What I’m Doing With Facebook Ads In 2022 That I Wasn’t In 2021

Written by Steve Bruce

I’ve been running Facebook ads since 2015 and have worked on hundreds of ad accounts at this point.

Over the years Facebook’s ad platform has changed a lot of times. With that, I have to adjust my strategy as needed.

Because I’ve work with many different ad accounts, some spend $50 a day and others will spend into the thousands every day, I have been able to test these things across multiple ad accounts. So this isn’t something like “One time I tried CBO and it worked well”… In short, these are things that I’ve seen work multiple times in multiple ad accounts.

In 2021, the iOS update caused me to make the most changes to my strategy than I ever had (I’ve made a lot of posts about my post-iOS update strategies). What I want to share is a few things that I’ve been doing more of in 2022 that I wasn’t doing as much in 2021.

Facebook Campaign Results

Facebook ad Comparison 1 Ad Facebook ad campaign result

Retarget First-Party Data

The biggest change with the iOS update is that we lost accuracy to targeting pixel data like website visitors or add to carts. So I’ve been focusing more on retargeting video views and page engagement. I used to only retarget website visitors when we had more access to that data.

Dynamic Creative Ads

I have noticed a pattern that when Facebook rolls out a new feature in ads manager, the performance is usually a little bit better and more consistent. Facebook might give better ad placements for those who use these features compared to the old ones. This feature isn’t a super new feature, but what I’ll do sometimes is have two campaigns run side by side with the same setup except one is single ads and the other is dynamic.

Note: Ad account behavior is a huge factor when it comes to the success of this.

Schedule a free 15-Minute Facebook Ads Quick Fix Call with me, and let’s get your results on track!

Ready to get better results with your Facebook Ads?

On the call you will have the opportunity to ask me any questions about your ads and get my feedback about what’s working, what’s not, and what you can do to improve your results.

Click the button below to schedule your Quick Fix Call now!

I’m looking forward to helping you get great results with your Facebook Ads!

Schedule a free 15-Minute Facebook Ads Quick Fix Call with me, and let’s get your results on track!

Ready to get better results with your Facebook Ads?

On the call you will have the opportunity to ask me any questions about your ads and get my feedback about what’s working, what’s not, and what you can do to improve your results.

Click the button below to schedule your Quick Fix Call now!

I’m looking forward to helping you get great results with your Facebook Ads!

Larger Lookalike Audiences

Before the iOS update, my go-to lookalike audience was 1% based on purchase pixel data. I’m seeing much better results for 5% or 7%. If the email list has at least a few hundred and is an accurate list, then that could perform really well.

High Ad Spend On Retargeting Campaigns

When I’ve built up enough first-party data audiences, I am able to spend more on the retargeting campaigns than on the cold ones. Because the first-party data grows quickly, I can scale that up without the frequency getting too high (audience fatigue) and while maintaining very high ROAS. My funnel is a diamond shape instead of a funnel, so it’s a “fat funnel”.

Final Thoughts:

Those are the main things I’m starting to see work well right now. However, I manage a lot of ad accounts and the success of these will vary from ad account to ad account.

Schedule a free 15-Minute Facebook Ads Quick Fix Call with me, and let’s get your results on track!

Ready to get better results with your Facebook Ads?

On the call you will have the opportunity to ask me any questions about your ads and get my feedback about what’s working, what’s not, and what you can do to improve your results.

Click the button below to schedule your Quick Fix Call now!

I’m looking forward to helping you get great results with your Facebook Ads!

Schedule a free 15-Minute Facebook Ads Quick Fix Call with me, and let’s get your results on track!

Ready to get better results with your Facebook Ads?

On the call you will have the opportunity to ask me any questions about your ads and get my feedback about what’s working, what’s not, and what you can do to improve your results.

Click the button below to schedule your Quick Fix Call now!

I’m looking forward to helping you get great results with your Facebook Ads!

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