What Will Happen To Facebook Ads in 2024?

0:00the Facebook ads platform is changing all the time in 2023 we saw a lot of changes and in 2024 we're going to see a lot of changes and significant changes as well so in this video I'm going to give you my predictions for the Facebook ad changes that are likely to happen in 2024 and the things you should be watching out for so the first thing I think we can pretty much guarantee and the prediction that I'm most confident in is that there will be lots of changes we've seen it over a number of years I can't see that stopping anytime soon so any Facebook advertisers thinking you

0:28know I learn all my stuff 6 months ago that's all fine I'm not going to need to update the information or the ways of doing things they're almost certainly going to be wrong and be left behind by people that are staying up to date so it's so important to stay up to date I'm constantly having to redo videos because this has changed and that's changed and and the way my team is running things for our clients has changed and we need to update with with the time now the big Trend that I think we're going to see a continuation of this has already been happening I think we're going to see

0:53more of it going forward is that meta is taking more control over various elements within your Facebook ad campaign so let's start with targeting we've seen a number of targeting options disappear we've also seen targeting uh the structure of it change where meta has more control and more flexibility so for example with things like Advantage Plus audience coming in where instead of providing hard constraints when you're giving your targeting options like you used to do you are now providing suggestions so you're saying to meta look I think these people are going to be the best to advertise to but if you think there are other people that are

1:27not within my targeting criteria that I like to to purchase become a lead take my desired action by all means put ads in front of them I think we're going to continue to see that sort of stuff there are number of AD accounts now where people are no longer able to turn off detailed targeting expansion so again you set up your targeting and this is assuming you're not using Advantage Plus audience and you only want to specifically Target to that group of people the people that are only interested in a certain thing for example well you used to be able to choose whether or not you turned on

1:55detailed targeting expansion to allow meta to go out and find those other people for a lot of AD accounts that is now mandatory meta just going to do it we're also seeing more and more of our clients see their best results with open targeting so it's not like we're really fighting against a lot of this as Advertiser going meta's trying to take control we don't want them to have control because we get worse results what we're actually seeing in a lot of circumstances is that when meta has more control they do get better results now not always there are times when you want to um have more control over your own

2:25targeting and I hope that that functionality remains within an ad account I think it is going to be hiled somewhat as it already has been um and that's unfortunate but don't be too disheartened thinking that if you give control to meta that your results are going to be terrible a lot of the campaigns that we run are now seeing their best results from open targeting and I think as meta AI systems machine learning processes get better and better optimizing our campaign working out exactly who is most likely to convert what time of day how many times they need to see an ad to convert all that

2:53sort of stuff um we're only going to see better results by trusting meta more and more now I think meta is doing this to help advertisers get better results particularly beginners because if you if you take more control out of an advertiser's hands then it makes it less likely that a beginner is going to select all the wrong settings and really mess things up and then get worse results and then just declare Facebook and Instagram ad doesn't work when in reality they just set up their campaign wrong um so I think that's what meta is trying to avoid they're trying to make sure that people get better results

3:23particularly beginners that don't know what they're doing um in this move towards more um control being handed over to meta unless the advertiser I also think it helps achieve some of their privacy objectives so we know that meta along with most um social media companies and online businesses come in for some criticism around privacy and tracking people and and advertisers being able to get very specific data and users and use that to advertise here's what everybody's been trying to tell you today and I I I say this gently your user agreement sucks well I think meta is coming at this from a a standpoint of well if we

3:58don't give those options for the advertisers to be able to really specifically Target certain individuals and that sort of happens based on our AI behind the scenes it's less overtly going after individuals and we think that governments and other people are going to have less of an issue when it comes to the privacy concerns um around advertising on meta and other similar platforms so I think it helps with their privacy objectives as well and I think both of those Trends are going to continue in that direction governments individual are going to want more and more privacy online so that's a trend that's going to continue and that's

4:33going to push meta towards the automation route um but also AI is going through an explosion in effectiveness at the moment as we all know and that helps meta get better results when they have more control Forest advertisers opposed to advertisers having more control because the AI is really smart of working out who to put your ads in front of so as those two Trends continue to happen we're going to see more targeting restrictions I think we're going to see more Advantage Plus products where things are suggestions as opposed to um hard boundaries on targeting we're going to see Meta control more of the optimization stuff I wouldn't be

5:08surprised if we start seeing things like optimizing for link clicks when you're running say a leads campaign go away cuz that's just something that advertisers do sometimes that kind of messes up their results so I think some of those optimization settings performance goals are going to um be reduced to the ones that are most effective I don't think those changes are really going to affect that many advertisers there might be some Fringe cases where people are using non-typical setups because that works better for their business because they can't track conversions or or there's some sort of issue that means it works better for them that way but I think the

5:40majority of advertisers are going with the default performance goals for leads campaigns and sales campaigns and things like that anyway so I don't think that's going to be a big issue but it is something that's likely to uh to come forward on the topic of privacy I've had a lot of people ask me questions around you know when's the next big iOS 14.5 when's something like that going to happen is that something we should be afraid of I don't think we're going to see anything as large as that again in the future mostly because I think meta is much more prepared for stuff like that now and we kind of all know how

6:08that would be dealt with so when that came in we saw huge changes everyone panicking everybody say calm everyone what's the procedure it turned out to nowhere near as be a bigger deal as what we expected meta took some time to work it all out they brought in extra steps that we had to do at the pixel level like set up our um Pro ization list of conversion events and AGG grated event measurement if you're new to Facebook ads that'll all be garbage to you don't worry about it you don't even need to do it anymore because that's all handled automatically behind the scenes so I think meta has

6:38gotten a lot smarter at being able to navigate these potential issues and still be able to track conversions the conversions API is much more powerful than it used to be so we were less reliant on Pixel data and cookies and things like that so we we're going to see small things around the edges there's recently new rules that have come into effect in the EU that that are affecting things but not nothing as significant as what iOS 14 was that that Apple implemented and I don't foresee that there will be anything as significant um in the near future because yes there's going to be changes they're not going to hit as hard and I

7:10think meta is going to be better at managing those and reducing the impact to us advertisers which is good news and as the delivery of ads becomes more and more automated meta is handling the delivery settings the optimization settings meta is handling a lot of the targeting I think that the differentiating factor between advertisers that succeed and don't is really going to come down to the offer and the ads and within the ads particularly the creative now that has been the case for a while but I think it's going to become even more so and I want to make it really clear that to have success on Facebook ads you do have

7:43to beat your competition a lot of people think that if you just run an ad campaign that it's going to work it's going to get you leads in sales but you are in a competitive Marketplace you are competing for the potential customers that are on there and the potential customers that are on there are wearing up your offers alongside your competitors's off offers and if theirs are better than yours you're just not going to generate leads in sales I see a lot of people um ask questions and be confused being like I set up this campaign it didn't work and you take a look and you think well that's just not

8:11as good as what your competitors are running why would people not buy from your competitors instead of you because they are seeing your competitors's ads as well that's why it's a competitive landscape so we always need to find as advertisers way to beat our competition to do a better job than what our competitors are doing and if the settings and targeting is automated and and far more advertisers are using effectively the same settings there the way you differentiate yourself is going to be with the offer what can you offer and the ad creative and I actually include a link in the video description below to another video that shows you

8:44all about um ad creative and how to create that easily and in a way that looks fantastic cuz that is just going to be so so important very quickly I've got some really exciting news I've launched a new mentorship program to help you explode your business's revenue and profits through paid ads and marketing now in this mentorship program myself and my team will Mentor you daily literally every single Working Day and because of that spots are very limited so if you're interested you can click on a link in the video description below and book a call with one of my team members who can explain everything about

9:12the mentorship program and how it works I'm really really excited about this and I hope to be working with you and mentoring you very soon so how about the overall health of meta advertising what's going to happen to the the two main parts Facebook and Instagram because that's obviously going to affect what happens um to advertisers now we can see from the data that the trends are very promising so both Facebook and Instagram are seeing user growth not just in overall numbers but also in the number of people that are using the platforms regularly which is great the daily active users versus um total users is up as our total users so these are

9:47all really promising signs there are there are slight variations within that I've done another video about this recently where um for example Facebook users within Europe is dropping slightly in North America it's mostly stagnant in the rest of the world growing so there is some Regional um differences but I think that whilst the user bases are there whilst they're strong whilst they are still growing that's fantastic for Facebook advertisers that's all we really need for the platform to continue to be effective now of course all the things that meta does to help optimize the campaigns that makes a big difference but provided there are literally billions of people there and

10:21they're using the platforms a lot there's always going to be advertisers that want to reach those people there because that's where they're hanging out so the user Bas is are strong and growing which is fantastic but I actually think there's probably more pessimism around Facebook advertising than there was um a few years ago I think a lot of people of let's say typical advertising age on meta which is probably 20s to early 30s it's probably the average uh person that's running an ad campaign on meta they might not use Facebook particularly if they're in a country like the UK US Etc as much as they use something like Instagram and I

10:58think because of that that that leads them to believe that Facebook is a platform that's not doing as well that there aren't as many people that use it that's actually really good news for the rest of us Facebook Instagram advertisers because people are thinking that way they're advertising Less on the platform than they used to be that's going to reduce the price the price of Facebook advertising is set based on a demand and Supply system so Supply is users on the platform how often they're on it the ad inventory the slots are available for ads and demand is US advertisers wanting to fill those slots now if some adverti not that many but

11:30some advertisers are going h i don't this is the future I'd rather advertise on Tik Tok or other platforms that is beneficial for those of us that stay because we know that the supply is still really high there's still lots of users that's growing so if there's less other advertisers wanting to reach those people Happy Days I'd love it if basically all advertisers stopped advertising on the platform except for me and my company tomorrow because the cost of the advertising would fall through the floor and we'd be able to Hoover up so much revenue results for our clients um because the cost of ads would be so

12:00cheap so it's actually a really good scenario to have more users but people slightly less bullish on Facebook and Instagram advertising I think that's where we are right now obviously these things are Dynamic and they can change and if people are seeing great results on the platform they tell friends more people join the platform and and that that um Can potentially push the price back up so I think what we're likely to see in terms of the cost of Facebook and Instagram advertising the the cost per thousand Impressions which is typically the measurement we use when we're assessing cost is that we're likely to be stable through 2024 if a slight

12:31decrease obviously that is going to vary depending on location to some extent but um again something that's that's pretty good for most Facebook advertisers here's a big one I don't think that AI is going to take over all of Facebook advertising there's a lot of people who work in this industry who think that AI is going to take all the jobs and things like that they took our jobs they take your job your jobs I think for it to get that far for AI to say replace the need for business owners running their businesses running their ad campaigns to to actually run the ad campaigns or

13:01agencies like mine to to run ad campaigns AI has to get to the point where it is better at running ad campaigns than AI plus a person and if you think about that that's really high bar right because all these AI tools have been implemented within Facebook ads for a number of years they're definitely getting more sophisticated but they still require a person to implement them Alex hosi has the great line where he said you're not going to get replaced by AI you'll get replaced by somebody who knows better use your AI better than you and that's what we're going to see with Facebook ads in 2024

13:33we're going to see AI tools becoming uh more and more common more and more sophisticated and the advertisers that produce the best results aren't going be the ones that just handed all over to AI it's going to be the ones that use the AI tools really well so I think it's going to make our lives easier it's going to make it more effective but you have to stay up to date with the latest tools and resources and use them because it's going to change fast and the people that jump on it they will have a competitive advantage over the people that don't but in terms of AI just you

13:59know you just logging on to Facebook and saying here's you know $500 get me leads and sales it's not going to get to that level there still going to need to be ad creative and offers and a business behind it and all that sort of stuff and towards the end of the year I think there's a relatively small chance but still a chance that we start to see ads on threads so threads obviously did incredibly well initially then the user base sort of settled and became more normalized um and since then we've seeing from the data slow stable increment Al growth taking more and more of the market share within that space um

14:32from Twitter now X of course I expect that to continue I've talked about it before but I think the long-term advantage that threads has being linked to Instagram is just so huge that I think it it will probably win out eventually and at some point meta is going to put ads on threads that may not be in 2024 it's probably more like to be 2025 maybe even 2026 they typically haven't rushed to to make that move they want to make sure that the platform is really stable and the user bases is very happy with it first before they go ahead and monetize but at some point that will

15:05happen and that'll be really interesting for advertisers CU I think there will be a gold rush initially there'll be the advertisers that that jump on it and there'll be potentially hundreds of millions of people worth of AD inventory to use up and it'll be really cheap initially much like it was really cheap to advertise on Instagram initially when ads were first added to Instagram when they had previously just been on Facebook so as an Advertiser you definitely want to be in a position to jump on that as soon as they do and take advantage of that of that gold rush but that'll likely stable out and then it

15:34will be um like what we see with Instagram and Facebook where the cost is going to be relatively um similar um going forward but um but yeah but that would be a really interesting new thing and does that mean that we'll have different ad types probably will we see text only ads for example like we see on other platforms it's hard to say um but um but yeah that probably won't happen this year but could do something to watch out for and be really exciting if it does now as I said with meta handling more of the delivery process targeting things like that ad creative is going to

16:04be one of the most important things in a Facebook ad campaign it's what's going to differentiate successful advertisers from those that struggle in this video here I show you a super simple tool that you can use to quickly and easily create really high quality ad creative i' strongly recommend you give it a watch