Facebook is known to continually improve and make changes. This includes its overall structure, functionality, user-friendliness, and navigability of its features, key among them being the Facebook Ads Manager. Even then most of the unknown facts about the latest Facebook Ads manager have to do with navigation more than functionality.
The Facebook Ads Manager is divided into three levels. These are ads, campaigns, and Ad sets. The ad set is where you choose your schedule, targeting, and budgeting while the campaign level is where you chose your objective e.g. promoting a page, or directing folks to your website.
7 Surprising Details About Facebook Ads Manager
1. The Navigation Has Changed
- The Facebook Ads Manager’s choices that used to be on the left are now at the top.
- Some of the features and options are now under the Tools Drop-down menu.
- The spreadsheet-like icon below the main menu is used to access the previously saved reports.
- Next to the spreadsheet like icon is the icon for the admins of multiple Facebook ads accounts.
The latest Facebook Ads Manager has a visual representation that allows you to see how much you are spending each day. These are the most notable changes in the navigation and visual features of the tool. It takes a bit of time and practice to get used to these new changes even though they are merely navigational.
2. Viewing of Ad Sets and Ad Results
The Ads Manager allows you to have a clear view of what’s happening to your Ad sets in terms of clicks, costs and click-through rates. This reporting mechanism is far much more efficient as it is incorporated into the main viewing platform at each level.
It also allows you to customize the columns that you get to see so that you can get the data that you want to examine. These options provide for you more than mere visual they create an easy way of navigating as you are able to prioritize whatever group of columns that you like.
3. Testing of Multiple Designs
One of the aspects of Facebook Ad Manager that’s rarely used is that you can actually test several Ad designs. You should mix up the images and the copy texts as you seek the perfect fit between the words and the photos. No matter how proficient you are in Facebook advertising, always test the Ad design as well as the targeting.
Every time you want to run a new campaign take the time to create at least 4 unique Facebook Ad designs. Test each of those designs alongside the copy texts. This way you can figure out which one carries with it the best visualization as well as navigation potential. Only run the image and text combination that best represents your brand is most likely to optimize campaign goals.
Most often it’s easy to avoid having a call to action. That’s because most admins find them too salesy. The truth is that it might not raise your engagements or your click-through rate. However, it will be able to decrease your conversion rate and increase your overall conversion rates.
The trick behind this is that it smooths the user-navigation friction. Once they click through and get to your landing page they are able to know what is required of them. This means the site traffic won’t waste much time or feel lost and decide to opt out. Some of the clearer call-to-actions include Take the survey and receive $10 off, and Download our eBook or Subscribe to our newsletter.
5. Put the Right Ad in the Right Place
It’s not enough to have a great ad. It ought to be at the right place if it’s going to help you achieve your metric. You have to learn to optimize the design for each ad placement. Here are the three most often unknown or ignored facts.
Desktop Newsfeed is great for supporting link descriptions and longer copy. The Desktop Right Column tends to be cheaper but it’s less effective. Images placed there tend to be smaller and generally less readable. The use of Mobile Newsfeed is effective for mobile app installs and also great for engagement.
6. You Can Address Both Rational & Emotional Sides
Most Facebook users can be pretty rational people. However, the buying decisions when we encounter Facebook Ads tend to be largely emotional. As an admin this will affect both the image and the text that you use.
- The first line of text ought to outline the benefits (emotional);
- Meanwhile, the second ought to address the great features (rational);
- Offering a refund or free trial makes it risk-free (rational);
- Also, quoting the number of current users acts as a social proof (rational).
Essentially the great ads are those that have an interplay of rational and emotional appeals.
7. Filters Work, Maximize on Them
One of the critical metrics to keep an eye on when viewing your data is how the filters are set. The default setting of the filters is the last 30 days of data. The recommended action is to change it. You can do this by customizing the data range or you can pre-select it for example Last 14 days.
The filter option on the Facebook ads manager helps you to search for particular campaigns or to filter the campaigns to be able to see the most recent ones. You can select Create New Filter to find a campaign by the name.
There are a whole lot more features, styles, secrets and design functions that are able to help you maximize your Facebook Ads Manager’s efficiency. Lots of them are mere tweaks to existing functionality. There is a very consequential yet rarely used detail on the Facebook Ads Manager. It targets the custom audiences that allow you to upload your customer’s email list.
The team at Facebook continues to add and remove features. These impact budgeting, targeting, scheduling and even the clickability of your ads. Lots of these Facebook Ad Manager details are known but rarely used. Discover and benefit from all of them for your small business!
The images are from depositphotos.com.