Getting localized campaigns out the door is a huge operational challenge for brands and agencies managing social media ads across multiple regions and platforms. Manually creating, tweaking, and publishing content for every city, region, or market you serve is overwhelming and time-consuming.
But frankly, it’s also unnecessary. Automating repetitive tasks, like copy adjustments or catalog updates, gives you time back to focus on crafting new strategies and creative concepts.
Let’s look at how automation solves for multi-location social media ad campaigns. We’ll also run through the most common social media ad types that our clients automate within Fluency’s operating system.
Automatically create thousands of social media campaigns in minutes
Imagine that you’re managing a client with 300 brick-and-mortar retail locations. They want to run Meta lead form ads for each of these locations.
Manually building localized campaigns for every single one of those locations is going to be a lot of work. Creating the right lead form, pulling in specific location images, ensuring the right page URLs are used for each ad—woof.
Despite all this effort, the reality is that most of those ads will be relatively similar in terms of content and style. The location photos and pages used will differ by location, but for the most part, the ads will look the same for all 300 locations: they’ll say something like “Hear the latest from our [CITY] location: sign up now!” with a photo of the storefront.
With automation, you can standardize your multi-location social ad strategy by taking a templatized approach to campaign creation. Reimagine this social media campaign creation with automation:
All the brick-and-mortar store attributes, data, and assets that you’d use to build localized ads—copy, storefront images, Facebook page URLs, addresses, phone numbers, etc.—can be templatized for rapid ad generation. This data runs through a templatized automation workflow, like Fluency Blueprints.
By ingesting this data, automated workflows can correctly generate custom campaigns for each of the 300 locations simultaneously. What once took hours of work to do manually can, quite literally, be done in a matter of minutes for your entire multi-location portfolio.
Build timely, localized ads directly from real-time data feeds
It’s a pillar of advertising: the more localized and relevant your campaigns are, the better they perform. Prospects notice when ads feel relevant to their needs; they appreciate personalization.
Automation enables you to deliver this strategic approach at scale without manual adjustments. By integrating directly with live data feeds, such as inventory feeds or weather data, systems like Fluency can dynamically build or update social media ads as data changes.
For example, car dealerships love running automotive inventory ads (AIA) on Meta. These ads “are a catalog-based solution that use machine learning to deliver ads with relevant vehicle models and details to people who may be interested in buying a vehicle.”
While these ads are a fantastic way to showcase a car dealership’s real-time product inventory, it can be a pain to manage accurate stock manually. Even with Met’a scheduled data feed uploads for catalogs, you are left dealing with a lot of never-ending backend tasks: refreshing your inventory feed manually, cleaning up bad data, etc.
Fluency makes using real-time inventory feeds for AIA ads both simple and scalable. With just one feed URL, Fluency handles everything—sending, refreshing, and modifying inventory feeds—so you don't have to.
By running your feed URL through a custom "catalog definition," Fluency cleans and processes your data to meet partner requirements so that your inventory feed seamlessly integrates into the publisher’s requirements. This saves you and your teams an incredible amount of time, reduces complexity and errors, and makes managing thousands of campaigns across accounts efficient and hassle-free.
Manage multichannel social media ad campaigns at scale with Blueprints
No matter what industry you’re advertising, businesses already hold valuable account data (names, phone numbers, cities, states, etc.)—that can be turned into dynamic placeholders via tags. These tags can be used to localize social media ad copy on a massive scale.
Account data is one of the most powerful tools in your social strategy toolbox for simplifying and streamlining localized campaigns.
For example, instead of manually creating separate ads to address individual locations, you can simply include a city tag, such as "Hey [CITY]!", directly in a tool like Fluency Blueprints. These tags can plug directly into ad variations, enabling you to build ads for any location with a [CITY] tag at one time.
Fluency Blueprints use tags to automatically deploy consistent campaigns across Meta (both Facebook and Instagram), Pinterest, YouTube, and other publishers—all from the same templated frameworks that reflect your unique ad strategies.
It’s not just about using tags for cities or names. The real value of using data in this way is that you can take what’s already sitting in your spreadsheets (e.g. YouTube links, ad variations, client details) or image storage locations and turn them into a scalable, localized social strategy that expands beyond a single channel.
In short, automation tools like Blueprints enable you to activate localized ad strategies from one place, without the effort of building them from scratch every single time. You reap the benefits of delivering more personalized ads and reclaiming time in your day for creative work or client communications.
Facebook ad automation in action: Innocean reduces campaign management by 50%
A few years back, Innocean Canada’s Tier-3 Automotive team aimed to grow its customer accounts by 20x while retaining its award-winning advertising strategies. However, making manual campaign updates for existing automotive clients was already time-consuming. Given how long it took to manage their current clients’ ads, it would be difficult to onboard these new accounts without hiring more staff.
Facebook was the most difficult platform in which to scale campaign management. The team also managed Google Ads, and often they had to move client budgets between publishers (such as insertion orders or daily budget updates). These processes, along with manual pacing workflows and campaign updates, meant the team spent almost half the month on tedious and repetitive tasks.
“I needed to get my team’s productivity back with the help of pacing and upload automation,” said Caroline Villarroel, Group Digital Media Director at Innocean.
Fluency’s Digital Advertising Operating System provided Innocean with tools to automate key processes like budget pacing, cross-channel campaign management, and ad account centralization. In particular, Blueprints allowed the team to scale their social media campaign updates across all accounts from one place. These operational improvements resulted in a 10x increase in the team’s productivity without hiring new employees.
“Different solutions said the same thing about automation at scale, but when we peeked under the hood, Fluency could do it all,” said Villarroel. “With the help of Fluency’s automation and strategic insights, we had the highest volume of traffic driven in the network ever that year.”
The Innocean team is continuously building, launching, and managing impactful localized advertising campaigns at scale across both Facebook and Google, delivering consistent success years later.
Which social media ad types work best with automation?
In general, automation is most effective when paired with social media ads that you need to run at scale or update often. This is particularly true for social media, where speed and relevance are crucial for success.
For example, our clients use Fluency to help them run the following social media ad types:
Meta ad formats
- Dynamic Creative Ads (Multi Asset Ads)
- Image Ads
- Promoted Post
- Video Ads
- Automotive Inventory Ads (AIA)
- Carousel Ads
- Advantage+ Catalog Ads (Product Inventory Ads)
- Collection Ads
- Slideshow Ads
- Lead form
Pinterest ad formats
- Pinterest Regular Ad
- Pinterest Carousel Ad
- Pinterest Shopping Ad
- Pinterest Video Ad
YouTube
- YouTube Ads
Head to our support center for a full, updated list of all Fluency-supported ad types by platform, including Google Ads, Microsoft, and programmatic DPSs.
Reclaim localization at scale with automation
The complexities of managing multi-channel ad campaigns often overshadow the creative and strategic aspects of your daily work. Automation gives you something that’s often impossible to achieve with manual AdOps: more time to optimize, strategize, and talk with your clients.
Reducing the operational costs of campaign localization gives you back time in your day to innovate and find new growth opportunities. With the right tools, you can achieve localization with less effort and more impact.
Want to see how automation can help you expand your social strategy? Talk with someone from our team or watch this five-minute Blueprints demo.
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