Joshua Dreller, Sr. Director, Content Marketing @ Skai
In our Skai 5 series, we discuss digital advertising tips, tricks & trends to keep you one step ahead of the consumers, the market trends and your competition. For this portion of the series, we highlighted five things about Skai’s Segment Asset Customization and how advertisers can level up ads on Facebook.
Most social advertisers know about Facebook Advertising’s Placement Asset Customization (PAC), which enables them to tailor creative assets to placements on Facebook, Instagram, Audience Network, and Messenger. Marketers can use this feature to customize their ads for each placement’s best practices and ensure their ads can run in as many places as possible.
What marketers may not know is that PAC is just one of three Facebook APIs that use asset customization rules:
- Placement Asset Customization: Customize the creative assets displayed in different ad placements.
- Multi-Language Ads: Customize different parts of ad creative such as the image, video, text, and body of an ad to reach speakers of different languages.
- Segment Asset Customization: Customize ad assets according to targeting types.
5 Things About Skai’s Segment Asset Customization
Recently, Skai launched its support for Segment Asset Customization (SAC) to enable even more customization and personalization from a single Facebook ad.
Here’s 5 key things you need to know about this powerful functionality.
1. It’s like Placement Asset Customization (PAC), but for segments instead of placements
With PAC, Facebook advertisers can create a single ad with multiple creative. By defining specific rules, they can specify which creative is chosen to run based on the placement of the impression.
An example of a single SAC ad used across multiple locations
Segment Asset Customization serves custom creatives to each target audience member based on their location, all without the hassle of creating individual ads for each geo-based segment.
So, for example, if you are advertising an SUV:
- Some geolocations might be interested in its luxury interior
- Others might be more prone to click to learn more about its offroad, 4×4 capabilities
- For people who live in sunny climates, its big sunroof could be compelling
Advertisers can choose which creative to run by defining customization rules at the ad level. And, with SAC, it’s not just the images or videos — you can build custom creatives for each geo, including image & video, but also text and landing pages, and assign them to their respective target locations.
This enables zillions — yes, zillions — of possibilities.
2. Powerful personalized relevance through Segment Asset Customization
Marketers know that relevance is one of the most critical factors to advertising success, and personalization is a primary tactic marketers use to drive more relevant advertising.
In a recent study, marketers listed numerous benefits to marketing personalization, including increased loyalty, revenue, retention, efficiency, and conversion rates. However, just 10% of marketers surveyed found no observable improvements — meaning that 9 out of 10 marketers do see value in personalization!
Getting the right ad to the right person at the right time is one of the holy grails of marketing. SAC helps you to accomplish this.
3. Simplified Management
While personalization is a powerful marketing tactic, the negative side is that it requires so many versions of ads that campaigns can become extremely large and unwieldy. It’s already tough to manage small accounts, but updating ads when there are new changes or promotions and reporting/analyzing ad performance to optimize them get significantly harder and more time-consuming when the account is massive.
Yes, personalization is powerful, but it’s complex and can be really hard to pull off. Even though they know personalization works really well, less than a quarter (23%) of marketers surveyed use advanced customer data to support personalization.
With Segment Asset Customization, marketers get the best of both worlds—increased relevance through personalization and simplified management.
4. Segment Asset Customization enables you to “bypass” Facebook ad limits
Last year, Facebook imposed ad limits based on the size of advertiser accounts.
Why? Because having too many ads in the system interferes with the way Facebook’s ad matching optimization works. Here’s how Facebook articulates it:
To understand why ad volume per Page is important, it is helpful to understand the ad auction. The best ad from each Page (regardless of ad account) is considered in the ad auction. But the ad auction considers more than just an advertiser’s bid when choosing a winner. It also considers predictions of whether the person who will view the ad will convert from the ad.
By reducing ads per Page, you can ensure that the ad from your Page that enters the ad auction has enough conversion data for the conversion predictions about your ad to be accurate. With more accurate predictions, your ad can win more auctions at a lower cost.
Basically, when your conversions get spread across too many ads, Facebook’s ad matching algorithms have trouble figuring out what to do with them.
By using Segment Asset Customization, you have fewer total ads to stay within Facebook’s limits while benefiting from the personalization power of having many ads.
5. It’s an API-only FB/IG feature
Today, Segment Asset Customization is only available through Facebook Advertising’s API.
One thing that many marketers may not realize about digital advertising publishers is that they have two different ad technology programs—the native platform and the API programs serve different types of users.
The native platforms serve both simple and sophisticated programs. This could be advertisers from giant enterprise users spending millions (sometimes tens of millions) of dollars each month down to the millions of small & medium business users who may spend just a few dollars each day. Thus, the native platforms need to be agile, easy to use, and don’t necessarily need to be packed with the most cutting-edge features that create additional complexity for the average user.
However, the API features are generally only accessed by power users spending enough on advertising to justify the costs of third-party management platforms like Skai or have the resources required to code to the API themselves. Thus, the API-only features are often built to handle the demands of power users at big companies and agencies.
Get started with Segment Asset Customization with Skai
As you learned in this post, SAC is an API-only feature. This means that it’s not in the native Facebook ads platform. So to use it, you will either need to code to the API yourself or use a partner like Skai.
As part of Skai’s intelligent marketing platform, our Paid Social solution has unique, best-in-class capabilities to automate, optimize, and scale your ads at an enterprise level. In a privacy-first world, Skai offers integrated solutions to reach consumers on all the platforms that matter and drive powerful growth no other independent social platforms can achieve. Client results include:
- 135% increase in Facebook leads for BYJU’s Future School
- 600% increase in Facebook leads for Inova
- 60% decrease in cost per conversion for Mercedes-Benz Vans Turkey
To learn more about Skai or see Segment Asset Customization in action, please schedule a quick demo.
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