Published September 6, 2019

The complex Facebook advertising tool is constantly improving their abilities to measure advertising performance and further opening up new aspects for advertisers. This month’s Facebook Performance updates includes new exciting ad solutions and measurement updates, which will allow you to:

  1. Reach people where they spend more of their time with new dynamic ads on Instagram Stories
  2. Measure your delivery in a new wider view that will help you understand your delivery on a deeper level. 

Ad solutions.

Introducing: Dynamic ads on Instagram stories

Lately, the Facebook index are telling us that users are increasing their time on Instagram Stories. Due to this, you can place dynamic ads on Instagram stories and show them your most relevant products. Dynamic ads are extremely valuable for e-commerce companies, since the targeting of these ads are data-based driven and the interchangeable ads are customized and based on the unique user-behavior retrieved from their website interaction. Dynamic ads can also appear on Facebook (feed, right column and marketplace), Instagram (feed and stories), Audience network (native, banner, and interstitial) and Messenger (home).

Ask me about Dynamic Ads! 

Catalogue

In order to use dynamic ads you need to build a product catalogue, which contains all of your products that you sell and want to sponsor. You can let your creativity flow and create theme-based catalogues or organize them by categories. 

Find prospects

Target a new audience with dynamic broad audience ads, which is ads sponsored to users who have expressed an interest in your products but at a competitor’s website.

Creative frames

Be an attention-grabber and use theme-based frames or create your own so your dynamic ads pop a little extra. 

Introducing: ThruPlay optimization

The already complex Facebook optimization system has now launched a new default optimization option for when running Video Views as the main objective: ThruPlays. This means advertisers can now chose to optimize and only pay for ads who run to a completion or for at least 15 seconds (however, we do not recommend a video ad to be longer than 10 seconds on Facebook & Instagram).

Following placements are available!

Facebook

Feeds, in-stream video, instant articles, video views, stories, marketplace

Instagram

Feed, stories

Audience Network

In-stream, native, banner and interstitial, rewarded video

Measurement & analytics.

Introducing: Pixel Event Setup Tool

If you have an installed Facebook pixel on your website you can unlock the new Facebook Event setup tool for web browsers. This tool allows you to manage your website standard events without the need to code or help from your developer. While browsing on your webpage, the event tool finds and suggests standard events based on button text that matches standard Facebook event names. 

Introducing: Delivery View in Ads Reporting

With the new delivery view you can quickly learn how several factors can affect cost and performance on your ads. The new delivery view allows you to quickly optimize your delivery performance over time.

The delivery view gives you insights and recommendations on your current bid strategy, insights on the overall auction competition, the audience saturation of your targeted audience and the auction overlap.

Bid strategy

There are three types of bidding strategies (lowest cost, lowest cost with bid cap and target cost). Each campaign and brand is unique to where they are in the funnel/awareness-stage. Due to this, ads and campaigns require a logical bidding strategy before placing them in the Facebook auction. In the bid strategy section, you’ll see how your bid strategy is working and affecting the cost of your ads.

Auction competition

Delivery also depends on the auction competition with other advertisers. Some quarters, such as Q4 and Q1, there is larger volume of advertisers running ads, thus the cost might increase as well. If the performance is affected due to increased you might have to raise your bid or consider pausing your ads (depends on the product’s relevance to the season).

Audience saturation

Your ads’ delivery can be affected by how many times users view your ads (frequency). It is common for users to experience an ad fatigue after viewing an ad too many times. This view keeps track on the ratio between frequency, reach and first-time impression with your targeted audience. 

Auction overlap

Delivery view keeps track of your overlap, which is a crucial item for your ads to perform. Basically, if an ad set is overlapping they will enter the same auction (competition). Avoid this by using different target audiences for your ad sets and make sure to exclude audiences so they are not identical to one another. 

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