Facebook Ads are constantly changing. It would be a full-time job just to keep up with the Facebook advertising ecosystem. Fortunately, you don’t need to know all there is to know to get value from Facebook Ads. But, being aware of the advanced features can help provide context and confidence for working within the arena of Facebook Ads.
Continuing our getting started guide for Facebook Ads, Boost Media provides a high-level sampling of advanced Facebook Ads features.
Facebook Power Editor
You can manage every aspect of a basic Facebook Ads campaign through the Facebook Ads Manager interface, but we recommend trying Power Editor for bulk uploads and campaign management tasks. If there’s one advanced Facebook Ads tool to be acquainted with when you’re first getting started, this is it. This Facebook-owned tool is currently supported only in the Chrome browser.
The Facebook Marketing API allows advertisers and vendors to access and manage Facebook Ads through their own internal systems. This is useful for large advertisers, agencies, and ad technology vendors who need customized solutions to create large-scale campaigns or integration with other platforms.
FBX (Facebook Exchange)
You don’t need to spend time trying to understand the FBX, because it will no longer be available to advertisers as of November 1, 2016. Facebook is instead shifting advertisers’ focus toward Custom Audiences and Dynamic Ads, which better serve the mobile-first landscape.
Custom Audiences enable you to target current customers on Facebook or even lookalikes of your current customers by uploading a list of email addresses, app IDs, or other identifiers.
Dynamic ads allow advertisers to show different products to individual users across devices, depending on what they’re most likely to be interested in. To accomplish this, set up a product feed (similar to a comparison shopping engine feed), install the Facebook Pixel on your site, and set up a dynamic ad template, which will automatically populate with the right product imagery. To get started, you’ll need to use Power Editor.
Dynamic Ads for apps
Dynamic Ads and Dynamic Ads for apps essentially accomplish the same thing. However, with Dynamic Ads for apps, you can ensure the specific product a user was interested in (when they clicked the ad to download the app) will be the first page they see when they open the app for the first time.
Remarketing to website visitors (using first-party data)
Remarketing to website visitors is a tactic that enables advertisers to use first-party audience data collected by customers visiting the advertiser’s website. You can target people on Facebook who have previously visited your website, or performed a specific action on your site. To set this up, you’ll need to create a Custom Audience and install the Facebook Pixel on your site.
Partner Categories (using third-party data)
Facebook allows advertisers to use third-party data to build sophisticated audiences for targeting with Facebook Ads via Partner Categories. This means you can target people on Facebook based on their activity outside of Facebook. Third-party data providers can help you triangulate ad targeting based on offline attributes and behaviors such as homeownership.
The Facebook Audience Network enables advertisers to expand reach to advertise within mobile apps outside of Facebook using Facebook Ads targeting.
Third-party vendors and tools
Once you’re ready to put more budget behind Facebook Ads, you may want to invest in technology to streamline and scale your campaigns. Facebook Ads tech generally falls into one or more of these categories:
- Content and creative (Boost Media falls into this category, providing Facebook ads and video creative at scale)
- Bid management and workflow
- Audience management and third-party data providers
- Competitive intelligence
- Community management/ comment moderation/sentiment analysis
- A/B testing
Where to go from here
If you haven’t already, check out previous installments in this Getting Started with Facebook Ads series where we cover Facebook Ad objectives, budget, and campaign management practices; Facebook Ads targeting; creative for Facebook Ads; and conversion tracking and reporting.
Stay tuned for the final installment where we will provide a recap of our Getting Started with Facebook Ads guide.