Making use of machine learning to get more value from your Facebook campaigns

If there’ s one thing the last few months possess taught everyone, it’ s that will Facebook has a vast amount of information about its users.

Obviously, the recent scandals have forged this revelation in a distinctly detrimental light — some users really feel uncomfortable with their private data becoming shared.   A handful of large manufacturers such as Mozilla and Commerzbank took a stand against the platform more than security fears.

Yet amidst all the doom and gloom, we marketers shouldn’ t reduce sight of the fact that data, when utilized appropriately and securely, is a present. It allows us to run campaigns which are both highly effective for advertisers plus relevant to users, thereby minimizing the amount of annoying or useless ads they’ re bombarded with on a daily basis.

But that rich information isn’ t solely used for concentrating on purposes. When running Facebook advertisement campaigns, you’ re presented with a number of automated optimization options which, utilized correctly, can help you to run more efficient plus effective ad campaigns.

Let’ s look at some of the methods for you to use Facebook’ s highly advanced machine learning to improve the performance of the campaigns, with proven examples of the success of the claims.

Campaign objectives

Having worked in other channels just before social, one of the first things I noticed plus loved about the Facebook Ads Supervisor is that it forces you to select a target for your campaign.

I’ ve seen countless examples of lookup or display campaigns that are seeking to be a jack-of-all-trades, and they inevitably find yourself master of none. “ I want this campaign to achieve great achieve, a high volume of clicks, and of course an optimistic return on advertising spending (ROAS). ”

Sound familiar?

All too often, advertisers can overlook that if you want to achieve multiple goals, you need multiple campaigns. But Fb doesn’ t let you forget:

When each brand new campaign is created, think carefully about what you’ re trying to achieve, and select properly from the 13 options at your disposal. In case you’ re trying to achieve 2 of those objectives, create two promotions.

That campaign goal isn’ t just a vanity feature. It tells the Facebook criteria who it should be putting your advertisements in front of. If you choose Video Sights, the algorithm will put your own ads in front of users within your potential audience that it knows are more likely to complete video clip views.

At Merkle (my employer) we’ ve observed dramatic results from ensuring campaign goals accurately reflect a client’ h needs. We once took over operating Facebook activity for a new utilities-sector client and noticed that, despite it being generously clear their main objective has been account switches, all campaigns had been using the Traffic objective.

It’ s not possible to change the campaign objective post-launch, so we chose to rebuild from scratch and switch to Conversion rate. By making that one simple change, the particular team was able to achieve a 40 % increase in account switches and remain well below target cost for each action (CPA).

Top tip: Customers Facebook deems “ clicky” are generally very expensive, and you often find that advertisments with a Traffic objective can have a good unexpectedly high cost per click (CPC).

As an alternative, consider using a Conversion rate objective, but select a custom transformation higher up the funnel than the last purchase or sign-up —   e. g., a page view or even getting a quote.

This way, you’ re not entering the particular fray with all the other advertisers competing for those clicky users, but the criteria still has enough data to get people likely to come to your site.

Placements

Much more when Facebook was just Fb. They now own four from the top 10 most downloaded apps on earth: Facebook, Messenger, Instagram and WhatsApp.

And while they’ ve yet to monetize WhatsApp being an ads platform, Messenger and Instagram are available as placements in your Fb campaigns.

They sit down alongside the Facebook Audience System (FAN) and In-Stream as option inventory to be taken advantage of.

It’ s clear why Fb expanded placements in this way: The more advertisements they can serve in more places, the greater money they can make. But there’ s a big advantage for marketers, too. By selecting all positions by default, Placement Optimization can occur.

This is where the Facebook protocol can decide where to serve your own ad based on where it can accomplish the lowest cost per thousand thoughts (CPM). For a large entertainment customer, we found that using Positioning Optimization achieved a CPM twenty percent lower than when just the Fb newsfeed and right-hand column had been manually selected.

Moving outside of the Facebook newsfeed does bring some risks, though.

FAN, Instant Articles and In-Stream all carry brand safety dangers. While Facebook has provided tools in order to mitigate this risk, such as blocklists and category exclusions, there may be some instances where brand safety is such a worry that a slightly higher CPM is a small price to pay to just show on the newsfeed.

We all also see varying degrees of achievement with different placements. Where the FAN can perform reductions in CPM with some customers, for others we’ ve seen this perform poorly and decided to take it off. I would recommend starting any new strategy with all placements selected, and then frequently evaluating performance and adjusting your own strategy as needed.

Ad delivery

Along with using campaign objectives to help Fb decide to whom to serve your own ads, at the ad set degree, you can go one step additional by selecting how you want to “ Optimize for ad delivery. ”

The options at your disposal depends on the campaign objective you chosen and will allow you to further home within on exactly the right users to obtain your goals.

Lately, Value has been added to this drop down menu where you select a Conversions goal. So , instead of just optimizing your advertisements toward users who are likely to develop a conversion, Facebook can deliver advertisements to people it deems likely to create high-value purchases, thereby increasing the particular ROAS of your campaign.

We’ ve recently been testing this and have noticed some great success. Of a selection of customers testing Value against Conversions, we all found that, on average, optimizing towards Value improved ROAS by 110 percent!

However , there is an exception: one large retail customer saw that their ROAS had been 40 percent lower optimizing toward Value, and we decided to switch to Conversions.

But all of that teaches us is that there are couple of hard and fast rules when it comes to running Fb campaigns. Testing is absolutely vital, plus Facebook’ s split-testing feature allows you to accurately test a single optimization option against another to determine which is best for your campaign.

Final thoughts

Device learning and automation are sizzling hot topics in the industry, but as with several hot topics, it can be hard to find whether there’ s substance at the rear of the hype. Is it actually helpful, or just a buzzword?

Facebook’ s combo of innovative ad products and rich user information means that it’ s actually really worth trusting them to make some decisions. These people know a huge amount about the people you’ re trying to target, more than you can ever hope to learn with all the researching the market in the world.

So , try out as many of these options as you can, ensuring to remember that what works for one strategy may not work for another and that you should be continuously evaluating performance.


Opinions expressed in this article are of the guest author and not always Marketing Land. Staff authors are usually listed right here .


Regarding the Author

Laura Collins can be Paid Social Director at UK-based paid media agency, Merkle|Periscopix. Within her five years in electronic marketing, she has acquired in-depth understanding of Facebook, Twitter, AdWords, and several various other platforms. She has managed accounts throughout a range of sectors with a specialization within finance & retail. Laura is really a regular contributor to Marketing Property and recently spoke at PAY PER CLICK Hero Conf Philadelphia and SMX London.

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