If you’re regularly advertising on Meta, you might have stumbled upon a new feature called ‘Tailored Campaigns.’ Understanding and utilizing these shifts can prove beneficial with the sea of changes regularly engulfing social media advertising. Let’s take a deep dive into what Tailored Campaigns are and their implications.

What are Tailored Campaigns?

Simply put, Tailored Campaigns is Facebook’s newest way of creating ad campaigns. Compared to the traditional method, which is now termed ‘Manual Campaign’, this new method offers a streamlined process. The name itself gives it away – ‘tailored’ – indicating a fit that is more bespoke and adaptive.

How Do Tailored Campaigns Work?

Here’s a quick walkthrough:

  1. Objective: Currently, these campaigns are available for leads, sales, and some engagement objectives, covering most advertising needs.
  2. Stages: The traditional three stages of campaign creation (Campaign, Ad Set, and Ad) are now reduced to two: Campaign and Ad. This means many features that previously existed in the ‘Ad Set’ stage are merged with the Campaign stage.
  3. Audience: Within the Campaign stage, you can set your targeting just like in the regular campaigns.
  4. Ad Creation: This part remains largely unchanged. You can select images, videos, insert text, headlines, and descriptions as usual.

What Can’t You Alter in a Tailored Campaign?

  • Campaign Objective: It remains fixed.
  • Bid Strategy: It defaults to ‘highest volume’.
  • Placements: You can’t opt for specific placements, e.g., only on Facebook stories or Instagram feeds.
  • Optimization for Ad Delivery: This will always be ‘leads.’

Why Did Meta Introduce This?

Facebook’s push towards Tailored Campaigns aims to simplify the process for beginners. Many beginners venture into social media marketing and advertising, make mistakes, see no results, and then incorrectly assume that Facebook advertising doesn’t work. The new model seeks to reduce potential pitfalls, guiding them toward better outcomes by limiting issues.

So, Should You Use Tailored Campaigns or Stick to Manual?

The tailored option may offer a more straightforward entry point for those just dipping their toes into Facebook advertising. However, if you have a decent grasp of Facebook advertising or if you want more control over your ads, the Manual Campaign offers greater flexibility. For instance, if you’ve found that your brand performs exceptionally well on Instagram stories and not so well elsewhere, the manual method allows you to target only that platform.

In conclusion, Tailored Campaigns offer a simplified approach, minimizing potential mistakes for newbies. But for seasoned advertisers or those seeking more control, Manual Campaigns offer the flexibility needed to tailor your advertising strategy precisely.

Are you still confused? Plenty of resources and tutorials are available to help guide you through the process and make the best decision for your advertising needs. However, consider Convex Studio if you want to hire professionals for Meta ads. We also specialize in social media marketing services, including ads.