Are Facebook ads still working in 2023? That’s the question everyone keeps asking and I’m excited to say – yes, absolutely!
Facebook (Meta) has been a difficult beast the last couple of years since Apple iOS 14 changed everything. But as Facebook’s modeling and AI have caught up with all the changes, I’m now seeing better ad performance than I’ve seen in years.
While I do think it’s 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 2-billion mark for daily active users.
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.
Changes to Facebook ads in 2023
Facebook’s Pixel and modeled tracking has improved greatly in the past year but still isn’t perfect. If you have the Conversion API set up, you will get better results. While this isn’t a new change, it’s something that everyone should work to implement.
Advantage+ shopping campaigns 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.
Facebook has also rolled out several Advantage+ options including Advantage+ placements which used to be called “All placements.” 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 “Feed only” placement.
Advantage+ options typically use Facebook’s machine learning to drive costs down but are not always good during the testing phase because you won’t know exactly what is working.
Broad targeting is working much better than keywords and Lookalike audiences in many cases.