Tips for your Facebook Ads in 2022

Happy New Year!

It’s been far too long since we posted to our blog, and we’re dedicated to paying more attention to it this year. So we thought what better way to start than to share some quick tips for you that you can easily use to hopefully improve your Facebook ads straight away.

Remember though, of course, that the results we see for our clients are always going to be different than the results you see for your business or your clients. The biggest variable between any account is the business itself.

Campaign Objective

Over the last few years, it’s been clear that Facebook is clever enough to deliver the results you want. So if the goal of your campaign is to drive sales, then a conversion campaign is your best bet. This is still where we will start with a new campaign, but for some clients that saw results tank in 2021 we decided to test different objectives in the hope that we could save the accounts. For some clients, we found that traffic campaigns brought some incredible results in terms of conversions – which is like going back in time! It’s definitely worth a try if you’re struggling to get your conversion campaigns to perform.

A New Account?

This needs to come as a last resort, but if you really don’t understand why all of your most successful campaigns aren’t working anymore and you’ve tried everything to get them going again, try exporting them into a new ad account. Make sure everything is set up properly in the new account so that the pixel is connected etc, and then try running the campaigns from scratch in your new account.

Retargeting

At the beginning of 2021, most of our retargeting campaigns were running so cost-effectively that they either gave us a lot more room for testing or gave us breathing space when none of our top of funnel campaigns were delivering any results. However, through the course of 2021, a lot of our retargeting campaigns gradually stopped performing and we think it has a lot to do with all the changes Facebook made after the iOS14 update. Whatever the cause, we had to do something about it. So we tested out reducing our retargeting audiences to much smaller time-frames from 1 day to 7 days and everything in between. We often saw much better results with these audiences, so it’s definitely worth trying!

Product/Website

This should be an obvious one but we’ve already been approached by several online stores this year that have terrible looking websites that are slow, and don’t have nice products on them. You need to make sure your brand is on point, your website is fully finished and your products are great. Facebook is so sophisticated now and they are happy to drive their users to high-quality websites and products, but if they know a website isn’t up to scratch they won’t deliver your ads to their most valued users. But this just goes for brands in general, put in the work so that you have a great product and fantastic branding to display it online.

Creatives

It’s time to try out user-generated images and videos again! For most of our eCommerce clients, towards the end of 2021 all of the user-generated assets we used for ads out-performed the high-quality photos and videos of products. It’s definitely worth looking into creators that offer un-boxing videos and reviews as a service to promote your product if you don’t have customers that would be willing to do it!

We’ve also noticed over the last year or so that a still image will often outperform any video creative when it comes to direct sales ads. Perhaps when Facebook serves an ad to someone in your audience who is ready to buy right then and there, a video may actually be a slight distraction compared with a still image. We often only have seconds before a user is distracted…

We hope this gives you some useful ideas and perhaps a bit of inspiration to improve your social media ads in 2022. We’re off to a busy start this year and we’re looking forward to seeing where 2022 will take us!

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