The Best Practices and Trends You Need To Follow in 2022 for Facebook Ads
For nearly two decades, Facebook has been used by millions of businesses and individuals around the globe to connect with their audience. It’s proved to be a great platform for increasing brand awareness, building loyalty, making sales and discovering potential new leads. But there are also more advertisers on Facebook than ever before, which means that competition is also rising.
Time is moving fast and the pace of online marketing is becoming faster. It’s no surprise, we’re in a digital age where billions of pounds are being spent on the major social media platforms.
However, with constant changes to the algorithm and new advertising tools being added all the time, businesses all over the world (big or small, local or global) can find themselves lost on what they’re doing or what their approach should be.
They allocate huge budgets but don’t really notice the return on investment (ROI). We want to change that and show you some golden rules for running Facebook ads that will help you optimise your campaigns and create a valuable audience.
In this post, we’ll be covering what the Facebook advertising landscape will look like in 2022, our top strategies for best performance and our 2022 trend predictions so you can start planning and creating content.
Facebook is changing and because it’s constantly evolving, Facebook requires vigilance and adaptability. To ensure your business survives, you must be on top of everything that’s happening there.
The latest privacy update that came in 2021 for iOS users became a headache for small and mid-sized business owners and their marketing teams. With more limited data, campaign monitoring required more effort for close observation to stay as valuable.
In November 2021, Facebook made an announcement about how starting in January 2022, they are changing the way we target our ads again. The platform will be removing some detailed targeting options from Ads Manager and Business Manager to protect users from discrimination of any sort.
After options referencing health, race or ethnicity, political affiliations, religious beliefs, sexual orientation, social issues and public figures, advertisers will no longer be able to target users based on interests like: “World No Tobacco Day”, “Black Lives Matter”, or “LGBT Couples”.
As privacy policies become more stringent and accurate targeting increasingly difficult to achieve, advertisers will need to invest more time and effort in educating themselves about their data tracking and analysis capabilities. Further, agencies will need to educate their clients on the key performance indicators that precede revenue generation, in order to determine which advertising strategies are most effective.
Is Facebook still a good place to advertise?
Not to confuse you but some things never change, and one of them is Facebook. Yes, the social media giant has changed its tune on how brands should use the platform, but there is no denying how much power this platform still holds.
Facebook is still a juggernaut in terms of social media advertising, not only because it’s still the biggest social network out there, but because it over indexes on the most important metrics for marketers. That means it’s an ideal place to advertise because:
- Facebook Ads reach 34.1% of the global population over the age of 13. This is the age from which users are legally allowed to use the platform, and considering that the global population surpasses two billion, we’ll let you do the maths yourself.
- 79% of monthly Facebook users are active at least once a day. That’s a lot of people being exposed to ads, so target wisely!
- There are more than 3 million businesses actively advertising on Facebook. We’re not telling you to be like the rest, but we do advise you to ride the wave, just do it in style!
Put simply, Facebook is a great place to advertise because you can reach all kinds of people — those who have an interest in your product or service and those who don’t even know what you do yet. Whether you’re looking for new fans or reacquainting them with your brand after they’ve forgotten about it or want to drive traffic to where you’re already getting attention, there are many ways that Facebook ads can help drive results for your business.
The Facebook Ads strategies that we recommend using in 2022
Businesses are investing more into Facebook ads than ever before. What does this mean for you? Well, like anything else in life, if it’s worth having, it’s worth working for and we’ve got some strategies that will help you make the most of Facebook advertising in the days to come.
Test and track before you scale your Facebook Ads
You can create and launch your campaign and then leave the account alone, but don’t expect the most effective results that way.
While there is a Facebook ad schedule option for automatically running your ads without any engagement, it’s essential to constantly test and optimize your Facebook ads before you scale.
Keep an eye on how well your targeting works, and use that information for future campaigns. Always keep track of your campaign performance to know what works best for your business.
If you have multiple audiences, test out different audiences against each other to see which performs better. You can set parameters based on location, age, interests, and other demographics such as education level.
Don’t be shy to test different images, headlines or body text to see which resonates better with your audience. Following this process, you will gain insight into what is working and what isn’t working for your business. If a particular campaign isn’t performing well, then it’s time for you to eliminate it from your list of campaigns and move on to another one that might be a better fit for your company’s needs.
Adopt a hybrid approach
If you have a blog or an active website, it is a good idea to combine Facebook ads with your content marketing efforts. In this way, your Facebook ads can become a tool to share and promote the content that you have already created on your site or blog.
This is one of the most effective ways to use Facebook ads to promote your business because it combines two of the most powerful marketing strategies: content marketing and Facebook ads. The result is that you are able to increase traffic on your website, as well as get more exposure and generate more leads for your business on Facebook.
Here are some examples of how you can use this strategy:
Share blog posts from your website on Facebook (using Boosted Posts). Add a call-to-action button like “Sign Up” or “Contact Us” so that people can click through to your site and take action.
Share videos that you have created on YouTube using video ads. Include a link in the description back to your website so that people can learn more about what you have to offer.
Take advantage of Facebook Mobile Ads
Mobile users are also more engaged and spend more time on social media sites than desktop users. They’re likely to see and click on your ads more often.
As a result, Facebook has encouraged advertisers to target phone users. They even developed the Facebook Mobile Studio , complete with Ad tutorials, planning briefs and recommendations to help you create the best mobile ads directly from your phone.
For the love of marketing, please make sure your website is mobile optimised before doing this, or you will lose your leads!
As we mentioned, the best campaigns are constantly tweaked based on performance, so use the strategies we recommend to get the most ROI from your Facebook Ads in 2022. If you’d like to focus on other areas of your business, you can always leave the work of Creative Facebook Advertising to our team of experts.
What does the future hold for Facebook Ads? If you had a crystal ball, you probably wouldn’t be reading this. Unfortunately, you don’t have a crystal ball, and neither do we. However, that doesn’t mean we can’t speculate on what might happen and how your strategy will need to evolve.
If a picture says a thousand words, then a video says it all with a visual context! For 2022, we really believe in the rise of video in Facebook Ads.
Video is becoming a real success story in advertising. They’re engaging, relatable, and receive better placement with less competition.
The Facebook algorithm gives priority to video content because it keeps users on the platform for more extended periods. The average user spends three times longer watching a video than other types of advertising. Video ads are also more likely to be seen and shared, which boosts engagement rates and organic reach.
However, it’s not as simple as recording a video and uploading it, you’ve got to be way smarter than that! Most importantly, always add captions because Facebook automatically mutes videos – so catch your audience before they go!
Here are the tools we recommend using:
Reels, the collection of videos that creators have produced and uploaded on Facebook, can be found in a lot of places: the Watch tab, at the top of the home feed and suggested throughout the Facebook news feed. Creators make money by posting these videos on Facebook.
This is a huge opportunity as these videos often go viral, and Facebook has enabled overlay ads as a way of monetisation for creators.
Find creators that reach your audience, and your product will be showcased!
Facebook’s Live Shopping feature allows businesses to host interactive product demonstrations for their followers, and it gives brands an opportunity to humanize their accounts and increase sales of their products. With live video, you can really show off your products’ best qualities and interact with potential buyers.
Facebook advertising is a powerful way to get the word out to your audience, and it’s not going anywhere. With over 2 billion daily active users on the platform, Facebook Ads are a very attractive option for marketers looking to create brand awareness, drive in-person sales, and improve online conversions.
Facebook has been around for more than a decade now, but in that time, it’s grown from a basic online platform for connecting with friends to a multibillion-dollar behemoth that touches everything from your purchasing habits to your health. It’s easy to become complacent when it comes to Facebook advertising. With so much being done through Facebook these days, instead of being just another channel in a well-rounded marketing plan, it feels more like the focal point of your entire strategy.