Here’s what Facebook tells us about the Power5 and it’s pretty enticing: “Gone are the days when you had to use hacks to be successful with your ads. The best direct response advertisers now exploit a specific set of automated advertising tactics to unlock new phases of growth. We call these tactics the Power5 and when used together they have the ability to transform your ad performance and grow across the Facebook family of apps. ” In other words, when used together, Power5’s tactics lead to better performance and a better return on investment (ROI) on your direct response campaigns because Facebook’s algorithm leverages the data it uses. ” it harvests on your campaigns to quickly learn who your potential customers are and optimize the delivery of your advertisements to reach them as a priority.

In this article, you will discover the 5 advertising tactics of Facebook Power5 and how to use them to improve the profitability of your campaigns (concrete examples in support). 1) Optimization of the campaign budget (CBO) As the Botswana Email List name suggests, campaign budget optimization (also known as “CBO”) involves setting a budget at your campaign level and letting Facebook optimize that budget within your ad sets. Before we continue, let’s take a look at how Facebook advertising campaigns are structured. Facebook has always explained to us that an advertising campaign is separated into 3 levels: Countryside Ad sets Advertising Campaign ( Campaign English) that represents your goal (traffic, engagement, conversions, etc.) and that you must configure before you begin. Together advertisements ( Ad Set in English).

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Across the Facebook family of apps

This is where you choose your audience, the duration of the campaign and investments of your ads. Each campaign can contain multiple sets of ads. Previously, the budget was only set at the ad sets level. Advertising ( Ad English): This is what users see in their news feed! Each ad set can contain multiple ads (logical, you tell me!). For a long time, advertisers could only budget at the ad set level, and this resulted in you running a campaign with multiple ad sets to test audiences with each of the same or different budgets. Advertisers have always loved this system because it gave them some control over how their budget was spent within each target audience. So what’s the problem ? The big problem with this approach is that you have to constantly increase or decrease the budget for ad sets (audiences) based on performance.

Often times, these decisions weren’t always the right ones because an audience can react very well to an ad for several days and then react less well (costs go up) for a week and again come down to lower costs again. Realize that a hearing that worked well yesterday and the day before may not work after you increase the budget. The most plausible explanation for this phenomenon is that the increase in the budget meant that your ads were distributed more widely to a larger part of your audience who were not necessarily interested, but you had yet forced Facebook to do so! This is how Facebook works. Audiences built from Facebook data change over time, competition increases or decreases from week to week, and as a result, conversion opportunities evolve.

The most plausible explanation for this phenomenon

However, the algorithm seeks at all times to obtain conversions (purchases, prospects, registrations, etc.) at the lowest cost. Plus, if you’re in e-commerce, you know that someone can click on your ad and buy 3 days later. The result is that you end up “guessing” which audience performs best and allocating most of your budget to that audience, when other audiences might perform better afterwards. To achieve this, you would run numerous campaigns that included dozens of ad sets filled with ads. Worse yet, if you are a cautious advertiser, you end up setting an equivalent budget for each audience. It is moreover by showing this equivalent allocation of the budget between 3 sets of advertisements (audiences) that Facebook explains the interest of optimizing the campaign budget for advertisers.

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