Facebook has just released the Performance 5, their new best practices manual for the execution of Facebook ads. Interestingly enough, it looks exactly like what we’ve been talking about here for years. Let’s dive into the best practices in the implementation of this new Performance 5.
Account Simplicity, CAPI & Creative Diversity
These are all hopefully, remedial skills originating from the power five back in 2018. What’s important to know with this is how these three priorities actually make a difference in your account
Account simplicity allows for three vital priorities to be focused on Siri.
First, Data integrity and the actionability of all statistical insight focus on a singular goal.
Second, or mitigating human error and leveraging machine learning for performance and scale.
Third, efficiency and investment, both with financial and human resources.
There are many many reasons why your account should be as simple as possible, and very few reasons why I should ever have more than two or three active campaigns ever.
CAPI should at this point be mandatory. Prioritizing the volume, value & integrity of the data that goes into a machine-learning platform, is one of the healthiest things that you can do. Facebook is only as smart as the information that you give it.
If you have not yet implemented this, it should be the very first thing that you do right away. If it feels daunting or too confusing, it is 100% worth your time to find a resource to do this for you. I also suggest you not only use this but also upload offline conversion data for all the micro conversions that occur throughout a customer journey.
Creative diversity is essential. There’s often talk about what is the best creative on Facebook right now. The honest answer is there is no such thing as the best, what you need is whatever you can do well, and consistently, that also benefits your account. That being said, if you only use one type of contact, either in format or concepts, you will only ever target a small fraction of one audience, even at broad.
Whitelisting
The Performance 5 features the use of creators as content developers. This is not just about having an outside shop make your content for you. This is also about utilizing influencers, and brand spokespeople. When we go to the influencer and spokesperson route, we should often be running ads not only from our own pages but also from theirs. This is called whitelisting, is extremely popular, and has been for many years.
When we choose to do whitelisting, it’s not just about having somebody that makes contact we like. The developers of that content should also have an audience that reflects the customer avatars we want to attract. We know that ads create their own bespoke audiences, all content does.?As content creators that create content that looks and feels like their brand as creators, they create their own ecosystem and persona/avatar. Yes, we can tap into that creator's immediate audience, but having someone make that content of that concept that they are making for us, allows us to target people who like to engage with that Content type at large.
CAPI Lift Studies
Lift studies are amazing. And they can be tremendously helpful for brands with a well-organized machine to take insight on their actions. You should be asking that Facebook marketing expert who’s annoying you in your inbox, and calling you all the time, to set up conversion list studies for your brand.
However this all comes with a great caveat, you need consistency in your account for this to be meaningful at all. If you are running audiences, using ABO, or constantly cycling landing pages and creatives… these insights are nothing more than a report card of decisions that have already passed. If your account is built in a simple way, that leverage is Kapi, creative diversification, and creators in a consistent fashion… A lift study can absolutely tell you the value of your decision-making.
If you really want to get good though, ask that Facebook marketing expert who is annoying the hell out of you to do a power lift study for your account. This is a brand lift and conversion lift study. Not only will this give you tremendous insight into your account, but it also opens up the floodgates for you to begin to accept other tests testing from the measurement and product team. This is the secret to getting huge Facebook-funded tests and five-figure coupons on a regular basis.
Share On:
RECENT POST
CONNECT WITH ME