How Effective is Advertising on Facebook?
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“Facebook ads suck. They just don’t work like they used to. I mean… it used to be as easy as throwing coins into a well and grabbing buckets of money.”
True. If you don’t know what you’re doing. And treat your Facebook page like a fairground toy machine. But that’s why you’re here reading this right now.
Let me indulge you in a couple of the most tightly kept secrets about marketing your small business, e-commerce store, or brand using Facebook ads marketing. To tell you the truth, if I weren’t the owner of my marketing agency, I’d probably get fired for letting the cat out of the bag here.
Read on if you want to know how to get the most out of your Facebook marketing.
And if you want to understand how to target the right audience, drive your brand awareness through the roof, and learn how to launch the most compelling Facebook ads with the most effective campaign structure for running them on one of the best advertising platforms for small business, lead generation and e-commerce of our time.
But first, let me give you the answer to what you’re looking for…
Are Facebook Ads Effective and Do They Still Work in 2022?
The short. YES, Facebook ads work, but It depends on if you know what you’re doing.
Let’s dive into some stats that’ll help tell this story.
In 2021, Meta cashed in over $114.93 billion in ad revenue! So people are still spending money on Facebook ads today because Facebook ads work, and your potential customers are just waiting for you to reach out to them.
Trust us, or the over 200 million+ businesses that use the Facebook marketing platform and its apps to connect with customers and grow their businesses worldwide. Your marketing efforts won’t be in vain if you use the platform correctly and employ the right digital marketing strategy.
With over 100 billion+ messages shared every day, people are still all over Facebook and using it to connect, engage, and stay close… yes, with businesses too!
The good news for us is that people love a great story. And we as advertisers should be great at telling one because there are over 1 billion+ stories shared every day where people express themselves on their news feed.
The bottom line is that more than 3 billion active users around the world are on Facebook, ready to share ideas, get ideas and buy stuff. I’m sure you’ll be able to find a couple of them that fit the bill for your custom audiences and could turn into new customers for your business.
Looking at all this, the answer seems obvious. Yes, Facebook ads work because if they didn’t, over 7 million active advertisers on the Facebook social media network wouldn’t throw money at it day in and day out.
The Facebook social media platform is outstanding as an advertising platform and works great for anything from direct to consumer sales to brand awareness and even lead generation. All you need is a solid social marketing strategy and know-how to run a great campaign.
But the truth is, Facebook ads only work if you take a certain approach to it. So what is this that I’m leading to?
The Pitfalls of Facebook Advertising and The Cure
Just being active and connecting with your audience isn’t enough anymore. And if you want to market your goodies to your potential customers properly, it’s even more challenging these days.
For most businesses posting for specific audiences, running boosted posts, or even running an ad here, and there doesn’t move the needle. Sure, it’s pretty straightforward to just pour money into it and “try to” drive traffic to your website, but is it smart? Is it effective advertising? Or could it even hurt your brand?
Something to think about.
Of course, we all want to make money on Facebook. But here’s the deal. You need to pre-heat the oven and call everyone over for dinner before you can serve them a finger-licking good turkey feast, right?
It’s the same with your marketing. And the best way to get the most out of Facebook while advertising your business is to create an optimized Facebook Ads Campaign Buildout—strategically targeting the right audience. This is where you’ll see the best ROAS (Return on Ad Spend), the lowest possible CPC (Cost Per Click), and the best CTR (Click-Through Rates) while spending your PPC budget wisely.
More on this in a minute. But first, let’s dive into some of the most straightforward tactics you can implement and make sure you understand them to take full advantage of the buildout I’m about to share with you.
There’s been a lot of disdain over social media marketing in general, what Meta is doing and how things have changed.
Yes, there’s tons of stuff out there that doesn’t make any sense. Some of it has even turned into an urban myth that people just take for face value. Let’s bust some of them right here so you can truly take advantage of your Facebook ad campaigns.
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Myths About Facebook Advertising
1. Facebook Only Works for DTC e-Commerce Products—aka Sales!
Here’s what I mean. Every business has a different objective, and many of them are leaving bags of cash on the table and simply walking away from all the cool stuff you can do with your Facebook ad campaigns.
Some even say that Facebook only works for Direct to Consumer product sales!… Blasphemy. Hearsay. I say.
Facebook offers so much more for savvy marketers, e-commerce entrepreneurs, SAAS vendors, and small business owners.
It’s great for conversions. Yes. But besides just conversion campaigns (remember the preheating the oven thing?), you can do all of this:
Drive brand awareness
Run paid ads as Direct Response with branding elements
Drive Offline traffic to physical stores
(B2B) Business to Business lead generation
(B2C) Business to Consumer leads, conversions, sales, promos
Promote occasions, grand openings, and events
And in terms of actions, we can have lots to choose from:
Learn more etc…
With such a variety of objectives, things like a lead generation campaign can do wonders for a small business with low average costs, great conversion rates, and even drive some brand awareness.
You can’t cover all this (like you would with a proper awareness level stage funnel) when you simply use boosted posts or only do organic reach, SEO, or even create stories!
2. Running Boosted Posts is The Same as Running a Campaign. Can’t I Just Do That and Call it A Day?
Not so fast there. Boosting a post won’t give you the advanced targeting options and criteria as Facebook’s Ads Manager does. You’re losing precision and the ability to pinpoint and narrow down your target audience, ad set, and ad format. You’re less efficient with targeting, and you won’t take full advantage of what Facebook offers. Plus, the use of your budget is not as efficient, and average costs will probably be higher.
You could easily do better with the SAME money by running ads in a more comprehensive and detailed way.
Use more ad types (video ads, carousels, images, canvas, slideshow ads, catalog sales ads, dynamic ads), targeting options, and other optimization options that boosting a Facebook post doesn’t offer.
When you just boost a post, even if it’s gone semi-viral, you are missing out on playing around with all of the following:
Different audiences and buying types
Narrowed down objectives and categories
AB split testing
Testing different levels of budget optimizations and bidding strategies at the campaign level
And scheduling your campaigns to fire automatically
You can even target different conversion events that you want to optimize for, create dynamic creatives, and set criteria for ad delivery optimization. Tell Facebook exactly what conversion events you want to create—view content, add to cart, purchase, you name it!
Set your attribution setting on how you are to be charged, on clicks, conversions, or impressions, whatever you want! Set multiple learning and exclusions on targeting–fine-tune that thing to squeeze every last drop out of your ads.
You can try different ad types, single image ads, video ads, carousel ads, catalog ads, or even dynamic product ads… give them what they want, how they want it!
So even if you know how to boost a post correctly, you still need a pro to create, set up, and run a proper campaign! It’s the only way you’ll make your Facebook advertising effective and get the most out of your budget, campaigns, and ultimately of your Facebook advertising.
3. The Dreaded iOS 14.5 Changes Affecting Facebook Advertisers Far and Wide. And There’s No Way Around It!
Yeah, it’s affected lower-funnel actions like retargeting and remarketing to drive sales due to a direct loss of sneaky targeting, attribution, and collection of data.
But the truth is. It should be a minor speed bump for any savvy marketer.
The runaround? Go back to marketing 101 and make sure that your creative messaging aligns perfectly and is personalized to your specific target audience, customer persona, and demographic!
On the technical side, you can try several tactics such as:
Importing your or your clients’ current customer data into Facebook
Lean on and make sure you use Facebook’s user engagement data.
Use a third-party software tracking tool.
4. It’s Just Too Hard. It Takes Too Long. And It’s Too Expensive
Yes, it can be. And no, Facebook isn’t some magic wand you can tap three times and watch the money grow on trees.
You’ll need a solid plan for your campaign. What you need is a proper campaign buildout. (Yes, I’ll share it with ya in a minute.)
Because a good campaign takes time to develop. You’ll need campaign structure, proper targeting, thumb-stopping creatives, and compelling copy to go with all that.
Make sure your Facebook pixel codes are properly installed to avoid missing out on any activity that your Facebook ads are causing on your landing pages or website.
If you got all this, then you’ll need some patience (and cash) while the Facebook algorithm goes through its learning phase. You’ll need to test your creatives, headlines, and copy, and know how to adjust accordingly till they find their sweet spot.
But it’s not all gloom and doom. If you follow this buildout template.
Here’s That Magic Wand You’ve Been Looking For
The best in the biz take a funnel approach to their campaign strategy. But it’s not your old-school funnel where you just throw traffic in and watch it trickle out drop by drop from the gallons you threw in. Wasting money and opportunity and potentially hurting your brand name with pushy ads or, even worse, showing your ad to the wrong people or way too many times than necessary. There’s a limit, you know!
No, no, and no! This is different. This is smart social media marketing. This is 2022.
Meet The Facebook Advertising Stealth Funnel
Up top, I promised you the secret buildout structure that the best marketing agencies are using right now.
Here’s what you need to know about it. The best in the biz take a “Funnel” approach:
Targeting customers at different levels of the funnel or stage of product awareness.
Run their creatives and creative types depending on different stages of the funnel.
Properly apply exclusions mitigating any audience overlap.
Know how to correctly and efficiently utilize their budget.
Incorporate the right balance between targeting the prospecting audience and retargeting, maintaining the right frequency while achieving the target blended CPA (Cost Per Action).
Remember to leverage all your options and features that the Facebook ads manager has to offer.
You’ll need to know how and when to use the following: Dynamic ads, customer matching ad types, campaign objectives, optimization events, CRM data, collaborative ads, automated rules, audience insights, commence manager, and so on.
Understanding your business objectives and offerings to properly formulate the campaign structure, strategy, and campaign settings Facebook offers is key. That’s why they offer a variety of settings and options like the right objectives, optimization events, placements, bids, etc.
If you’re new to or unfamiliar with Facebook advertising, you can get all the information you need to get started right here.
Facebook advertising works and is very effective if you do it right, don’t hesitate to jump into it if you’ve never done it before. The social media platform’s user base is enormous, and your customers will be on the social network. You just have to make sure you’re looking in the right place, targeting the right people, and showing them compelling content and ads that they want to see. Make sure you do your homework and due diligence and give our foolproof campaign structure a try—I’m sure as day turns to night, you’ll create one of the most effective Facebook ad campaigns you’ve ever launched.