New Meta Ad Audience Opportunities for 2023
All-new 2023 strategies for taking advantage of more daily active users and lower Meta ad costs
SocialCloser supports Facebook marketers with industry-first lead engagement AI that drives more leads, lower-cost ad campaigns, and new sales. Hundreds of billions are spent on Facebook ads, yet 95% of engaged leads are being ignored because they can’t be retargeted. Plus, the Facebook cost per lead is up 52% over the last two years. SocialCloser’s individual lead engagement tracking AI produces industry-first lead rankings, all-new ad audiences, retargeting campaigns, and over 20% lower ad costs.
Almost two decades in, how is Meta performing for marketers?
It’s been almost 20 years and Facebook is still growing in daily active users (DAU).
- Facebook daily active users (DAUs) – DAUs were 2 billion on average for December 2022, an increase of 4% year-over-year.
- Facebook monthly active users (MAUs) – MAUs were 2.96 billion as of December 31, 2022, an increase of 2% year-over-year.
Facebook daily active users are on the rise.
Even with all we’ve heard about the woes of Meta, revenues were $116.61 billion in 2022, a decrease of only 1% year-over-year. Four other data points are essential to show that the Meta ad opportunity is doing nothing but growing for marketers who know how to navigate growth prospects despite the declines in third-party data and sales attribution:
- 2022 was the first year global digital ad spending crossed the $600 billion mark. If that’s not impressive enough, the digital advertising market is forecasted to continue growing and reach $756.47 billion in 2024 and surpass $800 billion in 2025. By 2026, it will hit $876.1 billion.
- Meta’s ad share is expected to remain near 24% of total digital ad spend.
- A survey of 50 ad buyers published in 2023 showed that companies expect their spending in 2023 to rise 3.3%
- Meta ad costs are on the decline. In 2022, Meta’s family of apps showed that ad impressions increased by 18% year-over-year and the average price per ad decreased by 16% year-over-year.
Net digital advertising revenue share of major ad-selling online companies worldwide from 2016 to 2023
What does this mean for Meta Advertisers?
This means that the Facebook ad opportunity is increasing for savvy marketers that know how to navigate the privacy and tracking restrictions that have gotten a lot tougher due to Apple’s ATT update, browser updates, and new laws around the globe. This means Facebook now has less data about user activity and it can be a lot less accurate. It’s also harder to connect Facebook and Instagram activity with sales—even when ads are directly responsible for a lead.
THE GOOD NEWS: Your audience is on Facebook and Instagram in numbers greater than ever, but you’ll have to be smarter in finding the right audiences to reach them.
What should Meta Advertisers start doing today?
It’s all about using available first-party data that has never been used before. Every Facebook advertiser has a graph of engagement data that, if tapped, can easily create all-new audiences in a variety of ways:
- Engagement-based lead rankings that identify Super Fan custom audiences—the most loyal, engaged brand advocates
- Super Fan lookalike audiences have proven to reduce Facebook ad costs by over 20% for cold lead generation
- Retargeting leads engaging with individual or sets of ads and posts
- Creating audiences of new engagers to your Facebook page
- Targeting audiences of your most recent fans
The list goes on when engagement data can be easily aggregated and exported into CSV files for uploading into Meta’s audience creation tools for use on Facebook and Instagram.
Identify Super Fan custom audiences
Meet SocialCloser
At SocialCloser, we provide industry-first lead engagement tracking AI, enabling a brand new class of Facebook first-party data—producing individual lead rankings, all-new management solutions, and audiences that lower ad costs and increase ROAS.
Do what other savvy Meta marketers are doing to take back control of the marketing ROI, and CLICK HERE to book a 20-minute demo today.
