Social Fulcrum

CPMs dropped 10-20% due to the recent protests, as civil unrest grows – our Strategic Recommendations on Facebook During Uncertain Times We suggest you go through every single piece of creative you are using, and ask yourself “is there any way this could get interpreted by anyone in a negative light, especially around the current social unrest?”If anything is on the edge, you should pause it for now. With rising CPC bouncy and conversion rates falling, we have seen a meaningful increase in cost per conversion since the unrest began. But right now, its best to React day to day to how your ads are performingHeavily analyze the past to predict the futureThe past isn’t like today, so analyze historical data less, but analyze current data heavily.

Use “Dynamic Creative Optimization” to test large quantities of creative before rollout. We saw weak performance from broad targeting (despite what Facebook is saying) and Lookalikes in the 3-10% range. Tip #3: Use “Dynamic Creative Optimization” to test large quantities of creative before rollout. Tip #4: Use “Page Engagement Interests” to generate new ideas for interest audience testing.

So…what server-side API does is allows the advertiser to send website and offline events from their server directly to Facebook enabling them to use that data for measurement, reporting, and optimization as they would pixel events. Facebook recently released the ability for advertisers to pass over their off-website and offline data from their servers to Facebook’s servers enabling them to optimize, target and learn from this data as if it was collected from Facebook’s pixel. Success on the server-side API requires two things; correct tech setup and correct data-usage to use the server-side data to maximize ad revenue. As global leaders in Store Visit Ads + Offline Conversions spending, we have extensive experience helping clients set up offline tracking, which uses a very similar API.

Advanced advertisers serve different ads to different stages in the funnel, if you’re not keeping these audiences separate then you will likely be serving the wrong ads to the wrong people at the wrong time. Launching a new ad set each time you launch a new ad will lead to mistake #2 above and hinder Facebook’s optimization algorithm that controls which ads should get the most spend. Many advertisers ignore this warning by frequently making small updates to their budget, audiences, adding many ads at once, launching many new ad sets or making other large changes to their campaigns. Assuming single-touch prospecting is the only way to use Facebook Most advertisers work on the assumption that Facebook’s biggest strength is direct response prospecting, so they evaluate the platform as a success or failure based on whether prospecting campaigns deliver performance at their exact ROAS/CAC targets.