It’s now time to study how you compete in Facebook ads next year and leave your competition in the dust.
1. Establish a clear creative direction
Wondering which creative style is going to deliver the best outcomes for your brand on Facebook? The classic user-generated content-style Facebook advertisements yield good results, especially for solution-based ecommerce products or lead-generation campaigns. This style of content tends to be less polished, with fewer logos and branded components.
However, many advertisers have recently adopted this method. You may want to try out popular noises and interesting pictures to stand out in a competitive feed. If you’re in the fashion or clothing market, consider making more polished movies with premium-style graphics, quick action, and powerful branding. Audiences expect to see apparel products shown upfront, so make sure that you’re presenting your stuff on center stage.
The trick is to pick one approach and stay with it—there’s no time to be on the fence! Use these Facebook ad examples to acquire ideas and inspiration for your own.
2. Try out Advantage+ campaigns
Advantage+ campaigns are an automated campaign type where Facebook optimizes campaign parameters to maximize returns. They’re essentially optimized conversion strategies that decrease manual inputs for advertisers and save them time. Advantage+ will also conduct campaigns expressly for catalog ads and app installs, and automatically optimize your creative assets.
Advantage+ initiatives are worthwhile to pursue, especially for newer advertisers, as they have so far shown great results for many businesses. Additionally, Facebook is probably going to keep enhancing the Advantage+ product, so these advertisements are a sure thing for the near future.
3. Scale budget using cost per outcome bidding
Your Facebook campaigns must be effectively scaled up if you want to increase conversions and ad spend effectiveness.
For Facebook advertisers in 2023, cost per result goal bidding (formerly known as cost cap) is a dependable and effective strategy for budget scaling that can produce trustworthy outcomes. Through CBO (Campaign Budget Optimization), start by experimenting with a variety of bids with a minimum investment for each ad set. You'll be able to scale up successful strategies fast and efficiently because Facebook will automatically test various bids across multiple ranges.
You can also use these facts to create bigger ABO (Ad Budget Optimization) campaigns with more money spent on the highest-scoring offers.
Set up one ad set with a cost-cap bid that is just a little bit higher than your current Facebook CPA if you don't have enough money to test several bids.
4. Use broad targeting to direct the algorithm
You must maintain broad audience targeting as you scale up your advertising so that the algorithm can gather information and make adjustments. To expand the audience, stack Interest categories that have been successful in the past.
If you have a limited budget, it's also crucial to manage the ad account in the early phases of your campaign.
When creating appropriate audience segments, try using interest targeting; then, once you've gathered enough data, test out larger audiences without interest layers to scale up your campaign.
Don't become fixated on creating the ideal advertisement for a certain target market if you want to dramatically increase the scaling of your campaign. To get insightful data and identify a broad artistic appeal that connects with the majority of people, test everything with larger audiences.
5. Take your Facebook ad sets slowly.
Every time you modify one of your Facebook ads, the algorithmic learning period is restarted. Therefore, try to refrain from modifying your ad sets so that they can effectively optimize, especially in the early stages of a campaign. This has always been a good idea, and it appears that in 2023 it will be even more crucial.
Maintain 20% scaling every few days to maintain ideal performance, and keep an eye on ad set delivery to make sure your results are becoming better over time. In order to test out various strategies, replicate the ad set if you need to scale more quickly.
6. Use several formats and placements
Make sure you're taking advantage of the numerous high-performing locations and formats Facebook offers marketers by using an appropriate mix of image, video, and carousel advertisements.
Reel videos in the TikTok style can work incredibly well for e-commerce businesses, so seize the opportunity before it becomes overused.
Focus on compelling and distinctive executions to set yourself apart from the competition in 2023, as I indicated before. To prevent missing out, use popular content formats from apps like TikTok and Instagram Reels (such as presenters interacting with audience members, trending sounds, and hashtag challenges).
7. Make the most of Facebook's upgraded reporting tools.
The targeting and reporting ecology on Facebook has been disrupted by iOS and other privacy modifications, but Facebook has been working on solutions that you can (and should) take advantage of when optimizing your Facebook efforts.
The return of the 28-day click attribution window, for instance, will be useful for gathering more specific data and viewing demographic audience breakdowns in the ad account. Additionally, the deprecation of third-party cookies has left holes in pixel data that the Facebook Conversions API can fill.
Investigate these new features to improve your reporting as Facebook is probably going to keep creating solutions that help brands bridge the attribution gap. The more campaign data you have access to, the simpler it will be to put good optimizations into place.
Keep an eye on these adjustments to stay up to speed. It's also important to note that new terms for self-serve ads manager accounts indicate that Facebook is simultaneously limiting its accountability and tightening limits.
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