For years, Facebook/Meta pushed the idea of the Power5, which was their best practices approach to Facebook Ads.
But is the Power5 still relevant in 2022 in a post iOS14 world?
The reality is that Facebook Ads advertising has changed A LOT over the last few years. Our approach has done a 180 since 2020.
Let’s define the Power5, explore which parts of it are still relevant, and discuss how our approach to Facebook Ads advertising has changed.
The Power5 is Facebook’s set of best practices for Facebook Ads. If you did all five of these things (under the eyes of the Facebook/Meta corporation) then you were “doing things right”.
These five best practices were:
Which parts of the Power5 are still relevant post iOS14?
CBO: Post iOS14 this is used less frequently, though many media buyers at Thesis still use CBO.
Automatic Advanced matching: This is still relevant! You should set up CAPI and offline conversions.
Automatic placement: This is still relevant, but this has been finicky. Try experimenting with Reels-only placements, especially if you have TikTok style content.
Account Consolidation: Yes, this is still relevant. The consolidated approach is one of the most important things to do post iOS 14. The majority of our accounts, regardless of spend, only have 3 campaigns so that the focus can be creative testing.
Dynamic ads: These are no longer relevant. These are not effective in a post iOS 14 world.
Check out my video about how I’ve altered my account set up.
This is so important! Here’s how we approach creative strategy at Thesis.
Check out my video about how to test Facebook ads creative.
In addition to testing your creative approach, you’ll also want to test landing pages.
Here are my Facebook ad landing page tips for beginners.
