The 2nd Facebook Power5 tactic that I’m going to present to you is perhaps the most important of all because any advertiser (small or large) can easily implement it. It’s just a matter of simplifying your ad account: the number of campaigns, the number of ad sets per campaign, and even the number of active ads in an ad set. As I told you at the start of this article, the days of launching campaigns with hypersegmented audiences are over. Whether it’s creating Facebook campaigns with specific placements, niche audiences, or specific demographics (ex: men aged 25-35 who are interested in the Under Armor brand), you limit your chances of success. by having laser targeting. These tactics may have worked well in the past, but they no longer work today especially if you spend large amounts on Facebook (say $ 100 / day).
On top of that, hypersegmented audiences tend to overlap with each other , causing the auction to compete against each other and potentially increase your acquisition costs. By simplifying your account structure with fewer campaigns and ad sets (and therefore larger audiences), you empower Facebook’s algorithm to test (in real time) the placements, audiences, and ads that generate the Burkina Faso Email List most. results at the lowest cost. You can see the campaigns and ad sets in this diagram, Facebook also advises to limit the number of active ads per ad set and not to activate more than 4 to 6 ads (this number will also depend on your budget). Before we delve into simplifying your ad account, let’s take a look at why larger audiences work better than more segmented audiences? The ability to finely segment an audience isn’t what made Facebook so strong? Yes, it was.
Your account structure with fewer campaigns
In the old days (before 2019). Before, you had every interest in segmenting a large audience into segmented audiences (e.g. separate areas of interest rather than grouping them together) or you limit yourself to similar audiences of size 1 or 2% of a country. Broad targeting works best on Facebook today because Facebook’s AI prowess has allowed its algorithm to learn faster and more efficiently where the best conversion opportunities lie within an audience. The more the latter gets on an ongoing basis, the better. It is in a way the climax sought by the advertiser. The algorithm has completed its learning phase. It now knows the typical profile of your ideal client and is able to find hundreds of other people close to that profile, in your place, while maintaining your acquisition costs.
By restricting your audience to your supposed target, you are limiting Facebook in its ability to identify other profiles capable of converting on your site, but that you had not identified or targeted in your audience. The wider your targeting, the easier the work of the algorithm is. Note that large audiences work best when: You are providing Facebook with enough data by investing a large budget at the campaign level You have defined a sufficiently “binding” conversion objective (eg: Buy or Prospect) to “filter” the people present in the audience.For example, the “Buy” goal tells Facebook that you are looking for buyers (a rarer profile). Now that you understand the value of using large audiences (even if it’s counterintuitive) and providing Facebook with the most valuable conversion event for you, let’s get back to simplifying your business. advertising account .
Facebook with enough data by investing
Facebook recommends having a small number of active campaigns in your ad account (whatever your goal) and running one campaign per goal. For example : Notoriety Acquisition Remarketing Loyalty For each campaign, test a sufficiently small number of audiences (3 to 5 audiences – depends on your budget) to quickly get out of what Facebook calls the “ learning phase ”. When Facebook fails to get the algorithm out of its learning phase, you are not getting the best performance from it and it may even be unstable, especially when you see the “Limited learning” warning appear after a few days of broadcast. When you are in “Limited Learning”, Facebook gives you the potential causes and solutions to fix the problem.