Given the current data restrictions and changes to the online advertising landscape, Meta is having to alter staffing, re-assess priorities and change ad systems operation in order to keep advertisement revenue afloat.
This has resulted in inconsistent outcomes on both Facebook and Instagram, causing many advertisers consternation as they have had frequently alter their campaigns for optimization purposes.
Meta is aware of this and, as mentioned, it is revising its systems respectively. Recently, Meta debut its new ‘Performance 5’ framework in order to provide five data-backed methods that can optimally improve advertising onMeta platforms.
Meta:
“This new set of top tactics is designed to help small business advertisers looking to improve their ad performance, and reduce cost per action on their campaigns.”
Looking to help SMBs get the most out of their campaigns, Meta says that advertisers should focus on these key elements.
Power your ads with Performance 5.
Five data-proven tactics to improve ad results.
Meet Performance 5.
Making these five changes to your ad campaigns can help increase ad performance, lower cost per action and connect your ads with people most likely to buy.
1 – Conversions API
Connect your conversions data to power ad performance.
-13% cost per action (CPA) with the Conversions API implemented.
The Conversions API from Meta will directly connect yourMeta ads to web events, including things like website purchases or “add to cart” actions. This is also not impacted by Apple’s ATT changes because it establishes a direct connection between your CRM data and the Meta ads platform, facilitating improved data flow despite restrictions that may be in place.
2 – Simplified ad sets
Consolidate your ads, ad sets and campaigns for improved efficiency and performance.
+41% conversions (CPA) with simplified ad sets.
In layman’s terms, by making it easier for Meta’s automated systems to determine the right audience, you can see better results with your campaigns. This is due to the fact that consolidation of ads, ad sets, and campaigns will improve cost efficiency and performance.
“Leveraging similar creative among ad sets helps Meta’s delivery system work more efficiently and finds more opportunities for an advertiser’s budget.”
3 – Broad targeting
Reach more people who are likely to become customers.
-12% cost per action (CPA) with broad targeting compared to interest targeting
Performance advertisers have found that broad targeting produces better results for Facebook and IG ads than more refined, niche audiences. Meta’s key benefit has always been its focused ad targeting, however automated targeting is now improved and data restrictions limit the effectiveness of certain audience segments–making broad targeting a wiser choice in many cases.
4 – Mobile-friendly video
Drive conversions with video ads.
-12% cost per action (CPA) with mobile-friendly video compared to non-mobile-friendly creative.
As we all know, Meta vs TikTok will continue, so obviously video is one of its top recommendations. Advertisers who use mobile-first creative methods (vertical videos that are 15 seconds or shorter) spend less money on their campaigns than those who don’t . Therefore, it’s evident that short-form video is currently trending and advertisers should take this into consideration when planning their approach.
5- Ad testing
Run tests to confidently choose winning strategies.
-30% cost per result (CPR) with winning A/B tests compared to losing ads.
Meta’s last key recommendation is focused on A/B testing to gain more context about your campaigns so that you can make more informed decisions.
Ready to power your ad performance?
Jump into the Conversions API, the first Performance 5 tactic you need to drive performance and reduce cost per action when you run a web conversions ad. Contact me if you need help / assistant with this.
