Mankind is at the dawn of an automation renaissance – a glorious new age where we digital marketers can “set it, and forget it,” spending the rest of our days frolicking in the sun and blowing bubbles while A.I. performs all those tedious daily tasks to optimize our ROAS. This brave new age of technologically-syndicated optimization has taken center stage at all tech summits today. At Google’s Marketing Live event, executives touted a whole slew of automation-driven display tools that relieve us from the mundane actions of analyzing and optimizing campaigns. Facebook’s business page is essentially a hall of fame commemorating brands who have succumbed to the mysterious complexities of AI optimization and reaped the rewards. On the other hand, news outlets delight in stories where well-meaning automation trudges into a brick wall. From Domino’s failed attempt at AI customer support to Microsoft’s infamous attempt to make an AI web persona, we digital marketers are left thinking: is automation ready to take the wheel?
Whether you’re utilizing automation to its fullest extent, or just testing it out on a few campaigns, here are some tips and tricks to help you get the most out of your automated Facebook campaigns.
Listen to the Choices Dynamic Creative Optimization Makes
Within Facebook Ads Manager, the option to utilize Dynamic Creative Optimization is always very tempting. With this feature, you can insert up to 10 images/videos and five text assets. The UI will then go to work mixing and matching the top-performing creative elements to create the perfect ad for your audience. Aside from making Charles Darwin proud, Dynamic Creative Optimization allows you to understand which elements of your brand people are responding to, so you can serve them more if it. If you find the images of giraffes are winning in CBO, work with your creative team to make more ads with giraffes. If CBO ads are showing shorter and more direct body text, tell your copywriter to pull it back. Listening to how automation is optimizing your ads is a great opportunity for you to feed it more of what it likes.
Guide Campaign Budget Optimization Toward Success
Campaign Budget Optimization allows Facebook Ads Manager to optimize your campaign by automatically distributing each campaign’s budget between your ad sets. If you’re running one campaign with a variety of ad sets, this could spell disaster for your credit card. With no clearly established marketing funnel, Facebook will spend your money like a Kardashian spends… well, money. By default, Campaign Budget Optimization will allocate funds towards high-performing ad sets and disregard your mission as a digital marketer: to slowly nurture your prospect along the path to conversion by re-instilling different value propositions at every level of your marketing funnel.
To gain back a little control over CBO, be mindful of how you design your Facebook strategy. Create a variety of campaigns for each level of the marketing funnel, offering information relevant to your prospect’s unique challenges and pain points at each stage of the journey. Then, use your ad sets to test different creative, ad copy and landing pages. This method gives you more control over how automation is spending your money. You may find your prospecting campaign performs much better on Mondays, while your retargeting campaign peaks on Fridays. With each campaign separate, you can allocate budget accordingly.
Additionally, be sure to set up parameters of spend on each of your Facebook ad sets. Adding a spend maximum to your campaigns will ensure you don’t wake up to any surprises. Check out Jayme Verman’s article for a deeper dive into the ins and outs of campaign budget optimization.
Whether you prefer to drive your campaigns manually, or you’re happy to let AI take the wheel, one thing is certain: automation is here to stay. As their technology continues to develop, big tech companies will encourage users to automate more and more of their marketing decisions. The best way to co-exist with this great leap forward is to listen to the choices automation makes, analyze the data with your team and guide automation toward success.
For more information on how to be efficient on the paid search side of digital marketing, check out Barkha Shah’s article on automation efficiency.