Generic ads are flooding the paid social scene, especially on Facebook. The noose is tightening around marketers even harder, with Facebook ad limitations rolling out this year. Ask yourself: what drives audiences to complete purchases? Well, your priority should be to tell a more personal story in your campaigns. People want to see the right ads, not endless ads. The objective here is to focus on better ads, because as Facebook puts it, more ad volume doesn’t lead to better performance.
Part of the challenge is striking the perfect balance between audience size and relevant ads.
If you are looking for a game-changer, Segment Asset Customization (SAC), brings the best of both worlds.
In a nutshell, the process makes it easy to craft specific creative variations and to target specific audience subsegments based on geographic location. The implementation of SAC you will master:
- How to Drive Performance with More Relevant Ads
- How to Increase Efficiency and Save Time
What is Segment Asset Customization
Segment Asset Customization serves the right creative to the right subsets of a particular audience, based on geo-locations. An image or a video is appropriately customized and then displayed to each segment. Once users see your ads, additional geo-location customization can take place. Using different audience demographics is extremely beneficial in this case.
Facebook counts this as one ad, while, at the same time, thousands of relevant ads (different versions of the same ad) are working in the background to reach each audience segment appropriately. With Segment Asset Customization campaigns running, you assign rules to creatives. Facebook serves assets to specific sub-segments within a larger audience buy. Meanwhile, your most relevant creatives are reaching the right users within that wide audience.SAC is a fine remedy for Facebook ad limits, although it’s only possible if you join forces with a Facebook partner, such as Hunch. Also, if you are still having trouble understanding SAC, think of it as a similar option to Placement Asset Customization, which is offered via Facebook ad manager. With PAC it is easy to custom-tailor creatives to best suit Instagram Stories and News Feed.
1. How to drive performance with Segment Asset Customization
With SAC your audience is now split, and segmented. While results from conversion campaigns could take a while, performance is still increased because you are serving a specific creative to different subsets of a single audience. The immediate benefits are serving a larger audience at a low cost, while increasing performance by communicating more directly to specific users with specific ads. Have a look at the ad example below:
2. How to increase efficiency and save time
Serving different messages multiplies assets and that takes even more time. The quickest way is to empower brands so they can easily implement SAC. Utilizing SAC is also a huge time saver, once you’ve set things up on an ad set level. Sure, striving to make strategic changes in your campaigns may seem like a daunting task at first. However, once you optimize and put the right strategy in place, you spend less time on ad sets. This creates the opportunity to focus on other goals and other tasks. Utilizing powerful marketing messages, combined with geo-location options, you are effectively targeting different regions using the same ad.
3. What to keep an eye on
Fighting Facebook ad limits can still create bumps in the road. With SAC methodology in place, your campaigns become more focused on specific audiences segments. However, there are a few things you should watch out for:
Keep checking analytics and campaign results
Creating ad relevance is one goal. You can use a variety of interesting ways to make your ads more creative, more personal, and therefore more relevant. Take a look at these high-impact Facebook automotive dynamic ads, and you'll know what we mean. However, no matter how beautiful your ads look, analytics and campaign results should be in your crosshairs. The more performance you get, the closer your ads get to what your segmented audience wants at this stage. If you're using Notion, one of the best notion widgets you can use for keeping up with the analytics page of your social media accounts is Plus. With this tool, you can avoid spending hours manually updating anything and yet have your data accurate to the hour.
Create relevant copy
When customizing ads, make sure you address your specific audience subsegments clearly. For instance, make copy more relevant per subsegment, and check that your creative makes sense for that group. Remember, strong images and videos create engagement, but combining powerful copy with stunning visuals is what truly resonates with audiences. That's how you create high-impact, and will truly leverage Segment Asset Customization.
4. Geo-location customization options
There are still a few additional things to consider. Location is a vital piece of information, and Facebook helps turn that to your advantage. In terms of geo-location customizations, there is a limit of 50 segments per ad set. The following geo-location options are available:
- Zip code
- Market area
You can also customize per segment, the following elements are available:
- Destination URL
- Ad image or video
Multiple video ads as ammo against Facebook ad limits
Many are still concerned that Facebook ad limits could still impede campaign performance. Apart from SAC, automated ads can grant extra opportunities such as creating multiple video ads. So, if you need to launch, say, a weather-based campaign, create multiple video ads is vital. For example, launching 70 ads via a standard Facebook workflow is a long process. Automated ads at Hunch speed this up. The ads are split into two groups of ads for each weather type, two groups of ads for each segmented audience, and a group of ads for dozens of different locations.
Serve relevant ads based on owned data
Clearly, using specific creatives for various subsets of an audience is beneficial. However, time can be saved even more. As a solution, the dynamic creative generally speeds up an otherwise lengthy campaign workflow. Above all, it eases the process of creative customized variations of the same ad. This allows brands to achieve two key wins:
- Better, and more relevant ads delivered fast to relevant audience segments.
- Better localization without loss of performance.
To serve the right ads to a desired audience requires more personalization. More personalized ads gradually lead to better results. Another key element is focusing on customer acquisition and customer retention. This is easily achieved with Facebook dynamic ads best practices, to get the best performance and to improve ROAS as much as possible.