April 6, 2022

The Complete Guide on Facebook Ads for 2022 to Keep You Ahead

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Michael Jenkins
Michael Jenkins

CEO - Shout Agency
[email protected]

As traditional content get mowed down with live videos, carousel ad, and slideshows, it is time to buckle up for more robust paid campaigns. Facebook, the social media platform, has come a long way into the metaverse in an attempt to compete with search engine giant Google.

Despite steep competition from other social media networks, Facebook retains its position as the number one platform. Therefore, brands need to revamp their marketing tactics on the platform and choose their paid advertisements wisely.

On January 19th, 2022, Facebook changed its marketing API and removed some of the detailed targeting options. This is to further prioritise personalised advertising experience to better match the users’ expectations.

Also, it will prevent marketers from advertising sensitive topics related to specific causes, organisations and public figures.

So, unless you want your targeted ads to be rejected by Facebook’s policies, it is better to understand how Facebook ads work in 2022. Stay tuned to learn about the best practices and strategies that will keep you ahead.

Anatomy of a Successful Facebook Ad Campaign

Today, there are estimated to be over 2.9 billion monthly active users browsing their news feeds on social media platforms.

Therefore, it is not surprising that about 10 million advertisers pay billions of dollars monthly for Facebook ads.

The Perfect Target

Aiming and positioning your ads is a delicate process that depends on the smallest details. A common mistake in Facebook Ads is to bark up the wrong tree and waste precious advertising dollars by reaching uninterested people.

Some simply target their audiences using only basic stats such as location, interests, and demographics.

No matter what, this is crucial in Facebook ads campaigns as the perfect target could mean two things; custom audiences and lookalike audiences.

Custom Audience

The more you know about your paying customers, the more depth you can add to your custom parameters.

If you have a database of leads for remarketing, then you can use them to specify your custom audience targets as well. This is also known as remarketing ads. Your remarketing audiences include your past visitors as well as those who may have inquired directly.

Lookalike Audiences

Targeting lookalike audiences are just as good as targeting custom and remarketing audiences, except with more people. Think of it as doubling the size of your net as you fish the same water.

Any lead with similar behaviour or preferences to your other audiences can be considered a lookalike audience.

The Perfect Facebook Ads

The next component of a successful Facebook Ads campaign is the perfect Facebook ad.

The ingredients for the perfect ad are:

  • Captivating Headline
  • The Introductory Text
  • On-point Description
  • Emotion-inducing Image
  • Landing Page Link

Be sure that every aspect of your ads is tailored specifically for your target audience. If you need help creating catchy ads, then you can contact our social media agency for assistance.

The Perfect Website

The first thing you need to ensure is that the Facebook ad link brings your audience to a related or similar page, not the homepage. Make it feel as if your ad is a salesperson that’s willing to help your prospects find precisely what they are looking for. The rest is up to meticulous design.

Benefits of Multi-Product Facebook Ads

Facebook Multi-product ads, also known as carousel ads, were created to help businesses showcase up to three products in a single ad. These ads are displayed in a carousel on both desktop and mobile devices. Each product has its own image, description, and call-to-action. You create multi-product ads (MPAs) the same way you would create an ad in the Facebook Ads manager.

If you have never created a multi-product Facebook ad before, know this — it is a superior tactic to single-image or video Facebook ads. You would also need to upload the product catalogue to your Facebook Business Manager or Facebook Ads Manager.

Promote More Products

With multi-product Facebook ads, you can promote more products. E-commerce companies with multiple products can even create a thematic ad carousel of three different products in the same niche.

Test out the best products to promote

Another benefit of promoting three different products is that you can test which image and product get the most clicks. Consider a recent ad by Shutterfly. They tested out three different products in a similar niche with a 40% discount on each product.

Since the article was visually appealing, and the three ads fit thematically together, they can test which ad has the highest conversion rate.

Increases your Mobile Sales

Mobile commerce is on the rise. Internet Retailer predicts mobile sales of $432.2 Billion in 2022. By 2025, mobile traffic will account for more than half of all ecommerce sales. Therefore, you need to create a robust and mobile-optimised Facebook advertising strategy to reap its benefits.

Utilising a mobile-friendly ad format like a poll ad campaign is a good choice. You must choose a daily or lifetime budget to spend on your Facebook ad campaign objective.

Note: Currently, Facebook offers 11 advertising objectives.

 Mobile Sales

Increases Your Click-Through

The E-commerce company, Nomorerack increased its click-through rate by using multi-product Facebook ads. Their ads were targeted and gave their preferred audience additional choices to purchase from their website.

Custom audiences have been proven to lower cost per acquisition by as much as 64%.

Encourages More Content Sharing

With a multi-product ad, you can test out multiple pieces of content and get shares, likes, and comments on three pieces of content for the price of one ad.

Multi-product ads receive three times as many impressions for their content as a single ad. This increases the chances of more fans sharing and liking the content.

A Great tool for Re-Targeting Ads

Retargeted display ads are proven to be 70% more likely to convert on your website.

The same article reported 72% of online shoppers abandon their shopping cart prior to purchase. Without retargeted ads, only 8% of those customers complete their transactions.

Multi-product ads provide a terrific way to increase your conversion rate through retargeted ads. Tools like Facebook pixel are handy in retaining your target audience.

Benefits of Facebook Messenger Ads

One of the most significant changes in Facebook marketing over the past few years has been the rapid growth of Messenger. Now that the Messenger platform is separate on mobile devices, the app has taken on a life of its own.

The newest development is the Ads on Messenger. Below we discuss the benefits of creating a Facebook ad strategy as part of your digital marketing strategy.

Personal Messages

Personal messages to your Messenger inbox are more memorable, and they have taken the marketing world by storm.

You can easily create a Messenger ad in your Power Editor to target desktop and mobile users. You can use the message content to direct prospects to visit your website page.

Content Marketing

A basic Facebook advertising strategy is sending your prospects your best content first. Too many prospects are sent to a landing page or another part of the funnel.

However, using messenger ads to drive awareness is a great way to build a relationship with a prospect.

You can eventually use this Facebook ad strategy in tandem with #4 on building your email newsletter.

Content Marketing


Once you get new visitors to your website using this Facebook advertising strategy, it’s time to focus on how to help them convert.

Use the Messenger Social Ad campaigns as a way to connect with prospects to find out what stopped them from moving forward. Maybe they have more questions and just did not know who to talk to on the website. Give them the information they need to move forward with your product.


Subscriber List

You might want to build a subscriber list from people who messaged your page on Facebook in the past. Using a tool like ManyChat, you can start sending these subscribers messages for as low as $10 per month.

You may also use a chatbot tool as Facebook charges you on a PPM scale, which gets expensive.

Since the open rates for Facebook Messenger can be as high as 88% (NeilPatel.Com), it pays to add these people to your regular email marketing list.

Subscriber List

Improved Customer Experience

The ability to be available to customers and prospects is one of the most critical components of digital marketing today. For example, by using a chatbot like ManyChat, you can use a comment chat feature to thank those who responded on your page.

If you find it challenging to keep up with so many customers, use the tagging system on Facebook to help your team communicate with the correct users.

Secrets to a Successful Local Facebook Advertising Strategy

Facebook local ads have come a long way in the past year to compete with Google. The key to effective local Facebook ads is knowing what you want and understanding how to use the Facebook ads. Keeping that in mind, let’s go through some secrets about local Facebook ads.


Not all Facebook users have a reason to visit your store, so you need to provide it. This can be something as simple as offering a special over the weekend or announcing a new store opening or offer. Either way, have a purpose for the ad.

Generic ads that solely provide branding are not as effective on Facebook. They forget about you when they get to the next item in their newsfeed.


Speaking of purpose, you need to have a call to action in every ad you create on Facebook.

Facebook announced how you could use the call-to-action button on your page with your ads to drive more offline sales. The buttons include Get Directions, Call Now, Learn More, and Send Message.

The value of a clear call-to-action cannot be underestimated on a site with over 300 million photo uploads every single day (Source: Gizmodo).

Workplace Targeting

One really cool feature for businesses is the ability to target specific workplaces. For example, if you own a restaurant in a downtown area, you can target local business professionals through the Campaign Audience feature on Facebook ads.

When creating your ad, be sure to use the Interests section. You might even want to create multiple ads for multiple businesses. The key here is to ensure that you have employees within walking distance, as they can then come in during their lunch hour.

Workplace Targeting

Note: Do not be creepy with your Facebook ads. It is okay to mention a specific company, but do not give that ‘we are big brother, we are watching you’ vibe if you target specific companies.

Top Events

Facebook local ads are not just great for stores. They are also a tremendous resource for event and conference planners.

Remember how we said that you need to have a purpose? An event is a great reason to get people to stop and enquire more about your business.

Now you can target prospects in specific areas to drive them to your upcoming event.

Geographic Targeting

Another feature Facebook added were the Facebook map cards. These new cards provide relevant business details for prospects to check out.

According to Facebook, your “card includes a map pin for your business location, distance to business, hours of operation and a direction link.”

Combine this with the features that allow you to target prospects around the pin of a map in Facebook ads, and this can easily be a winning combination.

Retargeted Facebook Ads

While this is not exclusively for local ads, Facebook retargeted ads help you connect with previous customers and prospects through their system.

You need to upload any list you might have through the Facebook Power Editor in Google Chrome. It is a bit of a pain, but it really is a terrific method of connecting and urging previous customers to purchase from you again.

Measure Results

When the ad is done, your work has just begun. That is because you can continuously optimise the ad to improve your results.

Facebook local ads are part science and part art. Therefore, use the art to create a dynamic ad with a great call-to-action that can help improve your results. Then monitor the results to do even better in the future.

Best Practices and Targeting Tactics for Facebook Ad Campaigns

An excellent method for countless entrepreneurs on Facebook has been to jump in front of the trends.

While it is impossible to predict all of the trends for Facebook, fortunately, Facebook does let users know what is trending on the social network.

For instance, Facebook has long stopped using Edgerank and instead uses ML (Machine Learning) algorithm known as meta-learning.

That is why we want to discuss some of the top strategies your company can use to increase Facebook shares and likes for your business page.

Target the News Feed

In a recent study, it was discovered that only 3% of Facebook posts in the newsfeed are promoted content. Approximately 24-29% come from Facebook pages.

The news feed is one of the best ways to create Facebook ads that fit in with the rest of the content users see in their newsfeed. That way, instead of disrupting users’ experiences, it fits into the flow of the Facebook newsfeed.

Encourage Users to Share Ads

Social networks are designed for users to share content with their networks. According to Shareholic, the top 8 social networks bring in 31.24% of all site traffic. Facebook accounts for 24.63% of this amount.

What is more interesting is that newsfeed ads have a 44x higher click-through rate (CTR) than sidebar ads.

 Use Facebook Pixel

With the current analytics in Facebook, you can use the Facebook ads pixel on your website. Installing it will provide you with tracking and remarketing data. With Facebook pixel integration, you can easily optimise your Facebook ads.

Target Shopping Cart Abandoners

Remarketing to visitors who’ve already used your shopping cart will always result in solid leads. You can create Facebook ads for users who abandon their shopping carts without progressing to checkout. Once a prospect makes a purchase, be sure to exclude them from further remarketing.

Choose the Right Ad placement

How your ads appear is also essential in the new Facebook ads. So, it is better to go for automatic placement. This way, your ads will easily appear across various platforms, like Instagram and Messenger, and not just the Facebook Feed.

Use Conjunctive Targeting

By default, Facebook includes potential leads who like at least one of your chosen interests. With conjunctive targeting, you will be focusing on people who like all of them. You can use Facebook’s Power Editor’s detailed targeting section to implement these filters manually.

Hire a List Broker

You can quickly expand your mailing and audience list by hiring a list broker. Always verify if you’re dealing with an authentic business and that the list was not generated with any illegal means.

Consolidate Interests with Lookalike Audiences

You can further refine the positioning of your ads by identifying lookalike audiences with specific interests aligned with your brand.

Work with Third-Party Services

Consider using third-party services available for Facebook ad paid campaigns such as Qwaya, AdEspresso, and Hootsuite Ads to save time with ad management and targeting.

Use Video Ads

Facebook itself admits that videos are the #1 content at the moment and get much more engagement than links and texts.

You can also create a video ad on Facebook to condense more information in a single ad. Create a separate remarketing list for those who’ve watched your video for at least 30 seconds.

Use Carousel Advertisements

You can create “carousel” Facebook ads that can display 3-5 sections in one advertisement. Typically, this would include an image and a short description, but a single image can be used for a horizontal scrolling effect.

Target Site Dwellers

Using Google Analytics, you can find the people who view multiple pages on your website. This behaviour is a clear indication of interest in your brand, so you should target them for remarketing your Facebook ad.

Test Your Ads

One of the best things you can do to improve the quality of your Facebook ads is to use split tests. Keep in mind that you need a large enough ad budget to do so. Otherwise, you might not have enough information for your test.


The importance of a Facebook advertising campaign objective is immense in digital marketing. You can run ads on the go with a Facebook advertising campaign on the Facebook feed, or you can focus on building new marketing lists with lead ads.

You would also need to choose the right type of Facebook advertising. For instance, collection ads are great if you want to upgrade the carousels and your overall Facebook advertising strategy.

Facebook constantly changes its site to deal with the ever-evolving landscape of the internet. If you want to benefit from marketing your business on the social network, then you should take the time to educate yourself on these changes.

If you need help with getting started FaceBook ads for 2022 to keep you ahead, set up a free consultation with our SEO experts in Brisbane today.

Book a free 45 minute consultation today.

    Book a free 45 minute consultation today.

      Shout logo in grey

      As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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