The last few years have certainly kept us on our toes.
The gradual demise of the Facebook ad pixel, compounded by stringent privacy updates, has significantly hindered performance tracking and audience targeting capabilities.
As signal degradation approaches a critical point, with an estimated 80% loss expected to reach 100% in the coming months, advertisers are desperately looking for innovative ways to overcome these new challenges.
Enter Larry Kim, founder and CEO of Customers.ai, who, during the Ad Universe Summit, gave us a pretty compelling narrative on the future of Facebook advertising.
Surrounded by some of the best minds in the digital ad space, Larry unveiled a strategic blueprint designed to counteract these challenges and reclaim the lost art of precision targeting.
The theme? The top seven Facebook ad hacks for 2024.
As we dig into each of these ad hacks, it’s important to understand the context that necessitates their emergence – the fading efficacy of the Facebook ad pixel, the introduction of Advantage+ audience targeting, and the Conversions API (CAPI).
Each of these reflects an industry in transition, grappling with the imperative to adapt or die.
So, let’s jump into these Facebook ad hacks and see if we can’t redefine Facebook advertising in 2024!
1. Custom Remarketing Audience Restoration
Remember the golden days of remarketing? Low costs, high-intent audiences, great ROAS.
Well, good news advertisers, we’re bringing them back!
With the advent of the Cookieless Facebook Ad pixel, advertisers can now restore the remarketing prowess we once enjoyed.
This pixel doesn’t just recapture lost audiences, it makes remarketing campaigns work again.
Look, remarketing audiences convert 2-3x more than non-remarketing ad targeting. Take back your remarketing power!
2. Email Retargeting of Facebook Ad Clickers
Tired of seeing your precious ad spend go to waste?
Larry’s second hack focuses on a pretty significant problem – costs have skyrocketed and conversion rates from clicks to leads/sales are ridiculously low!
The key is taking advantage of low-cost ads and pushing them through the customer journey.
Let’s look at an example.
Instead of running lead gen campaigns to identify emails, use awareness campaigns paired with the Customers.ai pixel.
While lead gen campaigns can cost $0.46 per engagement, awareness campaigns only cost $0.03.
Then, with the Customers.ai website identification pixel, you can capture the identities of Facebook ad clickers who make it to your site and engage them with targeted email follow-ups.
This strategy not only boosts your conversion rates but also significantly enhances your ROI.
3. First-Party Data Enrichment
The third hack extends the capabilities of data enrichment beyond Facebook to platforms like TikTok and LinkedIn.
One of the problems with third-party tools, is there is no data enrichment. With the loss of cookies and click IDs, that means less information is passed to the ad platforms and audiences aren’t as robust.
Instead, we want to own our data.
Your first-party data can then be enriched and sent back to the ad platforms for better audiences and more targeted, effective campaigns that resonate with your audience on a deeper level.
4. Advanced Visitor Audience Segmentation
Segmentation is your secret weapon.
With rich, first-party data at your disposal, you can create nuanced audience segments based on behavior, engagement, and more.
Segmentation allows for more personalized, effective marketing strategies that speak directly to your audience’s interests and needs.
And as we’ve noted previously, segmentation and targeting are key to not just ensuring you are reaching the right people, but ensuring you are reaching them in the right place with the right message.
You don’t want to target the person who abandoned their cart the same as the person who read a blog post. The intent is different therefore the channel, message, and strategy should be different.
5. Identifying Repeat Visitors
Hack number five zeroes in on the crème de la crème of your audience: repeat visitors.
These are your most engaged prospects or existing customers.
By identifying and targeting this segment, you can see significantly higher conversion rates and foster long-term relationships.
The key here is to ensure you are personalizing the experience for them as much as possible.
It’s not JUST about being a repeat visitor – it’s about their intent.
6. Eliminating Ad Fraud
According to Statista, global ad fraud costs are expected to increase from 88 billion in 2023 to 172 billion U.S. dollars in 2028.
That is a lot of wasted dollars and one our sixth hack provides a much-needed antidote to.
By employing your own web pixel, you can effectively cloak your ads from bots, preserving your budget for real, engaged customers.
This strategy not only safeguards your investments but also ensures your ads reach genuine prospects.
7. Leveraging User Journey Tracking
The final hack invites you to embrace the full potential of user journey tracking.
Remember the days when you could see how your customers were moving and engaging across channels?
Well, unfortunately, the privacy updates have made that pretty complicated.
Not with Customers.ai.
By mapping every interaction, you gain invaluable insights into your audience’s behavior and preferences.
This enables you to tailor your marketing efforts for maximum impact, put ad spend where it’s having the most impact, personalize the user experience, and create a true cross-channel marketing strategy.
Making Your Facebook Ad Campaigns Work for You
As we look to the future, we know that more changes will be coming and ads will only get more complicated. It’s inevitable.
But with change comes opportunity.
By adopting these seven hacks, you can not only adapt to the new digital ad ecosystem but thrive within it.
Join us in embracing these innovative strategies and propel your Facebook advertising into a new era of success.
Want to see how Customers.ai can help you take your Facebook ad campaigns to the next level? Start your free trial or contact us for a demo!
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Important Next Steps
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