Let your Facebook ads run from survival to success in 2022

Let your Facebook ads run from survival to success in 2022

The past two years have been a whirlwind for digital retailers – especially those advertised on Facebook and Instagram.

First, COVID-19 disrupted everything in 2020. Then Apple introduced iOS 14.5 earlier this year. Now we wonder what will happen to cookies across the web.

For most of us, it’s been the name of the game for the past two years survival:

“How can I maintain (or at least get closer to maintaining) the same ROAS and CPA as in 2019? I just want to go through a whirlwind … and not get fired or lose my clients. ” Is not it?

Brew Interactive wants to help you change your mindset (and return on investment) in 2022. In this post, we’ll look at:

  • An overview of the biggest earthquakes in 2020 and 2021
  • How to progress on Facebook 2022
  • 3 tactics currently working (along with examples of their most successful 2021 ads – with metrics)

Review of Facebook advertising in 2020-2021

2020 and 2021 were some of the most unpredictable for marketing professionals since the 2008 recession. If you closed your eyes, you probably felt like a leading figure in the latest Netflix series worth drinking – with Apple and COVID-19 as villains.

Let’s look at both and examine what they mean for Facebook advertising:


The world has seen a significantly reduce the cost of advertising on Facebook during the corona virus outbreak, starting in March 2020 – 100% decline in many industries.

In many industries, these lower advertising costs have meant all-time records in ROAS and revenue.

However, for other industries, revenue and ROI have dried up.

So, depending on what industry you are in, the COVID pandemic may have helped or hurt your advertising efforts. But rest assured, costs have begun to fall – despite the presence of variants and the threat of further closure.

If you’re in an industry that continues to record volatility in ad spending and customer behavior, do your best to forecast for 2022 keeping in mind your customers, your government, and data from the last two years.

iOS 14.5

Just when Brew Interactive thought things were starting to level out, Apple has announced that iOS 14 it would seek to prioritize consumer rights to privacy and offer more options for opting out of monitoring.

This was great for those who care about privacy, but a rough wake-up call for digital advertisers.

The update finally arrived with 14.5 and made Facebook very dissatisfied. The update has had a huge impact on Facebook ads in particular, affecting:

  • Targeting: Brands have lost much of their customized audiences due to the limitations of iOS 14. Many have seen their re-targeting lists shrink by 50% or more.
  • Reporting: Apple’s policy has limited companies ’ability to measure the performance of their ads and forced Facebook to evaluate and aggregate data more than they did before.

It’s much harder to target a precise audience, and it’s just as hard to track results. And unfortunately, this is just the tip of the iceberg when it comes to tracking and reporting on ads. The cookies seem to be crumbling. Google Chrome will remove all third-party cookies in January, which will make their situation even more difficult.

Whatever your industry, make sure you’re familiar with Apple’s update and what it means for your Facebook ads, and follow Facebook’s instructions (which we’ll touch on below) to limit its impact on your ads. If you rely heavily on third-party cookies, be prepared for an even smaller customized audience in 2022.

How to progress on Facebook 2022

These updates sound dark. But most of the marketing world is not so worried.

Some companies have decided to shift advertising costs to other platforms, but many continue to invest in Facebook ads. In fact, eMarketer predicts revenue from Facebook ads reach the highest values ​​of all time in 2022.

You can continue to record success on Facebook in 2022.

Get to know iOS 14.5

Your first step – if you haven’t already – is to learn more about the iOS 14.5 update and how it affects your ads.

  • Read the update: If you haven’t already, take some time to read Facebook update on iOS 14
  • Follow Facebook’s leadership: If you’re running ads on Facebook, you’ve probably already seen Facebook’s queries to verify your domain, update your event settings, and prioritize your most important conversion events.

Diversify your ads and experiment

One way to increase visibility and testing in the new world is diversification. Run different types of ads and see who works. So much has changed in the last two years (both for the platform and for consumers) that it is time for new hypotheses and new experiments.

Duplicate optimization and experimentation with:

  • Instant experience ads
  • Messenger Ads
  • Video Ads
  • Ads on the carousel

Expand your tests beyond position, test new messages, creativity and targeting.

Many industries are operating in a whole new environment than you were in 2019. If this is true for you, make no mistake relying on old conclusions. Test. Test. Test.

3 tactics that work right now on Facebook

Brew Interactive recently collected all of its advertising data on Facebook from 2021 to pull out its ads with the best performance. Of the nearly $ 1.5 million spent and nearly a billion impressions, not only have they collected the latest The cost of Facebook ads, but also identified three tactics that lead to maximum engagement and revenue for their clients:


In an age of fake news and unreliable marketing claims, consumers crave transparency.

Not only does this mean that you need to work with integrity and point out your people, but it also means that you need to use the right data and back up your claims with reliable sources. People are more and more conditioned to look for real data to confirm claims.

And when your data is impressive, it’s hard to ignore it.

In an ad for Hitachi Asia, they wowed audiences with impressive statistics about their high-end, ultra-fast elevator. Once hooked, the click-through was easy. This ad received almost 3,000 engagements, but more importantly, it had a CTR of 28%.

Let your Facebook ads run from survival to success in 2022

Custom Creative

Brew Interactive knows this is not revolutionary, but many still place ads using non-original images and basic creative material. If you’re going to spend money to show your ads to people, invest in creative content that will catch their eye and convert.

When possible, use custom artwork that the audience has not seen before.

Brew Interactive created a custom artwork for this ad from SUSE Asia, resulting in nearly 6k likes and a CTR of 21%.

Let your Facebook ads run from survival to success in 2022Let your Facebook ads run from survival to success in 2022

Telling stories

There is an old Indian proverb that says:

“Those who tell stories rule the world.”

In 2022, we could say that those who tell stories are launching very effective commercials.

Stories do several things in advertising:

  • They resonate. People connect with stories far better than sales copies.
  • They attract the whole funnel. No matter where someone is on their way to your business, stories work.
  • They make the customer a hero. Stories in marketing can certainly promote a product or service, but more often than not they portray the customer as the hero of the story.

They ran a campaign for Nikon Asia that focused on telling the story of photographers and presenting their work. This ad below received over 17,000 reactions and a CTR of over 18%.

Let your Facebook ads run from survival to success in 2022Let your Facebook ads run from survival to success in 2022

Advertise with confidence in 2022

The advertising landscape has been changing for almost two years.

But don’t let that make you shy and afraid to get on your toes in 2022.

Consider the reality of your industry, weigh the risks that may come, make a healthy strategy and make several contingency plans. Then advertise with confidence.

If you want any help in creating or implementing your Facebook advertising strategy in 2022, let them know! Their advertising team at Brew Interactive I would be happy to help.

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