Social media is constantly evolving, and platforms like Facebook are the biggest contenders for spearheading the shifts that impact consumers, content creators, and advertisers alike. It’s no secret. Facebook can modify its platform and update its features frequently and without notice to anyone. They’re trying to keep everyone updated, but this is a pure statement of truth.
Facebook, including its complete family of apps like Instagram, WhatsApp, Messenger, and Workplace, are instrumental to an advertiser’s capabilities and campaign results. However, as updates on the platforms arise, many are unaware of them and how it impacts advertising campaigns.
5 key things to know about Facebook Advertising in 2022
1. Facebook Business Suite (also known as Facebook Business Manager) will help you become a more effective marketer
If you’re a professional advertiser on the platform, this one should come as a no-brainer for you. However, suppose you’re a freelancer or small business owner figuring it out along the way. In that case, you may see those enticing “boost now” buttons as the most efficient way to amplify the exposure of your content.
As alluring as it may be, don’t do your advertising that way. I highly recommend that you take the time to learn Business Suite and Ads Manager. It is a complex platform, but it has all you need to be an effective marketer on the Facebook platforms, including the following:
- Campaign Planner
- Ads Manager
- Ads Reporting
- Facebook Billing
- Events Manager
Don’t get overwhelmed by the depth of the platform. Consider taking free courses through Facebook Blueprint to learn how to leverage and maximize all available to you through Business Suite.
2. Facebook Campaign Planner has helpful client integration and communication features.
Social media paid advertising is a unique media platform that’s rooted in auction bids and allows advertisers to place their messaging right in the hands of their ideal consumers. Traditional advertising relies on impressions and estimated reach to be an effective ad campaign. However, with social media advertising, marketers can go deeper and become more personalized.
This is a great advantage, and it is also a higher level of accountability to actively listen to their audience through reviewing consumer behaviors and actual sentiment that can be shared through direct messages and comments.
Because of this, ad optimization and client communication are critical. Within Facebook Campaign Planner, which is located within Business Suite, advertisers can share media planning directly with their clients for review and approval.
Campaign Planner is a tool for advertisers and media planners to draft, compare, share and buy media plans across Facebook, Instagram, and Audience Network.
With Campaign Planner, advertisers can:
- Create and save reach and frequency predictions
- Create multiple versions of a plan, and compare them to find the best settings for your campaign
- Share your media plans in various formats, including email, a preview link, or .csv format
- Allow previewers to purchase your media plan (this is a feature in the updated Ads Manager)
Once the plan is reviewed and approved, you can easily create your ad with the approved plan without duplicating the work. If you’re not using Campaign Planner, I highly recommend you reconsider. This tool will make your life easier as a marketer and keep transparent expectations with your clients and partners.
3. Recent iOS updates are impacting platform advertising, so prepare yourself and your clients.
One of the most challenging things about being a marketing professional who builds ad campaigns is trying to explain to your clients why conversions are not happening when it “seems” as if everything is right. Although every part of that statement is subjective, and there are a massive amount of variables that impact advertising performance, there are recent technology updates that have a far greater impact on ad performance than you may realize.
With the recent iOS 14 updates, Apple users can now opt out of tracking. On the surface, it seems pretty straightforward. For advertisers, it means you’re unable to track final conversions of the platform for users who have opted not to allow tracking on the platform. Final conversion could be purchased goods or products on your website or any lead-generating objectives that drive people off the platform.
To provide insight on how impactful this can be on advertising, according to Statcounter, the global market share for Android is 72.2 percent, while iOS is 26.99 percent. However, in the United States, iOS users make up 59.17 percent, while Android is 40.54 percent.
What does this mean for you, the advertiser? Transparency and honest communication with your clients is imperative. Many won’t fully understand why their ads are not converting as easily, or the cost per result is higher than expected, but disclosing your ad campaign process can save you many headaches or unmet expectations down the road.
This update isn’t going anywhere, so it’s our job to adapt and thrive with our new advertising environment.The latest iOS updates are impacting ad performance more than ever. Learn tips on mitigating and adapting to the changes with your advertising on @Facebook. #SocialMediaAdvertising | #Advertising | via @Altimesenichole Click To Tweet
4. Facebook Pixels require changes due to the iOS 14 update.
Facebook Pixels are a crucial part of tracking consumer behavior and advertising performance off the platform for advertisers. Yes, Facebook maintains the data for any behavior on the platform. Still, once people click out of the app experience, the Facebook Pixel will grant access and insights on how the consumer converts down the funnel.
With the new option of iOS users to opt-out of tracking, this directly impacts Facebook Pixels. To minimize the impact that it’s having on ad performance, Facebook recently updated a lot of requirements for Pixel data — and you must review your Pixels to ensure you’re compliant.
Now, Facebook Pixels require domain verification. This means that you must own your domain website and add coding to your domain hosting registrar. This was highly recommended before as a best practice, but it’s crucial to the integrity of your Pixel’s integration on your website. If you do not own your domain, there are recommendations that can help you maximize the delivery and effectiveness of your Pixels.
Beyond verifying your Pixels, it’s recommended that you now have a minimum of eight conversion events per domain. This can be done through Facebook’s Aggregated Event Measurement, which measures campaign performance in a way that is “consistent with consumers’ decisions about their data.” Failing to complete this step will hurt your ad performance with off-platform objectives that deal with conversion.
5. Facebook billing can be by amount threshold or net 30.
When you run ads for Facebook and Instagram, all invoicing is stored within the billing section. With Facebook Advertising, you have a variety of ways to handle billing.
- Billing threshold: This billing process informs the system to bill you when you’ve reached a certain amount of ad spend within your ad account. Facebook can choose the threshold amount, you, or your billing manager (if you’re lucky to have one). This would work well with minimal client accounts associated with your ad spend, but it becomes complex when you have to break down payments by the client.
- Monthly invoicing: This invoicing process is the most common, but it is not Facebook’s default approach. Monthly invoicing secures a specific day of the month to pay all pending invoices within your ad account. You can also separate charges by the client and grant your billing manager access without sharing passwords. Additionally, if you’re managing more than one ad account, you will receive a monthly invoice for each account.
This goes without saying, but never share your passwords. Ever. Use a third-party password protector platform or provide people access properly through Facebook Business Manager, but do not put your brand’s security at risk by sharing passwords.
- Net 30: The option to have your billing released at Net 30 is a new option considering client payment terms. If you’re unfamiliar with the term, Net 30 means you can pay your balance 30 days after the purchase. Considering that some businesses and clients make payments to advertisers with net 30 terms, Facebook is now honoring the same structure.
- This billing method is not available to everyone. Facebook will notify you via email to inform you if your account is eligible, and they will provide you with a credit threshold that you can use within your net 30 terms. If you qualify, be sure to activate this billing method.
I mentioned something very important above that I don’t want you to miss. Facebook sends email communications to ad account admins. Communication often goes to the email associated with your ad account. Do not ignore those emails, and check your spam periodically.
With the constant changes happening within the world of social media, don’t get discouraged or frustrated by the updates. Instead, study the differences, prepare your clients, and adapt with an open mind. Remember that guarantees are hard to back up, so set clear expectations with yourself and your partners, and happy learning!Things are always changing in the world of #SocialMedia, especially with advertising. Review these five things to know about @Facebook advertising as you begin 2022 planning. #Advertising | #Marketing | via @Altimesenichole Click To Tweet