Every marketer has done two things so far in the midst of the iOS change that happened in the summer of 2021. They have either started to really shift strategies for growth to other channels OR really shifted in their overall strategy on Facebook / Instagram to try and find new wins within the new landscape that we are all dealing in now.
This video by Dara Denney which we highly approve of because it has great tips, goes into the 10 mistakes you should avoid running Facebook / Instagram ads in 2022. I personally do have some comments to make that don’t fully align with every ‘mistake’ point listed. However, overall, there is some great stuff here.
THE MISTAKE OF THE FACEBOOK FUNNEL
I agree that if you’re going to spend money, you should opt in for conversion campaigns as you’re telling the algorithm, “hey, go get me sales.” However, I would strongly urge you to test some funnel strategies on Facebook. You never know what can ultimately work for your business that may not have worked for others.
A strategy like running video ads on Facebook and then retarget the watchers or engagers with the video with other type of content can prove effective, even if not for long-term branding efforts.
NOT TESTING BROAD AUDIENCE MISTAKE
Yes, you should test broad audiences, 100%. It’s important to see how effective and efficient the algorithm can be at finding you customers. However, it’s just as important as defining audiences that you know relate to your business and create different buyer personas to better craft copy around interest, hobbies, lifestyle, etc.
ONLY STICKING TO VIDEO BECAUSE IT’S THE BUZZ
I couldn’t agree more with this. I’ve been testing more and more static images and have seen cheaper CPMs and better results. Video is great, but the old static image can be just as, if not more effective than a video in 2022. Don’t give up on creating and testing great imagery that tells a story or sells a product.
FACEBOOK 2022 IS ON…
Best of luck in 2022 running your Facebook / Instagram ads. Follow some of these rules to avoid, but also making mistakes or running all types of ad types, creatives, etc is really the best way to learn and move your business forward.
