Billions of users log into Meta technologies like Facebook and Instagram every day – an advertiser’s dream. But reaching these users with ads that are relevant to what they’re looking for is a challenge if you don’t have the right data, especially in the age of opting out third-party cookies and data privacy restrictions.
To reach the right customers at the right time with the right message, you need a strong data strategy. One based on data from your website, apps and other properties that you can link to Meta accounts to show personalized ads to both loyal and potential customers. Meta conversions API is designed to help you improve your marketing by creating a direct connection between your marketing technology and the Meta platform, giving you more comprehensive data to better optimize your ads.
One of the ways the Meta Conversions API helps improve advertising performance is by providing match quality of the event (EMQ) scores. EMQ scores let you know how likely your customer information parameters are to match an existing Meta account.
By matching data from one industry leading customer data platform (CDP) with the Meta Conversions API, you can improve Event Match Quality Scores, leading to optimized ad performance and higher return on advertising investment (ROAS). Let’s look at some of the ways you can improve your data strategy to increase the effectiveness of your ad campaigns.
Gather the right parameters…and more of them
To improve ad performance with better matches between visitor activity and existing Meta accounts, you need information from your customers, which Meta calls “customer information parameters.” These settings cover a wide range of customer data, from phone numbers and email addresses to geographic location and names.
The more parameters you have, the more likely one of those parameters will match an existing Meta account, so you can connect an event (such as signing up for a newsletter or making an appointment to visit one of your locations) with the ‘user who completed the desired action.
Obviously, there’s a balance to be struck when asking for customer information on your website or app. You want to make sure you’re collecting the information most likely to result in a match. But you want to make sure you don’t ask for so much information that it turns the customer off completely. You also want to ensure that all data privacy protocols are followed when collecting this information.
Focusing on collecting email addresses and phone numbers will usually give you the best results. You should then use a CDP solution with event forwarding that streams this data through the Meta Conversions API to better inform ad targeting and help personalize your ads in Meta.
Better understand attribution
Once you have data coming in that informs your ad targeting, take a look at what parameters are driving campaign performance and conversions to further improve your return on ad investment.
Do you see higher performance from campaigns that use email addresses? If so, consider asking for email addresses at more places on your website, perhaps with a discount offer for those who provide it. Have you noticed higher conversions from ads that target someone who previously started a free trial of your product or service? Maybe create a remarketing campaign around this event.
With a solution like Adobe Real-Time Customer Data Platform (CDP) and the Meta Conversions API, you can see campaign activity and EMQ scores in a single dashboard, so you can easily decide what actions to take carried out to optimize the performance of ads. Meta Events Manager offers recommendations on how to make your ad campaigns more effective (like asking for a phone number in addition to email addresses), which can help increase your ROAS.
Keep customer data privacy at the center
While collecting the right data and tracking campaign performance can help improve the effectiveness of your advertising, you must also ensure that you respect the privacy of customer data. This means making sure that the customer information settings you are collecting have been used. Hashing turns data into random code that cannot be reversed. This helps protect the privacy of your customer’s data and ensure that it is only used for its intended purposes.
If you use a solution like Adobe Real-Time CDP and the Meta Conversions API, you have several safeguards built in. Adobe Real-Time CDP hashes sensitive data, while Meta systems are designed not to accept unhashed client information and send you notifications. to let you know if something has gone wrong. But in either case, you should still pay special attention to keeping your customers’ data safe and secure.
Interested in learning more about how you can improve your return on advertising investment with more personalized ads? Check out our latest eBook, “5 data-driven practices to increase return on ad spend” and learn how Adobe Real-Time CDP and the Meta Conversions API can help drive better ad performance while improving the customer experience and bottom line.
[ad_2]
Source link
