ads. Not just E-commerce products, but you can now display ads relevant to real estate listings, flights, destinations, and hotels.

You can either retarget your users by exposing them to the exact listing they visited or show listings similar to them.

New ad format for e-commerce: Collection Ads

The collection Ad features many lifestyle images and videos. It also comprises several products. The new collection ads are somewhat similar to old printing catalogs. Your users will have a good look at the products, and with the lifestyle imagery, they will also be exposed to a convincing use context.

Low organic reach to be expanded all over the world

As of November 2017, Facebook in some countries has decided not to show any news feed of any posts from pages. Now over the course of 2018, the rules will be expanded globally, and users won’t be able to see posts from pages, no matter if they follow the page or not. With such update, it became harder for advertisers to use SMM efficiently. Now to boost your SMM content, paid delivery of all your social content is the only option.

When a social post achieves a basic level of reach, you have to assess its performance based on its engagement, before giving it a boost. Now, doing it manually seems time-consuming. To your rescue, Facebook has launched the new auto-boosting feature. With this feature, you can expose your content to your followers with ease.

 

About the author

Rachael Chapman

A Complete gamer and a Tech Geek. Brings out all her thoughts and love in writing blogs on IOT, software, technology etc

Browse by Category

JOIN OUR NEWSLETTER

Type e-mail address in the box below to receive latest news.

FOLLOW US