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Social Ads Tool: Your questions answered

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Social Ads Tool - frequently asked questions

Facebook Ad Management can be tricky, and certainly raises a lot of questions – on top of eyebrows.

Social Ads Tool certainly helps with many of the problems that might cause trouble for Facebook ad management without a professional platform, but still our clients, especially in the beginning, have many questions for us regarding the tool, their campaigns and the best practices to adapt.

We gathered a list of the most Frequently Asked Questions and wanted to share it in our blog as well, hoping it will help lower some eyebrows also for the people who are not using Social Ads Tool yet.


FAQ: Social Ads Tool and Facebook Ad Management


What types of conversions can I track?


Social Ads Tool supports all types of conversions, including both Facebook conversions (such as page likes, link clicks, comments, shares etc.) and also external conversions that take place on your website or app (such as registration, sale, app install etc).

To track external conversions you will need to use a tracking URL. You can choose to use Social Ads Tool’s tracking, but we also support Facebook’s tracking pixel or any other third-party tracking you wish to use. We can also cater for server to server tracking.


Can I calculate ROI?


Yes, you can attribute a value to each conversion that takes place and Social Ads Tool will provide a report detailing your ROI metrics allowing you to make better optimization decisions.


What about optimization?


Let Social Ads Tool take the strain with our auto-optimization feature. Social Ads Tool continually monitors your campaign performance and will optimize your campaign by boosting ads that are achieving your target cost-per-conversion, and it will pause any ads that have a conversion rate above your target. You control the optimization target by assigning rules that Social Ads Tool will work to, such as the type of conversion.


How does Social Ads Tool work?


Our platform is built on the Facebook ads API, and we were one of the first companies to be allowed access back in 2009. We are a Facebook Marketing Partner and we work closely with Facebook on an ongoing basis to ensure our platform provides a stable, reliable service. We also have a great team of developers, campaign managers and customer support who work on improving the platform for our clients.


What are your key features?


Our clients love our intuitive, easy-to-navigate interface and our cross-channel reporting for easy campaign management. We also have powerful bulk ad generation capabilities which makes it a breeze to set up A/B tests quickly. You’ll also find extensive reports which will help you make informed optimization choices. We’re not just technology, we also have a great team here to support you too.


I don’t have time to run campaigns. Would Social Ads Tool help?


Absolutely. Campaign management is a lot quicker and easier with our platform. If you wish, we can also manage your campaigns for you. We have a team of international campaign specialists in-house who can work to achieve your campaign objectives. Sit back and let us handle the ad creative, campaign set-up, optimization and reporting. You can also log in at any time to see how your campaigns are doing.


If you have a questions regarding Social Ads Tool that aren’t included in the list, feel free to contact us and we’ll be happy to reply!


Social Ads Tool is part of the new Facebook Marketing Partner program

Social Ads Tool is now a Facebook Marketing Partner


Social Ads Tool is now a Facebook Marketing Partner


Social Ads Tool is happy to announce that 77Agency, together with Social Ads Tool and Allin1Social  have been awarded the specialties in Ad Technology and Community Management in the new Facebook Marketing Partner program.


Social Ads Tool has been collaborating with Facebook® since 2009, and was one of the original 13 Strategic Preferred Marketing Developers (SPMD) of Facebook until the launch of the new Facebook Marketing Partner program now, in 2015. The new structure of the Facebook Marketing Partner Program is a positive evolution of the partner community, especially for marketers looking for a partner, as now the search will be easier and more targeted, matching the most suitable partners based on their industry verticals and goals.

After 6 years of working with the Facebook API, we are proud to be badged Facebook Marketing Partners with Ad Technology and Community Management specialties.


Moreover, our industry expertise has been recognized across several verticals, including eCommerce, Travel, Consumer Packaged Goods and Professional Services.

Will this change anything for you?

No, Social Ads Tool keeps on the good work in the future, just as it has in done in the past.

We’ve been working hard for the past years to keep up with the continuously evolving advertising technology development, and are happy to say that Social Ads Tool is working with some of the top brands and digital agencies around the world. Customizing our platform’s features to match our users’ needs has been one of our goals, as well as driving performance and maximizing ROI.

Social Ads Tool, previously one of the 13 Strategic Preferred Marketing Developers (SPMD) of Facebook, now continues its mission of driving profitable advertising performance and developing premium technologies for marketers, as part of the Facebook Marketing Partner program.

If you are not using our premium technology yet, take a look at our profile on the Facebook Marketing Partner Directory and sign up for a free demo of the Social Ads Tool Platform.


Facebook® is a registered trademark of Facebook, Inc.


Facebook starts ranking ads with Ad Relevance Score

Facebook Ad Relevance Score visual

– and advertisers could save money in the process


Facebook Ad Relevance Score visual



Facebook continues its actions towards its goal of showing only the most relevant ads to its users, and at the same time it wants to help advertisers by providing better feedback about their ads. Starting this week, all advertisers can follow their ads’ quality and performance with the new Ad Relevance Score metric that Facebook gives to each individual ad. If you are running Google Ads, the Facebook Relevance Score could be understood as slightly similar to the Google Ad Quality Score.
The Relevance score also gives good insights to advertisers on how competitive an ad is, relative to its competitors. You can use the relevance score to improve the relevance of your ads, and therefore increase the competitiveness of your ads in the bidding auction.


What exactly is Ad Relevance Score?


The Relevance score is calculated based on the positive and negative feedback Facebook expects an ad to receive from its target audience. The more positive the expectations, the higher the Relevance score. The more often people are expected to hide the ad or report it as spam, the lower the score. The Relevance score can be anything between 1 and 10, with 10 being the highest possible score. The score is updated continuously, as people interact with the ad and keep providing feedback.


Facebook Ad Relevance Score


The indicators that have an effect on the positive Relevance score vary, depending on the objective of the ad, but can include elements such as video views, conversions, likes and shares.


Note that the ads that have a guaranteed delivery (e.g. with reach and frequency objectives) won’t be impacted by the relevance score. That’s why he relevance score will have a smaller impact on cost and delivery in brand awareness campaigns, since they are optimized for higher reach, instead of driving specific actions, like app installs.


Benefits of the Ad Relevance Score


Relevance score can help you optimize your ads in a few different ways. Relevance Score can:


  • Lower the cost of reach
  • Help testing ad creative options before starting a campaign
  • Help optimize on-going campaigns


The ads with the highest Relevance score will have the lowest delivery cost, so optimizing your campaigns in terms of the lowest CPM possible will be easy just by choosing the ads with the best Ad Relevance Score. Naturally, the bid will play its part as well, so don’t lower it too much just because your ads are ranking high.


A/B testing becomes even easier with the Relevance score, and choosing the best creatives and copies and optimizing the campaigns accordingly will be easier than ever. Once an ad that has been ranking high begins to experience a decrease of Relevance Score, it’s a good indicator for the time to update the campaign.


Tips for improving your ad’s Relevance Score


  • Narrow your targeting. If you have a very broad target, your ad won’t probably be relevant to everyone in the audience. If you’re more specific about who you are targeting, e.g. choosing certain location, ages, interests and behaviors or a Custom Audience, you’re more likely to provide relevant ads to the well-defined group of people.


  • Choose the image and text according to your target. Think about your target audience when choosing your ad creative, or video, and the message to include in the ad. Keep the message simple and change your tone of voice according to your audience.


  • Keep your ads fresh. After a while even the best performing ads and campaigns start experiencing a decrease in performance. It’s important to refresh the creative and ad copy, or modify the targeting, to keep the campaigns running successfully.


  • Run A/B tests and make changes based on results. Run multiple ads, testing the performance of the image, text, bidding and target – and once you see what is working the best, pause some of the less profitable ads and place more budget on the well-performing ads. Remember to optimize when the ads are still fresh, and make changes when the performance starts decreasing again.


It’s important not to forget about other performance indicators just because of this new metric. Your main business goals, CTR, CTA and CPM together with your bidding are still just as important. If your ads are working the way you want them to work even with an average Relevance score, just keep doing what you’re doing.


The Ad Relevance score is rolled out globally this week, in mid February 2015, and the scores can be viewed on Social Ads Tool reporting in the next few weeks.


For more information, contact your Social Ads Tool account manager.




Infographic: Facebook Ads image & text specs 2015

Infographic Facebook Ads specs 2015 thumbnail

Facebook Ads give a wide range of options for digital marketers.

It can be hard to stay behind and optimize the ad copy and visuals according to the the different ad types, image specs, text limits and available objectives.


We made the ultimate research and gathered all the information in one simple Infographic. 

Anyone who is running Facebook Ad Campaigns needs to save this infographic as a bookmark, or print it out and attach it on the office wall.  You will never need to look any further – you can have all the technical information you need at one glance.


So, take a look at all the Facebook Ad text & image specs, updated in 2015. - See the full-size infographic here.


Social Ads Tool - InfoGraphic - Facebook Ads - Image & text specs - 2015


Even bigger, full-size version of the infographic here.


Are you looking for a more efficient way to manage your Facebook Ad campaigns?

Try out the Social Ads Tool platform for free for 15 days. Sign up for a demo here.


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Creative Ways to Use Custom Audiences

Creative ways to use Facebook Custom Audiences targeting options

Creative ways to use Facebook Custom Audiences targeting options


Facebook has a targeting option called “Custom Audiences” that lets advertisers find their existing audiences among Facebook users. It has a wealth of different benefits, and we gathered a list of some rather unique and interesting ways to use this targeting option.


Find More Business to Business Leads


Those hoping to improve their B2B leads can do so relatively easily with the help of Custom Audiences. Consider the types of companies you want to do business with and then use their information when creating your Custom Audiences criteria. You can find contact information such as phone numbers and email addresses from the company pages, and create a database and your custom audience based on them. Focusing on those business’s pages, as well as the people who are key decision makers in those companies, can help to put your brand and products in front of them. It makes them familiar with who you are and what you are offering before you ever contact them. In some cases, they may choose to contact you based on the quality of your ad and what you happen to be offering.


Retargeting Potential Customers


The retargeting aspect of Custom Audiences is where this targeting method really shines and where you can find some very creative and interesting ways to use it. For example, you can retarget based on visits that a person had to a product page. Create a new Custom Audience based on the products or services that people last viewed on your site. You will be able to target an audience already interested in the product with a laser focus.


For example, if you sell a certain type of coffeemaker, you can target customers who looked at that specific model. They’ve already thought about your coffeemaker, and when they see an ad for it on Facebook, they will recognize it and the chance of them actually clicking on the link and making the purchase is much higher than if you were to cast that same ad out to a wider and unfocused audience. Consider offering a special promotion for an ever higher response-rate.


Target New Customer Groups


Instead of having advertisements show up on all of your customers and subscribers’ pages, you can choose to focus some of your ads on brand new customers. For example, if the ad encourages people to sign up to your newsletter, you don’t want to send that ad out to those who are already signed up to receive it. You can add their email addresses to this campaign as a negative list, so that they will not see those ads on their Facebook news feed. This ensures that the viewers who do see it are new.


Make It Personal


While you can’t create an actual personalized ad for everyone out there, you can do something that will make the ad seem more personal – use the person’s first name. You can look at your email list and choose the most popular and common first names. Then, you can create Custom Audiences, and use a specific name for each one. The advertisements they see on their page will have their name on them, and that makes them instantly seem personable. This is especially true if these people are already a part of your target audience and have shown prior interest in what your company offers.


Cross-Sell and Up-Sell to Current Customers


Another great way to use Custom Audiences is to cross-sell and up-sell to the customers that you have right now. By showing your current crop of customers some of the other items that you have available, including some higher-end items, it could prove to be a very good sales opportunity. These techniques have always been popular and effective in sales, and thanks to Custom Audiences, it’s actually easy to implement in the online world. Just create a Custom Audience that looks at the items recently viewed and then suggest other items that the customer might also like or prefer.


Merge With the Email Campaign


Email campaigns are still extraordinarily successful when it comes to engaging with and selling to a customer base. However, with the advent of social media and Facebook’s Custom Audiences, it’s actually possible to combine your efforts. The information that you include in your Facebook ads can mirror that which you have in your email campaign. This gives the customer more opportunities to see the information and then take action on it.


These are some of the best and most creative ways that you can make use of Facebook’s Custom Audiences. As more options are added frequently, the possibilities will continue to grow, and WCA could easily become one of the best and most powerful marketing tools available on the web.


Contact your Social Ads Tool account manager for more information.