Working in conjunction with the Facebook Pixel, Facebook will automatically show the right products to users who have visited your website previously.
Beyond Facebook’s built-in ad capabilities, more and more tools are becoming available to help automate campaign tasks. And, while some fear this might spell the end for PPC managers, that’s not necessarily the case. In fact, I suspect in 2019 campaign automation will prove pretty valuable to those in the field, as it allows employees to turn over otherwise mundane tasks like bid management and focus more on creative aspects like copy and overall strategy.
And as we enter 2020, you can expect more advertisers to embrace PPC as a multi-channel affair. Because Facebook boasts one of the biggest audiences outside of Google, it will become increasingly common for traditional search campaigns to extend to the Facebook audience. In fact, customers who click both social and search ads are 2x more likely to convert than users who click just one. Not only that, but a recent Kenshoo study showed that paid search audiences which were already exposed to Facebook advertising generated a 30% improvement in return on ad spend and a 7 percent uplift in CTR. And while it’s certainly possible to include even more channels in your campaign, most brands will find that Facebook and Google naturally compliment each other.
Some ways to consider using the two together include:
Reinforcing your goals across platforms, Retargeting users from search ads through Facebook ads, Creating Lookalike Audiences that align with search queries. Learn more about these methods and how to connect your Facebook and Google PPC campaigns here.
Facebook Ads 2020: Video (and Stories) Ads Will Be Bigger Than Ever
While the power of video in advertising isn’t new, Facebook introduced a number of features this year that will certainly make themselves known in 2020.
First up: Facebook Stories Ads.
Stories are undoubtedly one of the biggest things to hit social media in the last few years, starting with Snapchat and exploding into Instagram and Facebook.
Even Facebook knows that the success of Stories ads could have a major effect on the platform as a whole, with Mark Zuckerberg stating in Facebook’s Q1 2018 earnings call: “One of the interesting opportunities and challenges over the coming years will be making sure that ads are as good in Stories as they are in feeds. If we don’t do this well, then as more sharing shifts to Stories, that could hurt our business.” Though Stories haven’t seen the same success on Facebook as on Instagram, they clearly represent the overall shift in how users are consuming social media, and you can expect Facebook to heavily promote the feature.
Facebook ads 2019: Stories ads will be a major focus
And in even better news for advertisers, Facebook also announced that intends to make Stories ads un-skippable. Also new to Facebook – and the world, really – is the introduction of Augmented Reality Ads. These ads use the power of AR to allow users to virtually interact with products in an attempt to make ads a bit more personal and fun. For example, if you sell a product like makeup or sunglasses, a user could try them on virtually through the ad with a “tap to try on” options.
For advertisers, this represents an opportunity to potentially gain more engagement with ads, as users will not only be attracted to the functionality of ad but the novelty of the new feature as well. And, for any business in the app game category, Facebook recently introduced Playable ads that allow users to try the game before buying.
Facebook Ads 2019: Groups Could Enter the Advertising Scene
If you’re a brand on Facebook, creating and managing a dedicated Group is one of the best ways to increase engagement with your followers. Recently, Facebook re-emphasized the importance of Groups, and has even begun to offer ways to monetize Groups. One of the bigger Group-related announcements was that of the Facebook Pixel, which can now be implemented in Groups. Using the Pixel, admins can track user behavior after they click on posts, which can help them understand which posts drive specific actions on their websites. While Groups have long been touted as one of the higher engagement-drivers on the platform – especially given the declining reach of organic posts – it was difficult in the past to prove any direct correlation between Group activity and any actions taken on site. But with the Pixel, brands will be able to gain a much deeper understanding of how Group members interact on and off-site.
And in regards to advertising specifically, Facebook ads told of a CPC Strategy that will likely allow admins to be given the ability to boost posts to gain broader visibility, and it’s even possible that Groups could be added to interest targeting.
Facebook clearly knows that the future of brands on the platform lies in advertising, and seems dedicated to making the process as seamless as possible for smaller businesses to take part.
In a nutshell, custom conversions allow you to track and optimize actions on specific web pages. For example, if your overall campaign goal is to drive a specific conversion – say, an ebook download – you can create a conversion event for it. This will allow Facebook’s algorithm to optimize ad delivery to those most likely to complete the preferred action.
Why is all this necessary? Because it’s another way to ensure your ad finds the audience most likely to perform the desired action.
Michaels and Associates Inc. ©2017