Thoughtful campaign plans, campaign deployment, and granular optimization are not easy jobs. Particularly it is if your team relies more on manual work. In a way, it’s not possible to react in real-time based on the market changes, or competitor updates. Basically targeting and content optimization ceiling exist only using features given on the platform. Brands and marketers can work with some 3rd party SaaS to automate the optimization process.
However, it’s not the only way and it has a way that can give you more space to customize and lower the cost. It’s using Meta Ads API integrated with your Python script. So in this article, I would share why Meta ads API can help. And it also includes what targeting and dynamic content scenarios can be used for your reference.
- Why is Meta Ads API crucial to increase Meta Ads campaign ROI?
- Meta Ads API Targeting Options
- Alternative Factors Affect Ads Conversion Rate
- Dynamic targeting and content strategies cases of Using Meta Ads API
- Wrap up
Why is Meta Ads API crucial to increase your Meta Ads campaign ROI?
Using Meta ads API is absolutely not the additional or advanced approach to optimize the Meta ads campaign better. On the other hand, it’s indispensable and people can either identify a 3rd party SaaS or build a Python application themselves. There are 4 primary reasons we need to leverage Meta Ads API instead of only using the ads features given by the ads platform.
Breakthrough the ceiling of platform targeting options
It has a common recognition that marketers and brands are always the group of people being notified by the ads platform. Platforms notify people what new targeting features are coming up or which function would sunset is. Tons of branding and performance marketing strategies are being circled within an area. People can only brainstorm and play with the toy as it’s what it is.
Don’t get me wrong, the platform itself has spaces for marketers to develop strategies and execute to achieve the business goals. However, communication should not have any ceiling that might be limited by the platform upgrade speed or the speed of the new product feature launch. Meta ads API provides opportunities for people to integrate any kind of APIs as long as you are able to think of them. People can build an advertising RPA to run ads.
For example, prospects who come across rain in their cities might have a different set of content. That compares to those people who might just suffer from losing money from stock.
Trigger Dynamic Content
The marketing funnel emphasizes categorizing and segmenting well brand data to deliver the right messages to the right people. Those people are staying in a different purchase journey. It’s absolutely correct. However, the purchase decision is not only because of the status of the target audience.
For example, a person is ready to buy a cell phone and is proactively comparing the product pricing and reviews from different sellers. In terms of the marketing funnel, this person is the right audience if the goal is to drive sales. But it’s too early to conclude, as brands need to offer the true value in a comparable environment instead of thinking you are the best. They are such as the product pricing, or trading value, to capture this custom from the dynamic competitive environment.
Meta ads API can integrate with your competitor’s product price tracker and automatically update the ads massage pricing and landing pages when a rule you set triggers. In this situation, business-wise content updated in real-time helps you stand out in front of the target audience.
Automate Ads Optimization
On top of the trigger mentioned above, there are tons of variants and rules marketers can set by using meta ads API. It can be on bidding, creatives, budget, data based on macro and microelement changes, such as weather, stock pricing, competitor product pricing, audience data from other sources.
Marketers can draw a gameplay strategy that is not limited by the platform’s target features and functions. From now on, marketers are not playing with toys anymore given by the platform. It can facilitate brands to communicate not only using data but also external or extrinsic events that indeed impact the purchase decision.
Integrate Meta Ads Prediction and Performance Report with a business dashboard
Basically, branding and performance marketing are two main campaign goals. Either of them needs a quantitative measurement model to evaluate your investment ROI. If you are interested in learning more about key metrics in different business models, please check out these articles, such as P&L, CLV, CAC, and branding evaluation.
1) Branding Evaluation: Capex vs Opex
2) CAC, CLV, and P&L:
- eCommerce variable cost
- P&L Calculator
- Cohort analysis – CAC, ARPU, Retention Rate, CLV
- CLV calculator
And you don’t want to manually manage the reporting, particularly the frequency is daily or weekly. It includes the estimated audience pool, predicted conversions and Meta ads API definitely connects your ads campaign performance data to your dashboard built in advance. As well as a competitive price tracker, you just need to open the dashboard every morning and immediately can have to-the-point learning of performance.
Meta Ads API Targeting Options
In the Meta ads platform itself, there are three main targeting options for brands and marketers to adopt.
This is basically a fundamental audience profile targeting, such as gender, age, location, interests, behavior. All campaigns need to use this set of targeting with the specific targeting in the Python script codings.
- Demographics: gender, age
- GEO: country
- Interest targeting: topics
- Behavioral targeting: online activities, device people use, purchase intention, travel
In advanced targeting, it embraces more dimensional options to specifically and accurately reach out to audiences, but also people can select the ads placement they want to show the ads.
- Education and work: Study degree, school, company, title
- Language and location: where people stay and what language they speak
- Facebook connection: app install status, fan page like or not, a friend of connections
- Placement targeting: different placements of Facebook, Instagram, Messenger, Whatsapp, and audience network
- Custom broad category targeting: content category, such as cooking, travel
- AI-driven targeting expansion: Similar to the objective, AI would automatically add on or remove the target options to achieve a lower CAC
As well as creating the custom audience on the platform, API allows the brands to create the custom and lookalike audience using brand data through the Meta ads API. The more beautiful part is you can integrate with your CRM or database to schedule automatically updating the custom audience group. Which
- Custom audience: email, mobile ID, phone number, external ID, etc
- Lookalike data: by country, lookalike type, ratio (the lower ratio is closer to your seed profile data)
I’ll release another article specifically sharing about custom audiences and lookalike audiences set up using python.
People can flexibly combine different target options together based on the need of a business goal. For a specific targeting ID and audience size, we can go to the Meta for developers and use the targeting search endpoint to output them in your script.
Last but not least, If you are interested in Meta ads campaign creation and update using Meta ads API, please check out this article
Alternative Factors Affect Ads Conversion Rate
It’s one of the most useful and sexiest values using Meta ads API, as you can not only leverage features given by the platform, but also can integrate with any APIs. Although it has some specific category limitations like alcohol, drug, health, politics, basically it is without the ceiling.
If you are running an eCommerce business, you can understand how important pricing is in optimizing the conversion rate. Particularly it is when you are selling products that customers compare price and care more about the functional value.
Using Meta ads API can integrate with your price monitor and allow you to set some rules to update the ads landing page and the price on the creative. So it makes sure your pricing is competitive and it’s above the bottom line of your target profitability.
Tons of cost in a business changes up and down dynamically such as exchange rate, shipping rate, etc. And the up-to-date cost tells us whether the product pricing is the most appropriate, it gives hints it’s profitable or losing money. If your eCommerce business competitor lowers the pricing along with more earnings thanks to the currency exchange rate. In a way, you are losing competition even though you haven’t changed everything. It would impact the business conversion rate.
Storm, cross-wind, typhoons cause flight delays often, and flight delay business opportunities can help you generate more revenue if your communication is right to the audience’s stomach. So a weather API can help tailor-made your ads and messages to those audiences. Even though the audience data hasn’t changed, the message can change based on the weather. It creates a huge difference.
Stock market fluctuation, natural disasters etc can cause a bad mood on a person. Sometimes it’s not about what you are selling and what the price is. It’s about emotional connection. Your business can understand the pains and the mood of her or him. So using APIs can trigger customized messages and landing pages to console the audience and engage with them with the right message.
News and entertainment news
Football games, movie releases, new device launches etc can lead to a new trend of some products and influence the purchase behavior. So as a marketer, planning a content calendar and sale plan can combine with the trending topics and prepare two versions of messages and selling price. Once one of the situations comes up, you can use the API automatically to deliver the right message.
Dynamic targeting and content strategies cases of Using Meta Ads API
Airport service membership – SaaS model
One is the largest airport lounge network worldwide. Acquiring new paid members, increasing the member usage and retaining the customers are three main marketing campaigns. In the new acquisition and usage increasing, 3rd party APIs can further enhance the Meta ads content and increase conversion rate.
Take the open weather API for example, the API can provide real-time weather, forecast a weekly or monthly weather with GSP function. In other words, brands can target audience in Meta ads campaign and show a specific message combining weather elements to audience.
The fact is it can increase conversion rate 25% on average compare to those campaigns only targeting the right audiences with general promotion messages.
Smart home device and accessory seller – eCommerce model
This brand is a reseller of different brand smart home devices and sells its branded accessories as well. So the product pricing and added value to the conversion rate are two critical elements. Because of this, competitor product pricing or the brand official channel product pricing update matter a lot to this brand.
For keeping a competitive pricing in the advertising channel in a real-time format, the brand leverages price trackers integrated with the Meta ads API script. It can schedule to refresh the competitor product pricing using Cron or a cloud , and trigger ads message updates if it meets some conditions. The results proves that it reduces the impact by the competitor pricing and can keep the products within the appropriate market value.
Meta ads API does provide an open air environment for marketers to plan, deploy and optimize campaigns to another performance level. The sexy part is you don’t have a platform ceiling anymore, although It indeed requires some programming skills and limitation on the special ads category.
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