Facebook ( Meta ) has been a difficult platform with mixed results over the past few years, as Apple’s iOS 14 changed everything. But as Facebook’s modeling and AI have caught up with all the changes, we’re often seeing much better ad performance than in recent years.
While it makes sense to diversify your advertising channels, Facebook is still the top social network with 2.9 billion monthly active users and has just surpassed 2 billion daily active users.
In today’s article, you will learn what changes in Facebook campaigns marketers will have to deal with in 2023, how to set up effective campaigns, and how to test ads.
Changes to Facebook Ads in 2023
The functionality of the pixel and Facebook tracking itself has improved significantly over the past year, but it’s still not perfect. If you have the conversion API set up, you’ll get better results. While this isn’t a new change, everyone should work on implementing it.
Advantage+ Shopping campaigns are performing well for most e-commerce stores that have access to this new tool. This campaign slovenia mobile database type uses machine learning to show ads to the highest-value customers and uses broad targeting.
Facebook has also introduced several Advantage+ options, including Advantage+ placements, which were previously called “All Placements.” This type of placement includes placements outside of Facebook and Instagram within their partner network. While Advantage+ can work for some businesses, we typically see better results with feed-only placements.
Advantage+ options typically leverage Facebook’s machine learning to reduce costs , but they’re not always good during the testing phase because you won’t know exactly what works.
Broad targeting works much better than keywords and similar audiences in many cases.
The good news is that we don’t have to test our audiences as much and can focus more on testing our creative. As Facebook’s AI improves, it will become even easier for advertisers to achieve better results.
Facebook has also brought back some tools it removed, such as a longer 28-day attribution window and attribution comparison. Better ludovic pillard team lead, development & scrummaster attribution visibility allows for a better connection to the actual ROI of campaigns.
Key elements of an effective Facebook advertising campaign
The four key elements for Facebook campaigns remain the same:
- Choose the right destination.
- Make sure you have implemented tracking with the Pixel and Conversion API.
- Design meaningful testing.
- Analyze reports and evaluate.
Let’s dive deeper into these steps cpa email list and also take a closer look at what changed in 2023.
Choosing the right objective for your Facebook campaign
Many advertisers don’t choose the right goal for their campaign and can end up losing a lot of money. They are usually the best choice for most businesses to achieve better lead and sales results .
Lead generation works well on Facebook compared to direct sales because we don’t get “buying signals” like we do with Google searches.
Make sure you know whether you are Facebook advertising campaign using a quick form (a pop-up that happens on Facebook) or sending people to your website where you have the Base pixel and Lead pixel code properly installed.
Quick forms have been a solid advertising tool in 2023, but one of the challenges is always lead quality. Using forms with higher intent and requiring more.