Meta is working hard to retain ad income flows despite growing data restrictions and shifts in the digital advertising market, which has prompted the company to reevaluate its workforce, realign its priorities, and alter the functioning of its ad systems.
Because of this, marketers have had to constantly adapt their strategies in order to achieve consistent success on Facebook and Instagram, which has led to some understandable frustration.
In light of this, Meta is, as mentioned, adjusting its infrastructure to fall in line. In addition, Meta has just released its new “Performance 5” framework, a collection of five strategies that have been shown to increase the effectiveness of advertising on Meta’s platforms based on empirical evidence.
This is what Meta says:
“This updated list of best practices is written specifically for small company advertisers that are trying to boost ad effectiveness and lower cost per action.”
Meta recommends five factors to help small and medium-sized businesses maximize the effectiveness of their advertising strategies.
Conversions Application Programming Interface
Ads on Meta can be directly tied to online events like purchases and “add to cart” button clicks through the use of the Conversions API.
This directly integrates your CRM data with the Meta advertising platform, allowing for enhanced data flows despite tightening constraints, and it is unaffected by Apple’s ATT adjustments.
“When used in tandem with the Meta Pixel, the technology can assist reduce an advertiser’s cost within Meta’s ad distribution system.
The average CPA for advertisers using the Meta Pixel and the Conversions API was reduced by 13%.
Condensed Ad Groupings
According to Meta, it is more cost-effective and productive to merge advertising, ad sets, and campaigns.
“Meta’s delivery technology works more efficiently and finds more options for an advertiser’s spend when similar creative is used across ad sets.”
Improve campaign performance by assisting Meta’s automated algorithms in identifying the appropriate target audience.
Generalized Aiming
Broad targeting now provides greater results for Facebook and IG advertisements than more specialized, more niche audience methods, according to many performance advertisers.
Although precise ad targeting has always been a strength of the Meta platform, with the platform’s automated targeting getting better and data limits reducing the efficiency of particular audience segments, broad targeting is now the preferred method in many circumstances.
This summary should help you understand why we at Meta no longer advise our advertising clients to make use of audience interests or behaviors when establishing target audiences. Despite the seeming contradiction, Meta claims that this approach is now more productive.
Plays well with mobile devices
Since this is 2022 and we are using Meta, you can bet that it will recommend some great videos to you.
“Marketers who invest in mobile-first creative (such as vertical videos and capping their length at 15 seconds or less) save money on their campaigns compared to those who do not.”
Marketers should adapt to the current cultural shift toward shorter forms of video content.
A Test of Commercials
The final tip from Meta is to conduct A/B tests, whether they be on the campaign’s creativity, targeting, or ad set structure. These tests will provide you additional information with which to make informed judgments.
Successful A/B tests reduced CPR by nearly 30 percent on average (as compared to unsuccessful advertisements).
Combining these ad strategies can have a significant effect on the performance of your Facebook and Instagram ads, so it’s important to pay attention to Meta’s suggestions based on the data it collects across its applications.
For the reason that, as was mentioned, the nature of digital advertising is evolving. Because of Apple’s ATT update, many Facebook and IG users have disabled data tracking, causing Meta to rethink its advertising strategy. This is expected to cost the company roughly $10 billion.
The Performance 5 provides a useful summary of significant possibilities and updates, and understanding this is crucial for making Facebook advertisements perform for you in 2022 and beyond.
