New Facebook Advertising Feature Overview

Introduction

• Meta is rolling out a new Facebook advertising feature that is free to use.
• This feature aims to help advertisers achieve better results and easier ad campaign optimization.

Actions Column in Ads Manager

• In Ads Manager, there is a new actions column showing actions and recommendations for campaigns.
• Example campaign shows "91+ n points" indicating potential opportunities and optimizations.

Opportunity Score

• The Opportunity Score is a new feature that gamifies performance recommendations.
• It provides specific recommendations for improving ad performance, which can lead to a higher score and better results over time.
• Important Note: A high score does not guarantee good results; other factors influence the performance.

Understanding Opportunity Score

• Score ranges from 0 to 100.
• Higher scores (e.g., 60 to 90) can imply better performance potential, but it depends on multiple factors.

Recommendations from Opportunity Score

• Recommendations vary based on individual campaign setups.
  • Example Recommendations:
    1. Maximize Data Measurement
       • Set up the Conversions API for more accurate data.
       • Potential outcome: 133% lower cost per result.
    2. Address Creative Fatigue
       • If ads show low results due to creative fatigue, pause and refresh ad content.
       • Potential outcome: Up to 27% more results after refreshing ads.

Automatic Adjustments

• Meta offers an option for automatic adjustments based on recommendations.
• Caution: Not all recommendations may be appropriate or beneficial.
• Some issues, like creative fatigue, may require manual intervention.

Real-World Success Stories

• Example of successful implementation:
  • Student in mentoring program increased ROI from 0.7 to 8.03 with only 30% of recommendations applied.
  • Another student sold out a raffle with two days to spare after implementing recommendations.

Understanding Recommendations

• Not all recommendations will be suitable for every advertiser.
• Importance of understanding Facebook and Instagram advertising principles is crucial.
• Example: Combining ad sets may not work for omnipresent content strategy but may be good for direct offer strategies.

Budget Recommendations

• Be cautious about recommendations to increase budgets.
• Increasing budget should align with strong performance and scaling opportunities.
• Avoid increasing budget during testing phases without verified results.

Learning Phase Insights

• Monitor the percentage of budget spent in the learning phase.
• High spending in learning phase may indicate too many adjustments or ineffective setups.
• Meta has updated the learning phase mechanics, and advertisers should adapt strategies accordingly.

Conclusion

• The new Opportunity Score and recommendations feature is a valuable tool for optimizing Facebook ad campaigns.
• Advertisers should carefully evaluate recommendations and consider their unique campaign objectives when implementing changes.