Data restrictions and changes in the digital advertising landscape are increasing, and this trend will only continue as the digital world prepares for a cookie-free future.
The tech industry is working hard to find a successful way to overcome this transformation.
And it is well known that the tech giant Meta is striving diligently to keep up its ad revenue flows in face of this situation, which has forced it to re-evaluate staffing, reorganise priorities, and shift the way its ad systems function.
Indeed, it has resulted in erratic results on both Facebook and Instagram, and numerous marketers have been annoyed by the number of changes required to re-optimize their campaigns.
Meta is already aware of this. As an extension of this, Meta launched its new 'Performance 5' framework, which is a collection of five data-backed strategies for improving advertising efficiency on Meta platforms.
Recently, the company shared some new tips on this front that can assist marketers in aligning their campaigns with Meta's new approach.
Here is the summary of Meta’s Performance 5 tips:
Simplify the account:
Account simplicity is the foundation, and marketers can maximise results by using a more simplified ad structure.
Make use of automation tools:
Using Meta's evolving AI systems to target ads on the basis of algorithmically recognised trends and responses will assist marketers in seeing improved responses.
Make your creativity stand out:
Meta suggests marketers create multiple iterations of their creative elements in order to present more pertinent messages to specific audiences and maximise reach and resonance.
Make use of the Conversions API:
Meta also advises marketers to utilise its Conversions API to supplement on-platform campaigns with data that they own.
Utilize the conversion lift measurement:
Marketers should use conversion lift to measure performance, according to Meta.
That is, using comparative data tools will assist marketers in getting a better understanding of relative ad performance so that campaigns can be well optimised.