As Meta continues to evolve its ad systems to help mitigate rising restrictions on user data, it’s also informing new best practices to ensure that you’re getting the most out of your campaigns.
A key approach on this front is Meta’s ‘Performance 5’ framework, data-backed tactics that Meta had developed to align with the latest systematic shifts, which utilize the latest tools in your arsenal to optimize performance. Meta recently shared some new tips on this front, which are practical steps that you can take with your campaigns, in line with this approach.
Optimized Campaigning
You can read Meta’s full Performance 5 tips here. We’ll be summarizing them below. To start, the 5 tips are:
Simplify Your Account
Utilize Automation Tools
Differentiate Your Creative
Use The Conversions API
Utilize Conversion Lift Measurement
Simplify Your Account
Meta says that this is the foundational element of the Performance 5 approach, stating that using a more simplified ad structure, that ensures that its system can better identify performance trends, thus maximizing results. The simpler, the better.
Utilize Automation Tools
Meta’s evolving automation tools, via its Advantage+ suite, utilize Meta’s AI systems to target your ads, based on algorithmically identified trends and responses. Many advertisers have been seeing improved responses through Meta’s automation tools, and by tapping into the same, that ensures that Meta’s systems are upping their overall capacities.
Differentiate Your Creative
Variation is also important, with Meta recommending that advertisers create different iterations of their creative elements to deliver more relevant messages to specific audiences. Diversify your ads, messaging, and visuals, at least that’s what Meta recommends.
Use The Conversions API
Meta also recommends that advertisers use its Conversions API to augment their on-platform campaigns with their own data. In short, while there’s now fewer data being fed into Meta’s systems, you should use what available data you have, which is where the Conversions API comes in.
Utilize Conversion Lift Measurement
Lastly, Meta recommends that advertisers use Conversion Lift to measure performance. Meta suggests using comparative tools to get a better idea of relative ad performance and optimize from there.
The Wrap
These are some useful tips, which align with Meta’s evolving automation tools and approaches, and should ensure better performance by utilizing the tools and processes that Meta has built specifically for this purpose. Basically, Meta has less insight to go on, and these processes maximize the inputs that it does have, while also tapping into its improving automation process, which will maximize your campaigns.
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