Here, our Head of UA Karina Vasyukevich shares insights on how to improve your promotion strategy on Meta.
But before we dive into the advertising potential of Meta (ex-Facebook) in 2022, let’s have a closer look at how paid advertising changed for the social network in 2021.
Meta had to address three issues at the same time:
That, along with media scandals and rebranding, which transformed the company into Meta, led to poor 2021 financial results. The number of active users declined (while investors were expecting the usual growth), and Q4 profits fell by 8%. Meta Reality Labs is one of the most promising projects of Meta at the moment and the company believes in its great potential in the future. Nonetheless, the “metaverse” business reported billions of net loss in 2021. Consequently, Meta shares dropped by 22%, and this negative trend is still ongoing.
Well, it might look like Meta is going to be eliminated in this advertising game, and your marketing budgets are better spent elsewhere. But let us reassure you that it is not exactly true. There is simply no other social network that has such a huge audience of real users. And that should not be overlooked.
Also, there was a thing about the Meta algorithms. The company altered them in a way that resulted in their poor performance, but nonetheless they are still operational. Well, setting up ad campaigns have become much more challenging since it’s extremely hard to forecast any performance. But following a couple of rules, you will be able to get the best of the traffic source (we’ll talk about them a bit later).
In 2022, the platform is not focusing on bringing new ad formats, but rather developing new technical solutions which will help it reinstate as a reliable source of quality traffic.
If you are thinking of launching ad campaigns on Meta for a mobile app, have a look at Automated App Ads. Well, it’s true that city targeting is unavailable and it isn’t a good solution for local businesses. But if you target wider audiences, e.g. a country, this tool can perform 30% better than the standard format. We can support this from our own experience.
Set up campaigns for Android and iOS in different ad accounts. Since there are not yet the same problems for Android as for iOS, it is worth separating the performance and optimization.
Remember, that you will get the reliable data on the traffic attribution only when your campaigns reach at least 88 daily installs. But you should not rush to scale the campaign, it can lead to a multiple increase in the costs. It’s worth keeping the number in mind, but scale your campaigns gradually.
Consider broadening your audiences. For iOS, some audience breakdowns are no longer available. There is no city targeting in automated campaigns. In lookalike iOS campaigns, audiences and remarketing already consist only of users who have agreed to share their IDFA with advertisers. All of this is making it harder and harder to target audiences. The trend is to run ads targeted at a broad audience, where the algorithm decides who to show ads to. Think about creatives which can attract a broad audience to your product.
It is not surprising that 2021 reshaped digital marketing, and promotion of websites faced a number of significant changes.
First, the most important change is that Meta will stop supporting the Meta Pixel. It is happening in Tier 1 countries now. The main attribution of events takes place outside of the Meta Pixel. API conversions are used instead. Soon the Meta Pixel will completely cease to exist.
To launch successful ad campaigns to promote a website, make sure you have done the following:
Once you have done that, you will be ready to set up quality ad campaigns for a website.
As for the general recommendations, they will be similar to the recommendations below, but there are some peculiarities.
First, if you’re an e-commerce business, use the potential of directory advertising. There is no better creative than the one which is personalized.
The second thing is to broaden your audience. For mobile app ads this is super relevant right now, but for websites it will become relevant in the future. Use detailed targeting extensions, it helps you find lookalike audiences and better optimize Facebook’s algorithm.
Apparently, it is much more difficult to work with Meta in 2022. But if you follow all the recommendations and minimize the risks of technical errors while setting up your campaigns, Meta is still a really strong tool for promoting apps and websites.
If you are interested in improving your mobile app/website promotion strategy, don’t hesitate to get in touch 😉