As Instagram and Facebook continue to lead the social platform arena, Meta remains a media channel where advertisers must stay visible and competitive in 2023. Much has changed over the past year, with Meta releasing many new tools and features. Advertisers now have more resources to scale their campaigns faster than ever.
Meta continues to dominate machine learning, launching new automated campaign types proven incredibly efficient. Advertisers have more options to control certain elements in campaigns.
The media giant also improved the experience of working with influencers, a value-add to advertisers who seek to focus on their brand awareness budgets over direct response.
With all the new updates in 2022, several best practices were uncovered through rigorous testing, many of which prove vital for any brand’s long-term Meta advertising strategy.
Here are five recommendations to consider when running Facebook and Instagram advertising campaigns in 2023.
1. Leverage Advantage+ campaigns
Advantage+ campaigns is a new feature Meta released in 2022. I’ve always advocated for Meta’s machine learning because they have mastered it. Advantage+ campaigns are a great addition to app and shopping initiatives.
Meta does the work for advertisers by finding the right audience and the right creative. We have succeeded across app install and shopping (dynamic product ads).
To capitalize on Advantage+ campaigns, it’s essential to ensure you have a healthy amount of creative to get these running effectively. Meta recommends the creative assets they think will perform the best, but marketers can manually select the ones they