{"id":8183,"date":"2023-02-15T13:55:15","date_gmt":"2023-02-15T13:55:15","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/02\/15\/how-to-create-an-effective-facebook-advertising-campaign-in-2023\/"},"modified":"2023-02-15T13:55:15","modified_gmt":"2023-02-15T13:55:15","slug":"how-to-create-an-effective-facebook-advertising-campaign-in-2023","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/02\/15\/how-to-create-an-effective-facebook-advertising-campaign-in-2023\/","title":{"rendered":"How to create an effective Facebook advertising campaign in 2023"},"content":{"rendered":"<p>Are Facebook ads still working in 2023? That\u2019s the question everyone keeps asking and I\u2019m excited to say \u2013 yes, absolutely!<\/p>\n<p>Facebook (Meta) has been a difficult beast the last couple of years since Apple iOS 14 <a href=\"https:\/\/searchengineland.com\/apple-idfa-consent-roughly-60-of-consumers-open-to-persuasion-to-allow-tracking-340390\" target=\"_blank\" rel=\"noopener\">changed everything<\/a>. But as Facebook\u2019s modeling and AI have caught up with all the changes, I\u2019m now seeing better ad performance than I\u2019ve seen in years.<\/p>\n<p>While I do think it\u2019s smart to diversify your advertising channels, Facebook is still the top social network at 2.9 billion monthly active users and they just passed the <a href=\"https:\/\/investor.fb.com\/investor-news\/press-release-details\/2023\/Meta-Reports-Fourth-Quarter-and-Full-Year-2022-Results\/default.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">2-billion mark for daily active users<\/a>.\u00a0<\/p>\n<p>In this article, you will learn what changes affect marketers in the ads platform, how to set up a winning Facebook ads campaign, and tips for testing your ads.<\/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 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/15\/how-to-create-an-effective-facebook-advertising-campaign-in-2023\/#Changes_to_Facebook_ads_in_2023\" >Changes to Facebook ads in 2023<\/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\/02\/15\/how-to-create-an-effective-facebook-advertising-campaign-in-2023\/#Key_elements_of_an_effective_Facebook_ad_campaign\" >Key elements of an effective Facebook ad campaign<\/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\/02\/15\/how-to-create-an-effective-facebook-advertising-campaign-in-2023\/#Selecting_the_right_goal_for_your_Facebook_campaign\" >Selecting the right goal for your Facebook campaign<\/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\/02\/15\/how-to-create-an-effective-facebook-advertising-campaign-in-2023\/#Tracking_on_Facebook\" >Tracking on Facebook<\/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\/02\/15\/how-to-create-an-effective-facebook-advertising-campaign-in-2023\/#How_to_properly_test_your_Facebook_ads\" >How to properly test your Facebook ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/15\/how-to-create-an-effective-facebook-advertising-campaign-in-2023\/#Reading_ad_reports_and_scaling\" >Reading ad reports and scaling<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Changes_to_Facebook_ads_in_2023\"><\/span>Changes to Facebook ads in 2023<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Facebook\u2019s Pixel and modeled tracking has improved greatly in the past year but still isn\u2019t perfect. If you have the <a href=\"https:\/\/searchengineland.com\/meta-advertising-best-practices-392349\" target=\"_blank\" rel=\"noopener\">Conversion API set up<\/a>, you will get better results. While this isn\u2019t a new change, it\u2019s something that everyone should work to implement.<\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/help\/1362234537597370\" target=\"_blank\" rel=\"noopener noreferrer\">Advantage+ shopping campaigns<\/a> are doing well for most ecommerce businesses that have access to this new tool which is still rolling out. This type of campaign uses machine learning to serve ads to your highest-value customers and uses broad targeting.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Facebook has also rolled out several Advantage+ options including Advantage+ placements which used to be called \u201cAll placements.\u201d This placement type includes placements off of Facebook and Instagram in their Audience Network partnerships. While Advantage+ can work for some businesses, I typically see better results in \u201cFeed only\u201d placement.<\/p>\n<p>Advantage+ options typically use Facebook\u2019s machine learning to drive costs down but are not always good during the testing phase because you won\u2019t know exactly what is working.<\/p>\n<p>Broad targeting is working much better than keywords and Lookalike audiences in many cases.\u00a0<\/p>\n<p>The good news is that we don\u2019t have to do as much audience testing and can focus more on creative testing. As Facebook\u2019s AI improves, it will be even easier for advertisers to get better results.<\/p>\n<p>Facebook has also brought back some of the tools they had taken away, like the longer 28-day attribution window and attribution comparison. Better visibility into attribution allows a better connection to the true ROI of our campaigns.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Key_elements_of_an_effective_Facebook_ad_campaign\"><\/span>Key elements of an effective Facebook ad campaign<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The four key elements for Facebook campaigns still remain:<\/p>\n<p>Select the right goal.<\/p>\n<p>Make sure your tracking is in place with the Pixel and the Conversion API.<\/p>\n<p>Design meaningful split tests.<\/p>\n<p>Read the reports and scale what is working.<\/p>\n<p>Let\u2019s dive deeper into these steps and touch on what\u2019s changed in 2023.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Selecting_the_right_goal_for_your_Facebook_campaign\"><\/span>Selecting the right goal for your Facebook campaign<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many people don\u2019t choose the right optimization for their campaign and it can waste a lot of money. Typically, leads and sales are the best choices for most companies to get better results.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Lead generation works well on Facebook as compared to straight selling because we don\u2019t get the \u201cbuying signals\u201d that we do from Google searches. <\/p>\n<p>Make sure you know if you are using an Instant Form (popup that happens on Facebook) or sending people to your website where you have the Base pixel code and Lead pixel code properly installed.<\/p>\n<p>Instant forms have been a solid ad performer so far in 2023 but one of the challenges is always lead quality. Using higher intent forms and requiring more information can help give better, but more expensive leads.<\/p>\n<p>For sales campaigns you need to have the Pixel and, if possible, Conversion API implemented. For most businesses, the retargeting audiences continue to be the best performers when optimizing for purchases.<\/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=\"Tracking_on_Facebook\"><\/span>Tracking on Facebook<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The more data you track through your funnel, the better results you will get. Many shopping carts easily integrate with the Pixel and Conversion API.\u00a0<\/p>\n<p>Facebook has integration tools in the <a href=\"https:\/\/business.facebook.com\/events_manager2\" target=\"_blank\" rel=\"noopener noreferrer\">Events Manager<\/a> that can help install the Conversion API easily if you use WordPress or Google Tag Manager.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>When you track properly, you can make better decisions about what is working. You can see things like &#8220;Adds to cart&#8221; and your &#8220;Purchase ROAS.&#8221; <\/p>\n<p>You&#8217;ll be able to tell if Facebook&#8217;s optimization is working or if you need to split your campaigns up to focus your budget on the ads or audiences that are most profitable.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_to_properly_test_your_Facebook_ads\"><\/span>How to properly test your Facebook ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Testing has changed on Facebook with the improvement to broad targeting. I suggest still testing Lookalike Audiences and some keywords or job titles if relevant to your avatar. But be smart about your test plan.<\/p>\n<p>Here&#8217;s an example of a very basic 10-day ads test plan.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Test the audiences first with the same budget, ad and creative under each ad set. <\/p>\n<p>After 5 days, you&#8217;ll have more information about which audience performed best. Then use the best-performing audience to individually test new creative.<\/p>\n<p>There are a lot of nuances to this (such as the significance of results and overall budget), but this is a good place to start.<\/p>\n<p>Creative testing has always been important but now that we don&#8217;t need as many audiences to test, we can dive a little bit deeper into different creatives.<\/p>\n<p>What I&#8217;ve seen working on Facebook in 2023 is big bold text. <\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>The 20% text rule is long gone and now anything goes for attracting attention and stopping the scroll.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Anything that looks different can also attract attention. User reviews and carousel ads are good ways to retarget potential customers.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Other creative options that are working and can be tested are casual videos that look native to Facebook. Video ads can work well to &#8220;presell&#8221; your offer but definitely test what works compared to image-only ads.<\/p>\n<p>When testing creative, make sure to use images that are very different from each other to get the widest range. Usually varying something small like the subheadline or color will not give you significant results.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Reading_ad_reports_and_scaling\"><\/span>Reading ad reports and scaling<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In general, I&#8217;ve still been scaling up my ad sets with ad set budget optimization (ABO) scaling. <\/p>\n<p>But campaign budget optimization (CBO) scaling can benefit larger budgets. To use CBO scaling, add the winning ads and audiences into one campaign and increase your budget by 20-30% every few days. Your strategy will depend on the promotion time, overall budget and type of business.<\/p>\n<p>The good news is that the Breakdown reports have come back to Facebook so that we can see where we are getting the best results based on age, gender, country, and placements.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Testing is and always has been the best way to get better results on Facebook. As you iterate you will find your best performers.\u00a0<\/p>\n<p>Don&#8217;t forget to test different lead magnets, different offers, and different landing pages as well. Small improvements at the top of the funnel can lead to massive results at the bottom of the funnel.<\/p>\n<p>Facebook is still here to stay in 2023 and I&#8217;m glad to see improvements in overall results. Cheers to better ads.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/create-effective-facebook-advertising-campaign-393070\" target=\"_blank\" rel=\"noopener\">How to create an effective Facebook advertising campaign in 2023<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Are Facebook ads still working in 2023? That\u2019s the question everyone keeps asking and I\u2019m excited to say \u2013 yes, absolutely! Facebook (Meta) has been a difficult beast the last couple of years since Apple iOS 14 changed everything. But as Facebook\u2019s modeling and AI have caught up with all the changes, I\u2019m now seeing better ad performance than I\u2019ve seen in years. While I do think it\u2019s smart to diversify your advertising channels, Facebook is still the top social network at 2.9 billion monthly active [&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-8183","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\/8183","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=8183"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8183\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8183"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8183"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8183"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}