Top 10 Meta Advertising Tips for 2024
The key to your declining performance in 2024 often has nothing to do with your ads or your ad account.
You likely need to spend more time on your landing pages, offers, repeat purchase rate, and the customers you’ve already paid for.
This has always been the case with Facebook. Often times you have to shun their recommendations and advice.
When they recommend a new feature or optimization, always test it yourself first and compare it against the current standard, don’t blindly follow their suggestions.
Meta algorithm wants creative diversity to go hunting for different segments of buyers.
By producing ads with different formats, concepts, visual direction, copy, etc, you are increasing your chances of reaching more pockets of buyers.
Design your ads with mobile users in mind. If it doesn’t look good on a phone, it won’t work.
Ensure your text is legible and buttons are easy to click on smaller screens. Design your pages with a thumb scroll in mind.
Unless you have a business reason to do so (different offers, products, etc.) you should consolidate campaigns as much as possible, especially on lowest cost bidding.
If you don’t use manual bidding, you’re letting Meta spend the totality of your budget as they see fit, even if demand is slow that day.
By setting bid caps, cost per result bids, or Target ROAS, you’re telling Meta not to spend if it can’t find buyers at your given targets. This is the way to control your spend as you scale.
If the manual bid campaigns aren’t spending, thank Meta for saving your money, and focus on improving creative and offers to get your spend up.
Video, video, video is all the rage, but many brands thrive off static image ads. As mentioned previously, always diversify, but understand that MANY buyers will respond better to static image ads.
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As Meta algorithm gets better and better, so do Dynamic Creative Ads.
Try taking your top winners that have performed over a long period of time (the longer the better), and consolidate into a dynamic creative ad with multiple headlines and primary text variations. Then let Meta run with it.
Lookalikes and Interest targeting might work for a while, but they aren’t as scalable as they used to be. Figure out how to make broad audiences work (no targeting) and experiment with Advantage+ Audiences to let Meta do the targeting work for you. Then it’s all about your creative, offer, and page experience.
With Meta taking over the audience targeting and getting really good at it, it’s crucial to have a consistent creative development schedule every month in order to give Meta enough ads to find all the different segments of audiences that will convert (remember, this is why we diversify creative as well).
