2018 is close. Like really close. Facebook ads have taken over the marketing game in 2017, but what can we expect in 2018?
If you’ve been around digital marketing for at least 5 hours, you know that everything can change in a heartbeat. Digital moves at the speed of light, and us marketers just need to hold on for the ride.
Still, our team of experts that works on Facebook ads has come together with some predictions of where we think Facebook ads will take us in 2018. These may come true. They may not. That said…
One of the most recent updates for Facebook ads was the addition of Automated Rules. These are rules you can set that tell Facebook to monitor your ads and make changes as needed.
You know, the thing that humans used to do.
Facebook ads in general are slowly becoming more based in automation and algorithms. And the Facebook platform is getting even smarter.
Our team believes that before long, our need for humans to monitor Facebook ads will be obsolete. Facebook’s algorithms and robots will take over.
Whether this happens in 2018 or not, unknown. But Facebook is slowly getting there. This isn’t a bad thing though! The more Facebook ads can run themselves, the more we can expand our knowledge of digital marketing in general and build funnels, websites, and emails that complement our robot-run ads.
Many, many, many, many, many (you get the point?) ad accounts experienced being shut down by Facebook in 2017. If not that, most advertisers have had ads disapproved for seemingly unknown reasons. Facebook has been on the ball (and then some) with their ad regulations.
Still, we think it is likely that their rules will get even clearer and stronger in 2018. Recent controversies over privacy and Facebook ads related to political campaigns have put Facebook in the spotlight. They want to make sure that their users feel safe, and so their supervision will grow.
Again, this is not a bad thing! We’re playing on Facebook’s land, and we gotta play by their rules.
Manual Bidding Will Take Over
If you’ve been running ads for a while, there’s a chance you don’t even know what manual bidding is.
The default (and often effective) setting is automatic bidding. Facebook bids for your placement in an auction among other businesses. For the most part, this has worked very well in 2017.
As more businesses get in the Facebook ads game, their default will be automatic bidding. If you are able to use manual bidding well, it will get you the best placements over the thousands of new folks who aren’t sure what they’re doing yet.
Yes, it will take a lot of learning. It’s a new concept, but that’s how digital marketing works.
Learn it, excel at it, win it.
2018 could be an even bigger year for Facebook ads than 2017. Are you ready?