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12 Facebook Ads Features That Every Marketer Should Know

12 Facebook Ads Features That Every Marketer Should Know

Facebook is a channel that is constantly changing, which does not always make it easy for busy marketers to keep up with every little change.

Aside from the usual powerful marketing tools like lookalike audiences, there are additional Facebook features that are less prevalent but that can make a world of difference for the right campaign.

Facebook tools

In my opinion, Facebook has many great tools for advertisers flying under the radar.

Many of these make advertising on Facebook easier, but you may not know of any of them.

Let’s jump in.

1. Third-party tag integration

Setting up Facebook pixels used to involve several steps, especially when it came to shopping carts and event tracking.

Back in 2017, Facebook made this process much easier with the integration tool found in Business Manager.

Advertisers using Google Tag Manager, WooCommerce, Shopify, Magento, or BigCommerce can implement Facebook pixels without touching the code of their site. Click on the link for each platform to see step-by-step instructions.

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Get started by selecting Events Manager in the Facebook navigation page bar.

In the navigation on the left you will see a green plus sign button.

Hovering over it displays options for connecting data sources, editing data sources, and adding custom conversions.

Click Connect Data Sources.

Select the desired data source. (If you have already created a conversion pixel, the web setting will be dimmed.)

Click Get Started and follow the instructions to complete the process.

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2. Pixel helper

Before you get started on any channel, it is important not only to configure your conversion pixel, but also to confirm that it is shooting properly.

Facebook’s Chrome extension allows advertisers to double-check the implementation, troubleshoot their pixels, and learn how to improve performance before launching campaigns.

Check this list of error messages after downloading the tool.

Creative Hub

Creative Hub is an ad mockup tool that allows users to test different ad types, placements, and ad elements. Single image or video and carousel ads can be tested.

These mockups can be saved for later reference.

Slideshow, video and interactive ads can also be tested here.

This tool can be very useful when sending new ad types to customers.

You can find Creative Hub in the Facebook navigation page bar by clicking the “dot” button and scrolling down to Ads> Creative Hub.

4. Facebook Analytics

This tool provides additional insight into Facebook performance.

You can access this tool in the Business Manager navigation bar by using the menu and scrolling down to Analytics under Analysis and Report.

Similar to Google Analytics and other tools, you can see user metrics, engagement metrics, page metrics, and user demographics.

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You can create channels that contain a series of actions that you want to measure.

You can also create cohorts of users to track behavior over time, create pivot tables (called “breakdowns”) for ongoing data reporting, create dashboards, and review Lifetime Value among other features.

To get started with Facebook Analytics I would recommend checking out the Analytics blog.

5. Audience insight

This interactive audience tool offers additional details about your Facebook audience that you cannot gather from Facebook Analytics.

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You can access this feature through the navigation menu and scroll down to Analyzes and Reports> Audience Insight.

You can build your ideal audience and gather demographic, page likes, Facebook usage data and interests.

If you have additional information you want to provide about your audience, click Advanced.

Each of these sections has several options.

Below is a look at how categories of pages that my audience likes.

You can also see pages that are likely to be relevant to your audience based on their interests and how likely your audience is to like those pages (vs. the rest of Facebook).

If you are looking for ways to use this data for good use, there are some ways to use your audience’s insight data to promote your marketing efforts.

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Facebook advertising features

6. Campaign budget optimization

This feature was introduced in November 2017 and allows advertisers to balance their advertising spend across ad sets.

By setting a central campaign budget across multiple ad sets, Facebook can distribute the budget to the best-performing ad sets.

This option can be found when creating a new campaign and applies to either daily budgets or lifetime budgets.

Note that due to the introduction of iOS 14, estimated daily results are no longer available for campaigns using campaign budget optimization.

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7. Ad scheduling

Many advertisers prefer to limit their budget by running ads only at certain times of the day.

Currently, Facebook only allows advertisers to use ad scheduling when using a lifetime budget.

When you create a new campaign after setting your lifetime budget, you see the option to run ads all the time or run ads on a schedule.

The remaining ad scheduling settings must be set within each ad set. Select to use viewer time zone or account time zone.

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Just create your ad schedule by clicking on the times you want your ads to show.

8. Location targeting

Placement targeting is set at the ad level and has several additional options that I find really useful.

Once you have set your location targeting, you can select radius targeting or target only the city.

You can select 4 additional location targeting options:

Everyone at this location

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These are people whose location recently was this location (s).

People who live in this place

These are the only ones who have listed their home as this location. This option is great to choose for home based businesses or anywhere you are only targeting homeowners.

People recently visited this location

These are people who have recently used Facebook on this site.

People who ‘ve been to this place recently

This is for people who have recently used Facebook on this site, but whose home is listed as more than 205 km away.

Using Key West as an example, this targeting would be great for businesses offering activities to tourists. It’s a great way to differentiate residents from tourists if that’s something you need.

9. Connections

If you have an app, use events or want to reach out to people associated with your Facebook page, this is a great feature for you.

You can target people who like your page, friends of people who like your page or exclude people who like your pages. You can also target people who used your app, friends of people who used your app, or exclude people who used your app.

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At events, you can target people who have responded to your event or exclude people who have already responded.

You can also create different combinations of these options. Scroll to the bottom of the list of connections to find advanced combinations.

10. Saved audiences

Once you’ve uploaded audiences, selected specific location targeting, and added additional layers, you can save this audience for later use.

At the bottom of the Targeting section of the ad set (before placements), you’ll see a button for Save this audience. This allows you to save this audience with a specific name.

This audience will now be available in your saved audiences, which can be found at the top of the Audience section of each ad set.

Note that any changes to your audience will affect all ad sets that use this audience.

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11. Block lists and publisher lists

In 2018, Facebook released its publisher list with thousands of URLs where your ads may appear across the audience network, in-stream videos, and banner / intermediate ads.

Facebook recommends reviewing this list every 30 days for updates.

Once you’ve reviewed the ads and identified URLs that you do not want your ads to appear on, you can add them to your block list.

You can access your Block List, Publisher List and Publisher Delivery reports in the Brand Safety section of the navigation menu.

Review the Publisher Delivery by Location report to see a summary of its effectiveness.

Since data is only a summary of the last 30 days, this is something you would like to review monthly.

Once you have identified the URLs and pages you want to exclude, save the URL column in your file. You can delete headings and column views.

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The URL column is what you need to communicate to Facebook what to exclude.

Navigate to the block list in the left navigation bar. Select the green Create Block List button.

Make sure your list is saved as a .txt or .csv file and named correctly. Upload it and click Create Block List to complete.

You can apply, remove, replace, download or delete block lists using the three-point button next to each block list.

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It is possible to apply the list to several accounts if necessary.

12. Automatic rules

Automatic rules can be a lifesaver when it comes to activating, pausing and managing campaigns.

While Facebook options are not as advanced as you might be used to in other channels, they are still useful.

Get started by going to Automated Rules under Ads in the navigation menu.

Click the green Create Rule button in the upper right corner.

From January 2021, you can only apply rules to all active or paused campaigns, all active or paused ad sets, or all active or paused ads.

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In the action bar, you can choose to pause, activate, send a notification, adjust budgets, or adjust bids.

Tip: If you select Enable ad sets in the Action field, you will see the “Apply rule to” field switches to campaign, ad set, or paused ad.

There are endless combinations of automated rules you can create. Instead of running through these difficulties of difficulty, important things to know about automated rules are below.

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Additional options available are:

You have the ability to scale budgets by target field. This means you can update your CPA, CPA, or other cost targets. Bids can be adjusted in the same way as budgets. Action frequency options are twice a week, weekly, daily and hourly. You can add terms, such as “cost per result greater than $ 50,” with a time interval that can be from today to the life of the account. The attribution window can also be adjusted if you prefer a window other than your account. currently use.Rules can run as often as every 30 minutes, daily or on a custom schedule.You can also choose to receive an email notification in addition to your Facebook notification.Additional subscribers can be added if there are others on the account who would like updates on rules.

Automatic rules are a great way to take advantage of some automation on Facebook without giving up too much control.

Conclusion

Facebook has many hidden gem tools and features that are often buried in the intricate interface.

By using these features and tools, you can take your Facebook campaigns from good to good!

Photo credits: Paulo Bobita

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