How Brands Can Improve Ad Performance Today
Every day, change is inevitable among online platforms. So, digital marketers have to be agile with their approaches and strategies. Just like last April, Apple implemented a data tracking prompt. It needs the permission of an iOS user to opt-in or out to data tracking. Such a change has a big impact on social media networks. Facebook, for one, largely depends on 3rd party data to optimize its analytics. But Apple’s data tracking prompt has significantly limited the platform’s access to it. As expected, many iOS users opt-out of data tracking.
Thus, as a social media agency Hong Kong highlighted, marketers need to find a way to counteract the effects. They need to find alternatives on how brands can improve ad performance today. Let us explore some Facebook pro-tips on how we can do it!
BEST PRACTICES FOR BRANDS TO IMPROVE AD PERFORMANCE TODAY
Analyze the campaign itself and not its creatives. After Apple’s data tracking prompt, brands and businesses should not rely on the performance of a given ad creative alone. It is better to analyze the campaign performance as a whole. Treat the performance of a single ad creative as a learning phase. Then, compare the ad with past campaign results. As such, consolidating the data can bring you a better chance of creating effective ads in the future.
Consider all of the data and tools available on Facebook. A digital marketing speaker Hong Kong recommends considering all Facebook data and tools to improve ad performance today. It means checking all the data that you have gathered both offline and online to create a persona of your target audience. In the absence of 3rd party data tracking, The Facebook algorithm may be underreported. So, it will be prudent to review all measurements available on your end.
Continue to learn via experimentation and testing. Facebook today has put in place new audience strategies, bidding, and ad format. The changes aim to help brands improve ad performance in the absence of data tracking. Experimenting and testing new ad formats, audience targeting, and bidding can help brands and businesses identify what works and what does not work. It will also be wise to tap into the lessons of case studies shared by Facebook to boost ad performance.
Lengthen the wait time before analyzing ad performance on Facebook. In the absence of 3rd party data, it may take time to model the report of a Facebook ad performance. So, brands and businesses should consider waiting around 72 hours to get a more accurate report on conversion-optimized campaigns. Facebook indeed offers a daily campaign assessment. But waiting for a while can give you a clearer picture of how well your ad and campaigns work. Today, Facebook’s AI largely depends on optimal performance triggers and the types of people responding to each ad. It may take around 50 triggers within 7 days to get a full view of these triggers. It is because performance is less stable in the early stage. Thus, brands can improve ad performance today by waiting for 72 hours to seven days before analyzing a campaign.
Set up Conversion APIs. Conversions API is a Facebook tool that allows brands and businesses to share customer actions on their servers. It is a privacy-safe, reliable, and simple connection that can improve ad performance today. By setting up a connection of marketing data both offline and online, brands and businesses can better optimize the performance of Facebook ads and campaigns. It also provides a more accurate campaign measurement that decreases the cost per action. Many Facebook advertisers have seen success in setting up conversion APIs. Some of these brands are:
- HEJ Natural
- Jobbie Malaysia
- Lava Art Cosmetics
- My Best Book
- Story House Egmont
- Watson’s Malaysia
Use ad sets consolidation for aggregate measurement. According to video marketing agency Hong Kong, combining ad sets for aggregate measurement is another way for brands to improve ad performance today. It means choosing the web events that a brand or business wants to combine with a specific ad or campaign. Choose the ones most aligned with the core objectives. Consolidating ads and campaigns with web events on Facebook can expand the reach of the ads. At the same time, they can also optimize web events.
THE BOTTOM LINE
The abovementioned best practices are just actions that brands and businesses will need to do to improve their ad performance on Facebook. At the same time, there are actions that the platform is continuously doing to help them more. These include:
- Accelerating reporting gaps
- Enhancing in-app measurements
- Improving its conversion models
- Tracking web conversions
In conclusion, brands can improve ad performance today and moving forward, by not relying on a single data quickly. The key is to use aggregate data both offline and online. Another key is to wait for a while before analyzing them to get more accurate results.