At WebExpo 2024, Facebook Ads expert and CMO at Handlíř, Aneta Hemerová, took the stage to dissect the ever-changing landscape of advertising on the world’s largest social media platform. Drawing on her deep experience and an enviable roster of clients, she unpacked the foundational principles that often slip past even the most seasoned marketers, especially in an era dominated by shifting trends and the growing influence of emerging platforms.
The changing landscape of Facebook advertising
Aneta opened by tracing the evolution of Facebook advertising, illustrating how strategies have shifted since the platform’s early days. “Back in 2013, when you were setting up campaigns and everything … how you were skilled really influenced the results that you had,” she recalled. But with the rise of advanced algorithms and AI-powered tools, that hands-on approach has given way to a more automated model. Today, much of the heavy lifting, targeting, bidding, and optimisation, is handled by the platform itself, prompting marketers to rethink their role.
One clear example of this shift is Meta’s Advantage+ Shopping campaigns. These are built almost entirely around automation, prompting Aneta to remark, “The less you click your campaigns, the less you are trying to do your stuff around the ads, the better.” For advertisers, embracing this change is crucial in order to thrive in an increasingly algorithm-led environment.
Focusing on fundamentals above tactical tweaking
A standout insight from Aneta’s talk was the call to prioritise strategic foundations over superficial optimisations. She encouraged marketers to redirect their energy from micro-level adjustments to the core elements that truly drive results. In her words, the real value lies in knowing your product, building a website that converts, and designing engaging ad formats.
To illustrate this, Aneta presented a pyramid framework, highlighting that the biggest impact on campaign performance stems from the base—your product and website. Too often, marketers pour time into refining targeting settings or testing ad variations while overlooking whether their offer or user journey is compelling in the first place. Her message was clear: fix what matters most before fine-tuning the rest.
Crafting compelling creatives for maximised engagement
Creativity featured heavily in Aneta’s talk, especially when it came to choosing ad formats that deliver real results. She highlighted the growing effectiveness of dynamic content, noting, “If nowadays you are only running static ads and then you try your first Reels videos and you will do them well, the results can go up by 80%.” It’s a clear signal that creative execution plays a major role in ad performance.
Aneta encouraged marketers to move beyond static visuals. Video content, particularly Reels, is far more effective at catching the eye, especially in the fast-scrolling world of social media. Since most users are browsing casually for entertainment, your ad needs to instantly stand out. For brands hoping to tap into emotional triggers and drive action, embracing more engaging formats is no longer a nice-to-have—it’s a must.
Timing and market research as critical factors
Aneta also delved into the importance of timing and strategic planning in running successful ad campaigns. She emphasised a data-driven approach, noting that knowing when to launch can have a direct impact on sales. “So for example, in e-commerce, if you have an e-shop, normally the biggest sales are going from Monday to Wednesday. Then it starts to drop. And then it goes up again Sunday afternoon,” she explained. Understanding these behavioural patterns enables marketers to align their efforts with peak purchasing moments.
Alongside timing, market research emerged as a vital pillar in campaign planning. Aneta stressed the value of analysing competitors through tools like Facebook’s Media Library. By exploring how other brands advertise, marketers can uncover what’s working and draw inspiration. “So basically, if you’re selling, I don’t know, toothpaste, you can put there toothpaste, and it will show you all different ads from different brands,” she pointed out. It’s a simple yet powerful way to stay informed and improve creative strategy.
Understanding the financial aspects of advertising allocations
Budgeting is a cornerstone of any successful campaign, and Aneta didn’t shy away from addressing the numbers. She called on businesses to take a closer look at their fixed costs and overall marketing spend before deciding how much to invest in ads. All too often, companies pour money into campaigns without a solid grasp of what’s financially viable—putting performance and profitability at risk.
Instead, Aneta recommended a more calculated mindset. “So know your goal, and know your cost of sales. So have it counted,” she advised. By clearly defining KPIs and understanding the cost behind each sale, businesses can make smarter, more sustainable decisions about their advertising strategy.
Data-driven insights as the backbone of strategy
Aneta left no doubt that effective Facebook advertising relies on solid data, not assumptions. Backed by over 320 million CZK in managed client campaigns, she demonstrated how real-world figures inform every recommendation she makes. “I want to just show you that all of those things that I’m going to tell you today are not just based on something that I learned or I saw somewhere, but it’s really based on our data,” she explained.
In an increasingly competitive space, marketers need to anchor their strategies in measurable outcomes. Whether optimising performance or adjusting creative direction, data provides the clarity and confidence needed to make smart, impactful decisions.
The bottom line in Facebook advertising expertise
Aneta Hemerová’s session at WebExpo 2024 delivered a rich dose of insight for marketers navigating the complexities of Facebook advertising. Her approach blends strategic fundamentals with creative thinking, smart timing, and a firm reliance on data—empowering advertisers to craft campaigns that truly deliver.
If you’re keen to explore her full methodology and dive deeper into the takeaways, don’t miss the video recording and slides linked below. It’s a must-watch for anyone serious about mastering Facebook advertising in today’s fast-evolving landscape.