There’s no doubt that Facebook is immensely powerful in terms of automatic systems and machine learning. The company has been developing its advanced technologies for years. By utilizing them in its family of services and apps, Facebook (nee Meta) has managed to provide a seamless, enjoyable social media experience for its users. But the benefits of these systems aren’t just for users. Advertisers are also enjoying the capacity they bring to their campaigns. Nevertheless, Facebook still has more tricks up its sleeve. Specifically, the Facebook Power 5 tactics are slowly proving their prowess in enhancing ad campaigns even further. If you’re not familiar with the Power 5, stick with us to learn more about how you could utilize it to find more customers at fewer costs.
What is Facebook Power 5?
The Facebook Power 5 is a series of tactics that when used together, can significantly enhance campaign performance quickly. The overall concept of it is trusting Facebook’s algorithms and machine learning to do the heavy lifting for you.
As the name suggests, Power 5 consists of five advanced tools that give you the ability to scale your campaigns with little effort, while reducing your CPM (Cost per a thousand impressions). These tools are as follows:
- Auto Advanced Matching
- Simplified Account Structure
- Campaign Budget Optimization
- Automatic Placement
- Dynamic Ads
Facebook believes that Power 5 is the best practice for advertisers to transform ad performance with automated tactics. The company deems its technological prowess powerful enough to remove the manual work almost completely. Interestingly, real-life results have proved that this isn’t just PR talk.
We’re going to go through each tool to help you better understand the concept.
Auto Advanced Matching
Facebook has been doing a great job connecting brands to the right audience. Facebook Ads is packed with smart systems that optimize targeting and display the right ad to the right audience. Facebook Pixel plays a major role in that. This small piece of code that you install on your website fires up any time a user takes an action. This action could be adding an item to the cart, signing up, or even visiting a certain product’s page. Pixel identifies these actions and associates them with respective Facebook accounts. You can later use this valuable data to accurately target interested users with customized ads (like Dynamic Product Ads).
In the Power 5 approach, Facebook takes Pixel to the next level. By enabling the Auto advanced matching feature in the Events Manager, Pixel picks up every user input to better match visitors to conversions. Thanks to this feature, matching accuracy boosts significantly. Facebook identifies your customers better, which in turn grows your custom and lookalike audience size.
Simplified Account Structure
The days of creating dozens of campaigns with a bazillion ad sets are over. Granted. Advertisers have long been using the “high-granular” approach to find out which audience, placement, creative, etc. is better to achieve a single objective. However, this method doesn’t necessarily give you more control. You’ll end up building a lot of confusion and relying on guesswork too much. Even worse, you may force your ads to compete against each other by creating overlapping audiences.
The simplified account structure tactic includes limiting your campaign and ad set number to help Facebook algorithms optimize your ads better. In other words, you clean up the mess and let Facebook optimally spend your budget on winning ads. The system automatically tests out different combinations to find out which ones work best and puts more focus on them. This leads to better performance and higher ROAS since Facebook can find the optimal formula reasonably fast.
Related: What’s a good ROAS for Facebook Ads?
Campaign Budget Optimization
One of the handiest tools of Facebook Power 5 is Campaign Budget Optimization (CBO). As the name suggests, it takes advantage of the platform’s automated systems to optimally distribute your ad budget across your ad sets. While Facebook does optimize your budget based on your preferred objective by default, CBO goes even further and takes care of budget management entirely.
To benefit from this feature, you must set the budget for your campaign at the campaign level instead of the ad set level. Although you’ll lose the ability to manually control which ad sets spend more of your budget, CBO can do a better job optimizing your ad spend.
With CBO enabled, Facebook will constantly assess the performance of your ad sets and allocates more budget to those that have a higher chance of getting conversions. Another great benefit of using the CBO is skipping Facebook’s lengthy learning phase that triggers each time you apply a big change on your ad set budgets.
When running a Facebook ad, you’ll have plenty of placement options (22 to be exact) across Meta’s family of apps and services. Instead of manually experimenting with each placement, Facebook gives you the option to let the system decide which one’s best for you. Automatic placement is enabled for all campaigns by default. In this feature, Facebook identifies where exactly your audience spends the most time on and displays your ads there to maximize visibility. This will increase ad impressions significantly.
The point here is to resist the temptation of selecting placements yourself. Facebook does a great job at displaying your ads in places where your audience is present. Lots of advertisers tend to use automatic placement as a scout to find out which placements work better. This is a big mistake because manually selecting promising placements and running higher-budget campaigns in them doesn’t necessarily lead to better results. With automatic placement, Facebook will show your ads to the most relevant users possible in a placement. Manually pushing more budget to specific placements won’t necessarily increase your audience size and may even result in worse performance.
Dynamic Ads is excellent for retargeting potential customers. This type of ad is only displayed to users who have already taken an action on your website. You can target these users with dynamic ads to give them the extra push they need to make the purchase.
This feature has a strong correlation with the Auto Advanced Matching tool. If you have Pixel installed on your website, Facebook will automatically match the persons who have triggered an event on your website to their Facebook account. Then you can choose to display dynamic ads to them. These ads promote the products they have already viewed in your shop but haven’t purchased.
Bear in mind that you have to let Facebook pull products from your website’s inventory. You can do this by creating product catalogs in the Business Manager. There’s the option to manually upload a catalog, create one from scratch, or you can follow your e-com platform’s own instructions to connect your inventory to Facebook.
Now that you’ve learned about the useful tools and tactics of Facebook Power 5, It’s time to give it a go. These tools will let you harness the power of Facebook’s algorithm and machine learning. They reduce confusion and guesswork and help you get desired results while saving costs.
What is Facebook Power5?
The Facebook Power 5 is a series of tactics that when used together, can significantly enhance campaign performance quickly. Power 5 consists of five advanced tools that give you the ability to scale your campaigns. These tools are: Auto Advanced Matching, Simplified Account Structure, Campaign Budget Optimization, Automatic Placement, and Dynamic Ads.
Does Facebook Power5 really work?
Using Facebook Power5 means trusting Facebook’s algorithms and machine learning to do the heavy lifting for you. Facebook believes that Power 5 is the best practice for advertisers to transform ad performance with automated tactics. The company deems its technological prowess powerful enough to remove the manual work almost completely.
How do I use Facebook Power5?
Facebook Power5 are a series of tools and tactics that mostly rely on Facebook’s automated systems and algorithms. First of all, you need to setup Facebook Pixel on your website. for Auto Advanced Matching, you must enable the feature in Events Manager. The Simplified Account Structure tactic includes limiting your campaign and ad set number to help Facebook algorithms optimize your ads better.
To use Campaign Budget Optimization, you must set the budget for your campaign at the campaign level **instead of the ad set level. Automatic Placement is enabled for all campaigns by default, and Dynamic Ads is using the data you’ve collected with Pixel to retarget people who have shown interest in you.