Business Strategy

Do Facebook Ads Still Work in 2024? What You Need to Know


Do you think Facebook Ads have been overdone or overused?

We have some news for you; they aren’t.

Most people seemingly conclude that other social channels are better just because they are newer and have more hype — big mistake.

Let’s paint the picture more clearly:

• Facebook has over 2.8 billion monthly active users, making it a prime platform for any business to reach its target audience.

• Facebook Ads offer precise targeting options, enabling businesses to reach their ideal customer with specific messaging and content.

• Additionally, Facebook Ads offers a variety of ad formats and placement options and is one of the cheapest social media advertising channels.

Facebook Ads still work in 2023, and we hope this article will show you how to profitably and systematically create winning Facebook ads. Continue reading to learn more!

Coming up:

4 Facebook Ads Trends for 2023

How to Create Effective Facebook Ads in 2023

How to Optimize Facebook Ads in 2023

Facebook Ads Best Practices to Follow in 2023

Final Thoughts

4 Facebook Ads Trends for 2023

Before we look into how to create Facebook ads, below are 4 trends you can capitalize on this year!

1. The Rise of Video Ads

Video is still the best-performing content format on all social media channels. In response to this trend, Facebook launched Facebook reels (short-form video content, such as TikTok-style videos), which have been gaining popularity on the platform. We project video ads will have a lasting impact on audiences and will perform much better than other ad formats.

2. Mobile-first Approach

Mobile-optimized content is a critical element, with over 7 billion mobile users and mobile devices generating 54.4% of global website traffic! With more people accessing Facebook on their mobile devices than ever before, it’s important to create ads that are optimized for mobile.

Facebook will continue to prioritize mobile-first experiences and ad formats. Therefore, you need to jump on this and create visually appealing, easy-to-digest content that captures the attention of mobile users.

3. Augmented Reality Ads

Augmented Reality (AR) technology is gaining popularity, especially with the launch of Apple Vision Pro, and Facebook hasn’t been left behind. Facebook has devoted resources to its AR Studio, which allows brands to create interactive AR ads that engage users in a new and exciting way.

AR ads are designed to provide more immersive experiences for users, helping brands stand out in a crowded advertising space. Additionally, they will require you to invest in 3D modeling and animation to create engaging and interactive experiences.

4. Influencer Marketing

Authentic influencer marketing is a trend we see getting bigger for the rest of 2023 and is still one of the best ways to reach new audiences and build trust with customers. Facebook’s Brand Collabs Manager will make it easier for brands to discover and collaborate with influencers on the platform. However, you need to carefully consider influencers who align with your values and messaging to ensure authenticity and credibility.

Something of note here is that it’s no longer about the size of the influencer. Right now, it’s more about the lifestyle and relatability of the influencer to your audience. Creators who relate better with your audience will help you make a bigger impact compared to big creators with little relatability.

Another tactic that has been working extremely well with Facebook Ads is using “low-quality” UGC ads that blend with native platform content. Don’t overproduce your content! Aim for content that blends in with regular content on the wall of your audiences.

How to Create Effective Facebook Ads in 2023

In order to create successful Facebook ads, there are a number of things you need to pay attention to, including…

1. Defining Target Audience

Here, you need to consider the demographics, interests, and behaviors of the target audience. One little-known hack that we recommend here is using the broad match feature instead of using Facebook’s audience targeting tools to create highly specific audience segments. This feature lets Facebook serve your ad to different people and find your ideal audience. This tactic works because oftentimes, our assumptions about targeting are flawed and limited compared to the data Facebook has in its database.

You can also use data from your website and Facebook Pixel to create custom audiences and lookalike audiences for your ads. However, you’re more guaranteed to get better results if your pixel has been running for a longer time.

2. Ad Formats

There are so many different ad formats to choose from on Facebook, including video ads, image ads, carousel ads, and more. However, you need to consider your ad campaign goal and choose the ad format that best fits those goals. Different ad formats perform better for different types of campaigns, such as lead generation or brand awareness.

3. Ad Design Tips

Now, more than ever, it is extremely important that you use eye-catching visuals for your content in order to capture the attention of your audience. With so much noise in social media channels, you need to create ads that stand out and demand attention.

One of the ways you can do this is by experimenting with different color schemes and design elements to see what resonates with your target audience. You should also design for mobile-first experiences, using vertical or square formats and easy-to-read text.

4. Ad Copywriting Tips

When creating ad copy for your ads, use the best length to fully explain what your product is and how beneficial it is to your audience. Word on the street is that you should keep your copy concise and to the point, but we have a different approach – make your copy as long as it needs to be. This means you should use valuable copy with just about any length, including long copy, as long as it is engaging and offers value.

Also, remember to test your ad copy and optimize it for the best performance using factors like ad placement and audience targeting.

5. Call-to-Action

Every time you create a Facebook Ad, make sure that it has a clear call-to-action (CTA). It is your duty to let your audience know the next action step once they read your ad. If you do not offer any actionable CTAs, you will end up losing audiences who might have bought your product.

One rule of thumb to follow for this step is: your CTAs should be specific and aligned with the goal of the ad campaign, such as “Sign Up Now” or “Shop Now.” You can always experiment with different CTAs to see which ones perform best for specific audiences and ad campaigns but remember to keep A/B tests aligned with your campaign goals.

How to Optimize Facebook Ads in 2023

After creating ads using the tips above, it is time to optimize them and ensure they perform well. Some of the best optimization tactics you can use include…

1. Tracking Ad Performance

You can track the performance of your ads using Facebook Ads Manager, which tracks metrics like reach, engagement, click-through rate, conversion rate, and return on investment. This data is helpful when making decisions as it can give you more insights about your audience.

You should regularly analyze your ad performance data and make adjustments to optimize your campaigns.

2. A/B Testing Ads

A/B testing is essential because it can help you identify the best-performing ad creative, copy, and targeting options. However, only test one variable at a time to ensure clear results. Testing multiple variables at the same time can lead to confusing and misleading results. This should be an ongoing process that you carry out to continuously improve ad performance.

3. Retargeting Ads

Retargeting, when done correctly, can help you prime prospective customers by increasing your customer touchpoints. Retargeting helps reach users who have interacted with your brand before through your website. This can be website visitors or previous customers.

You can also take this a notch higher with Facebook’s Dynamic Ads and create personalized ads based on users’ previous actions. This is extremely useful in moving customers along your sales funnel!

*Keep in mind that retargeting ads can be extremely annoying for customers, so they should be carefully crafted to provide value to users and encourage them to take the desired action.

4. Ads for Lookalike Audiences

Lookalike audiences is a Facebook feature that allows you to reach new audiences who are similar to your existing customers or website visitors. It’s a convenient plug-and-play feature that allows you to reach more of your target audience by using intricate data parameters formulated by the algorithm.

You can create lookalike audiences using Facebook’s audience targeting tools but always remember to test your campaigns and optimize them to ensure they are effectively reaching the desired audience.

Facebook Ads Best Practices to Follow in 2023

Beyond creating the most amazing ads and optimizing their performance, here are some best practices that you should follow to ensure you win consistently!

1. Frequency Capping

It’s so important to limit the number of times a user sees the same ad. Using frequency capping can help reduce ad fatigue and ensure users are not turned off by seeing the same ad too many times. Frequency capping should be set based on the ad campaign goals and desired user experience.

2. Ad Placement

When choosing ad placement, you should carefully choose where your ads are placed on Facebook, considering factors like user behavior and ad format. Facebook’s automatic ad placement can help ensure ads are shown in the best possible locations. However, you should still regularly monitor ad placement performance data and adjust ad placement accordingly.

3. Ad Transparency

In order to build trust with social media users, it is important to prioritize ad transparency and use Facebook’s Ad Library to provide users with information about who is running ads and what messaging you are promoting. You should also ensure your ads are clear and truthful and comply with Facebook’s ad policies and community standards.

4. Ad Budgeting

Marketing departments are under huge scrutiny because of the post-pandemic economic depression. Therefore, it is imperative that you carefully plan your ad budgets based on their overall marketing goals and available resources. Facebook Ads Manager has tools that you can use to set daily or lifetime budgets and adjust bids on performance. Additionally, monitor your ad budgets and ensure that they effectively reach the desired audience.

Final Thoughts

Facebook Ads are a powerful tool for reaching your target audience and achieving marketing goals. And in case you’re still on the fence, they still work in 2023. The key is creating winning ad campaigns, targeting the right audience, constantly monitoring performance, and adjusting campaigns to meet the expected goals.

In order to win at Facebook Ads in 2023 and beyond, you need to continuously evolve and innovate by staying up-to-date on new ad formats and targeting options. Also, remember to adapt your Facebook Ads strategy depending on competition and user behavior in order to remain effective.

In case you need help figuring out Facebook Ads for your business or want to improve the profitability of your Facebook Ad campaigns, reach out to us today. We are ready to help!



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