5 Ways To Level Up Your Facebook Ads
As we close the doors on a hectic 2022, we turn our focus to 2023 and our 2023 marketing strategies. Social will continue to be a big player in the game of advertising and it’s no secret that the landscape has shifted massively this past year (as it does every year) and moving with the landscape is the best way to ensure your ads have the longevity they need to be a successful component in your businesses growth.
Changing your entire strategy can be unnecessary and overwhelming and there’s nothing wrong with taking it one step at a time, which is why we’ve started with 5 simple actions you can carry out that will really level up your Facebook/Instagram Ads in 2023.
CAPI Is Your Best Friend
We’re jumping into the technicals with CAPI and yes the technicals are boring, but they are necessary.
What is CAPI? CAPI stands for conversion API. If you’re familiar with Facebook (or Meta) Ads then you are likely familiar with the Facebook (Meta) pixel. This is how you track actions on your site such as purchases, pageviews etc. and associate these actions with your campaigns to get an understanding on how well these campaigns are performing.
Since the death of cookies, campaign performance is getting harder to track day by day, and with the basic Pixel you are only tracking at browser level. CAPI or conversions API allows you to track at server level, this means you can capture more user data than what you would with the standard Pixel tracking.
This data is vital, not only from a reporting perspective, but it also gives your campaigns more information to work from which is an integral part of machine learning and campaign optimisation. The more you can feed into your campaigns, the more you can gain from them, which is why this is an important checkpoint to have on your to-do list.
A lot of website building platforms such as Shopify and WordPress have plugins or apps available which will allow for easy implementation of CAPI. However if you require more manual implementation and coding of CAPI, then it’s always best to consult a professional if you are unsure on the developers documentation.
@misspinkdigital How to level up your Facebook (meta) ads in 2023! To learn more checkout the newest episode on the Miss Pink Digital podcast ⭐️ #facebookads #digitalmarketingtips #facebooktips #entrepreneur ♬ Chill Vibes - Tollan Kim
Have An Understanding Of What Your Competitors Are Doing
The online space is growing in competition and it is now harder than ever to grab the attention of your target audience. So getting an understanding of what is being produced will not only act as a guide for inspiration in your content plan, but it will also allow you to think of ways to make your ad content stand out.
So… How do you get insight on what competitors are doing without having to sit around waiting for ads? I have three words for you. Facebook Ads Library! Facebook Ads Library is a free tool that allows you to see the ads your competitors are creating.
Simply visit the Facebook Ads Library tool and use the search bar, category dropdown and country dropdown to search for your competitors.
Imperfect Is the New Perfect
With the rise of TikTok, users have gravitated away from the more polished content style and instead seek out the “imperfect” content. Gone are the days of heavily produced videos featuring conventionally attractive models frolicking down a beautiful sandy beach as the sun sets in the background. It’s time to welcome in the easily digestible, relatable content.
You can of course still invest your time in creating the visually stunning ad content, but instead of prioritizing this all of the time. Start incorporating the imperfect videos into your 2023 content plan. The great news is this is not only what users want to see, it’s also quicker and cheaper to create than the production heavy content styles you may be use to.
Even better news, if you’re unsure on where to start, gaining inspiration is easy to find, simply analyse what’s trending on Instagram reels or even TikTok and mold your ad content around this.
When creating the “imperfect content style, it’s important to gauge the focus of the content, do you want it to be a brand awareness piece or a sales focused piece. A general principle when it comes to paid advertising is the 60/40 rule. 60% of your ads should be focused on driving sales and 40% should be focused on driving brand awareness.
UGC - User Generated Content
Users want to not only see the more human side of your brand but they also want to see themselves in your brand. It’s time to welcome in user generated content (UGC). You guessed it… User generated content is content that comes from users of the platform, whether that’s your direct following or influencers interested in your brand.
UGC not only humanizes your brand, but it also provides an additional layer of social proof, giving consumers the confidence to invest in your brand and maybe even promote it.
There are a number of ways you can get started with UGC:
-Reach out to influencers and collaborate on a UGC campaign.
-Run competitions with your followers where they create content that you can then share, whether that’s a selfie or a video of them representing your brand.
-Make use of instances where users have tagged your brand in their content (don’t be afraid to shout them out and show your appreciation).
Ensure Organic Content and Ad Content Work In Harmony
When building a brand you want to make sure users can make that connection between your ads and your brand. If your organic content uses certain colour schemes or content styles, incorporating that into your ad content will enhance the users experience and allows them to understand your brand’s style.
BONUS TIP
The bonus tip of the day is, always make sure you are learning from others around you. Explore the opinions of others through different paid ads forums, podcasts, Youtube videos-you name it! Ensure you are continuously learning about the developments in the world of paid ads and don’t shy away from testing a new approach because you never know where it may lead you.
Make 2023 your year of growth in your advertising!
