Smarter Facebook Campaigns: Reduce Costs, Improve Targeting, and Prove Performance

Facebook continues to dominate the digital ad space with over 3 billion active users, but running a successful Facebook ad campaign has never been more complex. Rising costs, tighter targeting restrictions, and declining engagement make it harder to connect with the right users at the right time.

OnSpot’s platform enhances facebook advertising campaigns with cookieless audience targeting, real-world device observations, and cross-channel measurement, giving you the competitive edge Meta's native tools can’t.

Facebook Campaigns at a Glance

• Platform: Facebook / Meta Ads Manager
• Key Challenges: Audience shrinkage, rising CPCs, reduced visibility
• Opportunity: Enhanced targeting and analytics with OnSpot’s platform
• Ideal for: Multi-location brands, political advertisers, retail, real estate, and CPG

Trend #1: Rising Costs in Facebook Ads Campaigns

If you have been running campaigns on Facebook for some time now, you will notice that CPC has increased, sometimes significantly, over the last year or so. 

An increase in supply and competition between the ever-expanding number of eCommerce retailers has been a significant factor in this trend. More and more businesses are competing for the same users on Facebook, and therefore it is critical to optimize your targeting with data-driven insight into what is resonating with your audience.

Benefits of OnSpot

OnSpot gives you the ability to get more from your Facebook spend by helping you reach the right users at the right time with advanced targeting and attribution tools.

• Improved targeting precision reduces wasted impressions
• Cookieless web pixel captures visitors for facebook remarketing campaigns
• Cross-channel attribution measures cost-per-visit and ROI beyond Facebook’s limited view

Trend #2: Shrinking Targeting Capabilities in Facebook Campaigns

Facebook and its parent company, Meta, have implemented various restrictions on the ways in which you can filter or target a specific segment of users in their business and ads manager platform. These restrictions include targeting based on sensitive topics related to health, sexual orientation, religious and/or political beliefs, and ethnicity.

Facebook’s location-based targeting tools provide a radius around a business and do not capture actual visitors to a specific commercial address. This can result in your campaign budget going to the wrong people that are unlikely to respond to your ads.

Other restrictions that can limit your targeting and performance include “special ad categories” that Facebook has identified for credit, employment, or housing campaigns. For example, you cannot target a specific set of zip codes if your campaign falls within one of these special ad categories. Facebook lookalike audiences are also unavailable.

Benefits of OnSpot

OnSpot solves for Facebook’s targeting limitations by enabling custom audience creation using privacy-compliant geospatial, demographic, and behavioral inputs.

• Geospatial audience building by commercial location or address
• Custom audiences including lookalikes, households, and real-world associates
• Effective for facebook awareness campaigns and sensitive categories like politics or real estate
• Tactics for compliant reach in restricted categories like credit, housing, and employment

Trend #3: Declining Engagement Across Facebook Campaigns

With the expanding competition previously mentioned, getting a user to see, click, and ultimately convert on a Facebook ad is becoming more and more difficult. It is important to ensure that your creatives, CTA, and landing pages are:

• Mobile Friendly
• Appealing and easy-to-understand
• As frictionless as possible when a user wants to take action

These factors, in combination with the above trends of rising costs and targeting limitations, can hurt your campaign performance, ROI, and ultimately conversions and sales.

Benefits of OnSpot

OnSpot helps ensure your campaigns connect with high-intent mobile users by delivering precise audiences and actionable data across all devices.

• Mobile Ad ID audiences ensure you serve mobile-first creative to mobile users
• Expanded data sets increase match rate and campaign visibility
• Stronger results for facebook engagement campaigns and facebook paid campaigns

Measure What Matters: From Impressions to In-Store Visits

OnSpot’s attribution reporting provides tools that measure response to both brick-and-mortar locations and online to deliver multi-channel measurement of ROI on a social campaign. 

Social platform measurement tools are limited, leaving you without the insights stakeholders need to understand in-person and web visitor behavior outside of click-thrus in the social platform. Additionally, we can match sales back to the original audience exposed to the campaign for improved CPA analysis.

Benefits of OnSpot

Unlike native Facebook reporting, OnSpot delivers a full-funnel view of campaign effectiveness across both digital and physical outcomes.

• Multi-location support for brands setting up multi-location ad campaigns on Facebook
• Cross-channel attribution for in-store, online, and CTV impact
• Incremental lift testing vs A/B testing for Facebook campaigns
• Match sales data back to exposed audiences for deeper ROI insights

Turn Every Facebook Ad Campaign into a Growth Channel

As you know, there are so many trends and new features to keep up with on Facebook. The OnSpot Data platform is a key enhancement to improve audience targeting, analysis, and reporting for your Facebook objectives. Contact our team to schedule a demo today.