Facebook Ads: Seven Changes All Marketers Need to know in 2020
In the following, we will be discussing an important topic that is “Facebook Ads: 7 Changes All Marketers Need to Know in 2020” and will discuss it in detail within the article. Facebook Ads are one of the top PPC platforms right now. With over seven million brands currently advertising on the platform making an attempt to reach their audience among Facebook’s 1.59 billion daily active users, this isn’t too shocking.
The ad system, after all, is versatile and holds tons of potential. Ads are able to reach users while they’re viewing their friends’ Stories, or while watching videos on the platform as well as when they’re scrolling through their messages. A variety of ad formats and placements permits brands to reach users in almost any location and in a number of different ways, which may contribute to the great potential for clicks, engagement and high conversion rates.
In order to best leverage the platform for your business, though, it’s vital to grasp all the newest and greatest features that Facebook needs to offer. Knowing the changes can assist you to stay competitive, using all the cutting-edge features and adapting to updates that impact marketers. A lot has changed within the past few years; therefore let’s take a glance at the seven new Facebook Ads changes that all marketers ought to be aware of in 2020.
The Native Facebook Ad Tester
Testing ads is one of the most crucial parts of the ad management process; therefore it only makes sense that Facebook released a native ad tester tool with their split testing feature in recent history. The split tester isn’t especially brand new, but it is newer when compared to most features on the platform, it was updated relatively recently, and it’s one of the more significant or important tools that advertisers will use to streamline their campaigns quickly. When you produce an advertisement campaign on Facebook, you’ll notice the option to split test your campaign. This allows you to split test one of the four following options:
- The creative
- Delivery optimization
- The audience
- The placement
You can solely test one variable at a time, however, that’s a good thing; it shows you what changes are actually leading to the increase or decrease in results. You can create multiple versions of whatever you want to test so Facebook can allow you to know which specific ads and ad sets perform best, allowing you to focus on more of those strategies moving forward.Regarding this web designing company in Delhi are do their job so well.
Mobile Ad Formatting Gets an Update
Facebook announced a bit earlier this year that their mobile formatting info – including mobile ad formatting – was getting an enormous overhaul. Since ninety-six of all Facebook users access the network through their tablet or smartphone, it’s essential to be up to date on this feature. Starting on August nineteenth of this year, Facebook switched up mobile formatting, and you’ll be able to see the changes here.
For a quick recap, here’s what’s different:
- The aspect ratio is going from 2:3 to 4:5
- Only 3 lines of text will actually be available before the “See More” prompt, as opposed to the previous 7 lines.
It’s essential to adapt to these updates, not simply going forward, but to all campaigns that you were running before this update was implemented. If your picture is taller than the new 4:5 aspect ratio, the images will actually be masked on the mobile news-feed. This is the last thing you want, so double-check all you’re currently running creative. When it comes to text, it’s more vital than ever before to use the copywriting strategy I call “frontloading.” this can be ensuring that you put the most vital, attention-grabbing information at the very front of the copy. Treat it like a journalist would a lead, asking yourself what the one thing that will make people have read your full ad. Start with that, and then elaborate; you can afford to do so as long as you get the key attention-grabbing copy in the 1st 3 sentences.
Facebook’s One Relevance Score Is Split Into Three Metrics
Facebook’s relevance score was originally one metric that told advertisers how relevant their advertising campaign was to their target audience. This was basically or primarily a predictor of success, and at the same time it is also contributed to success; ads with higher relevance scores may actually be given priority placements, and they often saw a direct decrease in CPC (i.e. cost per click) costs. Now, the single relevance score has been divided into 3 totally different metrics. This was done to offer businesses a lot of actionable insights into the score they receive, making it easier for them to adapt and improve. As outlined by Facebook, these are the three new metrics and what they entail:
- Quality ranking: How your advertisements perceived quality compares with advertisements competing for the same audience.
- Engagement rate ranking: How your advertisements expected engagement rate compares with advertisements competing for the same audience.
- Conversion rate ranking: How your advertisements expected conversion rate actually compares with advertisements that have the same optimization goal as well as compete for the same audience.
The change took place in April, so if you haven’t yet, take a look at your advertisement manager to check where you’re failing for each of these relevance scores.
Here’s the scoring system:
- Relevance Score 1-3: Not relevant. Low impressions. Higher bids required.
- Relevance Score 4-7: Relevant. Solid impressions. Average bids.
- Relevance Score 8-10: Extremely relevant. High impressions. Lower bids.
In several cases, I’ve found that these metrics are pretty similar to each other for the majority of the campaigns I’ve run. Most campaigns saw only minor fluctuations between the 3 rankings, with no more than a two-number difference in scores from the highest to the lowest. Quality actually seems to work well alongside engagement rate as well as conversion rate rankings.
High-Converting Collection Ads
Collection ads are a more recent format; however, they’re an insanely effective one. There’s a reason there’s been a flurry of brands releasing new assortment ads within the past few months, and it all comes down to their high-conversion rates. Sephora, as an example, used collection ads to extend their click-through rate by 41st and saw a 32nd higher come back on ad spend than other campaigns.
Collection ads are a mobile experience ad format that permits advertisers to choose one image or video to feature in their ad, and so list pictures of multiple products underneath it. When users click on it, the total collection is expanded and shows more of your product catalog. They’re a little like carousel ads on crack: additional interactive and with more choices in tow.
In order to create collection ads, you’ll be able to use one of their existing templates to get started or create your own. They’re technically an “instant experience” (which could be a rebranded version of the Canvas ads), however, they’re easy to create, and template or not.
Facebook’s Ads Library
Facebook’s Ads Library is quite like version 2.0 of the transparency tool they released last year that allowed anyone to examine all the ads a Page was presently running. That feature has since been removed as well as currently, you can view advertisements all in one place: the Ads Library. Theoretically, all ads that a Page is running can still be found when you search for that Page here. I’ve noticed some glitches and that some ads don’t seem to show up, but an increasing majority does. It appears that the longer the tool is up and running, the better for everyone.
When used properly, this is an excellent competitor analysis tool. You can see the advertisements that your direct competition is running, look at their current offers as well as sales, and even identify a few key or important strategies. By seeing what appeals they’re using and which pain points they’re targeting, you’ll discover a number of new strategies for yourself. You can learn more about this here.
Facebook’s Pixel Standard Event Codes
Facebook’s pixel is an exceptional tool for marketers as well as advertisers. As it stands right now, it permits brands to track user activity from the first click on their ad all the thanks to a conversion (hopefully!) on their web site. You can see how effective your ad campaigns were, that is how Facebook is able to track successful conversion rates in the ads manager. The pixel also tracks off-platform activity so advertisers can re-market to users (though this may be changing soon…we’ll cover this in the next section).
Facebook’s pixel has gotten a number of updates in the past 5 years, and one of the bigger ones was the addition of standard event codes. Pixels track activity, however, they can only track activity if they’re coded to do so, as well as that’s on the part of the advertiser. The pixel actually doesn’t really automatically understand if a sale has been created, for instance; it’s made aware when you place the conversion snippet of the code on the order confirmation page that is actually fired off each and every time customers successfully complete a purchase. Similarly, the pixel can absolutely track ads to cart or a subscription to your blog; you just need to program it to do so.
Standard event codes have made it much easier to do this, therefore, you’ll be able to track the success of your campaigns and ideally retarget based on triggered actions. It’s a powerful one-two punch. Facebook has actually offered a series of different “standard events” that are quite common for brands to track as well as they’ve got them for a range of different sorts of industries, including real estate, education, e-commerce as well as retail.
When you find a typical event you want to track, you’ll be able to view its specific instructions and get the extra snippet of code that you’ll need to track it. This is much simpler than older versions of the pixel, and the step-by-step instructions are easy to implement.
The Upcoming Release of the Clear History Tool
Facebook’s Clear History tool isn’t officially out on a wide-scale basis yet, however, it’ll be very soon. Facebook presently stores a massive amount of data, tracking the majority of what users are doing online even when it’s not happening on the mobile app. This, naturally, has raised major privacy concerns over the past year, particularly considering Facebook’s Cambridge Analytica scandal. Thus now, Facebook has slowly started rolling out the Clear History tool that can actually give users control over this info as well as permit them to wipe it from Facebook’s database.
This is great news for users, however not so great for advertisers. All that info, after all, is what allows advertisers to create those laser-sharp targeted campaigns based on what users are doing online. Facebook confirmed that this may impact brands’ abilities to run retargeting campaigns based on web site activity. So it is actually not so great news for advertisers who use this data to create strong campaigns.
Here’s the great news, though: there’s an opportunity that this tool won’t eliminate the tracking of some on-platform actions, like looking at a video campaign or filling out a lead form. These 2 ad types can become even more vital, therefore, allowing you to create follow-up retargeting campaigns where little else will. Custom audiences will become more necessary, giving you the chance to retarget based on specific audience lists. This tool has started rolling out. Be ready, and have campaign methods locked and loaded.
Facebook has always been a quickly evolving platform, and even after spending the last year bogged down with lawsuits over privacy concerns, they’ve still managed to roll out some incredible features that provide marketers new ways to better reach their target audiences. As with all the platforms, staying up to date with all new types of changes – good as well as bad – will make sure that you’re at the top of your game, taking advantage or benefit of the most helpful new features while at the same time navigating around any that aren’t so great.
Agility is a key ability in advertising, particularly when the platforms we’re relying on change so often. Keep an eye on what’s happening on the platforms you utilize most, and always bear in mind to check in on our blog, where we’re likely to cover recent changes that may be impacting you!