Facebook loves video
The results are in: video marketing works. And it works best on social media.
Why? Because videos are visually dynamic and they’re more gripping than images and text. Videos also deliver information faster and are more memorable than text.
In short, they’re attention-grabbing and informative.
Couple this with relatively cheap production and you start to get a picture of why video generates better ROI than static posts.
But this is only if you do it right — it’s easy to make mistakes in your Facebook ad campaigns.
But don’t worry, we’ve got your back. This book will give you the strategies and skills you need to navigate the new world of Facebook video. In particular you’ll learn how to put video ads to work for your business and your clients.
Everything is backed up by our own data and experiments, to give you a clear picture of how video can help improve your Facebook ROI.
First up, let’s look at how Facebook thinks about video marketing.
Why video matters on social
- Social videos get 1200% more shares than text and image content combined.
- Facebook videos get an average of 135% more organic reach than Facebook images.
- 500 million people watch Facebook videos every day, totaling over 100 million hours of video watched.
- 45% of people watch an hour or more of video on Facebook or YouTube each day.
- Video marketing gets 66% more qualified leads per year.
How Facebook became video
When you’re advertising on Facebook’s platform, it pays to be friends with Facebook.
Facebook’s ultimate goal is to get people to spend more time on their platform, and the best way to do this is to get users to engage and have conversations in the app.
Around 2013, Facebook was looking for ways to generate more conversations and build better Facebook communities. They did some data analysis and found that people were watching videos more than they viewed other types of content. And not only that, but people also had more conversations about videos than other content.
Naturally, Facebook started optimizing their platform for video, shaping the timeline to accommodate videos and adding autoplay so videos would show up as dynamic posts.
They also found that people engaged with video ads more than other ad types. This was big news for Facebook. Facebook ads had become so ubiquitous that Facebook was experiencing a dip in advertising performance.
Boosting engagement on the platform and refreshing the advertising scheme was a win-win for Facebook, and they started innovating ways to implement video.
They optimized the timeline to accommodate video and added video creation tools that enabled people to create Facebook video posts using content they’d already posted.
They also added features like Facebook Live and Stories to make it easy for people to produce and upload videos.
And, of course, they created new ad formats to give advertisers a way to leverage video in their marketing.
Facebook also made some changes behind the scenes.
Facebook likes to preserve the mystery surrounding their algorithms, so we don’t know much about them, but we do know they’re designed to encourage interaction.
The revolution continues: In 2018, Facebook decided that users are watching videos on the platform too passively. They’re now actively working to improve how well the platform drives video engagement.
This all leads us to two conclusions:
- Facebook prefers videos because they drive engagement.
- Using videos on Facebook aligns your goals with Facebook’s goals.
That’s the theory behind why Facebook loves video, but now let’s look at the proof.
Experiment: Video versus static image
In our experience, videos nearly always beat out static images on Facebook. To prove it, we ran a simple experiment to compare the performance of one versus the other.
We created one static ad and one video. Each ad is visually similar and has a similar CTA with a clear message. Both are bright and playful, cost the same to run, and were served to the same audience.
For both campaigns, we chose leads as our objective.
Video got way more reach
Our video version was seen by around 25% more people. The static ad was seen by 7,232 people, while 9,532 saw the video ad.
Video got lots more clicks (for less)
Our video ad got 186 clicks, the static image received just 32. That’s 480% more clicks for the video.
Likewise, the cost per click was far lower for video. The video ad cost $1.19 per click; the static version cost $7.11. The video was 497% cheaper per click.
Video won big on ROI
While clicks are a good measure of performance, conversion is the best way to judge these campaigns and their return on investment.
Both ads cost the same to make (5 minutes in Biteable) and cost the same to run, but the video ad brought in drastically more leads: 270% more, to be exact (59 vs. 16).
And even more importantly, the cost per lead for the video was 280% less than the image. For the static ad, each lead cost $14.22. For the video, the cost per lead was $3.75.
What this means
In a nutshell, if you want more clicks and more sales, use videos instead of static images in your Facebook ads.
If you want to know more, take a look at our in-depth write-up of this experiment.
While this experiment is specific to lead-generation campaigns, it’s indicative of the results we’ve found in other campaigns as well.
What kinds of campaigns? We’re glad you asked. Let’s jump into the funnel and the three primary campaign types it contains.
Facebook ad campaigns: Meet the funnel
Marketers tend to overcommit to conversion ads, since they figure the only useful goal of Facebook ads is to get people to click through to the next step of the big marketing funnel.
But people rarely make a purchase after seeing just one ad. Most often, they don’t even engage with the first ad they see. Focusing too much on conversions is asking too much of a single video ad.
Facebook ads should have a funnel of their own. A funnel within a funnel, if you will.
Facebook knows this is the most effective model. That’s why they’ve created multiple campaign types and objectives.
Your Facebook ad funnel functions a lot like your overall funnel.
It starts with awareness, progresses to consideration, and ends with conversion, where the customer actually heads to your site and signs up or makes a purchase.
The Facebook funnel creates a logical progression through your ads that introduces your brand, gains trust, and ends with prospects taking the next step in your overall funnel.
Structuring your Facebook campaigns in a funnel helps you efficiently allocate your marketing budget. A proper funnel also helps the Facebook algorithm build hyper-targeted audiences that improve your ROI.
The first step in building Facebook video campaigns is getting a clear view of your Facebook funnel. This will help you identify the best objectives and content for each ad.
Let’s take the Facebook funnel apart and look at all the pieces to get a better idea of how it works.
The anatomy of the funnel
The Facebook funnel is broken down into three campaign types: awareness, consideration, and conversion campaigns.
Since the Facebook funnel is a progression, you’ll need to give Facebook time to analyze your ads and build ideal audiences for each stage of the funnel.
This means you should implement each stage of the funnel sequentially.
Let your awareness campaign run for a week or so before starting your consideration campaign. Likewise for your conversion campaign.
The reason for this is because Facebook builds an audience for each stage of the funnel based on who has viewed and engaged with your ads at the previous stage.
The main audience for your consideration ads will be people who viewed and engaged with your awareness ads. People who interacted with your consideration ads become the primary audience for your conversion ads.
The purpose of an awareness ad is to introduce people to your brand. This helps build trust and pave the way for further interaction, either through paid advertising or organic reach.
Since you’re targeting a cold audience, awareness ads should be eye-catching. An awareness video should stop the thumb scrolling and get people to take a look.
The content of an awareness video should tell your story, demonstrate what your product or service does, or explain why you created your business.
When you create your ads, one option is to use a lookalike audience based on people who have already converted through Facebook.
If you’ve never run ads before, another option is to start with a general audience and let Facebook build a custom audience for you.
Whichever method you use, Facebook’s goal for awareness campaigns is to target people who are most likely to watch the first three seconds of your video, so make sure the first three seconds are attention-grabbing.
As you run your awareness campaigns, keep an eye on your impressions and video completions metrics.
Impressions will tell you if you’re targeting the right audience. If you’re targeting the wrong people, your impressions will be low.
Video completions tells you if your video is getting enough attention and if the information is useful. A low video completion rate suggests your opening may not be catchy enough or that the content isn’t captivating.
Ultimately, your focus should be on building trust. You want to create enough rapport and interest that people who have seen your awareness ad will be interested in clicking on your consideration ad.
Since the goal is to deliver information and build an audience based on behavioral data, you can create ads without a hard call to action. Your call to action is essentially getting people to watch the video.
Here’s a quick recap:
- Use the first three seconds of your awareness videos to highlight an eye-catching feature or benefit.
- Tell your story, explain the why of your business, or show what your product or service does.
- Focus on building trust and creating interest.
- Feel free to create awareness video ads without a call to action. Watching your video to completion is the action you want people to take.
- Monitor the impressions and video completions in your awareness campaigns.
Consideration ads are designed to provide comparison information for people who saw your awareness ads and have some level of interest in your product or service.
At the consideration stage, your videos should give people insights on how you differ from the competition.
Demonstration videos, feature highlights, and comparison videos work quite well at the consideration stage.
Videos for consideration ads should be short and designed to get the prospects to click through for more information.
Consideration campaigns should focus on getting people to a blog or landing page that gives detailed information about your product or presents your company as an authority in your industry.
Consideration ads and the pages they link to should have links for people to convert if they want to, but the goal is really to educate them about why your brand is the best choice.
Since the goal is to inform, soft calls to action work best in consideration ads.
The audience for your consideration campaigns should be the people who have viewed and engaged with your awareness ads. Additionally, you can build a lookalike audience from the audience that engaged with your awareness ads.
In the end, the goal of your consideration ads is to target people who’ve shown some interest in your product and direct them to information that will help them with their evaluation.
Here’s a short summary:
- Use videos that demonstrate what your product does, highlight features, or compare your product to alternatives.
- Keep videos short so people have a reason to click through for more information. Don’t give away the whole pie.
- Link to an informative landing page, blog post, or downloadable document that details benefits or presents your company as an authority in the field.
- Use soft calls to action.
- Target people who have viewed and engaged with your awareness ads.
This is the part where you actually get people to drive into Buy Town.
Conversion ads are essentially remarketing ads.
This is where you use videos to present case studies, social proof, and show key benefits that your product or service delivers.
Conversion ads should take people to a sales or signup page so they can complete their buying journey.
A direct call to action works well at the conversion stage.
The key with conversion ads is that they are seen exclusively by people who have already watched your consideration ads, been to a landing page, or read one of your blogs.
That’s why a conversion campaign is essentially remarketing. You’re targeting people who have shown interest and even had an opportunity to convert, but need one last push or piece of information to complete the buying process.
Here’s the wrap-up for this last part of the funnel:
- Use case study, social proof, and key benefits videos.
- Link to a sales or signup page.
- Use a hard call to action.
- Target people who have already been to a landing page or read one of your blogs.
Setting the right goal and objectives
While campaigns are the major components of your Facebook funnel, using the right campaign objectives is what determines how effective your Facebook marketing is.
Marketing objectives are what you use to communicate to the Facebook algorithm what you need from each of your campaigns.
Facebook will let you create any campaign type with almost any marketing objective. However, each marketing objective has a corresponding ad type that works best with that goal.
Using the right objectives with the matching campaign types ensures your Facebook ads move audiences through your Facebook funnel efficiently and helps the Facebook algorithm build the best custom audiences for ad targeting.
Objectives for awareness campaigns
Overusing the conversion marketing objective is one of the biggest mistakes marketers make with their awareness campaigns. In a traditional marketing funnel, using conversion objectives for everything would make sense, since taking the next step is technically a conversion action.
But your awareness campaigns may not have a CTA at all, so prospects are passively moved from the awareness stage of the funnel to the consideration stage once they’ve engaged with an awareness ad or completed a video on one of your Facebook video ads.
Your marketing objectives should match this process. Therefore, the best objectives for your awareness campaigns are:
- Video views
- Post engagements
Using other objectives will cause the Facebook algorithm to build an incorrect audience for your consideration and conversion ads. It can also cause your data to look very odd if your ads are designed to achieve the wrong objective.
Consideration campaign objectives
Again, it’s tempting to go straight to that conversion objective, since you’re at the point where your ads are asking prospects to take action, but Facebook has wisely given you some options so you can match your consideration ad objectives with your external marketing materials.
You’ll want to select the marketing objective that matches what the prospect is going to see when they click through on an ad.
- If you’re linking to a landing page, your objective is landing page views.
- If you’re linking to a blog, your objective is traffic.
- If you’re linking to a lead page with a lead magnet or tripwire, your objective is lead form generation.
Using conversions as an objective at the consideration stage can cause a big shortage in audiences for your conversion ads. Conversion is considered the last action a customer takes, so if you select conversions as the objective for your consideration ads, the algorithm treats conversions as completed sales that don’t need more ads.
Facebook won’t serve them consideration ads unless you create a remarketing campaign targeting people who have already purchased. In this case, the Facebook algorithm thinks you’re looking to get people to make a repeat purchase. This is not the case if people in your conversion audiences have only viewed a blog or completed a lead generation form.
Given the power of the Facebook algorithm, little miscues like this can have more serious consequences than you might expect.
Conversion campaign objectives
This is where you finally get to target conversions and purchases.
In your conversion campaigns, you’re linking to a sales or signup page where the prospect takes the last step in the buying process. This means that conversions are true conversions.
- Select the objective: Conversion
Facebook will create an audience of prospects who have already converted, which you can use to create lookalike audiences to make your funnel more efficient. Facebook will also stop serving ads to users who have already converted.
If you want to encourage repeat purchases, you can create remarketing campaigns that target people who have already made purchases. It’s best to create separate ads for these campaigns to avoid boring or irritating your customers.
Creating audiences and measuring effectiveness
Now you know how the Facebook funnel is structured, we need to address two incredibly important aspects of Facebook marketing: audiences and cost/benefit analysis.
We’ve mentioned the Facebook algorithm a lot so far. That’s because the Facebook algorithm is incredibly powerful. Using the Facebook audience building tools takes advantage of the algorithm. It’s one more way to be friends with Facebook.
Your cost-benefit analysis will tell you how well the individual pieces of your Facebook funnel are performing so you can make logical and effective changes.
The overarching theme of audience building and cost-benefit analysis is that you must set up your campaigns so you can methodically measure and improve your Facebook marketing.
If you don’t, you’ll end up swinging in the dark. You might get some hits, but there will be a lot of misses.
Here’s how to build a Facebook microfunnel that gets more hits than misses.
Building audiences for your funnel
The most important thing in building audiences for your funnel is audience segmentation.
Creating properly segmented audiences will make your cost-benefit analysis (which we’ll talk about in the next section) easier and more effective.
Segmenting your audiences is basically creating multiple funnels and keeping the same people in the same funnel until the conversion stage. Here’s how it works: we already mentioned that awareness video ads have no hard call to action – you’re just measuring how many people see the video and how many people finish it. Those two metrics will tell you how effective your video ad was for getting attention and keeping it.
To evaluate how effective your awareness ad was for driving conversions, you’re going to need to look further down the funnel. At the consideration and conversion stages, you have harder calls to action and more definitive performance metrics.
If this feels like a slippery concept to grasp, that’s okay. We’re going to break it down even further.
When you run awareness ads, set up your campaigns so the people who see an ad are grouped into their own audience.
To clarify, if you create three separate awareness ads, your campaigns should generate three audiences: one audience for each ad.
Later, you can create audiences that have seen a combination of awareness ads. That way you can optimize your funnel to show people only as many ads as they need.
Do the same thing with your consideration and conversion ads.
You might be wondering why you need a separate audience for conversion ads, since that’s the last stage. Either they convert or they need to see another conversion ad, right?
The audience for your conversion ads is so you can make the most of Facebook lookalike audiences, which we’ll cover briefly in this next section.
Creating very specific audiences will set you up for success with lookalike audiences and make your cost-benefit analysis more thorough.
The algorithm and expanding your audience
One big benefit of creating well-segmented audiences is that it makes the most of Facebook’s audience-building algorithm.
Facebook collects an astronomical amount of behavioral data. The better you segment your audiences, the better Facebook can identify people who have exhibited similar behavior and buying patterns.
When you first create your funnel, Facebook will collect data about what type of people are viewing and engaging with your ads.
Since you’ve built your funnel to create very specific audiences, Facebook can create lookalike audiences of people who are most likely to react positively to your ads.
This enables Facebook to show your awareness ads to more people, because the algorithm will have a very good idea of who is most likely to watch the first three seconds of your awareness videos.
You can also create a lookalike audience from people who have already converted through your conversion campaigns to use for your awareness ads.
Once you’ve started running consideration and conversion campaigns, Facebook can then fast-track people to the later stages of your funnel. Facebook analyzes the behavior of people who went through your funnel and converted, and then serves consideration or conversion ads to other people who have demonstrated similar behavior. Smart stuff.
This can shorten the funnel and speed up the buying process. With a properly-structured Facebook funnel and good audience segmentation, the Facebook algorithm will identify and target the users with the lowest cost per acquisition.
See how it pays to be friends with Facebook?
We’ll cover the specifics of analyzing your campaigns in Chapter 10, but it’s important to have a high-level understanding of how to evaluate your Facebook funnel from the start.
There’s a core concept in Facebook marketing cost-benefit analysis that’s fairly unique to Facebook.
In your analysis, you need to also evaluate the quality of the audience your awareness campaign is creating.
Your awareness campaigns are arguably the most important. The reason you create a separate audience for each ad is so you can identify how ready people are to consider and buy your stuff after they’ve seen an awareness ad.
In short, your awareness ads will make the rest of your funnel more effective. If you feed your funnel quality leads, it will spit out conversions.
Using different audiences enables you to evaluate each stage of the funnel in isolation and focus your improvement efforts on the stages where the most prospects are dropping off.
Testing awareness ads
To test your awareness ads, show the same consideration and conversion ads to each audience from your awareness ads. The number of people that view your landing page will show how well your awareness ads are preparing people to take the next step.
Testing consideration ads
The process at this stage is essentially the same, it’s just the reverse of how you test awareness ads. Show different ads to the same audience. This ensures you’re controlling the variable of which awareness ad people saw and isolating the consideration ads as a separate variable.
If people aren’t clicking on your consideration ads no matter which audience you use, that usually tells you something’s amiss with your consideration ads.
Keep in mind it could also mean that all of your awareness ads aren’t working well, so you’ll need to go back and evaluate the top end of your funnel.
Testing conversion ads
The audience for your conversion ads comes from your consideration ads. Since people have seen at least two previous ads at this point, controlling the variables is a bit more complex, but still easy enough to do. Just remember to use the same audience if you want to evaluate the quality of your ads.
Conversion ads are essentially remarketing, so conversion rates are more important here, but the number of people who are clicking through to the sales or signup page is still what you’ll use to evaluate the ads themselves.
Creating demand throughout your funnel
In addition to making your paid ads more attention-getting, video can benefit your entire Facebook funnel if you use it properly.
The reason video helps your entire funnel is because it’s so effective for demand generation, especially on Facebook.
Since Facebook prioritizes content that drives discussions and helps create communities, the Facebook algorithm favors video content over other types of content. That means your organic video content will edge out imagery and text content in the race for exposure.
Yes, this means you should be producing organic video content. Social media is a community, and people trust brands that participate in that community by contributing meaningful, entertaining content to their timelines. People are more likely to buy from businesses they trust, so it’s best to use social media to show people your brand. You shouldn’t just advertise on social media.
In terms of paid ads, Facebook gives ads with video a higher relevancy score. Facebook believes people would rather see video ads than other ad types and will show video ads more than other ad types.
The upshot: Facebook video content will be a better investment than any other content type.
There’s another big reason video is so good for demand generation, however: versatility.
Video for (almost) everything
A well-built demand generation system involves case studies, testimonials, whitepapers, blogs, and usually several other types of print media.
It sounds wild, but think about this: you can use video to deliver almost any information you can convey in a text piece. You can make video versions of even long-form written content. And not only that, but most people prefer consuming video content (and find it more memorable).
There are limitations to what you can do with video, however, and you should keep producing written content. The video version of a written content piece should be a condensed version of that content. A white paper that’s several thousand words long, for example, would make a video that’s too long for most people to watch.
So, when you’re converting written content to video, focus on creating a condensed version of that content that’s easier to consume and takes much less time to watch than it would to read the whole written piece.
Build your videos so emotional buyers can get enough information just by watching the videos, but keep your video content brief enough that analytical buyers will be enticed to visit the written piece for more information.
With video, you can produce a demand-generation system that appeals to a broader audience and gets preference from the Facebook algorithm.
Here’s how that looks for each stage of the funnel.
Facebook video ads in awareness campaigns
We touched on this earlier, so this will be brief.
Since your objective for awareness campaigns is simply to get people to consume information or engage with your ad, video is your best bet.
It gets more attention and drives more engagement than any other content type.
Not only that, but Facebook gives video content a higher relevancy score, which means they show video ads to more people than other ad types.
You’re going to reach a wider audience more effectively with video ads in your awareness campaigns, which is exactly what you need.
Facebook video in consideration campaigns
Facebook ads with video are effective in consideration campaigns for some of the same reasons they’re effective in awareness campaigns: they’re attention-getting and Facebook shows them more.
But you can go one step further with video at the consideration stage of the funnel.
If you use video ads, you can add video content to your landing pages, blogs, and lead generation pages to deliver a more consistent user experience that provides easy-to-consume information at every stage of the buying process.
Video in your consideration ads can provide benefits that go beyond Facebook.
Facebook video in conversion campaigns
The attention-getting power of video holds up for conversion ads as well. Video is well-suited to the goals of conversion campaigns.
Your conversion campaigns are designed to help prospects through the last mile of the customer journey. Video is an ideal medium for delivering the quick snippets of key information that help consumers take that last step.
Now you should have a pretty good idea how video can benefit your whole marketing funnel on Facebook. We’ll explain the specifics as you go deeper into this guide.
The future of Facebook video
Video on social media is constantly evolving.
Social platforms collect data and adapt to deliver video the way their users want to see it. This puts marketers in a bit of a bind: on one hand they need to create videos that work well within the confines of social platforms, while on the other they must find new ways to get people to watch and engage with their videos.
There are quite a few trends that have come out of this combination of factors. Here are some new content types that look promising so far.
Gary Vaynerchuk and other successful marketers have been adding progress bars to their Facebook videos.
But the Facebook interface has a progress bar, doesn’t it? Progress bars on progress bars doesn’t seem very genius, does it?
It works because the platform’s progress bar is usually hidden unless the user taps the screen to adjust the volume or use the other video controls.
Having the progress bar embedded in the video has increased video completions because people can see how long the video is, even when the standard Facebook interface is hidden.
People like to have an idea of their progress.
Designers found that the same effect worked for adding progress bars to online checkout flows. People are more likely to finish a process if they know how long that process is.
Marketers are starting to find success with Facebook Stories. There are a few reasons why stories are so effective.
First, stories are organic in the social media environment. Users have accepted ads as a necessary part of keeping Facebook free, but that means people readily dismiss ads.
Facebook stories don’t look like ads. They look like user-generated content and therefore get more attention.
Another reason stories work is because they’re viewed fullscreen. It’s a more immersive experience.
The swipe up call out also gives people an easy way to take a purchasing step.
Facebook Instant Experience (AKA Canvas) ads
Facebook Instant Experience (IE) ads can be created with a static image.
An IE ad with a video as a header almost feels like a landing page without ever leaving the app. That’s a lot of space and information delivered in a single ad. A more complete and informative experience makes the ad more effective.
Making paid look organic
If you’ve noticed how many companies are using either user-generated content or videos that look like they were shot on an iPhone, you’ve seen this trend in action.
The idea is to make marketing videos that look more native in people’s news feeds. It’s a way of respecting the social media environment and creating content that fits with what people like to see on their timelines.
It circumvents people’s skepticism of ads.
Obviously, the more willing people are to engage with your marketing content, the better.
For new marketers and companies, the move toward more organic video content is actually great news. Preference for organic content means that advertisers can succeed with video marketing on a rather limited production budget.
With a few inexpensive tools and some strategic video planning, you can produce effective videos for every stage of the Facebook funnel.
As Facebook evolves past the News Feed format, vertical (9:16) will become a more common ratio than it is now.
A quick story: In ye olde times, people treated Facebook video as an alternative to YouTube. The videos were horizontal and composed in 16:9 aspect ratio. This format was great for desktop computers.
Then mobile phones changed everything. Now over half of all the internet traffic in the world originates on mobile.
Video formats and Facebook have evolved to look better on our mobile devices. This adaptation has led to two major developments in Facebook video.
- 1:1 aspect ratio. The shift to a 1:1 aspect ratio on Facebook was driven entirely by how videos looked in the Facebook News Feed on a mobile screen. It was one of Facebook’s earliest developments in making the platform more video-friendly.
1:1 videos fit on the timeline better. They’re also easier to see, since square video utilizes screen space more efficiently.
- Vertical video. Vertical video is also a product of mobile phone use. In a way, vertical video was the next logical step from adopting the 1:1 aspect ratio.
People hold their phones vertically upwards of 90% of the time.
A vertical video is truly full screen when it’s made fullscreen on a phone held vertically. The old way of shooting video horizontally wasted valuable real estate and left wide black bars at the top and bottom of the screen.
Expect to see more vertical videos on Facebook in a variety of ad placements.
Now you understand the place of video in the Facebook ecosystem and how to leverage it to your advantage, it’s time to look at Facebook’s entry-level tool: boost.
The boost button is an easy way to get started with video marketing on Facebook, but it’s not perfect.
In Chapter 2, we’ll look at when it’s okay to boost and when it’s to your disadvantage.
The algorithm prefers video. Video outperforms text and images nearly everywhere. This is particularly true on Facebook thanks to the bias of their algorithm.
Start with the funnel. Regardless of the size of your video ad campaigns, consider its place in the funnel first. Targeted marketing is effective marketing.
Know your objectives. To harness the power of Facebook video ads, you need to use different objectives for each layer of the funnel. Learn your options.
Video is evolving. The place of video on Facebook is constantly evolving. Harness new opportunities whenever they appear. ROI is often highest on new ad vehicles.