At the last Affiliate World Conference, Savannah Sanchez, an experienced Facebook marketer, gave a remarkable presentation. She tested whether a Facebook marketer with years of experience could beat the Facebook algorithm.
Facebook, with years of experience, could beat the Facebook algorithm. To find out for sure, two campaigns were launched: the first was managed by the best marketer on his team, while the second was given to an intern to launch another campaign with only the initial training of Facebook’s Power 5
You might ask, what is the Power 5?
The Power 5 are five recommendations that Facebook has given to marketers to improve the performance of their ads. If they are applied to the letter, Facebook promises better performance and a better chance of scaling.
According to Facebook, its algorithm has become much smarter, so let it do its job.
The result of this test by Savannah Sanchez was surprising: the results obtained by the experienced marketer and the intern were almost the same.
Good news for beginners reading this article, because by applying this strategy, you can compete with the best marketers quite quickly.
In what follows, we will explore the Power 5 so that you have the best possible campaign structure to generate profits and then scale.
1- Campaign Budget optimization or CBO
Previously, the only way you could run campaigns with multiple AdSets on Facebook was to manually give Facebook the budget for each AdSet, then naturally increase the budget for the audiences that were performing and decrease the budget for those that were not.
It also happens sometimes that the audiences that were not working start to show results and we have to increase the budget for them. The result was tedious manual work.
Facebook gave us the opportunity to centralise our budget for the whole campaign. So instead of increasing budgets manually, Facebook automatically favours the audiences that work by allocating more budget to them and decreasing the budget of those that don’t work. And if Facebook discovers a bad audience that starts to show results, it will automatically allocate budget to it.
It’s very organic and it works automatically.
2- Automatic placement
Any marketer reading this article who knows anything about Facebook has probably already removed all placements and allocated all budget to Facebook Feed.
The rule used to be: put Facebook Feed only when consumers see the ad for the first time and then add the other placements for retargeting.
But now Facebook has become smart enough to put your ads in front of the most likely consumer at the best time, on the ideal placement. This lowers your costs and gives your ads more visibility.
3- The DPA or Dynamic Product Ad
By using this format in the Power 5, you also give Facebook the ability to choose which product to sell. Basically, you import your entire list of products available for sale and Facebook will automatically decide which product to show to each person in your audience using the collection format. DPA gives Facebook more choice and less restriction on which product to sell.
4- Advanced Matching
This is very simple to set up: in the pixel on settings, press auto-advanced Matching and bingo!
This allows Facebook to collect more Data on your website, but also to attribute more conversions to itself. Explanation.
If someone, after visiting your website with a Facebook ad, doesn’t buy and comes back to you directly from Google and buys, Facebook will be able to attribute that sale to itself and look for more people who look like that buyer.
5- Account simplification
Instead of creating multiple Facebook campaigns (with multiple ad sets) using the same objectives and trying to learn more about your audience each time you set up a new campaign, Facebook recommends using a simplified account structure to ensure that your ad sets can be optimised and your budget can go further.
A simplified account structure would be one campaign goal, two to three ad sets in that campaign and five or six ads in each ad set, here are some benefits of using this Facebook Power 5 tactic:
Reduce audience overlap: using too many ad sets means you could end up competing with yourself, trying to reach the same people in different ad sets. This would cause you to lose impressions and increase your advertising costs.
Let Facebook optimise your budget faster and find out more about the ad sets you use when you reduce the number of ad sets.
After reading this article, you will understand how an intern in a Marketing agency could have the same results as a Facebook marketer with more than 5 years of experience. So, by using the Facebook Power 5, you too can get impressive results quickly.