Will Facebook ads still work in 2020?

3 tips & tricks for your Facebook ads

Guest contribution by René Seppeur

The world of Facebook and Instagram Ads is constantly changing. Just like flamingos and Harlem Shakes nobody knocks off your feet today, you have to approach your Facebook ads in a completely different way than you did a few years ago.

How can I analyze the competition? How do I scale my ads? How does a post go viral and how do I set up my campaigns in the most sensible way?

In this post, I'll tell you about the 3 tips and tricks I would tell my best buddy if he asked me for advice on Facebook.

Try the five tricks and take your ads to the next level!

1. Facebook advertising library

When I was shown the Facebook advertising library, I was stunned at first. This was introduced in 2019 to bring more transparency to Facebook ads, which was probably due, among other things, to the scandals in election campaigns.

With the Facebook advertising library, anyone (even without a Facebook account) can search for topics, companies, institutions and see all active advertisements.

Before, something like this was only possible via the respective Facebook page - that's probably one of the reasons why I hardly used it. Now it's so simple that you just have to use it:

The interesting thing, of course, is the question: Which ads are my competitors running? You can display all of your competition's ads and you can even see how long they have been active. This is particularly valuable because it in turn allows you to infer which ads are working, successful and therefore going through.

Here's how you can find out which ads aren't running:

A new competitor ad went live this month? Take a screenshot and see if the ad is still on next month!

In addition to the competition analysis, you can also think further:

What are the current trends in the market? (e.g. advertisements from magazines and blogs - which articles are doing well and are being advertised accordingly?

How can I expand my product range? (The ad for product XY has been running for a year? This could be your next cash cow!)

2. Use engagement from existing advertisements:

Why do some creatives work better and others work worse?

This may of course be due to the presentation, the image or the video itself, but a point that is always underestimated is the commitment that is on the advertisement. The following points show why ad engagement is so valuable.

1. Due to the likes, comments and shares, a post seems to be more relevant for the user, as he sees that other people are very interested in this ad and this topic. Therefore, the inhibition threshold to interact falls and the ad also gets organic reach.

2. Facebook wants the interaction and reaction of users - advertisements where this is the case are classified by the platform as being more relevant and more people are shown. This gives us, as advertisers, the chance of better prices and results for our campaign goals.

So it makes sense for advertisements that have already been used to use the existing engagement and benefit from it. This can be used as an advertiser by using the ad ID, promoting an existing post, ticking the "Adopt existing reactions" checkbox when duplicating an ad, or selecting from an existing post.

3. The 20% scaling rule

Which advertiser does not know: A campaign is going well, it looks like the ads are becoming profitable or even mutating into the best performer, but then the budget is increased and everything collapses. All results become more expensive or the campaign suddenly stops working at all.

There can be various reasons for this, a common and often unknown mistake is incorrect budget scaling. Again and again, budgets are scaled up too quickly, although Facebook's 20% rule should be observed.

This rule states that the learning phase will not be restarted if the budget is not increased by more than 20%. As a result, the Facebook algorithm does not start all over again, but uses the previous findings from the campaign with the higher budget.

As an advertiser, I can increase the daily budget by 20% every day. From € 100 to € 120, from € 120 to € 144, etc. The advertiser also has the option of reacting again and again and suspending the budget increase if the results are not as desired.

Insider tip:

Incidentally, it is very similar with the lowering of the Facebook budget. The 20% rule does not apply here, but only 10%.

Do you have any other tips? Feel free to write in the comments!