As Meta evolves its ad systems to mitigate rising restrictions on user data, it is also developing new best practices to help advertisers get the most out of their campaigns.
One key approach is Meta’s “Performance 5” framework, which consists of five data-backed tactics that align with the latest systematic shifts. These tactics utilise the latest tools in advertisers’ arsenals to optimise performance.
The five pillars of the Performance 5 framework are:
- Account simplification: Advertisers should simplify their accounts by consolidating campaigns and ad sets, and removing any unused assets. This will make it easier for Meta’s machine learning algorithms to optimise campaigns.
- Creators for direct response: Advertisers should partner with creators to produce high-quality, engaging content that drives conversions. This is because creators have built relationships with their audiences and can create content that resonates with them.
- Creative diversification: Advertisers should use a variety of creative formats, such as videos, images, and carousels. This will help them reach a wider audience and keep their campaigns fresh.
- Conversion API quality check: Advertisers should ensure that their Conversion API is set up correctly. This will ensure that Meta can accurately track conversions and optimise campaigns.
- Business results validation: Advertisers should regularly review their campaign results to ensure that they are meeting their goals. This will help them identify any areas where they can improve their campaigns.
The Performance 5 framework is a valuable tool for advertisers who want to get the most out of their Meta ad campaigns. By following these five pillars, advertisers can improve their performance, reduce costs, and reach their target audiences.