Trending February 2024 # 6 Hacks That Will Improve Your Facebook Ads # Suggested March 2024 # Top 5 Popular

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These Facebook ad hacks are designed to improve your ad creative, offering unique ways to make an ad more attractive and convertible. So often an ad can fail simply because it’s creative wasn’t thought out as much as the targeting was.

Hack #1: Stock Videos Are Better than No Videos

Tired of hearing that you need to create videos but have no idea where to begin? You aren’t alone.

A video on Facebook receives on average 135 percent more organic reach than a Facebook photo. Photos used to be the most engaging type of creative on social media, but video has quickly surpassed images and is now the thing.

So here’s the solution:

Stock videos.

Quickly and easily put together a video for your next Facebook ad campaign with these steps:

Head over to Adobe Stock’s video selection and start there. Adobe has one of the largest selections of stock video footage to choose from, meaning they have something for every type of industry.

Make the video your own with branding. No one needs to know that you didn’t spend thousands of dollars and hire an entire production team to produce this video. Simply add a logo or a text overlay to the video and a call to action slide with the company’s information at the end and voila!

Hack #2: Avoid Using the Color Blue in Ad Creative

Facebook’s primary color is blue — #3b5998 to be exact. Using images and videos that have blue tones in your ad campaigns isn’t going to help your ad stand out in the News Feed.

By the way, I’m not referring to a solid blue image with text. I’m talking about anything that has a blue hue to it such as a sky background, ocean waves, or a person standing in front of a blue wall. These blue tones will make the ad blend in with the News Feed, which is exactly what we don’t want an ad to do.

Instead of focusing on blue tones, try using colors that match your brand especially if they’re vivid colors like orange, green, and red.

Orange is blue’s complementary color so not only will it stand out, but it will look darn good in the News Feed.

Hack #3: Be a Fun Ad & Include Emojis in the Ad Copy

Everyone loves a good emoji these days, so why not include one or two in your ad copy? There are two rules to live by when using emojis in your ad copy:

Do not overuse emojis.

Only use emojis that make sense with the copy.

No one will appreciate four rain drop emojis, two poop face emojis, and the cat with heart eyes next to copy about booking a winter vacation. The emojis need to be relevant to the action you want the user to make and the emotion you’re trying to convey.

Take this ad for example. They used the speaker emoji to communicate “turn on your sound.” These emojis make for an extra awesome addition because so often people watch videos on social media without their sound on.

By having a little extra encouragement in the ad copy with the speaker emojis, it’s telling users you’re not going to want to watch this without sound. So turn it up!

Hack #4: Don’t Just Rely on the Button for Website Traffic

Facebook ad objectives should be something easy for users to do, and something they’ll actually want to do.

One way of accomplishing both of these things is by including a link to your website/landing page in the ad copy.

Sure, the call to action button will direct users there, but the button can really feel “ad-like.” What I mean by that is just about everyone knows if a Facebook post has “Sponsored” on it and a call to action button, then it’s an ad.

Aside from the “feelings” side to this reasoning, adding the URL in the ad copy also gives the user the option to act quickly. If they like what they’ve read and want to respond, give them the option to do so without having to get all the way down to the button.

Hack #5: Design an Ad Your Audience Will Be Attracted To

Not only does your ad copy need to speak to your demographic, but your imagery and video, too. Let’s dissect Facebook’s example.

To the left, you’ll see an ad for a restaurant that focuses on a cocktail. This ad is targeting a younger, millennial type of audience that most likely has a 9-to-5 job and enjoys going out with coworkers at the end of the day for a drink. This is a very specific type of person, even though we can probably all relate, and the ad is created just for that part of the restaurant’s demographic.

The photo to the right is by the same restaurant but is targeting their older demographic, the portion of their customer base that comes in just for the food. If the restaurant had used the same cocktail photo to attract that older audience, say 50+ years old, they may have turned the audience away by looking too much like a bar atmosphere and not a restaurant.

Hack #6: Ask a Question Right Off the Bat

We’re all here to provide some sort of solution to our customers, right? Right!

By addressing the issue in the beginning of an ad, you’re stopping a user in their tracks from continuing on with their regularly scheduled News Feed.

Need help bulking up, but don’t know which protein powder is right for you?

Tired of spending your mornings sorting through emails?

Worried the IRS is going to come after your business?

Each of these questions speaks to a unique audience and addresses a primary concern for them. It gives each user a reason to keep reading the ad, look at the imagery and/or watch the ad’s video.

Don’t believe an ad hack can be as simple as inserting a question at the beginning of the ad copy? A/B test your next ad objective with Ad A asking a question at the beginning of your ad copy and Ad B not asking a question anywhere in the copy.


The next time you’re working on a creative for a new Facebook ad campaign, try implementing these six hacks and watch your conversions soar.

Image Credits

In-Post Images: Screenshots by author. Taken June 2023.

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6 Underrated Seo Areas That Will Improve Your Video Performance

The success of your video marketing strategy often lies in the details you overlook

No one would be surprised to learn that videos have become an essential marketing tool across all industries.

We’ve been experiencing sustained growth in demand for video content for quite some time now and you can see it all around. Consumers interact more with it, social platforms are switching to video-first approaches, and companies of all sizes are jumping onto the video bandwagon.

Download our Individual Member Resource – Video and YouTube marketing guide

Our guide shows you how to review the full opportunities from video marketing whether you are a company looking to integrate video marketing more into your campaigns or a marketing agency looking to improve your video marketing services.

Access the Video and YouTube marketing guide

Recent research projects that videos account for 78% of all mobile data traffic this year alone, a single data point on a long list of stats that evidence video content’s relevance. Add to those the fact that about 500 hours of video content gets uploaded on YouTube each hour and you can see that most people are on the same page.

All that means that even though the audience is there, anyone trying to get noticed in today’s video-saturated world has a tough job ahead of them.

Creating quality videos is a significant first step, but you need to pair them with every SEO trick in the business to have that charming whiteboard animation or brand new testimonial reaching your audience.

Pick the right home for your videos

Whenever marketers or business owners get a shiny new video in their hands, they often rush to upload it on YouTube and share it from there. And that’s fair enough – Google’s video platform is, after all, the second biggest search engine on the planet.

So, chances are, your target audience is there… somewhere.

The problem, though, is that focusing exclusively on YouTube will have you missing a bunch of opportunities along the way.

Consider your goals for the piece and think of other platforms that might suit those goals better. Platforms like Vimeo, DailyMotion, or Veoh have all particular strengths that warrant looking into – less competition being the obvious one. But how about natively uploading your video on the social platform you plan to use the most?

Meaningful titles, useful descriptions

I know what you are thinking, these are two of the most common SEO elements to consider when uploading a vid and are found on any SEO tips list. And yes, that’s true. The underlying idea is that people find content through keywords, so, by all means, go right ahead and include those keywords in your titles and descriptions.

But, is that it?

Titles and descriptions are there to do so much more than just serve as keyword holders!

Take titles, for example. Your audience might be looking for a particular video, say, about how to make their smartphone’s battery last longer. They’ll probably use keywords like “battery,” “duration,” “how-to,” and the smartphone’s model. If you had a video that addressed that issue, you might as well go with a keyword-packed title like “How to increase your smartphone battery duration.”

That sounds fine and all, and it does work for some people.

However, you should always try to come up with creative, compelling titles that appeal to humans as much as they do to search algorithms. Titles that tug at your audience’s curiosity and needs. After all, “Quick and simple hacks to extend your battery life” is probably going to perform better in the eyes of your audience.

As for descriptions, they are hardly there just to describe your video’s content!

Yes, do provide a brief summary. But once that’s out of the way, move on to recommend your other pieces of content. Include effective CTAs to motivate viewers to take further actions. Heck, even include a list of places online where people can reach out and find you.

You’ve got some space, so you might as well put it to good use!

Be very picky with thumbnails

Thumbnails are one of those things that people often neglect when uploading their videos – a problem made worse since platforms started offering to pick or auto-generate them for their users.

Pro tip: Letting an algorithm choose your video’s thumbnails for you? Not a good move.

Why? Even above titles, thumbnails are often the first point of contact users have with your content. If you have a lousy one, chances are they will be the only point of contact.

So, here are a couple of elements to account for when creating your thumbnails:

Colorful imagery

Human presence


Subtitles and transcripts

Have you ever scrolled through your Facebook or Twitter timeline and gotten your attention piqued by a vid you can’t hear at the moment? Maybe you are in a noisy place and can’t hear, or in a real quiet one with no headphones around…

It is a situation that speaks to a lot of mobile users most often than not. So much so that companies and savvy marketers are starting to include subtitles and transcripts as a baseline part of their content.

Not only does having transcripts and subtitles contribute to your SEO by including a bunch of your keywords in text form, but it’s also an excellent practice for accessibility.

But hey, don’t take my word for it. See how SEO experts do it:

Make the most out of your video content through intelligent placement

People are watching more video content now than ever before, and that trend’s graphic keeps ticking up. Meaning that you probably want to keep your video content in your marketing spotlight.

What’s the spotlight? First and foremost, your website. Since people will end up there eventually to learn more about what you offer, featuring your videos in prominent spots of your website is vital. However, that’s not to say that all your videos should be treated equally, or that they all have the same potential.

The best way to utilize your video content in your marketing wheel is to pick a handful of them to place strategically in pages like your home, about us, and most importantly, funnel landing pages. In fact, using a video per landing page is a Google-approved technique that you should definitely follow.

Picking a video for these places can be a little bit challenging, as you should choose the ones that are among your top-performers or the ones that fit the page’s purpose best. For instance, using an explainer video for a landing page of your battery improvement app would be relevant, informative, and provide value to visitors.

Each situation might call for different types of videos, and that can make the whole “using video effectively” in your marketing a bit daunting. Just keep in mind there are plenty of resources and skilled video companies out there that can help you figure it out!

Just make sure to match the right video content with the right pages, and you’ll be golden.

Remember that video SEO is still SEO

Video-focused optimization is critical to get your content ranking and improve its reach. But you shouldn’t forget that this shouldn’t come without an already sensible general SEO strategy. Meaning that you shouldn’t ignore more traditional practices like page optimization, load speeds, metadata, etc.

But those are just “the usual suspects.”

You should also keep in mind that new SEO trends pop up regularly. Things like voice searching and mobile-first indexing can be utilized to give your audience more avenues to find your video content.

So, keep a finger on the pulse of optimization developments, and test those that you feel can give your video content an edge. Most of the time, you won’t walk away disappointed.

Wrapping up

Video SEO might be just a piece in your whole marketing strategy, but it’s definitely one worth investing time into. As a leading type of marketing content, ensuring your videos reach a larger crowd will result in better returns for your efforts.

However, do remember that SEO (video or otherwise) isn’t a one-time thing – it’s an ever-evolving aspect of creating and sharing content. In that light, you’ll definitely need to revise and adjust your strategy periodically to guarantee long-term performance.

So, what are you waiting for? It’s time to implement these tips and start bringing your excellent video content in front of more people’s eyes.

6 Macro Disruptors That Will Change Information Technology

6 Macro Disruptors That Will Change Information Technology Jon Brown

VP, Market Intelligence

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Change is a good thing in the long run, but change can really suck while you’re experiencing it.  Right now, six (6) macro phenomena are changing the practice of Information Technology.  These changes provide both opportunities for new solutions to enter the marketplace, but also threaten the status quo – and the leaders therein.  Whether you are responsible for the success of new technologies that offer revolutionary new capabilities or are tasked with positioning your existing technology in an evolving technology landscape, these six (6) macro changes are ones that every marketer should understand today.  Those six are:

Bi-Modal IT

Device Change

Smarter Software




#1 Macro Disruptor: Bi-Modal IT

What is Bi-Modal IT? –  Bi Modal IT occurs when a company’s IT team is supporting traditional client / server application development and deployment (mode 1)  while simultaneously embracing newer, faster approaches to application development and deployment like agile and DevOps and A/B testing on production applications.

What are the impacts of Bi-Modal IT?

Bi-Modal’s impact on IT is two-fold.  Mode 1 IT is what IT teams have been perfecting since Windows NT arrived on the scene – managing for high availability, uptime, reliability and compliance.  Mode 1 IT, however, is seen as inflexible, regimented and sometimes out of alignment with changing business needs.  The apex of Mode 1 thinking is ITIL (Information Technology Infrastructure Library) which sought to document and codify absolutely every IT process to such a degree that any person, stumbling upon the ITIL documentation could recreate the process from scratch.  This works great unless you want to do something that’s never been done before.  There’s a word for that – it’s called innovation – and it’s something that IT’s business counterparts really gravitate toward.  Innovation under mode 1 has a long planning horizon, a long delivery cycle, a long refresh cycle and represents much of what frustrates business users (especially those that went around IT and started using SaaS and personal mobile devices outside of the purview of IT who would have surely shut them down) when dealing with IT.  Mode 1’s infrastructure is designed for long, uninterrupted processing – with relatively few, well-documented and well-tested changes to production applications.

Mode 2 upsets the status quo of Mode 1 (extra credit to the marketer that can come up with names better than Mode 1 and Mode 2 for these IT organizational styles) by introducing the concepts of agile development – breaking large development projects into smaller, bite-sized pieces that can be delivered into production rapidly.  This rapid change dynamic – publishing application upgrades and modifications continuously, is not what the mode 1 data center infrastructure nor processes were designed for.  Mode 2 breaks Mode 1 infrastructures and processes because it demands rapid changes to product applications and flexibility.

Areas that suffer when Mode 2 enters the organization;

Gartner suggests that a high percentage of CIOs are not going to be able to adjust processes and infrastructure to accommodate mode 2 style IT need for agility.   There will be culture clashes when mode 2 teams meet mode 1 infrastructure constraints.  Indeed, much of the early adoption of ‘rogue’ infrastructure as a service (IaaS) was mode 2’s solution to being saddled with mode 1, inflexible or unavailable infrastructure.

Advice for Marketing

Stay relevant.  If you’re mode 1, go Bi-Modal.  Discuss and present your product in the context of an agile infrastructure and how you’re able to exist in that environment.  Understand that organizations on the journey to Bi-Modal IT are going to be re-evaluating their infrastructures.  You, as the incumbent, want to be a part of that discussion.  The key words for organizations that are embracing Mode 2 IT are DevOps, Agile, Flexible, ssrScrum and cloud (on or off premise).  Use these keywords to attract the attention of Mode 2 buyers.

If you’re mode 2, showing how (not telling) your product or service fits into and addresses compliance concerns may open up opportunities – especially at firms with more than 500 employees that are very often subject to compliance obligation.

#2 Macro Disruptor: Device Change

We are talking about the shift from fixed PCs to pervasive, wireless mobile computing using laptops, mobile phones, tablets, and wearables.   The evidence of this change is everywhere.  In our current IT Priorities survey, we found that organizations are as likely to have a mobile device management (MDM or EMM) project for 2024 as they were to have a windows desktop migration planned – to any version of windows 7, 8, or 10!  So, it’s safe to conclude that mobile devices have arrived and are mainstream to corporate IT.

In this case, it is TechTarget who has done the changing, and here is what we’ve done:

Relaunched chúng tôi  to provide the latest news, analysis and how-to information about enterprise mobility management, mobile operating systems and application delivery. chúng tôi  also expands its coverage into backend infrastructure and application development — increasingly important markets as mobility entrenches itself in the enterprise.

Advice to Marketing

“Consumerization” as a concept is dead and BYOD is no longer exceptional, but mainstream, so if your messaging platform is built upon these, you may want to re-think your strategy.  Think of both of these passed areas as ‘harbingers of change’ rather than actual change.  Organizations are now focusing on delivering applications to these platforms and integrating mobility into workflows to provide greater efficiencies.

#3 Macro Disruptor: Smarter Software

Times were that software ran atop hardware, and they were managed separately.  Today, software is getting smarter along two axes.  The first axis, smarter applications, can manage the hardware and software upon which they run.  In the case of Hadoop, the software is able to configure itself to manage clustering and failure recovery – two tasks that were the exclusive domain of hardware operations and performance management teams.   The second, and more dramatic axis is software defined hardware – like software defined networking (SDN) and software designed storage (SDS) – logical extensions of server virtualization that promise:

Greater efficiency and flexibility in infrastructure architecture

Ability to respond rapidly and automatically to changes in service demand

One other effect of software defined infrastructure is a diminishment in the importance of features and capabilities as a means of differentiating hardware products.  In a nutshell, smarter software allows for dumber, more commoditized hardware.

Advice to Marketing

Right now, 16% of the TechTarget audience has firm plans for software defined networking and 13% for software defined storage.  That means that these markets are not yet mainstream, but that they are set to “cross the chasm” in the next 12 to 18 months.  What this means for marketers is that when talking about software defined infrastructures, the vast majority of those conversations are going to be introductory / awareness focused.  Your content model should reflect that.

#4 Macro Disruptor: Cloud Computing – Compute Resources Available Over the Internet On-Demand and At Scale

Few topics have lived up to the hype quite so well as cloud computing.  You are living through this one.

Cloud computing changes the way that applications are written, tested, and deployed.  The net effect is to dampen demand for privately owned compute infrastructure, increase the demand for services related to implementation, and to introduce competition to a previously cloistered IT team. Now they are fighting for resources against external options.

Software as a Service is now the most popular way to acquire and deploy new technology – displacing on premise installations for the first time in 2024.

#5 Macro Disruptor: Asia

When it comes to embrace of new technology, the appetite in Asia is stronger than what we see in other regions of the world.  There are 10 topics that Asia is much more likely to be investing in than the rest of the world.  These include:

Platform as a service (cloud)

Cloud application development

Integrate cellular and wireless LAN

Implement a bring your own device program for smartphones or tablets

Mobile applications

Network management and monitoring

Internet of things

Cloud  backup

Software-defined networking

Big data

You can see that some of the most important strategic initiatives are much more likely to be happening in Asia right now than elsewhere in the world.  If you consider your technology ‘cutting edge’ or if it is a ‘first purchase in a new category’ (new capabilities, not a replacement for old technology) as many on this list are  – consider investing heavily in the Asian marketplace as your results will likely pay off earlier than they would with a North American or EMEA based approach.

#6 Macro Disruptor: Business

Business is not new, but the sentiment that business is more involved in IT is new.   Is this valid?

Here is what is true:

Business buyers can promote change / go around when IT is resistant.  We saw this in the early days of SaaS cloud computing and mobility in the form of BYOD.  Business professionals are most involved in IT decisions that are:

The first purchase in a category

Technology they use directly – end user facing applications.

SaaS for a business function (marketing & sales, mostly) that doesn’t need to integrate into the existing infrastructure

In organizations that have lower concerns regarding compliance

Business people are almost always at the forefront of new technology. One measure of the technology hype cycle is whether business people are talking about it….  If they’re talking about it, it’s still in hype. This phenomenon has been well documented by Gartner and others. The true utility and value of a new technology is after the business people have gone through the trough of disillusionment and technical teams are implementing and extracting business value from the technology.

The takeaway here is that you will get early hits and interest in new technology from business people.  To turn those early hits into purchase reality and long term customer retention – an essential metric for the SaaS licensing model – you must also market to, sell to and service the IT team that is actually responsible for the successful implementation, integration, and management of the products that their teams use every day.

Navigating Transformation

We are living through yet another transformation –  cloud, mobile, smarter software, Bi-Modal IT, Asia’s rise are all factors.  To my recollection change at this scale and across many axes is unprecedented.  Many dominant firms from the last generation will not make it to the next generation.  Be on the lookout for new challengers and stay flexible.  While your business is changing, so is ours – specifically to meet the needs of today’s marketer.  By taking leadership as an industry data provider, and with adjustments to our websites and overall footprint, TechTarget is staying ahead of the curve to do the hard work of delivering  the right buying audience at the right time to our clients. And we can help you too.

Disruption image via Shutterstock

How To Use Cbo For Facebook Ads

Facebook’s Campaign Budget Optimization (CBO) aims to better distribute your campaign’s budget across all the ad sets in your campaign through its internal optimizations. 

So let’s dive in! 

What is Facebook’s Power 5?

This is a very trending automation tool currently used by all Facebook marketers.

It’s important to understand what happens inside the tool once you set your goals and let it run its course.

This includes machine learning and the artificial intelligence methods they use to improve our account performance. 

So, we can make the best out of Facebook if we understand the processes. 

Facebook’s Power 5, as the name suggests, has 5 main strategies:

Let’s briefly explain what these strategies are. 

Auto Advance Matching

The first one is Auto Advanced Matching, which is a way to send additional customer data into your Facebook campaigns. 

This might require developer support to install and initiate. So we’ll not focus on it in this guide.

Dynamic Ads Automatic Placements

The third one is the Automatic Placements – an automated means to test your campaigns across the different placements of the platform. 

Campaign Budget Optimization

The fourth part is the Campaign Budget Optimization – CBO. 

This is an interesting aspect because here Facebook uses the available data on your account to optimize your campaigns depending on the budget you give for each campaign.

One of the major queries related to this tool is whether or not it is mandatory to use. 

Although it’s not mandatory, it’s still an essential addition to the Power 5 and we’ll learn more about it in the latter part of this guide. 

Account Simplification

When we use the best of CBO and Dynamic Ads, we’ll reach a level of Account Simplification. 

We’ll be able to understand the reason for using these two tools to simplify the account and enhance its performance. 

So let’s open our account and learn how to set it up.

Campaign Budget Optimization Explained

We’ve set up a demo Facebook Ads Manager account. Through this account, we’ll see how the CBO campaigns differ from the ABO – Adset Budget Optimization campaigns.

Additionally, we’ll also see how dramatically the campaigns can simplify the account structure. 

So we’ll move from a fully manual account to a fully automated account with the help of this guide. 

Let’s first open the CBO – 1 campaign.

In this campaign, we have three different audience sets. 

We can control the budget at the campaign level, but Facebook optimizes how much of that spending is going to each of these three audiences.  

Dynamic Ads and Budget Optimization Explained

Each Dynamic Ad contains slots for configuring the headlines, ad setup, ad creative as well as the main content for Images, Videos, and Slideshows.

The section for Images, Videos, and Slideshows will give you an option to configure up to ten different images for the ad.

Dynamic Ad will then test these creatives to see which of them is performing better. 

As you keep on scrolling down the page, you’ll notice sections for Primary Text, Headline, and Description. 

Each of these will provide us with up to five different slots for inputting the parameter. 

Overall, you have ten different slots for image creatives (the image of the video), five each for Primary Text, Headline, and Description. 

So mathematically speaking, you have thousands of combinations that can make up each of your Dynamic Ads. Considering that we’re using three different audience sets, we also have three times the number of Dynamic Ads. 

Therefore, you will have a wider field to test each of the parameters for Dynamic Ads. 

With many different variables coming into the picture, there are also some downsides to this method. We’ll touch on them later on.

Let’s first understand the budget optimization for the Dynamic Ads that we just set up. 

The CBO Learning Phase

The learning phase is the most important consideration at the audience and ad set level. 

It’s essential to understand the process of getting an audience through the learning phase in order to optimize the budget accordingly. 

The learning phase determines whether or not Facebook can optimize the ad set that we’re using. It can also determine whether or not Facebook can optimize the audience we have for the given ad sets. 

The phase prior to the ad set reaching 50 conversions is known as the Learning Phase. 

For example, suppose you have an ad set with a defined audience set to optimize on the conversion event of initiate checkout.

This ad set won’t exit the learning phase until it has reached a conversion value of 50 for the initiate checkout event. 

In order to start tracking with the ad set, you need to complete the process of the learning phase. There are two ways in which you can escalate this process to give 50 conversion results. 

The first method is to invest more funds for the budget of the ad sets. This permits us to send more traffic through the funnel where the conversion event occurs. 

In this way, the conversions will happen at a higher rate, and hence, we will get the result of 50 conversions faster. 

You can adjust the budget for your ad set by optimizing your campaign spend limit.

This limit determines the amount of money you want to spend over a period of time.

Keep your Campaign Budget Optimization as On. Here, you’ll see the option of Campaign Budget. 

If you choose Daily Budget, you can optimize the amount you spend on a daily basis.

It is very important to keep this budget as optimized as possible. If this budget becomes too low, you might not be able to get through the learning phase of 50 conversions. 

So investing more money in the learning phase is the first way to accelerate the process of exiting the learning phase. 

The second method is to move that particular conversion event for the given ad set higher in the funnel. 

What does this mean? 

We’ll open the particular ad set that we want to optimize and escalate. 

Under Optimization & Delivery, you’ll find the section of Optimization for Ad Delivery. This section determines the event you want to optimize for the given audience set. 

You can configure this section while creating the campaign. 

So it is important to consider how far up in the funnel your event might occur. Each event that you optimize will have different priority orders on the campaign. 

However, if you set up your campaign as purchase events, then it will be much more difficult to achieve the 50 conversions. 

As a result, it will be even more difficult to exit from the learning phase. 

When you’re running a CBO campaign, Facebook will try to use up all your budget to optimize the event that you set up while creating your campaign. 

You can find this option under the individual audiences of your CBO campaign. 

This option may not be visible for already optimized campaigns, but is visible when you set up a new CBO campaign. 

Open the audience set for which you want to set the spending limit, and navigate to Budget & Schedule. 

For most eCommerce companies and Shopify businesses, the budget can be around $100-$200  daily, according to our past experiences. 

If you are running a lead generation funnel or selling any individual digital products, then this budget will be completely different. 

Overall, the budget can depend on the type of business you own, what you are optimizing for, as well as the money it takes for the particular conversion events to occur. 

Regardless of which method you choose, your aim should be to target the 50 conversions as quickly as possible. 

Once you completely understand the schematics of the learning phase, our next step will be to fully optimize our account structure. 

Let’s learn how!

🚨 Note: If you’re selling your products in an online store using Shopify, check out our handy guide and learn how to reach your ideal customers on Facebook, Instagram, and Messenger.

The Best Account Structure for CBO

One very important note to keep in mind is that we want to go through the learning phase in the least possible amount of time. 

If there are any delays in this process, then Facebook can take over the amount and distribute the spending to our audiences as it sees fit based on its own internal optimizations. 

We can configure the amounts in a way that each of our audiences is able to get through the learning phase. 

For example, let’s set our Campaign Budget as $450. 

Now, we’ll navigate to each of our audience sets, and set the Daily Minimum as $100. 

With this done, we are using up to $300 of our daily budget and preserving the remaining $150 for Facebook to use as it sees fit according to its optimizations.

If we don’t manually add the budget for each ad set, then Facebook will choose the best-performing ad set by its calculations. 

Facebook can use all the budget to over-optimize that particular set. In such a case, it will leave all our other ad sets unoptimized and without any budget. 

Hence, all our other ad sets may not get a chance to have enough budget to pass the learning phase. 

This method will generate the highest possible performance for our campaign, and it will also ensure that all our audience sets come through the learning phase.

Therefore, it provides us with a way to convert our fully manual campaign into a fully budget-optimized campaign within a due course of time. 

But before we change the campaign into a fully automated one, let’s understand a little more about the strategies involved.  

CBO vs Non-Automated Campaign Strategy

As an example, we have set up a manual campaign with the exact same structure.

This campaign, just like the automated one, has three different audiences. But we are only testing two headlines, two copies, and two creatives.

If you check the testing, you’ll realize that testing just two headlines, copies, and creatives can be very complex and is not easily manageable.

Additionally, we’ll eventually need to test even more data sets once we start running our campaigns in a full-fledged manner. 

But you can still see the difference they can have when the campaigns are automated vs non-automated. 

It is important to test the campaigns before moving from manual to automated. 

We first should test the creative levels manually before using the dynamic creatives. 

Why is this so? When we test the headlines, creatives, and copies, we can choose the best-performing ones before allowing Facebook to itself choose the ones to fund higher. 

This method is especially useful when you have a new account or business that has no previously-run tests, and you wish to set up Dynamic Ads.

Once we test for the higher-performing results, we’ll need to create a new campaign with those results, while ensuring that our Dynamic Creative is turned on for that campaign. 

Now that we know what strategies are used for CBO vs non-automated campaigns, we’ll learn to go from manual to a fully-automated campaign. 

How to Go From Manual Account to Fully Automated with CBO

The entire process of going from a manual to a fully-automated campaign is divided into three steps. 

Step 1: Start with a CBO campaign. 

You can start with a campaign that has 3 ad sets to generate better results. Also, make sure to have a budget of nearly $100-$200 per audience set. 

For example, let’s say you considered a budget of $300. 

Step 2: Set minimum budget values for each ad set. 

As we are using a budget of $300, we’ll allocate $100 as the limit for each of the audience sets. 

Step 3: Turn the Dynamic Creative off. 

Now, we want to check manually which of the ad sets performs better. Hence, we’ll keep the Dynamic Creative turned off. 

So we’ll start with two creatives, two copies, and two headlines. We’ll try to keep it as simple and short as possible, as we don’t want a large number of variations. 

Once you find the best-performing ad sets, you can push in the next set of tests. You can interchange the variations if this is giving results. 

Once you finalize your ad sets, all you need to do is configure them into your CBO campaign and turn the Dynamic Ads on. 

At this point, you already have ad sets that are generating good results. So it’s up to you whether you want to optimize the budget manually or keep it for Facebook to do it internally. 

As you have all the best-performing ad sets, you can effectively use the whole budget and let Facebook optimize it the way it sees fit. 

Now, you have a campaign that can scale potentially high while maintaining consistent performance. 

You can also repeat this process over and over again with different campaigns and audience sets. 

FAQ How does Dynamic Ads work in CBO campaigns?

Dynamic Ads in CBO campaigns allow for automated creative testing, including videos, images, and headlines. Facebook’s algorithms test different combinations of creatives to identify the best-performing ones and optimize their delivery based on your campaign objectives.

What is the recommended account structure for CBO campaigns?

To ensure a smooth learning phase and optimal performance, it’s recommended to set spending limits for each ad set at the beginning of a new CBO campaign. By setting daily minimum amounts for each ad set, you allow Facebook to allocate sufficient budget to all audience sets and increase the chances of passing the learning phase.

Should I test campaigns manually before switching to automation with CBO? Summary

So that’s all you need to know to take an account from fully manual to fully automated! 

How Technology Will Improve Our Lives In 2008

Technology often seems to improve merely for its own sake. We’ve all too often witnessed “feature creep” in our favorite software apps, services, and devices, with new developments not just adding new enhancements, but cost and complexity as well.

Isn’t it high time that the innovators in technology focus on our needs in earnest? Fortunately, 2008 is likely to bring us improvements in how technology can impact our lives for the best. I’ve identified nine here (well, almost nine — we’d like your thoughts, too.)

Some are sweeping, some are trivial, but all of these stand to improve how we live in the coming year and beyond.


Will the Internet get faster for users in 2008? Doubtful. In fact, there have been a number of doom and gloom predictions of an exaflood in the next few years that threatens to stagger the Internet under the weight of all the digital media clogging its pipes.

But there will be plenty of specific areas where we’ll see speed improvements.

For mobile users, Wi-Fi is getting more prevalent and reliable and a faster specification, 802.11n, is starting to catch on. WiMAX, (define) which has a broader range than Wi-Fi and is much faster than current cellular service, is poised for growth in 2008.


Last month was not so great for yours truly, as I had my first overnight hospital stay with a mysterious, still-to-be-diagnosed stomach ailment. Fortunately, I had great care at a fine facility, Stanford Hospital, but it was boring as heck.

Still, it gave me an opportunity to consider the state of hospital technology.

Tech giants including Intel have been trumpeting efforts to update patient care with the latest technology. It all sounded good to me, but now that I’ve experienced first hand being a patient in a hospital, the message really resonates.

Intel helped develop a tablet system for the nursing and medical staff that makes it easier to update medical records. Hallelujah. This would be a dramatic improvement over current technology: At Stanford Hospital, the nurse told me the computer she used was the latest addition — a flat-panel desktop system that has to be wheeled around on a big, clunky cart.

Google also has an effort underway to digitize X-Rays and bring portability to medical records that could be carried on simple USB thumb drives.

Another option would be to offer personal access online from a secure account, regardless of changes in an individual’s medical provider.

I’m hoping this effort picks up some serious steam in 2008; a breakthrough like this is long overdue.

On a related note, I’m not sure what the policy is at other hospitals, but where I was, they didn’t grant patients access to the hospital’s Wi-Fi network — so no Web surfing in bed. There was a single PC with Web access in a community room for the whole floor I was on.

The upside was that I was able to catch up on my reading. But c’mon folks, let’s make 2008 the year the Web is more accessible to patients.


I don’t see technology coming to the rescue here in 2008, it’s more of a hope. In fact, technology is actually more of the problem than the solution. We spend far too much time waiting for our PCs to start up and shut down, and in dealing with spam, bugs, and security issues. We could be putting these ever-sleeker systems and online services to better use.

The spam control issue is being attacked on a number of fronts, and I think/hope even better solutions are fast upon us. Solid-state drives, which will start to come down in price in 2008, speed up the interminable Windows boot time.

But security’s another matter. Solving today’s security issues won’t address what the deviants out there are sure to unleash during the coming year, so brace for the worst.

observed: “You can’t create time. You can only steal it, reallocate it, use it, or waste it.”

That inherent value of time for oneself seems be resonating in, of all places, Silicon Valley. Here, a book called The 4-Hour Workweek has become a surprise hit, replacing the bestseller I assumed everyone had been reading, Work Like a Dog For Stock Options That Won’t Ever Pan Out.


There’s a “Seinfeld” episode in which George Constanza brags that he knows all the best places to find a bathroom in New York. For those with not quite as much time on their hands as George, a company called Yojo Mobile announced MizPee in December.

The free service lets mobile users locate the nearest clean bathroom facilities in 16 major U.S. cities, based on — I’m not making this up — “peer reviews and ratings.” Expect to see the network expand in 2008 because, hey, let’s face it, the need is there.

Next page: Location, video, and personal storage

Google On How To Improve Sites That Don’t Rank

Google’s John Mueller discussed what would make a search engineer want to include a different site into the search results.  In a webmaster hangout, John Mueller discussed how a site could be just as good as the sites in the top ten. He then noted that just as good isn’t necessarily good enough.

Site is Just as Good But Still Doesn’t Rank

“…for a large part it comes across as your site being kind of as good as a lot of the others out there. …I think that’s a good step.

But on the other hand at the same time because it’s kind of as good as all the others, from a user point of view, why do we especially need to have your site in there as well?

If we go to the search engineering teams and say, well the ten search results we’re showing now are pretty good but here is this other one that is just as good. They don’t really have any incentive to say okay we’ll swap out those search results and use this one because it’s just as good as the other one.

How to Rank Better than Other Sites Competitor Research to Identify the Positives

When planning a site or revising  a site strategy, I find it’s a good exercise to review your competitors. The method I created for my own projects over fifteen years ago is to make a list of all the good qualities and features that make a competitor site popular and useful.

Then do a crawl of the competitor sites (use Xenu Link Sleuth or Screaming Frog) and review how they use title tags, what kinds of sites they link out to. This will give you an idea of the competitor’s editorial focus. It can also give you an idea of how focused on SEO they are.

Competitor Research to Identify the Negatives

Then repeat the same exercise but in reverse. Document all the negative aspects about the site.

Competitor strengths represent battles you will have to fight or choose to walk away from. Competitor weaknesses represent your opportunities to stand out.

Non-Competitor Competitor Reviews

Now here is, in my opinion, an important variation on competition research. I find that there is value in researching non-competitors that have a similar business model. Sometimes there are practical insights hidden in the practices of successful non-competitor sites.

For example, if your site reviews movies, you might learn some new tricks by analyzing what the best Music review sites are doing. This research practice helps get your mind outside of what is common in a niche and possibly discover the uncommon, which can become your angle.

Ok, so that’s my tip on how to find a unique angle to help distinguish your site.

Now here is John Mueller talking about the importance of a unique angle.

John Mueller Discusses Unique Angles

So the more you can really kind of take a step back and try to find an angle that significantly sets your site apart from all of the others so that when we go to the engineering team we can say well these ten results are pretty good but this one is the one that should definitely be number one for this kind of query.

Then that’s something they can take into account and say, Oh, yeah you’re right, this is really clearly the best out there and we need to make sure that it’s on top.

We’ll take some time to figure out what is actually happening here in our algorithms to treat this site, this content that it’s producing appropriately.

And those are things of course when you’re in a niche like this that is very competitive, that that’s very hard to do but it’s not impossible.

So I really recommend trying to take a step back and thinking about what you can do to significantly take your site to the next level.

Which might be new content that you produce, new angles that you kind of look into. Maybe less content that’s already out on other sites… all of these things to really kind of make sure that your site is really unique and not just similar to the other ones.

Be the Only One

The New York Times interviewed celebrity chef Andrew Zimmern who offered a relevant insight into how to be successful. While Andrew Zimmern isn’t an SEO, he does know something about cultivating success.

Here is Andrew Zimmern’s observation about success:

“I always say I don’t want to be the best. I want to be the only,” he said…

“You want to bust your ass and make the perfect hot sauce and market yourself against 300 other brands of incredible hot sauce? You’re a schmuck.

You actually want to go out and make something different. Be the only.”

As an example of being the only, his new venture is a Chinese restaurant that focuses on food he likes and the kind he grew up eating. The restaurant will also serve tiki drinks, which adds a social element to going out to eat.

How to Rank Better in Google

According to John Mueller, it might not be enough to be as good as the sites already in the search results. It may be helpful to develop a strategy to go beyond good enough.

Watch Google Webmaster Hangout Here

More Resources

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