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How to Consolidate Campaign and Ad Structures

Jukka Mäenpää May 14, 2021 10:46:22 AM

As Apple began rolling out the iOS 14.5 updates at the end of April, marketers may see their performance and audience size decline in their social advertising campaigns.

As the changes make social media ad platforms limit the amount of identifiable information they can collect and receive to offer a personalized ad experience to iOS 14 users, they will also have an impact on the effectiveness of advertising campaigns and conversion rates.

At Smartly.io we believe that creative strategy will rise in importance for social media marketers. Our marketing director Riikka Söderlund recently wrote: “Having less data to depend on is a boon for the creative industry. It makes marketers less reliant on machine learning and more reliant on relevant, personalized creative that is delivered in the right place at the right time, ie. privacy-friendly contextual targeting.”

Combine and Conquer: The Case for Consolidation

How does your brand approach big changes? For some marketers, now might be a good opportunity to take a refreshed approach to where they want to find incremental performance. Marketers with a fragmented strategy that drives for specific goals, might be more exposed from large industry shifts, like the iOS 14 changes.  

Marketers with a broader, more aggregated marketing strategy might feel the impact to a lesser extent - see it as investing in index funds instead of individual stocks. These strategies benefit from larger, more diversified audiences and higher signal volume. This does not, however, mean that they are missing out on opportunities to personalize creatives or optimize performance for specific audience segments.

Starting off with a broader higher level strategy and then specifying it based on tests during a new normal can yield better results than starting off with a fragmented strategy and setup and consolidating up as you potentially lose performance.

consolidation_ralph

It’s As Easy As...

When it comes to simplifying your setup, there are several consolidation strategies available. If you have strong learnings and possibilities to personalize your marketing output, there is no reason to give those up with the simplification. Let’s take a look at a few strategies that allow marketers to work with less moving pieces, but still deliver creative and personalized ad experiences to their audience. 

Dynamic Ads with Cross-Border Campaigns

Facebook Dynamic Ads offers an option to localize your catalog for multiple languages and countries while still continuing to workwith a single catalog in campaigns. Marketers can set up product titles and descriptions in different languages, set prices in the local currency and link to country-specific websites within a cross-border catalog. 

Smartly.io’s Image Templates allows marketers to even localize all the catalog images! A broadly targeted campaign can then be set up to advertise the global catalog, allowing Facebook to identify the right country and the preferred language for each user, and dynamically localize ad copies, product prices and availability. Read more here: The Smartly.io Guide to Cross-Border Advertising 

”Using Smartly.io’s Image Templates, we [Ralph Lauren] were able to automatically localize our ad creatives across every market while maintaining a consistent design and brand experience. Image Templates were integrated directly to our cross-border strategy, so we did not need to compromise on campaign structure” - Alicia Castellana Digital Media Director - EMEA & LATAM at Ralph Lauren

Asset Customization

In addition to dynamic campaign choices, marketers can also make use of asset customization in their Facebook campaigns. Asset customization comes in several flavors. Placement Asset Customization allows marketers to set up different variations of an ad creative based on the placement the ad appears in—think vertical image in stories and square image in feed. 

Segment Asset Customization, on the other hand, changes the ad creative based on the audience location segment that sees the ad. Learn more how Cornershop saw success with Segment Asset Customization! 

Dynamic Language Optimization shows localized copy and links based on the audience’s preferred language. All these customization techniques reduce the need to create additional ads or ad sets just to create a personalized experience. With Smartly.io, marketers can even use automation to easily scale up their customized ad creation. Read more here: Smartly.io Launches Segment Asset Customization.

Automated App Ads

For app marketers looking for an easy Facebook campaign type that is designed to give them an edge as well as creative variations without the manual work, Automated App Ads isthe obvious choice. Automated App Ads offers a simplified campaign setup with built-in Dynamic Creative Optimization and automatic placements. It’s powered by a machine learning optimization model that automatically balances performance. This campaign promotion type supports up to 50 unique videos or images in just one ad and together with our Modular Creative solutions, marketers can create tens of variations in the blink of an eye. All you need to do is to set up a campaign and Facebook will handle the rest. Read more: About Automated App Ads

Remember: Facebook will have restrictions on the number of iOS 14+ targeted campaigns. Automated App Ads as well as Cross-border Dynamic Ads can be a powerful part of your strategy when working with a limited number of campaigns.

Eager to get started with a simplified account setup? As a Smartly.io customer, you have access to all the above mentioned techniques, technologies and strategies to find success, efficiencies and ease of management in Facebook marketing. Login and learn more in the Smartly.io Academy or Knowledge Base, or ask your Customer Success Manager today!

Not yet working with G2’s #1 ranked Social Advertising Platform? Reach out today for a deeper introduction to the platform and schedule a demo 😎

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Author
Jukka Mäenpää
Product Marketing Manager

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