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We've compiled a list of our favourite and most used tools in Facebook Business Manager that everyone should be making use of in 2024. Some you may know already, some you may not but all of them can play a big role in making your campaigns a roaring success.
Read on below for the tools we recommend. Where possible we've added links at the bottom to Meta articles that can explain each in more depth.
Tool #1 - Custom Conversions
Create custom conversions to give you an extra layer of insight into your campaigns that you wouldn't normally see. Selling multiple products? Track your purchases by SKU so you can see what products your customers are buying directly in the platform. Want to track visits to a specific page? Use URL tracking to see how many are landing where you want them.
Mastering these opens up a huge range of tracking possibilities for your campaigns.
Tool #2 - Custom Campaign Rules
Meta likes to push automation quite aggressively on anyone who uses the platform and in a lot of cases we'd advise resisting. However, did you know that you can set up your custom automation really easily to keep close control of your marketing?
You can choose to pause or start campaigns when certain rules are met, such as CPA's have risen or a certain amount of impressions have been served. This can be useful during periods when you're not monitoring campaigns so closely such as weekends or holidays.
Tool #3 - Events Setup Tool
This is one of our absolute favourites and similarly to custom conversions, gives a whole new layer of data you can use within your campaigns. Super useful if there are specific user flows or buttons you'd like to track that aren't standard.
Want to see who clicks to see your menu? Or want to know who goes directly to your blog? You can use this tool to specifically track those actions by attributing an event to those links on your website.
Be aware that if you have an iframe or 3rd party widget then it's likely that Facebook won't recognise it and you won't be able to track on those.
Tool #4 - Facebook Ads Library
This is a gold mine but is still criminally underused by most brands and agencies out there. Facebook has given us the ability to see exactly what our competitors are running at any given point, and if you're in the EU you can see some data on who they are targeting.
Why is this good? If you can keep tabs on what you're competing against you can adapt your strategy to make sure you're ads and messaging are more impactful than those around you.
Tool #5 - Custom Audiences
Meta are increasingly advising advertisers to broaden their targeting to leverage algorithm-learning as much as possible. Unless you have massive budgets and a broad appeal then we still advise being more targeted with your campaigns.
You can use your social media followers, customer emails, site visitors, partner audiences, and more to create great audiences to go after. You can either target them directly or create 'lookalike' audiences that identify users with similar traits and who would likely be interested in what you offer.
Tool #6 - Lead Generation Forms
This may be well-known now but is still underused in our opinion. Almost every campaign can be improved by reducing the effort needed by your customers. Instead of asking them to leave Facebook or Instagram and sign up on your website, why not just ask them to take 20 seconds and do it there and then?
You can then export those leads and add them into your database. Tools such as Zapier can automate this for you so you can scale your lead generation campaigns with little effort.
Tool #7 - Creator Marketplace
UGC and influencer marketing is a train that's not slowing down. A whole industry is now alive with agencies that will help you find the right partners for your brand to work with. Not many people know that you can do this right here in the business manager platform though.
As the partners themselves are on Meta, they have a huge amount of filters and data you can use to whittle down your search including audience and engagement data that is much more reliable than a lot of 3rd party platforms.
Tool #8 - Partner Ads
Partner ads can be a great way of broadening the appeal of you ad campaigns. If you are featuring an influencer or another brand in your ad then make sure you send them a collaboration request before you go live.
Running partner ads let's the algorithm learn from two accounts rather than just the one so can speed up the learning process if it lands well.
Tool #9 - Creative Hub
When you have a lot of ads to build it can be frustrating adding each individual asset to the ad one after the other. When you have your assets, upload them all into creative hub so when you build your campaigns you can just select them from your library and fly through the process.
This also allows you to mock up any ads in different formats so you can see how they look when you're in the planning stage.
Tool #10 - Pixel Test Events
Tracking is fundamental to a successful digital marketing campaign. If you're not confident that your events are being recorded as you'd like then dive into the events testing tool and just see for yourself. Within a few seconds you should be able to tell if you're set up as you'd like to be.
And that's our 10 essential tools for running Facebook ads!
Hopefully you find this useful. Meta are continuously adding new features into the platform that it's worth keeping up to date with updates from Meta directly. If you want to know more then we've put some links below that have some more information or feel free to reach out via the contact form or on my email david@tallerdigital.co.uk
Happy Marketing!
Links to more information below.
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