In this post, we are going to break down everything you need to know about Facebook Ads or Meta Ads in 2023. Whether you are running them by yourself or you are using a Facebook Ads Agency, this post will give you a breakdown of the basics. We will cover news, updates, changes, and available types of campaigns as of April 2023.
Now, in our work, we came across a significant number of people being skeptical about Facebook Ad campaign performance. Despite tracking limitations Meta is facing right now, they are still a must in your overall advertising mix.
According to Insider Intelligence, Meta Ads and Google Ads will account for 50.5% of digital ad spend in 2023.
Per Kleiner Perkins, 78% of U.S. consumers made purchases through discoveries on Facebook. In the 3rd quarter of 2022, the daily active user number on Facebook reached 1.98 billion.
According to Statista, 39.8% of the total world population uses Facebook every month. Stunning 96% of B2C marketers and 91% of B2B marketers use Facebook.
To conclude: Facebook is still a very relevant channel in online advertising. We will help you understand what is new and what has changed so you can take your performance to the next level.
Let’s break down the most important changes coming to Facebook Ads Manager in 2023.
This is the biggest change to come to Facebook Ads Manager. Now there are only 6 objectives available to choose from when launching a new campaign. They are:Â
Optimization goals are now called Performance goals. Instead of being at the bottom of the Ad Set page, they are now at the top. They allow you to pick what you want to optimize for. We will dive deeper into this later when we break down each campaign type.
Let’s break down each type of campaign now available in Facebook Ads Manager and how they work.
Facebook Ads Awareness objective is now a combined version of the old Brand Awareness and Reach.Â
When making an Awareness campaign, you can now optimize for Reach, Awareness, or Video Views. More precisely, you can choose:
as optimization goals, or performance goals as they are called now.
The traffic campaign objective is still oriented toward driving the most relevant traffic to your website.
When setting up a Traffic campaign you first pick where you want to drive traffic: Website, App, Messenger, WhatsApp, or Calls.Â
After that, you can pick your performance goals:
Engagement campaigns are great for driving more engagement with your page or your posts. According to Meta, it is good for encouraging people to reach out on Messenger, WhatsApp, and Instagram, to get more video views, post interactions, and conversions.
When setting up an Engagement campaign you first have to pick where you want to drive engagement. Available options are Messaging Apps, On Your Ads, Website, App, or Facebook Page.
It is still strange that you can’t promote your Instagram page from Meta Ads.
If you are trying to get people to engage with you on Messaging Apps you have 2 ad types available: Click to Message and Sponsored Message. Click to Message ads will start new conversations, while Sponsored Messages will re-engage existing connections. Your performance goal is always Maximize the number of conversations.
Other performance goals available are:
Lead ads are now a combination of what was previously Lead Generation, Messages, and Conversions.Â
When setting up a Leads campaign you can choose to use Instant Forms, have people message you on Messenger, or have people text you on Instagram or call you directly.
If you are interested in generating leads over your website by having people take a specific action there, this objective is not for you, and you want to use the Sales objective.
This campaign objective is oriented toward driving app installs and in-app events.
When you pick App promotion as a goal you will be asked to choose between the:
You can optimize for:
The new Sales objective is a combination of Catalogue sales and Conversion campaigns.
When setting up this campaign type you first have to choose where you are going to drive your conversions. Pick one option from Website, App, Website and App, Messaging Apps, or have people call your business directly.
Performance goals available for this campaign type are:
For most people, this is going to be the most popular campaign objective.
Facebook Ads or Meta Ads are still one of the most relevant players in the online advertising space. They should definitely be a part of your marketing mix.
The most important change that came to Facebook Ads Manager in 2023 is the updated campaign objectives.
An awareness objective is ideal if you are looking to generate awareness around your brand or you are looking to reach a wider audience.
Engagement ads are designed for post promotion, video views, or page promotions.
Traffic ads will help you drive relevant traffic to your website.
The lead campaigns will allow you to use messaging apps and instant forms to generate leads for your business without the users having to leave Facebook or any of the available properties.
App promotions allow you to drive app installs and desired in-app events.
The Sales campaign will help you reach the most relevant users on your website and have them complete a desired action.
Thank you for making it to the end of the post!
Stefan is a marketer with 8 years of experience of working with various B2C and B2BÂ brands.
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