Optimizing Your AD Campaigns: Meta’s Performance 5 Best Practices
With Meta continually evolving its ad system, it's also developing new best practices to ensure that your campaigns are as efficient as possible. On June 6th, Meta's Performance Marketing Summit hosted advertisers of all sizes and introduced updates to the Performance 5 best practices. By following these best practices, you'll be able to maximize the return on your ongoing investments in AI, Reels, and new advertising formats.
Meta's complete Performance 5 tips are available here, but here's a summary of the 5 best practices.
Simplify your account
According to Meta, Performance 5's account simplification streamlines the ad learning phase. On Meta's platform, when an advertiser starts an ad campaign, the campaign goes through a learning phase where their delivery system determines what audiences and placements are best. With a simplified ad structure, Meta says it is able to better identify performance trends, maximizing results.
Utilize Automation Tools
Keeping up with the rate of change is now more challenging than ever, so automation offers marketers a solution without spending more budget, resources, or time. The Meta Advantage+ suite uses Meta's AI systems to target your ads based on algorithmically identified trends and responses. Through Meta's automation tools, many advertisers have experienced improved response. By utilizing them, Meta's systems can display your ads to identified audiences more effectively, while also improving the learning and development of its AI systems.
Differentiate your creative by audience
Marketing used to rely on mass messages to reach audiences on a large scale. However, now marketers are realizing the value of delivering more relevant messages tailored to specific audiences. For maximum reach and resonance, advertisers should diversify their ads by concept, message, and visuals.
Utilize the Conversion API to improve campaign performance and measurement
Businesses can improve campaign performance and measurement by connecting their marketing data directly to Meta's Conversions API. Additionally, Meta recommends marketers maintain high quality event matching to ensure that they can identify Meta accounts that complete actions, avoiding counting events twice and sharing events as soon as possible. The Conversions API is an important bridge between the data you already have and Meta's system, so you should make the most of it, even if there's less data being fed in.
Utilize Conversion Lift measurement
To better understand campaign performance, Meta recommends that businesses use Conversion Lift to measure the incremental impact of ads, marketing mix modeling to quantify the value of your results, and A/B testing to compare the efficacy of different strategies. Utilize comparative data tools to determine relative ad performance, and optimize accordingly.
These processes make the most of the inputs Meta has, and also use its improving automation processes to maximize your campaigns.