3 Ways To Dominate Facebook Ads In 2022

In 2022, there are two things marketers truly fear: AI rendering their job obsolete and the rising cost of digital ads. According to AdEspresso, the average cost per click (CPC) for Facebook ads increased 17% from 2020 to 2021. If the same growth pattern holds true in 2022, cost per click will have risen from $0.38 to $0.52 in just two years. As Zuckerberg’s clan continues squeezing the wallets of everyday business owners, marketers need to find a way to keep up. It’s never been more important to make every dollar in your ad budget count. Creating an effective, up-to-date Facebook ad strategy is the best way to do just that. Here are four ways that the top marketers are doing it:

Merge content marketing with your Facebook ad strategy.

In 2022, if you want to get the most out of your ad budget, you’ll need to incorporate content. Most people think of Facebook ads as an easy way to make a buck off cold leads. However, Facebook ads aren’t a one-trick pony. Using part of your Facebook advertising budget to engage with your warm audiences is crucial. The truth is, warm audiences aren’t always ready to buy. Rather than sending them sale ads repeatedly, offer helpful content. Answer their questions. Solve their problems. Create engaging blog, video, or social posts. Provide interesting and valuable content they can consume. Then, put money into your most engaging posts. Eventually, when you provide enough value to these warm leads, they’ll turn into paying customers.

Prioritize video ads to ‘80/20’ your creative strategy.

If your creative team isn’t prioritizing video over images, you need to adjust your strategy. Video ads are the best path to dominate Facebook ads in 2022 and beyond. For many businesses, they’ve become their bread and butter for ad creative. TikTok alone is proof that video content is what many people love the most. Instagram, Facebook and even Pinterest have made it their mission to give video center stage on their platforms. Plus, in terms of budget, you’re in luck. Compared to alternative Facebook ad types, video ads are the lowest effective cost per click. And the cherry on top is video ad conversions. According to a 2021 survey by Wyzowl, “88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.”

Capture first-party data to overcome data restrictions.

If advertisers learned anything in 2021, it’s that the media-buying business can be extremely volatile. IOS 14 was one of the biggest setbacks for Facebook advertisers due to the substantial limitation on access to third-party data. So, what’s the solution? First-party data. One of the easiest ways to gather first-party data is through lead gen forms on your website (people who subscribe to your email list, make an account, complete a purchase, etc.). There are a few other ways to gather first-party data:

• Facebook ads with custom forms.

• Messenger bots that collect user information.

• Lead generation forms on your site for access to lead magnets.

Data privacy isn’t going away anytime soon. On the other hand, it’s likely going to get even more restricted, which means you need to gather as much data as you can on your own site to optimize your Facebook ads and other marketing efforts. These tips should be able to help any digital marketer to not only survive the changing and unstable times, but also thrive among the chaos of a changing digital marketing landscape.