Facebook and Instagram ads reach more than two billion people. It’s no wonder that over half of Facebook advertisers plan on increasing their spend in 2022.
Increasing your spend is one way to improve your advertising ROI. But what else can you do to help your ads stand out in 2022?
Follow these tips for success.
Sections
1. Review your ads strategy.
As the great poet Maya Angelou said, “You can’t really know where you are going until you know where you have been.”
For Facebook and Instagram marketers, that means now is the time to take a deep dive into your advertising strategy from the last year and figure out what’s been working — and what hasn’t.
Compare your top-performing campaigns against your lowest-performing campaigns. What changes can you make to improve the success of your low-performing campaigns? Is it time to throw in the towel on some of them? What other learnings can you use from your top-performing campaigns to guide your Facebook and Instagram ads strategy in 2022?
2. Refine your targeting.
To call the launch of iOS 14 disruptive would be an understatement. With #AppleGate nearly six months in our rearview, experts have found that only one in four people opt in to tracking. It’s essential that you enter 2022 with targeting criteria that accounts for these limitations and optimizes your campaigns for success anyway.
Core Audiences: Reassess whether you need to make any changes to your location, interests, behavior, and demographic targeting. Have you launched a new campaign or product line targeting a new customer demographic? Broaden awareness and reach those customers with updated audience targeting.
Custom Audiences: As long as you’ve installed the Facebook pixel, you can still build custom audiences for your website or app based on conversion events you’ve defined in Facebook Events Manager, such as adding something to cart. Create remarketing campaigns for these people. You can also build custom audiences based on people’s activity within the Facebook platform, such as purchases they’ve made through Facebook or Instagram Shopping.
Lookalike Audiences: While some lookalike audiences have been retired, you can still create lookalike audiences based on one of your customer audiences, your Facebook page followers, or those who have purchased on your website (as long as you have the pixel installed).
3. Use the Facebook Conversions API.
Speaking of the Apple apocalypse, Facebook released a tool to combat its effects and help advertisers succeed on its platform: the Conversions API.
The Conversions API provides a direct connection between Facebook and the marketing data from your server, website platform, or CRM — including website events and offline conversions. The Conversion API should deliver measurable benefits to your ads, including a lower CPA and improved attribution. The best practice recommendation is to use the Conversions API in tandem with the Facebook pixel.
The Conversions API integrates seamlessly with top ecommerce platforms like Shopify and BigCommerce. You can also integrate it directly or via other partner integrations. Learn more about setting it up here.
4. Take advantage of new ad formats.
Facebook and Instagram are constantly launching new ad formats. The new year is a great time to familiarize yourself with these, and consider which ones could be useful to your campaigns.
- Highlight your products in Image ads
- Connect and convert with Instagram Stories ads
- Show your products in action with a Video ad
- Showcase multiple products with Carousel ads
- Encourage engagement with a Video poll ad
- Retarget with dynamic Facebook ads
5. Double down on influencers.
Over the summer, Mark Zuckerberg announced a $1 billion investment in Facebook and Instagram creators through the end of 2022. One of those investments included the launch of several new collaboration opportunities between brands and creators on Instagram. These include:
- A dedicated DMs folder for communicating with your influencer partners
- The ability to use influencer-created content in a branded Reels Ad
- Instagram shops for influencers who are part of your affiliate program
- Special search filters and categories to find potential influencers to collaborate with (including their age range, gender, location, and follower count — as well as those who have expressed a specific interest in collaborating with your brand, or have already followed or tagged you)
These features are currently being tested with a select group of partners. Finalize your strategy now, and you’ll be ready to jump in once they’re launched to everyone in 2022.
Here’s to your success on Facebook and Instagram in 2022
There’s no denying Facebook advertising is one of the best things you can do to reach more customers, and convince them to convert. Learn more about why we love Facebook advertising, or contact us today for help defining your advertising strategy.
