Two things that marketers fear in 2022 are AI making their jobs obsolete and the rising costs of digital advertising.
AdEspresso reports that the average cost per view (CPC) for Facebook ads has increased by 17% between 2020 and 2021. If this growth pattern continues in 2022, the cost per click will have increased from $0.38 to $0.52 within two years.
Marketers need to be able to keep up with Zuckerberg’s increasing pressure on everyday business owners. Maximizing every dollar of your advertising budget is more critical than ever. It’s essential to have a Facebook ad strategy that is effective and up-to-date.
These are the four ways we have helped our clients get there:
Combine content marketing and your Facebook advertising strategy.
The days of content and media buying departments focusing on their own goals are gone. To make the most of your advertising budget in 2022, you will need to include content.
Many people view Facebook ads as a way to get cold leads and make quick money. Facebook ads are not a one-trick pony. It is essential to use a portion of your Facebook advertising budget to engage with warm audiences. Warm audiences don’t always want to buy. Instead of bombarding them with sales ads, give them helpful content. Answer their questions. Find solutions to their problems. Engage them with blogs, videos, and social posts. They will be able to consume exciting and helpful content. Next, invest in your most engaging posts.
Keep these things in mind:
* Try out various content types (blogs, podcasts, and videos). ).
* Share your content with Facebook
* Encourage your team members and coworkers to comment, like, and share posts.
* These Facebook posts can be boosted to reach a wider audience
These warm leads will eventually become paying customers if you offer enough value.
Prioritize video ads for ’80/20′ creative strategies.
Your strategy should be adjusted if your innovative team doesn’t prioritize video over images. The best way to dominate Facebook ads in 2022 is with video ads. Many businesses consider them their primary source of ad creativity.
Are you frustrated that you are not getting the results you want from Facebook ads? Video ads may be the proper focus for you. Video is the most prominent digital medium if you view it from a 30,000-foot perspective. TikTok is a clear example of why video content is so beloved by many.
Pinterest, Facebook, Instagram, and Facebook have all made it their mission for a video to be the center of attention on their platforms. You’re also in luck in terms of your budget. Video ads have the lowest cost per click when compared to other Facebook advertising types.
Video ad conversions are the cherry on top. Wyzowl found that 88% of respondents to their 2021 survey said they were convinced to purchase a product or service after watching a video from a brand.
Capture data from the first party to bypass data restrictions.
Advertising professionals learned something in 2021: The media-buying industry can be very volatile. Due to third-party access restrictions, IOS 14 was one the most significant setbacks for Facebook advertisers. Data restrictions suddenly hit many new and seasoned Facebook advertisers. It’s now a difficult battle to achieve a strong ROI on Facebook.
What’s the solution?
First-party data.
Lead gen forms are one of the best ways to collect first-party information. This is where people sign up for your email list, create an account, make a purchase, and so on. There are other ways you can gather first-party information:
* Facebook ads with customized forms
* Messenger bots that collect information from users
* Access to lead magnets by filling out the Lead Generation Forms on your website
Privacy isn’t going anywhere soon. However, data privacy is likely to become more restrictive. This means you will need to collect as much information as possible on your site to optimize your Facebook ads and other marketing efforts.
We are now ready to move on to the final strategy.
Optimize ads with email (or vice versa).
Facebook ads will be a massive tool in 2022. It should not be your primary source of revenue. Facebook ads that allow Facebook to be one source for revenue generation and not the head are the best. Facebook is great because it makes it easy to trade dollars for a profit.
But, experienced marketers know that Facebook might not be around forever. Your business’s revenue is at greater risk the more dependent you become on Facebook revenue. This is evident in IOS 14. It is crucial to diversify your revenue strategy.
Building your email list is one of the most effective long-term strategies. Facebook owns your ad contacts, but your email list is yours. Using the best email software providers, you can integrate your Facebook audiences with your email segmentation. It’s not only a great way to maximize your return on advertising investment (ROAS), but it can also help you long-term.
Email marketing can help you diversify your revenue generation, regardless of what happens on Facebook.
