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Facebook Ad Targeting no longer available on Ad-Level

FB Ads API (5)

Facebook advertisers who are buying and running media, components that influence delivery (including targeting and bid) are moving to the ad set level in order to bring greater transparency to delivery predictability.


Before, targeting and bid info was required at either the ad or ad set levels. But from today March 11th, 2015 these fields will be required on the ad set level and no longer available on the ad level.
Targeting at the ad set level will also no longer support action spec targeting.


Bid info will now be available at the ad and ad set level. After March 11th, 2015 it will be required at the ad set level and optional at the ad level. In Facebook interfaces excluding Power Editor, it will only be available at the ad set level.


If you have not migrated ads into an adset with targeting and bid info, your existing ads will continue running at your current configuration – but you will not be able to modify neither targeting nor bid settings.




Will this change affects old ads?

  • Old ads will continue to deliver as they did before. The only thing you cannot do  is edit the targeting of old ads (or any ads for that matter).
  • Please keep in mind that you will be unable to create new ads inside of old ad sets (ones with no targeting/bid) without changing them first. You’ll either need to make a new ad set, or set targeting/bid on the ad set.

Will Facebook be migrating existing ads to the new schema?

  • No. Migration of an ad-set (meaning, you set targeting/bid on the ad set) is strictly a user-opt-in thing. They can migrate as few or as many as they please.

What will happen to delivery of old deprecated ads? Will they continue to deliver? If yes, when will they stop delivery? E.g. Let’s say an ad type desktop ads got deprecated, will the old ads continue to deliver, etc?

  • Old ads will continue to deliver for at least a month or two. Facebook will continue to monitor the total spending from legacy ads. At some point, if it’s low enough, it will be paused, or deleted , or archived, or performed some other actions on the remaining ads without adset level targeting, to achieve a fully consistent system where all active ads have L2/adset-level targeting.

What are the geographic considerations? What are the international rollout dates?

  • It’s a global rollout.

How will reports work with l2 targeting? e.g. demographic info breakdowns, how will it work at the ad and ad set levels?

Reports are unchanged.





How the new Facebook Page Like “Clean-Up” will improve your Lookalike Audience Targeting

Facebook Page Like Cleanup increases the quality of Lookalike Audiences

Facebook Page Like Cleanup increases the quality of Lookalike Audiences

All businesses managing a Facebook Page might notice a significant drop in the number of Page Likes in the next few weeks. But there’s no need to panic, and actually, thinking of Facebook Ads and targeting, this is a very positive thing.
Facebook announced  that it will be “making Page likes more meaningful” by updating the way Page likes are counted, and by removing “memorialized and voluntarily deactivated accounts” from the Pages’ like counts. If later on a deactivated account is reactivated, that account will be automatically re-added to a Page’s like count.
To put it shortly, this means that all the Page likes that come from accounts that have been inactive for a long time will be gone, whether these are real accounts or so-called “fake fans”.

Benefits of the Clean-Up according to Facebook:


  • Business results: By removing the inactive accounts from your Page likes, you will get more updated insights of your audience and it’s easier for businesses to find new fans and similar people through more accurate lookalike audiences.

  • Consistency: Facebook has already filters out likes and comments generated by deactivated or memorialized accounts from individual page posts, so this update keeps data consisten


So although the drop in the number of likes might be small or a significant one, there’s no need to worry. Quality wins over quantity, and having a more active audience means that your posts will be seen by the people who are the most important to your business and your engagement rate might end up going up.


More importantly, the Lookalike Audiences you create based on your current fans, will be more accurate in the future, so expect to see an increase in your ads’ Click-Through-Rate as well.


The “Clean-Up” will start on the 12th of March and roll-out globally within the next few weeks.


Read more about the Clean-Up here:




Social Ads Tool: Your questions answered

You AskedWe Answered

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



[UPDATED 30 March 2015 - This is now available in Social Ads Tool]

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.

Note that if you don’t see a relevance score, this means your ad has not received enough impressions to be scored.


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.