Key Facebook advertising changes in 2019

A year of changes

What a year Facebook had with its changes to the advertising platform. I am going to go through the main changes on the advertising platform from the past few months.  

Dynamic Creatives
Advertisers on Facebook can now serve different ad formats to audiences based on the machine learnings prediction of a user’s format preferences. Dynamic creative helps advertisers automatically deliver high-performing combinations of their creative assets to their audiences. Dynamic creative accepts the basic components of a Facebook ad (image, video, title, description, etc) and automatically generates optimised ad combinations based on these components. These ads are then served across placements to explore the performance of each creative element within the given audience. Dynamic creative ads can be applied to Conversion, Traffic, Video Views, Reach, Brand Awareness, and App Install campaigns. This is great and saves time a huge amount of time testing and learning what works by letting the machine do it for you.

Multiple Text Optimisation
Facebook rolled out a new feature called Multiple Text Optimisation, you should already have this feature but if not you will get it very soon. The text variation feature lets you add up to five different text versions for your ad’s primary text, headline and description. This feature is available for single image or video ads that use the Traffic, App Installs or Conversions objectives. Use multiple text options to highlight different aspects of your product or service. They will show different combinations of text to different people based on what they’re more likely to respond to.

Placement Creative
Within the Facebook ads, you can now customise your creative depending on the placement. You can now upload your different sized creatives into the same ad for the various different placements.

Mobile Ad Formatting
Facebook has changed the way ad formats are shown to you in a mobile. Only 3 lines of text show to a user and the aspect ratio on the creative has gone from 2:3 to 4:5. Since 96% of all Facebook users access the network through their tablet or smartphone, it is essential to be up to date on this feature. Optimise for mobile first viewing, make sure that you put the most important, attention-grabbing information at the very front of the copy.

Relevance Score
Facebook’s relevance score was originally a single metric that told advertisers how relevant their ad campaign was to their target audience. This metric was a predictor of success, ads with higher relevance scores could be given priority placements, and they often saw a direct decrease in CPC costs. Now, the single relevance score has been divided into three different metrics. This was done to give businesses more actionable insights, making it easier for them to adapt and improve. These three different metrics are:

  1. Quality ranking: How your ad’s perceived quality compares with ads competing for the same audience.
  2. Engagement rate ranking: How your ad’s expected engagement rate compares with ads competing for the same audience.
  3. Conversion rate ranking: How your ad’s expected conversion rate compares with ads that have the same optimisation goal and compete for the same audience.

Campaign Budget Optimisation
You may have seen that Facebook are encouraging you to use campaign budget optimisation. A campaign budget is a budget you set at the campaign level (rather than the ad set level). The amount you set can apply to each day the campaign runs (daily budget) or over the lifetime of the campaign (lifetime budget). They are pushing CBO to automatically and continuously find the best active opportunities for results across your ad sets. You can create ad sets that have different start and end dates or times, as CBO considers each active ad set’s schedule (ads can run all the time or on a schedule). However, CBO may not spend your budget equally for each ad set, they optimise for your overall campaign budget. For example, if you have two active ad sets in one campaign, they might spend 90% of your budget on the first ad set if that’s how they can get your campaign the overall lowest CPA or highest ROAS (as compared to the other ad set).  Currently you can set your budgets at ad set level or campaign level, however Facebook have been saying they will be removing it at ad set level, it’s not clear when this will happen.