Facebook Shows How to “Do More with Less”

The summary: you'll soon be able to do more of the things that you're not doing now because you'll be spending less time doing inefficient things.

What are you not doing now that you want to do? Where are you spending a lot of time that is not efficient?

The summary: you’ll soon be able to do more of the things that you’re not doing now because you’ll be spending less time doing inefficient things.

The rise of mobile video, complexity in attribution in proving social’s value, and getting smarter at sequential marketing (not just bottom of funnel conversion marketing) are key topics. If you weren’t there, here are a few takeaways that should help you:

  • Your tedious work is about to get automated away. Because the Facebook ads application programming interface (API) is open to everyone, now you can automate anything that is tedious. Would you automatically like to have ads paused if their ROI is low, creatives are burning out, or cost per click (CPC) too high?  How about multiplying out new creatives and monitoring performance?  There are open source scripts to do this, but you can write your own, too. Not an engineer? Not a huge deal to get someone else to help you. Main thing is that you must write down the “if this, then that” logic.
  • Get ready for some awesome enhancements to Power Editor and the Ads tool.
  • Dynamic product ads are killer for remarketing. And sometime in the next few months they will be open for audiences beyond remarketing.  Meanwhile use MPA (multi-product ads) for everything else. MPA is now called “carousel,” because you can have up to 10 images if you use the API. Normally, you can upload only 5 items in a carousel ad.
  • App install ads are coming to Instagram in Q3.
  • The buy button, which is currently for Shopify, will mainly stay with small businesses, since Facebook is not in the shopping cart integration business.
  • This will allow companies that serve many businesses to distribute costs across their all merchants, baked in as a “one touch button.” Imagine the campaign efficiency possible if you serve a network of dentists, restaurants, attorneys, real estate agents, and the like.
  • If you like custom audiences, you’ll love what Facebook is doing now. We like to say custom audiences are like butter, since everything is better with butter.  Expect that the creation of website custom audiences and lookalikes will be easier. So currently you might create a 1 percent lookalike audience, a 2 percent audience minus the 1 percent audience, 3 percent audience minus the 2 percent audience, and so forth. And for remarketing you’d have a 1 day audience, 3 day audience minus the 1 day audience, and so forth. You won’t have to manually deal with these buckets with the API.

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Tron Jordheim, CMO of StorageMart, explained:

I “like” where things are going with better automation and better audiences. This means we can spend our time defining great audiences and creating super content , rather than micromanaging campaigns. This also allows me to prove ROI on everything. Let’s get this party started!

The beauty of microtargeting is that it has high relevance, leading to high clickthrough rate, low CPC, and great performance.  But when you start to micro-target, the audiences are smaller, meaning that you don’t have scale.  But if you have a lot of ads, then in total you can have scale.

Emeric Ernoult, founder and CEO of AgoraPulse talked about where he’d like Facebook ads to head in the future.

agorapulse-emeric-ernoultWhat I’d love to do is to be able to create sequence of ads automatically, think of it as Aweber for ads. That would make my life much easier as I’m doing all this manually right now, and that doesn’t scale.

Sequential marketing via the API and more of the “heavy lifting” being done by Facebook means doing more with less for you. It’s no longer “conversion marketing,” which is bottom of funnel poaching of intent, but driving users through stages in “sequential marketing.”

Top image courtesy of GongTo / Shutterstock.com.

Publish date: September 4, 2015 https://dev.adweek.com/digital/facebook-shows-how-to-do-more-with-less/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT