2023 Facebook Ads Update


Think you know it all about Facebook Ads? 

Since launching in 2007, Facebook grew to become the largest social network, and ad revenues in 2021 hit $115 billion, crossing the $100 billion mark for the first time in history. This is nearly $31 billion more than the previous year and represents a 36.6% annual increase. Fears of Apple app tracking made headlines last year, but advertisers are optimistic for this digital advertising channel. 

“…some others saw better results for the year than they had expected,” Scott-Dawkins said. “We have heard from some of the largest advertisers that they are planning to increase marketing investment rather than reduce.” – Kate Scott-Dawkins, global director of business intelligence at GroupM.

Perhaps you hear some business owners give a backhanded comment like “Facebook Ads don’t work” and give up on the marketing channel. Others optimize audiences, targeting, and ad creative, like MayeCreate Design did in December 2022. They launched a conversion campaign that garnered 694 leads at $1.44 cost per lead for their “What to Put on Your Website” downloadable checklist guide. Which group do you fall into?

Check out what’s new with Facebook Ads in 2023

Ads on Facebook Reels Available for More Ad Types

You can now select the Ads on Facebook Reels Placement for post engagement and click-to-message ads. Opt into this placement to show ads within Reels content.

New Lead Generation Through Instagram Chats

Now you can create a messaging campaign that generates leads through Instagram chats. To show ads that start automated chats on Instagram with people interested in your business, select Instagram as the conversion location.

Schedule Alerts Added to A/B Test Setup

When you create an A/B test, you’ll now see an alert if your test duration is too short or your ad schedules don’t overlap for the recommended time period. These alerts can help you correct issues and ensure you get more accurate results.

How much emphasis have you put on A/B testing your Facebook Ads? The goal of A/B testing is to understand what drives more actions (a call, a form submission, a purchase) for each campaign. Perhaps it’s the image that gets people to click. Maybe it’s a very unique audience that you never thought about targeting. If it’s the placement, perhaps Instagram stories, or ads delivered in Facebook Messenger deliver the best results. See more about testing here.

In-stream Ads for Videos and Reels

Facebook is improving the ad creation workflow. Overlay ads are now Facebook in-stream videos. Post-loop ads are now Ads on Facebook Reels. You can find both under In-stream Ads for videos and Reels.

More Guidance for Resolving Ad Rejections

You’ll now see more guidance on how to resolve rejected ads that don’t comply with their Alcohol, Personal Health and Appearance, Personal Attributes, Grammar and Profanity, and Adult Content policies.

Have you had an ad rejected? Us too – it’s frustrating, especially if it has been random to help ensure accuracy, receives unexpectedly high levels of engagement, especially when people block or hide ads, or a combination of signals, including reports from people. 

Need to troubleshoot a rejected ad? Check this article out. And don’t get us started on suspended ad accounts!

According to Facebook, the best ads not only drive business results, but they delight people. Think colorful, creative photos and videos, humorous stories, touching testimonials, and deals and savings.

See why we believe that Facebook is still one of your greatest assets

Lastly, we’re still frustrated by the “proper” name of this digital marketing channel. Is it Meta Ads? Facebook Ads? It’s the Meta Business Suite, but the URL is Facebook. Ah, we’ll get it one day!

is it facebook ads or meta ads

Want to chat digital marketing with us? Hit us up today!

RJ Huebert
RJ Huebert is the founder and managing principal of HBT Digital Consulting, a Pittsburgh-based business. A digital marketing professional, he specializes in search engine and social media marketing for B-to-C companies looking for lead generation and online optimization. He is also the co-race director for three Tampa Bay 5K events called The Great Mother’s Day Race, The Great Father’s Day Race, and The Great Gay 5K. The races have had over 12,000 participants and have raised over $7,000 for local charities since 2012. Previously, RJ was the marketing director for a world-wide market research firm, and has held management roles in verticals including healthcare, banking, and for-profit education. Helping local business succeed online is his daily passion, launching 5K events gives him joy, and contributing to the Pittsburgh business scene inspires him. RJ earned his Bachelor of Arts from the University of Pittsburgh and Master of Arts from the University of South Florida, focusing on Strategic Communication Management. Currently, he sits on the American Marketing Association Board of Directors - Pittsburgh Chapter. He resides in Pittsburgh, PA with his wife Taylor, chocolate Lab Coco, and a Jack Russel Terrier named Rosie.