Why Schema is the #1 tool for Facebook Advertising in 2018
There’s been a trend we’re seeing across many of our client ad accounts that is proving to increase our ad return significantly.
As you know there has been a few interesting data issues with Facebook over the past few months, as a result they are removing Partner Category data. This basically is 3rd party data sources that they have purchased in each market that allowed us to do some pretty detailed targeting including personal net worth, propensity to buy luxury goods, home valuation data, etc. In Australia, this data will no longer be available as of the 1st October (as we’ve recently been told – however this could change at anytime).
So with all these data sets slipping away, a little thing called Schema.org Markup is starting to become more important than ever to websites. Schema.org (often called Schema) is a semantic vocabulary of tags (or microdata) that you can add to your HTML to improve the way search engines read and represent your page in SERPs ( search engine results pages ). Basically it tags up the page in a universal language that allows for all sites/programs to understand exactly what is on the page. Not all systems read a website as humans do. Most of their viewing is done on the back-end. It helps your website rank higher in google.
So why is this important to your Facebook Ads performance?
Facebook has been harping on for a while that Schema is going to be an important element when it comes to your ads performance. It’s finally now becoming true. Basically Facebook can connect to your website, check on the schema (detailed information about your product, service, etc) and then match users within Facebook who have been looking for or researching a similar product/service within Facebook. So if you are selling women’s leather hand-made boots for extra large feet and your don’t have Schema installed, when Facebook checks your site out to try and match it to relevant customers, it might only say “Black Boots”. If you had Schema, it would pull ” women’s leather hand-made boots for extra large feet” plus any additional product information on the page. Schema helps Facebook find the most relevant products for it’s audience, helping you find the most relevant customers or clients.
So I’m sure you can see how this is a no brainer.
If you’re using Shopify – there is a very simple plug in you can use – download here. It will cost you $15-$25 USD per month, yet this is a minimal investment with the additional targeting you’ll get moving forward and consequential ROAS! The beauty of Shopify is that is takes 2 mins to set up – that’s it!
For Woo-commerce, there is also a plugin too – download here. This one can be a little more complicated to install so please reach out to us if you need help. We can offer this service.
For any other custom websites, feel free to let us know if you’d like us to look into your site further and check if you have Schema installed, or what you need to do to get it up and running. We can help you with this too.
So, hopefully you go to the bottom of this post. If you did congratulations – your SEO and Digital Advertising is just about to get a whole lot more effective.