{"id":7937,"date":"2023-01-31T13:49:40","date_gmt":"2023-01-31T13:49:40","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/01\/31\/meta-advertising-5-best-practices-for-2023\/"},"modified":"2023-01-31T13:49:40","modified_gmt":"2023-01-31T13:49:40","slug":"meta-advertising-5-best-practices-for-2023","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/01\/31\/meta-advertising-5-best-practices-for-2023\/","title":{"rendered":"Meta advertising: 5 best practices for 2023"},"content":{"rendered":"<p>As Instagram and Facebook continue to lead the social platform arena, Meta remains a media channel where advertisers must stay visible and competitive in 2023. Much has changed over the past year, with Meta releasing many new tools and features. Advertisers now have more resources to scale their campaigns faster than ever.\u00a0<\/p>\n<p>Meta continues to dominate machine learning, launching new automated campaign types proven incredibly efficient. Advertisers have more options to control certain elements in campaigns. <\/p>\n<p>The media giant also improved the experience of working with influencers, a value-add to advertisers who seek to focus on their brand awareness budgets over direct response.<\/p>\n<p>With all the new updates in 2022, several best practices were uncovered through rigorous testing, many of which prove vital for any brand\u2019s long-term Meta advertising strategy.\u00a0<\/p>\n<p>Here are five recommendations to consider when running Facebook and Instagram advertising campaigns in 2023.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/31\/meta-advertising-5-best-practices-for-2023\/#1_Leverage_Advantage_campaigns\" >1. Leverage Advantage+ campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/31\/meta-advertising-5-best-practices-for-2023\/#2_Work_with_influencers\" >2. Work with influencers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/31\/meta-advertising-5-best-practices-for-2023\/#3_Set_up_Metas_Conversions_API\" >3. Set up Meta\u2019s Conversions API<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/31\/meta-advertising-5-best-practices-for-2023\/#4_Use_%E2%80%98open_and_%E2%80%98broad_targeting\" >4. Use \u2018open\u2019 and \u2018broad\u2019 targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/31\/meta-advertising-5-best-practices-for-2023\/#5_Make_the_best_of_lead_gen_forms\" >5. Make the best of lead gen forms<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/31\/meta-advertising-5-best-practices-for-2023\/#The_takeaway\" >The takeaway<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Leverage_Advantage_campaigns\"><\/span>1. Leverage Advantage+ campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Advantage+ campaigns is a new feature Meta <a href=\"https:\/\/searchengineland.com\/meta-advantage-suite-383020\" target=\"_blank\" rel=\"noopener\">released in 2022<\/a>. I\u2019ve always advocated for Meta\u2019s machine learning because they have mastered it. Advantage+ campaigns are a great addition to app and shopping initiatives.\u00a0<\/p>\n<p>Meta does the work for advertisers by finding the right audience and the right creative. We have succeeded across app install and shopping (dynamic product ads).\u00a0<\/p>\n<p>To capitalize on Advantage+ campaigns, it\u2019s essential to ensure you have a healthy amount of creative to get these running effectively. Meta recommends the creative assets they think will perform the best, but marketers can manually select the ones they desire.\u00a0<\/p>\n<p>Experiment with your options and try a combination of ads known to perform well while also letting Meta choose ads.\u00a0By testing and optimizing what works, you\u2019ll likely see an improvement in your cost-per-acquisition running with Advantage+ campaigns. Keep your eye on these for 2023.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Work_with_influencers\"><\/span>2. Work with influencers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Not a new tactic, but Meta has recently put forth new playbooks and guides to help advertisers <a href=\"https:\/\/searchengineland.com\/ensure-influencers-help-seo-campaigns-385186\" target=\"_blank\" rel=\"noopener\">work with influencers<\/a>.\u00a0<\/p>\n<p>Influencers are a large part of B2C advertising budgets, and Meta has recognized that marketers want to leverage user-generated content on brand channels with paid media.\u00a0<\/p>\n<p>The process isn\u2019t perfect, but here are a few key best practices to make your strategy go as smoothly as possible.<\/p>\n<p><strong>Connect your influencers as partners under your company page\u2019s \u201cPaid Partnership.\u201d <\/strong>This function allows you to promote their content on your brand channels.<\/p>\n<p><strong>When promoting on Instagram, ensure influencers include the paid partnership label with your brand \u2013 \u201cPaid Partnership with [Brand Name].\u201d <\/strong>This is very important as it ensures you can pull the partner\u2019s content onto your own pages to advertise within the ads manager. Make sure each partner specifically includes your brand name in the partnership label because if they only include the generic label that says \u201cPaid Partnership\u201d you will likely run into trouble getting their content promoted and will have to have them edit the post.\u00a0 <\/p>\n<p><strong>For Instagram Reels and Stories, verify that there are no stickers or copyrighted music in videos created.<\/strong> Otherwise, Meta will not approve your ads. In addition, you\u2019ll have to work with influencers to re-record their content, which can be a major inconvenience if your campaigns are timely. Typically, the quality of content decreases when we have to go back to influencers and ask for last-minute changes to content that was initially in final approval.<\/p>\n<p>Also, keep in mind that if you\u2019re promoting Reels, advertisers can only add links to these if you create a dark post. If it\u2019s important that you have a link, but you don\u2019t want a dark post, Facebook recommends going with the \u201cStory\u201d placement.<\/p>\n<p>Advertisers working with influencers can additionally find success with the \u201cInstagram Explore\u201d placement, so it\u2019s highly recommended to keep an eye on that one for 2023. We\u2019ve seen our lowest CPMs and CPAs from Instagram\u2019s new \u201cExplore\u201d placement and plan to increase spend here on future influencer initiatives.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Set_up_Metas_Conversions_API\"><\/span>3. Set up Meta\u2019s Conversions API<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Yes, there are still many pain points and kinks to be worked out when setting up <a href=\"https:\/\/searchengineland.com\/facebook-ads-announces-new-performance-reporting-and-measurement-products-in-light-if-ios-privacy-changes-375419\" target=\"_blank\" rel=\"noopener\">Meta\u2019s Conversion API<\/a> (CAPI). However, Meta has recently rolled out various setup methods to help more advertisers get up and running.\u00a0<\/p>\n<p>While CAPI isn\u2019t mandatory, it\u2019s worth keeping in mind since it\u2019s a deeper level of optimization. With the new setup methods, it also appears Meta is (hopefully) working to offer more integrations for advertisers to get set up faster without needing a full dev team.<\/p>\n<p>After successfully getting CAPI set up and launched, we delivered our lowest cost-per-acquisition of the year in Q4. Our CPA decreased by 34% in our first month and 70% in our second month while optimizing for conversions using CAPI. We were able to feed a deeper data point to Facebook\u2019s algorithm.<\/p>\n<p>Stay on the lookout for more Meta updates regarding CAPI setup. This is one feature you don\u2019t want to miss out on.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Use_%E2%80%98open_and_%E2%80%98broad_targeting\"><\/span>4. Use \u2018open\u2019 and \u2018broad\u2019 targeting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Aligning even more with Meta\u2019s machine learning algorithm, \u201cOpen\u201d or \u201cBroad\u201d targeting will continue to be king when scaling your campaigns.\u00a0<\/p>\n<p>Meta\u2019s algorithm can efficiently find the audience most likely interested in your ads and taking action when doing either of these two options:<\/p>\n<p><strong>Leaving your targeting open<\/strong>, meaning you don\u2019t add any targeting beyond demographics.<\/p>\n<p><strong>Leaving your targeting very broad<\/strong>, using minimal interest targeting that keeps audience scale in the millions.<\/p>\n<p>Open and broad targeting feeds Meta the most audience data to allow it to make the best optimizations, which is the best way to make machine learning work for your advertising efforts.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Make_the_best_of_lead_gen_forms\"><\/span>5. Make the best of lead gen forms<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Long has been the theme of \u201cless is more\u201d regarding lead gen forms. This remains true in many cases. But if you\u2019re struggling with the quality of leads, consider adding more questions to qualify the customer.\u00a0<\/p>\n<p>We\u2019ve seen this successful when needing to drive quality over quantity. Yes, your front-end cost per lead will likely increase. Still, we\u2019ve found that the quality on the backend significantly improves and decreases the efficiency of qualified leads while driving increased revenue for businesses.<\/p>\n<p>It\u2019s also recommended to test manual fill for first name, last name and\/or email address if you\u2019re struggling with the quality. There is a balance to be found when it comes to manual fill vs. autofill so you\u2019ll likely want to test a few variations to find what works best for your business.\u00a0<\/p>\n<p>Don\u2019t have too many manual fill questions to avoid accidentally increasing the volume of abandoned forms. Consider additionally giving the consumer a short and sweet introduction on the form that details what they will get from filling out the form. This can be a snippet of a whitepaper or a few bullets about the company \u2013 whatever makes the most sense for your ad.<\/p>\n<p>Moreover, ensure your thank you page or the landing page you are driving the consumer to is engaging with helpful information and resources. This provides more education for the consumer to make decisions and can help build your retargeting audiences for nurture campaigns.<\/p>\n<p>Lastly, keep the creative for your lead gen forms scroll-stopping. You have seconds to grab someone\u2019s attention in their feed and make them stop to open your form, so be bold!\u00a0<\/p>\n<h1><span class=\"ez-toc-section\" id=\"The_takeaway\"><\/span>The takeaway<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>As Meta continues to evolve and unroll new features, one thing is certain \u2013 automation will become a core campaign tactic.\u00a0<\/p>\n<p>With automation at the forefront, advertisers have more ability to test and learn at a faster pace than ever with tools like CAPI and Advantage+ campaigns.\u00a0<\/p>\n<p>Furthermore, don\u2019t hesitate to lean into open and broad targeting, where possible, to feed audience optimization.\u00a0<\/p>\n<p>2023 will be a big year for testing to see where advertisers can uncover additional efficiencies and remain competitive on Facebook and Instagram.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/meta-advertising-best-practices-392349\" target=\"_blank\" rel=\"noopener\">Meta advertising: 5 best practices for 2023<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>As Instagram and Facebook continue to lead the social platform arena, Meta remains a media channel where advertisers must stay visible and competitive in 2023. Much has changed over the past year, with Meta releasing many new tools and features. Advertisers now have more resources to scale their campaigns faster than ever.\u00a0 Meta continues to dominate machine learning, launching new automated campaign types proven incredibly efficient. Advertisers have more options to control certain elements in campaigns. The media giant also improved the experience of working with [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-7937","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7937","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=7937"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7937\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=7937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=7937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=7937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}