Tag: Facebook

Meta Best Practices for Analyzing Results of Aggregated and Delayed Data in Campaign Reporting

Post author By justin
Post date May 4, 2022
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referenced from: https://www.facebook.com/business/help/174502954890159

Data may be delayed up to 72 hours as a result of on-going changes related to Apple’s iOS 14 or later versions. Please keep the following in mind when analyzing performance of web and app conversion campaigns.

Allow time before you analyze performance: Try to give your campaign at least 72 hours or wait for the full length of the optimization window selected before evaluating performance for conversion-optimized campaigns. Given the nuances of delayed data and modeled reporting, daily assessment is still possible for campaigns, but waiting should help you get a more accurate picture of performance.

Analyze the campaign, not the creative: Where possible, analyze reporting at the campaign level. While ad set and ad level assessment is possible, estimated conversions rely on data that are aggregated at the campaign level and reported with a delay. Please take this into account when assessing ads performance.

Ensure your conversion events are aligned with your priorities: Check the order of your 8 events to ensure purchase is ranked as the first, if purchases are the priority for you. Configure web events using Aggregated Event Measurement.

Best Practices For Mobile Video Ads

Post author By justin
Post date May 4, 2022
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referenced from: https://www.facebook.com/business/help/144240239372256?id=603833089963720

Below are best practices to create mobile video ads for Facebook, Instagram, Messenger and Audience Network.

Keep your videos short: Make your video length 15 seconds or less so that people are more likely to watch until the end. Video ads that are 15 seconds or less are also eligible for Instagram Stories and Facebook in-stream placements. If you want to use existing video that wasn’t originally made with mobile in mind, trim it down.

In general, we recommend that you keep your videos short, but some placements do support longer videos. Instagram Feed and Audience Network placements allow videos up to 120 seconds, while Facebook Feed, Marketplace and Messenger Home support videos up to 240 minutes.

Capture attention quickly: Put the most compelling part of your video at the very beginning to grab interest. We suggest that you do this within the first 3 seconds.

Use vertical or square video: Most people hold their phones vertically so choose a vertical or square aspect ratio to cover the most screen area. Try 4:5 vertical video ads, which work well across Facebook, Instagram and Audience Network. You can also crop your video for each ad placement.

Feature your product or brand message early: Just as you want to capture attention quickly, showcase your brand identity right away so people see and remember it. If you use an existing video, edit it so that your product or brand features early within the first 15 seconds.

Design for sound off: People choose to watch videos with sound off in many situations, such as in public places. Use text and graphics and use captions whenever possible.

How To Use Ad Relevance Diagnostics [Meta]

Post author By justin
Post date May 4, 2022
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Original post: https://www.facebook.com/business/help/436113280262012?id=561906377587030

Note: Ad relevance diagnostics replaced Ad Relevance Score

High relevance is correlated with high performance, but it’s not always the reason for high performance. As such, use ad relevance diagnostics to diagnose underperforming ads – not to optimize ads that are already meeting your advertising objectives. Achieving high ad relevance diagnostics rankings should not be your primary goal, and doesn’t guarantee an increase in results.

When an ad isn’t meeting your advertising objectives

When diagnosing an ad that isn’t meeting your advertising objectives, review ad relevance diagnostics to determine whether adjustments to your creative assets, post-click experience or audience targeting could improve performance. Reviewing the diagnostics together gives you more insights than reviewing each diagnostic individually. The below chart can assist with interpreting a given combination of ad relevance diagnostics.

It’s more impactful to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings rather than on improving average rankings.

Rather than seek the ideal creative or the ideal targeting, seek the ideal creative/targeting fit. The ideal creative for one audience might not be the ideal creative for a different audience. You can also target broadly to rely on our delivery system to find the best people to show your ad to.

When an ad is meeting your advertising objectives

If an ad is already meeting your advertising objectives, reviewing ad relevance diagnostics may not be necessary. Sometimes high performing ads have below average ad relevance diagnostics rankings and that’s OK. Optimize for your advertising objectives, not for quality ranking, engagement rate ranking or conversion rate ranking.

Meta Best Practices for More Accurate Reporting and Better Performance

Post author By justin
Post date May 3, 2022
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Original post: https://www.facebook.com/business/news/best-practices-for-more-accurate-reporting-and-better-performance

By Goksu Nebol-Perlman, Director of Product Marketing, Ads, Meta

Last September, we began a conversation with you about the products we were building in order to help improve your performance and measurement on our platforms. Since then, we’ve completed the roll out of those product improvements. Today, we’re sharing that we now estimate—in aggregate—that we’ve closed the underreporting of iOS web conversions from 15% in September down to approximately 8%.¹ While the factors that lead to underreporting may vary between advertisers and even campaigns, one of the main reasons for this improvement was that many advertisers have adopted the best practices we recommended.

As we continue to build ad solutions that can do more with less data, we expect some level of underreporting will remain as part of our baseline. However, we remain committed to helping your business succeed and grow as we adapt to ecosystem changes together. So, in addition to the best practices we provided in September and October, below is a list of actions advertisers can take right now to help optimize and measure your ad campaigns.

Reporting Best Practices for Web Conversion Campaigns

For those running web conversion campaigns to drive sales off of Meta’s platforms, we recommend you:

Integrate with the Conversions API: Advertisers sending their events through the Conversions API can better measure ad performance and attribution across their customer’s full journey, from discovery to conversion, while offering the same privacy protections we’ve put in place across our other Business Tools. To set up the Conversions API, the quickest and easiest ways are to use a commerce platform or the Conversions API Gateway—neither of which require developer resources.
Verify all domains: Help us know that the domains where the conversions most important to you take place (such as a purchase) are connected with your business. Verification is especially important if you value conversions across multiple domains (e.g., if your website uses redirectors or geo-redirects). This should ensure the proper account has the authority to prioritize events and enables event measurement for opted-out iOS users from associated web pages—for example, when a user clicks on an ad and lands on jaspersmarket.com, but later purchases through jaspersmarket.co.uk based on the user’s geographic location.
Ensure your conversion events are aligned with your business and campaign priorities: Be sure to check the order of your 8 events in Events Manager to ensure your most valuable goals are ranked first. For example, if purchases are your top priority, make sure purchases are in the number one spot.
Allow time before you analyze campaign performance: Given the nuances of delayed data and modeled reporting, give conversion-optimized campaigns at least 72 hours (or wait for the full length of the optimization window selected) before evaluating performance.

Reporting Best Practices for App Conversion Campaigns

For those businesses running app conversion campaigns to drive in-app actions such as installs, we recommend you:

Use a 24-hour conversion window: To help our system best optimize for the fastest and most predictable feedback cycles, use a 24-hour conversion window. You can use a longer conversion window, but this may impact optimization opportunities.
Optimize for your business objective: This helps our system optimize for what most closely aligns with your business goals. For example, if your main goals are app installs and cost per install, then you may want to optimize for Mobile App Installs.

And as we stated in September, we continue to adapt quickly and provide transparent communication when we discover bugs that impact measurement. For example, last week we resolved and promptly communicated to relevant advertisers a bug that temporarily led to underreporting of offsite conversion metrics for some web and app campaigns. The changes we made to resolve the issue improved the measurement for affected metrics.

While measurement issues have made decision-making more challenging, the outcomes we drive for you are ultimately what matter most, and we know that adopting these best practices can help there as well. We also have additional strategies outlined below that can help increase performance.

Strategies to Increase Performance

We also offer tools that help drive performance using machine learning, like automatically finding the most relevant audiences. For example, our internal lift studies showed that Detailed Targeting Expansion, which uses an advertiser’s targeting preferences, such as interests, as a guideline to find additional audiences, had a 37% lower median cost per incremental conversion than when not used.²

Additionally, consider showing your ads across 6 or more Placements, like on Facebook Marketplace or in Instagram Stories, giving our system more flexibility to control costs and get you better results. This can also be achieved by using the Automatic Placements option when setting up campaigns.

Finally, for our advertisers running app install campaigns, we offer Automated App Ads. Our internal tests showed that Automated App Ads saw a median 6% lower cost per install and a median 9% lower cost per action than a manual app install campaign setup.³

As we progress through 2022, we will continue to update you on how to increase your performance on our platforms and ensure you’re able to build and grow your business.

Facebook Dynamic Experiences

Post author By justin
Post date May 3, 2022
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original reference: https://www.facebook.com/business/help/1720288338140238

Dynamic Experiences is for ads using a single image or video. It automatically creates multiple variations of your ad and shows a personalized variation to each person based on what they’re most likely to respond to.

You can create ads with dynamic experiences using the Traffic or Conversions objectives with website destination to help drive performance and deliver more tailored ads to each person.

When you create an ad with dynamic experiences, you can add a single image or video and a variety of text options. Meta will automatically create variations of your ad with different text combinations, media enhancements and compositional changes. Your creative inputs, ad setup and placement selections determine which variations we automatically create.

Meta suggests that you include a variety of text options to maximize performance. They’ll show each person the variation they think they’ll best respond to.

The following are some of the types of media enhancements and compositional changes that can occur in this ad creation flow to automatically optimize your creative, when likely to improve performance:

Media enhancements: increase the quality and user appeal of the image or video provided. Examples may include the following and more:
- Adjusting image brightness and contrast: We will adjust the brightness and contrast of your image.
- Applying Artistic Filters: We will apply filters that sharpen, adjust the color temperature or add a vignette or radial blur.
- Varying Aspect Ratio: We will show either the original or cropped version of your image depending on which is more likely to improve performance.
- Adding Templates to a Feed Image: We will use a set of templates designed to help your image fit Feed placements.

Ad-level Compositional Changes: Adjustments to the display and arrangement of components within or around your ad based on what the people seeing your ad will likely respond to. Examples may include the following and more:
- Adding Labels: We will add a label to highlight a helpful aspect of your business from your Facebook Page, such as Likes or ratings.
- Displaying relevant Facebook comments: We will display the most relevant Facebook comment below your ad.
- Text Combinations: Text you provide may appear as primary text, headline or description. Text edited for specific ad placements will not be swapped with text outside of that placement.

Below are examples of some of these enhancements.

When using Dynamic Experiences your images and videos may show with any text or placement that you’ve selected and they may be cropped or adjusted when it is likely to improve performance. Your text options may appear as a headline, primary text, or description. The variation presented will be based on what Facebook anticipates that each person is most likely to respond to, so you will not see every possible version in your Ads Manager preview.

Facebook Bid Strategy Options

Post author By justin
Post date May 3, 2022
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Meta renamed some of their bid strategy options to make them easier to understand and compare.

Previous name	New name
Lowest cost	Highest volume
Cost cap	Cost per result goal
Minimum ROAS	ROAS goal

The highest value and bid cap bid strategies continue to go by the same names.

Meta offers 3 types of bidding: spend-based, goal-based and manual.

Spend-Based

Focus on spending your full budget and getting the most results or value possible.

Highest volume: Maximize delivery and conversions you can get from your budget. For example, an event planner may use Highest volume to get as many people as possible to attend an upcoming music festival, where cost per attendance doesn’t matter.

Highest value: Spend your budget and focus on highest value purchases. For example, a florist may use highest value to sell as many bouquets as possible, while focusing on selling more expensive bouquets to maximize value.

Goal-based bidding

Set a cost or value you want to achieve.

Cost per result goal: Strive to keep costs around the cost amount regardless of market conditions. For example, a retailer optimizing for purchases may set their cost amount to a cost per purchase that will keep them profitable on average. Note: Adherence to cost per result goal limits is not guaranteed.

ROAS goal (return on ad spend): Aim to keep return on ad spend around an average amount over the course of your campaign. For example, if you want your budget of $100 to produce around $110 in purchases (or a 110% return), you’d set your ROAS control at 1.100. Note: Adherence to ROAS amount is not guaranteed.

Manual bidding

Control how much you can bid across ad auctions.

Bid cap: Set the maximum bid across auctions, rather than allow Facebook to bid dynamically based on your cost or value goals. Bid cap is meant for advertisers who have a strong understanding of predicted conversion rates and can calculate the right bid.

Facebook CBD Policies

As of 11-02-2021 per Facebook Agency Rep

Facebook prohibits ads that promote CBD or ingestible hemp products. For ads that do not promote these products, but that may direct to a landing page featuring a variety of products, their ads review system does not consider the incidental presence of hemp and non-ingestible CBD products on the landing page a violation. This is intended to minimize unnecessary ad disapprovals for ads promoting compliant products whose landing pages may promote many different types of products.

However, if the ad directs to a landing page that is primarily focused on selling prohibited products, this will be considered violating. For example, if the ad content provides information on the benefits of a prohibited product, including CBD or ingestible hemp products, and/or the ad’s landing page is primarily designed to sell the prohibited product, this is considered violating.

Ads must not use information on a specific product to bait people to click and purchase the prohibited product on the landing page.

Ads that are informative of the benefits of a specific CBD or ingestible hemp product can direct to websites with additional information. The ads review system reviews different elements of an ad–like text, images, and landing pages–for violations of our policies. If they detect a violation, including ads that promote CBD or ingestible hemp products, they will reject the ad.

Allowed:

Sale of Non-ingestible hemp (ex: topical hemp seed oil): Allowed as long as the ad complies with all other Advertising Policies

Potentially Allowed: Please read below for more information

News articles on CBD and hemp: Typically allowed – Advertisers may promote informational articles on CBD and hemp products, but it will be considered violating if it is intended to promote a product that is prohibited.
Marketplace landing pages with sale of non-ingestible CBD and hemp products: Potentially allowed – Ads must not promote CBD or ingestible hemp products. For ads that do not promote these products and link to a landing page with a variety of multiple products unrelated to CBD/hemp, the landing pages may include non-ingestible CBD or hemp products if it is incidental. However, landing pages that promote CBD or ingestible hemp as the primary focus of the page is not allowed.

Not Allowed:

Sale of Ingestible hemp (ex: hemp milk): Not allowed – ads may not promote ingestible hemp products
Sale of Ingestible products with hemp ingredients (ex: products with use of hemp seeds): Not allowed – ads may not promote ingestible hemp products
Sale of Non-ingestible CBD (ex: topical CBD oil): Not allowed – ads may not promote CBD products
Sale of Non-ingestible products with CBD ingredients (ex: clothing infused with CBD): Not allowed – ads may not promote CBD products
Sale of Ingestible CBD (ex: CBD pill, CBD gummies): Not allowed – ads may not promote CBD products
Sale of Ingestible products with CBD ingredients (ex: coffee infused with CBD): Not allowed – ads may not promote CBD products
Information on stores to purchase CBD and hemp: Likely not allowed – This may be a method used to promote stores that sell prohibited products and would be considered violating.
Marketplace landing pages with sale of ingestible CBD products: Not allowed. Ads must not direct to a landing page that promotes ingestible CBDproducts. Even if the ingestible CBD product is incidental, this is not allowed.