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3 Tips for Programmatic Advertising on Facebook

3 Tips for Facebook Programmatic Advertising
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What is programmatic advertising and how can you ensure that your Facebook programmatic ads are successful?

Follow these tips to ensure that your Facebook programmatic advertising efforts are successful.

Programmatic advertising is the use of automation to buy and sell media. Programmatic can apply to anything from display to digital out-of-home (OOH), TV, and everywhere in-between. Ensuring that your Facebook programmatic advertising efforts are successful can be difficult though.

Facebook is a popular place for companies to advertise because social media is huge, and Facebook seems to be the number one social media advertising platform. Facebook offers advertisers the ability to target real user IDs and attributes; not only user profile data but behavioral targeting as well. Facebook also offers a Custom Audience feature that helps advertisers retarget interested users.

With Facebook retargeting, advertisers can even reach lookalike audiences to expand their reach. Also, Facebook’s Business and Help sites offer best practice tips to help you make the most of your Facebook ad campaigns and the platform even offers valuable benefits like user-based, mobile, and cross-device targeting.

The one major drawback of Facebook programmatic advertising, though, is that the platform doesn’t offer real-time bidding like other programmatic platforms do. So, how can you ensure that your programmatic Facebook ads are successful? Follow these essential tips to help you get the most out of our Facebook advertising efforts.

Programmatic Advertising and Why It Is Important

Tips for Successful Facebook Programmatic Advertising

Custom Audiences
When you utilize Facebook for your programmatic advertising efforts, you can place pixels on your website to set up and target Customer Audiences. These audiences consist of individuals with Facebook IDs that have visited specific product pages or who’ve added products to an online shopping cart on an advertiser’s website. This data is essential for you to retarget these visitors with your own ads across all their devices, ensuring that they see and engage with your ads.

When you use Facebook’s algorithm for Custom Audiences, you can also identify similar or Lookalike Audiences that are likely to be interested in your brand. By taking high intent signals, high performing audience segments, and targeting ads to users who share similar traits and behaviors to your best customers, you can use Lookalike Audiences to acquire new customers.

Online Help
Most social media platforms offer online help sites and training to help marketers get the most out of their social media marketing efforts and Facebook is no different. Facebook offers Business and Help sites that explain Facebook features and even provide helpful ‘how-to’ videos to help you in every step of the campaign process.

Facebook explains that 87% of engagements on their platform come from photo posts so they recommend using an 80/20 ratio for any posts you wish for audiences to engage with. They also suggest that you use 40 characters or less for an ideal Facebook ad. You can find these helpful tips and more on Facebook’s Business and Help sites, which are designed to help you get the most out of your programmatic ads.

Engage, Appeal, Simplify
Perhaps the most important tip to make your Facebook programmatic advertising successful is to make your ads engaging, appealing, and simple. Create ads that appeal to audience emotions. This will not only provoke audiences to engage with the ad but when you appeal to audience emotions in a positive way, you make your ad much more appealing. Also, using photos or videos in your ads will increase the visual appeal of your brand.

When creating copy for your ads, keep it simple and to the point. It is better to use more visually appealing features in your ads than copy, as audiences today are much more attracted to ads that put more emphasis on images. The most important aspect of a successful ad is to include a call-to-action that will get audiences to engage with your brand via your website and even provoke them to purchase your product.

Programmatic Advertising and Why It Is Important


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Emily Pribanic
Emily Pribanic
Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

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