Facebook Ads are powerful on their own, but with the help of a few third party tools, you can take your performance to the next level. After spending over $10m on Facebook Ads, here are the “power-ups” that have emerged as our favorites.
Third Party Tools
- Promo: If don’t have any videography skills but are still looking to create professional looking, low cost videos, Promo is an excellent place to start. It’s pretty intuitive and takes 2-3 hours to create a 30-second spot.
- Supermetrics: Supermetrics is a handy Google Sheets plugin that can pull data from Facebook Ads directly into Google Sheets in real-time. For example, if you want to create a dashboard for clicks & impressions by ad set by day by country by device without doing any manual exports from Ads Manager, you can do that through Supermetrics through a straightforward drag & drop interface. This post is focused on Facebook Ads, but it’s worth noting that Supermetrics is compatible with 100’s of other apps as well, so if your company does more than just Facebook advertising, you’re likely to find that as a nice bonus.
- Repixel: Most advertisers know about the benefits of retargeting (tagging visitors who have been to your site to show ads to them later). But far fewer have discovered the strategy of retargeting someone else’s website. For example, let’s say you’re a brand that sell tents for camping. Yes, retargeting people who have been on your website is likely to be very effective, but imagine if you could also retarget people who were just reading a blog post about the 10 best camping tents on the market, or who were just reading up about fun places to go camping. Through Repixel’s marketplace, you can find these types of partners relatively easily and request access to their Facebook pixel.
- Captain Growth: Most “AI-powered optimization tools” are fluffy imposters, and Captain Growth’s landing page doesn’t do them any favors in helping to add credibility, but don’t be fooled. We’ve tested dozens and this is the only one that has actually been able to enhance Facebook’s increasingly powerful lookalike targeting functionality and auto-bid feature by surfacing clever campaign performance insights. For what it’s worth, Captain Growth is a Product Hunt fan favorite with over 1,000 upvotes, so that should add reassurance that it’s worked for lots of other marketers as well.
Facebook’s Hidden Gems
- View Aggregate Budgets: Managing large budgets can get a little scary, especially when so many ad sets aren’t spending through day to day. You might be spending $500/day some weeks, and all of a sudden start spending $1000/day the next. With that in mind, it’s helpful to know the most you’re possibly going to spend in a day…in other words, your total possible budget for the entire account. But have you ever noticed that the “total” field is missing in the budget column in Facebook’s interface? At first glance, this can be quite frustrating, but the good news it that there’s a simple workaround. Simply multi-select the ad sets of interest (or select all active for the account-level budget), click “edit”, then “budgets” and Facebook will show you your “Total Daily Budget.” As a bonus, as seen in the below screenshot, you can easily bulk edit budgets (and a host of other things) from this screen as well.
- Facebook’s Ad Library: Ever looking for inspiration when creating new ads? There are surprisingly very few really good aggregators of existing ads on the web, but fortunately, Facebook has its own.
- Automated Rules: A relatively well-known feature at this point, but also incredibly underutilized. For those who aren’t aware, automated rules allow you to scale, pause, and get notified of changes to your account such as sudden increases in spend, decreases in CPA, and so much more. Facebook silently rolls out improvements to their automated rules functionality pretty regularly, so if you haven’t checked out this feature in a while, we’d recommend taking another look.
- Audience Saturation (via Inspect): Facebook’s reps have had this functionality for years, but it was just recently rolled out to all advertising accounts. In short, there’s no more speculating if your campaigns might be getting impacted by ad fatigue. Facebook lays it out for you in a nifty line graph, available right within the ad set by clicking “Inspect” right under an ad set.
- Enhanced Ad Previews: Facebook’s built-in ad preview tool is good enough for advertisers, but it’s certainly not client-facing friendly when sending still images. Previews tend to be small and screenshots don’t come through blurry. To get around this, when sending an ad to a client, at the top of the preview modal click the link icon to see a host of options that will come through crystal clear.
We hope the above has been helpful in shedding some light on third party tools and hidden gems to help power-up your campaigns. Have any tools or clever tricks to add to the list? We’d love to hear from you in the comments!