What’s Working in Meta Ads: May 2023

One of the questions we get asked most, both in the Foxwell Founders Membership and from other industry experts and friends is always: “So, what’s actually working right now in ads?

It’s also so helpful to hear from other ad buyers in a range of different verticals, industries, countries, and more to know that you’re not alone, and get a more macro-level perspective of what is going on in the land of Meta ads. We spoke to a handful of ad buyers in the Founders Community and boiled down what’s been successful in their ad accounts over the last few weeks. Things are changing all the time, so what works this month may not work next month — which is why we have quite a few “What’s Working Now” blogs over the years.

As always, we aim to deliver transparency, honesty, and HELP to ad buyers in our world, whether you’re a member of the Founders Community or not (btw, we’d LOVE to have you!). Enjoy this list of what’s working in Meta ads right now in May of 2023.

What should I test in Meta ads in May 2023?

Keep reading.

1. ASC with Top creatives

2. Web & Shops placements

3. Iterations on already winning creatives

4. Cost Caps

5. TOF CBO: 2-3 Ad sets: broad, interest stack, LLA stack & ~5 evergreen ads, mixture of creative form

6. Consolidated MOF retargeting campaign (single ad set (web, social, video views))

   • This campaign is scaled up/down based on the brand’s activity/sales/etc. During low periods we’ll pause this campaign to unsure the maximum number of sales are attributed to TOF and ASC

7. Account structure/setup:

   • TOF (65% of daily budget)

     • ASC - DABAs

     • ASC - non-DABAs/mixture of standard creative types 

     • ABO Web & Shops campaign

     • Regular ABO , Broad, LAL and Interests (for creative testing)

   • MOF (20% daily budget)

     • CBO

     • Segmented audiences

   • BOF (10% daily budget)

     • Retargeting DPAs only, separated into two timeframes

   • Loyalty (10% daily budget)

     • All past purchasers

     • Set time for retargeting based on the historical average in-between purchase amount of time

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If this list has been helpful at all to you, we’d be honored if you took 60 seconds to learn about our Foxwell Founders Ad Buying Membership — a community of 400+ advertisers from around the world sharing ideas, best practices, what’s working now, troubleshooting, and so much more on a daily basis. Not into ad buying and more on the Google/PPC side of digital advertising? We have a sister community, the Founders PPC Membership that could be a better fit! Please also reach out via email if you have any questions or aren’t sure if the membership is right for you at: andrew@foxwelldigital.com.

Hope to see you there!