Recipe for Restaurant Success - scaled social advertising

The Recipe for Restaurant Brand Success: Scaled Local Ads from Local Pages

“Where do you want to eat?”

“I don’t know, where do you want to eat?”

A common exchange to the point that 75% of people haven’t decided where to dine when they start their search. As a restaurant brand, you want your locations and franchises to be top of mind when tummies grumble.

Brand awareness ads just don’t cut the mustard when hunger hits. Local ads from local Facebook Pages, regardless of placement in the Facebook Feed, Instagram, or in Stories, resonate with local patrons. Which makes sense, as studies show diners typically visit restaurants within 2.6 miles of their home. With local ads published from local Pages, you can offer clear calls-to-action like “Get Directions,” which pull up turn-by-turn directions to your establishment, making it easy for diners to visit your restaurant over competitors.

Pro Tip: Don’t boost your posts. Instead, use direct response ads optimized for a desired conversion. Sure, having a million “Likes” on Facebook can be a good thing, but if those users are not visiting your location or ordering take out, what’s the point? Boosting posts optimizes for Likes, Shares, and Comments. Whereas direct response ads with the right call-to-action encourage users to take a desired action of your choosing, whether you’re looking to drive foot traffic to your store, prompt app installs, or direct users to online ordering, calls-to-actions can be the difference maker.

Multi-location brands that have business Pages for their individual franchises can use those Pages to further drive engagement via direct response social ads by promoting specials, events, and sign-ups for coupons offered by that specific franchise. Optimizing your copy with localized language not only resonates more with diners but running those ads off of local Pages results in a lower cost of advertising. By targeting your local Page ad campaign a few miles around the franchise’s address, you can not only beat your competitors, but also ensure you’re driving your potential diners to their nearest establishment.

Pro Tip: Don’t limit your targeting to users that “Live In” your certain area. Open the ad up to everyone in your targeted area because tourists and out-of-towners eat too!

This global-to-local approach brings enterprise strength tools into the local market. The local restaurant chain’s general manager can now easily partner with the brand to drive increased foot traffic for their establishments. It’s a true win-win for the brand, its franchises, and locations. Oh, and did I mention a lower cost of advertising and greater reach? Check out this use case. 

Challenge

A quick-service restaurant chain was continuously looking for insights and performance advice to improve social advertising campaigns. The client was running multiple brand-level campaigns off of the corporate Facebook Business Page, targeting by DMA across multiple locations.

The Solution and Benefits 

Together with the client, Tiger Pistol ran an A/B test to understand if more localized targeting and content would drive better campaign performance.

  • Local campaigns run off of location-specific Facebook Pages, leveraging insights from those individual Pages
  • Targeting was more relevant for localized campaigns; remote regions of DMA were excluded
  • Tailored campaign copy to mention the street, city or neighborhood of the specific location to increase relevance
  • Results from A/B test found that location campaigns were more cost-effective and resulted in better performance than the DMA campaigns the client had been running

Impact

  • 35% More impressions for location campaigns versus DMA campaigns
  • 30% Lower CPMs then running the same campaigns through the national brand Page.
Learn more about how you can empower your local partners with brand-approved local social advertising. Contact Tiger Pistol today!

Jarrod Hitt is a Marketing Services Manager for Tiger Pistol. He specializes in helping national brands build scaled Facebook advertising solutions with an emphasis on local activation. Jarrod holds a marketing degree from the University of Wisconsin – Milwaukee. Outside the office, he enjoys spending time outdoors with his wife and dog, fly-fishing, skiing, mountain biking, and practicing his photography.

Engineering Expert Take: Cross-Domain Browser Messaging

In his recent article on Medium, Tiger Pistol’s Garrick Thurston shares his recipe for enhancing UX across application boundaries to create a more seamless product suite.

The ultimate achievement here is decoupling interface concerns from any app tiers outside of the client in a reasonably secure way. This example closes a child window but its methodology could be applied to any UI updates needed cross-domain. If the API doesn’t need to know, then why tell it?
Read the article now

Garrick Thurston is a Software Engineer at Tiger Pistol leveraging 7+ years experience in web development. Outside of work, Garrick enjoys participating in the local music scene and collecting guitars and vinyl.

Checklist Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Checklist: Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Running Facebook ads can be tricky business, and it really doesn’t take much for your ad to get bitten by the underperformance bug. Here’s a checklist of common problems, coupled with ways to adjust your ads to ensure they are running correctly. 

PROBLEM: Ad is not approved Sometimes the issue isn’t the ad, but rather its delivery. Luckily this can be an easy fix, so here are some tips to make sure delivery and performance are not related. 

  • Make sure it complies with Facebook policyFacebook policy is something a lot of advertisers struggle with, and if you are a busy advertiser with a lot of notifications; you may not notice your ad has been disabled due to a policy violation. Facebook also has the ability to retroactively reject ads, so we highly recommend checking the ad’s status and making the proper updates. Also, be aware of which policy violation may be affecting your ad and see if it is a valid disapproval. Facebook isn’t perfect and may wrongfully flag the ad. 

Check out these past blogs on Facebook policy changes to ensure you’re in compliance: 

Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update

Decision 2020: Changes to Facebook’s Social & Political Ads Process

Keep Your Agents Compliant: Facebook’s New Rules for Real Estate Ads

  • The 20% text rule Originally, Facebook often disapproved ads with images that contained more than 20% text (logos included) because it interferes with the user experience. Now Facebook will approve a lot of these ads but limit their reach. Save the text for your headline, body, and link description. That is what they are there for! Use eye-catching and custom creative to attract viewers. Facebook offers a useful image text tool to verify your ad follows this rule. 

PROBLEM: Targeting – Targeting largely impacts how your ads are performing, and we want to make sure you find the sweet spot to help your ads succeed. If your ad is underperforming, consider tweaking the audience. Audiences that are too hyper-focused or extremely broad tend to impede results. At Tiger Pistol, we recommend an audience of at least 50,000 to run a successful ad. Here’s some specifics to consider: 

  • Audience Too Broad –  Don’t use your budget on impressions that don’t matter. We have found local advertising to be extremely successful when concentrating on those who will take action and support your business. Think about who and where your customers are. If you are a local coffee shop, most people won’t drive more than 10 miles for their latte. Target strategically and think critically about your customers.
  • Audience Too Narrow – Narrowing your focus may cause you to miss some opportunities. Consider these tips to expand your audience to reach new customers and increase sales or engagement. If they are your ideal audience, chances are your competitors’ will try to target them as well. Also make sure to remove unnecessary targeting parameters and restrictions, like demographic and detailed targeting options that both reduce your audience size to under 50,000 and aren’t helping your ad. You may be certain no one over 35 will buy your product, but is there data to prove that? Often narrow audiences are the result of assumptions. Opening up your targeting and letting Facebook’s optimization worry about serving ads can likely result in higher quality ads. If you need assistance with your audience, the Facebook Pixel is a simple and direct way for you to build audiences with first-party data – i.e. your own web traffic. Learn more about how you can harness the Power of the Facebook Pixel!

PROBLEM: Creative – Both your words and your pictures impact your ad rank, so beat out your competitors by showing and telling your audience what makes your business unique. 

  • Does it Fit Your Objective and Audience? Make sure you are targeting your audience with engaging and eye catching images! 96% of users are looking at content on their phones, so you want to optimize for mobile. We have also found that with text, less is more. Great ads present their information in a succinct way with a clear call to action.

  • Check Your Image Resolution A blurry or distorted image will not capture the response you are looking for. Make sure to use high quality images that are related to your business. Using tools like carousels or video creative can help give viewers fresh and exciting content! Find some businesses that inspire you and find out what draws you in about their creative. 

Facebook ads are a complicated mix of traditional advertising creative and digital best practices. All of these different elements must come together to build a unified ad unit. Audiences need to be relevant and made up of interested consumers, just as the creative needs to be compliant and resonate with said consumers. So pay attention to the construction of your audience, the quality of your content you serve them, and most importantly –  when in doubt test it out – especially if you’ve eliminated any technical issues or simple fixes, such as removing text from your image. Here at Tiger Pistol, our platform is designed for continuous A/B testing, automatically pushing winning ads forward and surfacing insights on particular elements such as image, copy, audience, and even down to the CTA button. Harnessing the power of social requires both a trained eye to both develop and manage the right content, but also requires the ability to adapt based on consumer behavior and campaign data. You too can conquer all elements of your social media campaign; it just takes the right mix of proactive action and smart data insights.

Learn how Tiger Pistol can optimize the performance of your local ads at scale. Request a demo today!

Yanira Durant is a marketing specialist for Tiger Pistol. An Austin local with a passion for social advertising, Yanira strives to break through the noise in fun and creative ways. In her free time, she enjoys exploring the city, trying great queso, and managing her pug’s Instagram account.

Tiger Pistol’s Top Social Advertising Blogs of 2019

Our social advertising experts have had a lot to say this year, providing insights and sound advice on the Tiger Pistol Blog. In case you missed some of the action, we’ve rounded up the best of the best blogs of 2019.

  • How Can my Brand Best Use our Locations to Drive Foot Traffic or Leads Through Social Advertising?
    Tiger Pistol’s Chris Mayer shows us examples of how to scale a national campaign locally by publishing your product messaging via your individual locations’ pages. Read More.
  • Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update
    Unsure about Facebook’s new Special Ad Categories? Tiger Pistol’s Analissa Moreno describes the changes and how they may affect your campaigns. Read More.
  • Tiger Pistol at Yext: Search and Social, the Yin and Yang of Online Advertising
    Get highlights from our YEXT ONWARD19 talk on the relationship between local social advertising and search — and how brands doing both are in for some big gains. Tiger Pistol’s Laura Sebo has the recap.
  • What Facebook’s new campaign budget optimization rules mean for your company
    Will Facebook’s new Campaign Budget Optimization requirements live up to the hype? [We think so!] Read More from Tiger Pistol’s Chris Mayer.
  • How High-Volume Advertisers Benefit from Facebook’s New Parent/Child Business Manager Structure
    Unlock scale and speed to revenue with Facebook’s new Parent/Child Business Manager. Let Tiger Pistol’s Casey Zaffin show you how it works.
  • What Facebook’s Second Wave of Data Privacy Tools Means for Advertisers
    Now they see it, now they can control it. Facebook is allowing users to disconnect all of their Off-Facebook activity. Tiger Pistol’s Amy Abell tells you what it means for advertisers.
  • Decision 2020: Changes to Facebook’s Social & Political Ads Process
    Are your ads getting flagged? It might have something to do with Facebook’s updated Political Policy. Tiger Pistol’s Analissa Moreno tells us how you can avoid any hassle.
  • 10 Tips for Brands to “Go Local”
    How can your brand best use your locations to drive foot traffic or leads through social advertising? Find out with these 10 Tips from Tiger Pistol’s Laura Sebo!
  • The Facebook Pixel: Uses and Best Practices
    Tiger Pistol’s Laura Kraay offers a whimsical guide to building audiences and measuring success with the
    Facebook Pixel.

At Tiger Pistol, we appreciate every expert on our team, so as a bonus blog, here’s a little write-up about our amazing company culture.

The Team that Cooks Together Stays Together
Recently the Tiger Pistol Team took their creativity into the kitchen for a collaborative culinary event.  See the pics and learn more.

Thanks for reading the Tiger Pistol Blog this year! See you with more insightful content in 2020.  Want to learn more about Tiger Pistol? Contact us Today!

Facebook Pixel Uses and Best Practices

The Facebook Pixel | Uses & Best Practices

According to Facebook, “The Facebook Pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.”

But what does that really mean?

The Facebook Pixel is a piece of code added to a website that tracks user data through cookies, allowing you to access useful analytics about customer website behavior. This data can then be used to inform strategy and find new potential audiences. Here are just a few concrete ways the Pixel helps advertisers: 

  1. You can now show social ads specifically to people who visited your website.
  2. You use your website visitors to build a Lookalike Audience to find and target new customers that have similar interests/behaviors/demographics as your current ones.
  3. You can utilize more more Facebook optimizations, such as Landing Page Views.

The Facebook Pixel is like a net that catches all user activity (referred to as events) and allows marketers to use these events to optimize and create more powerful ads. Facebook has seventeen standard events set up, such as  ‘Add to Wishlist,’ or ‘Complete Registration. ’ Custom events also allow users to add input their own categories.

This has clear and instant appeal for e-commerce, but the Pixel offers unique opportunities for all advertisers. The Pixel also gives retailers the chance to create custom audiences that can be useful in re-marketing efforts. Additionally, Pixel data can also be used at scale with the ability to share information across SMBs or rolled up into corporate systems. This way, brands can use location level data to help form more targeted audiences. 

The Pixel also offers the ability to create Lookalike Audiences from custom audiences. This creates a brand new audience which mirrors the preferences and values of the original. In “The Power of the Facebook Pixel,” Chris Mayer writes how Lookalike audiences are a great way to find new customers without relying on dwindling 3rd party data:

The lookalike process is anonymized: you won’t know exactly what traits the hash aggregates, but that’s okay. The resulting Lookalike Audience generated will include users with similar characteristics whom have not yet visited the website.

Clothing company Wren + Glory used value-based, international lookalike audiences on Facebook and Instagram to expand the company’s sales outside of the US.  They received 62% more orders compared to the previous period. 

In a world where data is crucial, the Pixel helps establish clear results. In fact, Gold’s Gym used data from their Facebook Pixel to learn that their recent Facebook ads produced a 2.2X lift in free trial sign-ups. Geoff Tobey, their Director of Digital Media mentioned that by “being able to jump into a Facebook testing opportunity, we learned that ads in Messenger Stories were more successful in driving an incremental lift in leads, and lowering cost per conversion, than we’ve seen on other channels.”

Whether you’re looking to test new optimizations, employ re-marketing strategies, or find new customers, social media advertising allows customization and proven results. The holidays may be a whirlwind, but the Pixel can help you stay on track along the way. 

Learn more about Facebook Advertising Best Practices from Tiger Pistol’s experts. Browse our resources now.

Are Facebook CPMs Rising? Depends How Local You Go.

The Story of How a Simple Hunch is Transforming Social Advertising

A recent industry news article cited that Facebook’s CPM (cost-per-thousand impressions) grew by 122 percent. With our considerable amount of historical campaign data, we couldn’t help but wonder if Tiger Pistol’s Facebook Advertising CPMs were rising at the same rate. 

SPOILER ALERT: They’re Not. Not Even Close.

We don’t like to throw the word “hero” around, but this origin story shows exactly how our simple hunch is transforming social advertising. 

Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update

Your social advertising strategy and audiences may need a bit of an overhaul to align with updates to Facebook’s “Safe & Civil” Advertising Policies, especially if they fall within particular categories.

Last year, I wrote an analysis of Facebook’s swift changes to Housing, Employment and Credit Opportunities Policy. The Non-Discrimination Policy, as it became know, was born from a complaint issued by The U.S. Department of Housing and Urban Development (HUD). Part of the social network’s solution was to remove “over 5,000 targeting options to help prevent misuse,” in an effort to keep Facebook advertising “safe and civil” by promoting a positive social advertising atmosphere.

Fast-forward to 2019, Facebook announced that one of their “top priorities is protecting people from discrimination” on their Platform, and as a part of their settlement with the groups that filed lawsuits against them, they would be enacting changes to protect Facebook users. These amendments include:

  • Changes to geolocation targeting by the elimination of zip code targeting;
  • Changes to age and gender targeting; and
  • Limited detailed targeting parameters for housing, employment, and credit opportunity campaigns.

By August, the above changes became what is now known as the Special Ad Category. Every US-targeted campaign – yes, campaign – that corresponds to a housing, credit, or employment opportunity must have one of the three categories applied – a major change considering the previous iteration certified compliance for the entire ad account.

Campaign audiences also take a hit. On top of previously announced changes to gender, age, and zip code targeting, users could no longer target by multicultural affinity “or any detailed options describing or appearing to relate to protected characteristics In other words, Special Ad Category campaigns are meant to target the broadest audience possible.

You may be wondering “what about my Lookalike and other Custom Audiences?” Those were nixed too. Instead, advertisers can opt for Special Ad Audiences that are built in a similar fashion to previous custom audiences but ignoring age, gender, or zip code.

How do you choose correctly?

Choosing a Special Ad Category is pretty simple. Nine out of ten times if you have an inkling your campaign is going to be flagged, it will be. So, what options can you choose?

In Facebook’s Help Center, you can find a guide to choosing the correct category. The breakdown Facebook provides is as follows:

  • Credit Opportunity: Ads that promote or directly link to a credit opportunity, including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans, and long-term financing. This also includes brand ads for credit cards that include a specific credit offer.
  • Employment Opportunity: Ads that promote or directly link to an employment opportunity, including, but not limited to, part- or full-time jobs, internships, or professional certification programs. Related ads that fall within this category include promotions for job boards or fairs, aggregation services, or ads detailing perks a company may provide, regardless of a specific job offer.
  • Housing Opportunity or Related Service: Ads that promote or directly link to a housing opportunity or related service, including, but not limited to, listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, and home equity or appraisal services.

How can I prepare prior to launch?

Our team at Tiger Pistol can say with certainty that any campaign that falls within this umbrella will require Special Ads certification and likely requires an audience update. To better prepare yourself, make sure:

  • Your audience does not include zip code targeting and targets a minimum of 15-miles (if you target an address or city)
  • Your audience targets Adults 18+
  • Your copy falls within Facebook Policies

If your customer is running a campaign that does fall within one of the three categories, it’s best to launch your campaign with a Special Ads Category applied prior to publishing. This will save you time and a headache resolving errors during the length of your campaign.

If your campaign gets flagged during its flight, first check your ad copy – something in there may have set off the Policy algorithm. An easy example would be “We’re hiring for all positions!” in your body copy, but you haven’t applied Special Ad Category: Employment. If you can say definitively whether or not your customer falls within a housing, employment, or credit opportunity, make sure you’ve applied the appropriate category, then adjust your audience to fall in line with Policy and republish. 

When in doubt, apply a category – it will benefit you and your campaigns in the long run.

Want to make sure your locations or customers ads are within Facebook Policy every time? Contact us today. 

Decision 2020: Changes to Facebook’s Social & Political Ads Process

In the wake of the 2016 US Election, Facebook made drastic changes to its policies regarding Political Ads and the way they would be handled. Among the changes are the Ad Library and the requirement of advertisers to be authorized. In some ways, this may be seen as Facebook’s move to keep Political Ads out of users’ News Feeds and to avoid renewed criticism experienced after the last presidential election.

With the 2020 election season on the horizon, Facebook added further requirements to the policy, asking even more of advertisers for the coming election season. This change also includes a heavy investment in people (read: an increase in policy reviewers) and improving its technology to “proactively identify abuse and help prevent foreign interference.” 

So – where do you start? You can tell a Political Ad from a normal sponsored post by the disclaimer: “Paid for By,” which states who has funded the ads. In a recent update, Facebook stated, “Despite [the] requirements, there are a number of cases where advertisers have attempted to put misleading “Paid for By” disclaimers on their ads.” 

In the wake of this latest round of Political Ad deception, Facebook chose to roll out further updates to the Political Ads process, requiring Disclaimer Approval and the submission of further information about the organization running the ads.

The good news? Nothing regarding the authorization process on a user-level has changed. “Confirming Your Identity” is still required for any user wanting to run political or social issue-related ads.

The not-so-great news? Your “Paid for By” disclaimer requires an extra bit of work. In addition to providing important business information such as an address, business email, and matching website, one of the following is required:

  1. A Tax-registered organization identification number (i.e. EIN)
  2. A government website domain that matches an email ending in .gov or .mil
  3. A Federal Election Commission (FEC) identification number

For SMBs or local politicians who aren’t credentialed in this way, Facebook does provide two other options when submitting Disclaimers for approval:

  1. Submitting a verifiable phone number, business email, mail-deliverable address, and a business website with a domain that matches the email; or
  2. Submitting no organization-related information. Facebook will not allow the usage of a registered organization name in disclaimers for users who choose this option.

When all is said and done, what does this do for your ads? For options 1-3, an “i” icon will appear in the upper-right corner that states this is a “Confirmed Organization.” For options 4-5, the “i” will instead read “About this ad.”

Ultimately, Facebook wants to provide users with more knowledge about who is influencing them within their social feeds. Facebook further states, “This will allow people to confidently gauge the legitimacy of an organization and quickly raise questions or concerns if they find anything out of the ordinary.

In addition to these five options, Facebook overhauled its list of social issues within the United States, narrowing them down to a set of 10. The original list was “meant to be fluid,” but was a pain point for many users who appealed wrongly flagged ads that were caught in the error net. Facebook says its authorization process will still be enforced, but ads that merely advocate or discuss social issues will not require further authorization –unlike previous iterations of this policy.

For a full list of social issues within your country, click here.

Now, you’re probably asking yourself “how does this apply to me?” If you’re looking to run ads relating to Social Issues or true Political Ads, we suggest budgeting an extra bit of time into your schedule. From experience, Facebook is reviewing every “Paid for By” Disclaimer submitted for legitimacy and will send it back for review if updates are required. The social network has even gone so far as to build a helpful one-sheeter, which can be reviewed here.

If you’re running ads outside of these categories but were flagged for social issues, our best recommendation is to appeal. If you can provide the Facebook Policy Team with legitimate reasons why your ads aren’t of a political or social nature (ie. you’re an electrician who specializes in alternative energy installations). They’re pretty good about reactivating campaigns. Remember, the Tiger Pistol team is always here to help!

Let’s talk about how our team of experts can scale your social advertising campaigns. 

Tiger Pistol Named Finalist in Street Fight Innovator Awards

Tiger Pistol Named Finalist in Street Fight Innovator Awards

Local Social Advertising at Global Scale for Fortune 500 Beverage Company Honored for Best Social Media Campaign

Tiger Pistol, Inc., the only social advertising platform that delivers local activation at global scale, today announced that it has been named a finalist in the Street Fight Innovator Awards for Best Social Media Campaign.

Tiger Pistol’s nomination was based on the incredible results achieved for a Global Fortune 500 beverage company. Among other benefits, the client’s use of the platform to drive traffic to thousands of locations worldwide resulted in a 60 percent decrease in cost per thousand impressions (CPM) in comparison to the brand’s national advertising efforts, plus a +50 Net Promoter Score among locations that participated in the program.

“We are honored that Street Fight has named Tiger Pistol as a finalist for Best Social Media Campaign,” said Paul Elliott, Tiger Pistol CEO. “The Tiger Pistol Platform is purpose-built to overcome the challenges of locally-activating social advertising campaigns at scale, and in the case of this campaign, the challenge was to engage with a decentralized, global network of independent retailers, bars, and restaurants. The result was a true win-win through local advertising – the brand achieved a higher ROI on its advertising investment, and the local businesses reaped the benefit of increased foot traffic and sales by publishing the branded ads through their local Facebook Pages.”

Street Fight magazine reports on the cutting-edge innovators shaping the future of local media, advertising, and commerce every year. The Street Fight Innovator Awards celebrate champions and innovators driving success in location-based technology, media and marketing.

Winners will be announced November 14 via streetfightmag.com, Street Fight Daily newsletter and various social media platforms.

To learn more about how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies request a demo today.

What Facebook’s New Campaign Budget Optimization Rules Mean for Your Company

From September of this year, Facebook began requiring all of its advertisers using native tools to utilize Campaign Budget Optimization. “CBO,” as it’s now known, is a feature that was first introduced back in November 2017, but has since been optional until now. It represents a fundamental shift in how budgets are managed on Facebook, moving them from the Ad Set level to the campaign level and contrasting with the original hierarchy that left budget management to the ad set level, where audiences and placements are set. With CBO enabled, Facebook will now automatically distribute budgets dynamically across ad sets within a campaign based on performance. 

Facebook highlights three key benefits to the change:

  1. Maximizes the total value of an advertiser’s campaign, as budget automatically shifts between ad sets in real-time based on performance.
  2. Helps lower the cost per result and increase return on ad spend.
  3. Saves advertisers time by eliminating the need to manually shift budgets between ad sets.

These benefits all pass the “smell test,” at least in terms of logic. No longer having to worry about shifting budgets manually? Putting more dollars into the best performing ad sets? It all sounds great in theory. 

In truth, Facebook’s CBO requirement only applies to advertisers working in Facebook’s native tools, Business, and Ads Manager. Tiger Pistol made the decision to shift all campaigns published through our tools to CBO in concert with the requirement to native advertisers. While the thought of any loss of control over campaign management commonly instills fear in digital marketers, Tiger Pistol has proven time and time again how ad automation nets out positively for advertisers. CBO represents another move toward further automation from Facebook.  

Worried about what CBO means for your campaigns? If you are a seasoned Facebook advertising veteran, it is likely you are no stranger to the tactics that underly CBO:

CBO is going to do what you’re probably already doing 

If you’re a regular at the Tiger Pistol Blog, you know one of our favorite testing automations that Tiger Pistol’s Platform provides is Audience testing. If you’ve been spending time running campaigns in Business Manager, you probably have been manually trying to mimic variable Ad Set budgets across your different audiences – checking every week and shifting dollars as CPX rise and fall. CBO is simply going to do this for you.

You’re probably guessing most of the time when you partition your budgets. 

Unless you painstakingly tested one audience parameter at a time and have a magic eight ball to account for seasonality and ever-changing user behavior, do you really know which among your stacked custom audiences, or that collection of interests you’ve curated, is going to outperform the other? More than likely you have a bit of data to know you’re audiences are relevant, but you don’t have certainty in terms of which is going to drive the best performance at any given time. CBO accounts for this, as it waits for performance data then simply shifts budgets away from underperforming audiences and more into the ones that drive conversions.

Humans are slower than computers. 

And of course, CBO, powered by machine learning, operates in real-time. Even in the most ideal of conditions, humans simply are not able to match an optimization computer that can take instantaneous action. CBO ultimately leaves the time-sensitive actions to the computer and frees up marketers to focus more on what they’re good at – strategy.

The move to CBO is another in a growing line of changes by Facebook to encourage advertisers to take further advantage of automation and machine learning. Automation being the core of the Tiger Pistol toolset, CBO has the potential to make what we already do better – create campaigns that respond and optimize to user behavior in real-time – while also enabling advertisers to glean new testing insights to further supercharge their campaigns. This is especially important as both social budgets and number of advertisers continue to grow. It will be those whom best take advantage of automation that will ultimately rise above the rest.

Ready to take advantage of Tiger Pistol’s CBO tools at scale? Contact us today! 

After earning his Masters in Mass Communications in 2015, Chris Mayer worked at Facebook prior to joining Tiger Pistol as a Project Manager. He specializes in helping digital agencies and national brands build scaled Facebook advertising solutions with an emphasis on local activation. Outside the office, he enjoys, basketball, Formula One, and sharing opinions on film and television.