A new article every day Facebook ads. For example, this one is here.
Given the power of the advertising platform, there are plenty of suggestions here to guide your next campaign in the right direction.
However, not all recommendations are worth implementing.
Let us re-examine some of the most common Facebook Ads assumptions, and then come to the truth.Won’t look like Mori Show, But you can.
Misunderstanding 1. Facebook ads are not applicable to B2B brands.
Truth: Facebook is a great platform for B2B advertising.
When advertising to companies, the first thing people think of is LinkedIn, a network known for building professional relationships. Facebook has always been regarded as a strict direct-to-consumer (DTC) advertising platform.
Facebook is not intended to be a commercial web application Rex Gelb, Is the paid advertising director of HubSpot, so this is not the primary consideration for potential B2B customers. He thinks it should be.
Gelb said: “In a way, people are always open to business-related content, even if they unknowingly scroll through their Facebook and Instagram feeds after a busy day in the office.” You work in B2B, don’t hesitate to give Facebook a try – you may be surprised by the results.”
based on HubSpot’s 2020 marketing reportCompared with other social media platforms, brands have the highest return on investment (ROI) on Facebook.
SaaS companies like Honey book Saying that Facebook is their biggest acquisition channel, According to social networks. They are not the only B2B company that relies on Facebook Ads to generate sales leads.
“We found that for B2B companies like us, promoting content and registering are successful.” Nicole Ondracek, HubSpot’s paid advertising marketing manager.
If you want to ensure that you attract the right audience, the lookalike audience feature of Facebook Ads allows you to target users based on their job title, industry, and employer-similar to LinkedIn.
Misunderstanding 2. You need a lot of money to get started.
Truth: You only need $1 a day to compete with major brands.
Although certain advertising channels require considerable budgets to compete, brands can attract Facebook users for as little as $1 a day.
Gelb said: “There is no need for a big up-front commitment, and there is no big lower limit.” “You are free to operate slowly according to your own wishes, and only expand when it is reasonable.”
He added that although one dollar will limit the advertising resources you can access, you will be on an equal playing field with everyone else.
Ondracek echoed this view.
She said: “Although having a large budget can bring enough conversions and learning opportunities to optimize your campaigns, which is a good choice, sometimes you only need a small daily budget to attract potential customers and customers. “
On Facebook Ads, there can be a long way to go.
Misunderstanding 3. You should establish a clear target audience.
Truth: Build a target audience, but leave some leeway.
Positioning of Facebook ads The features are impressive. You combine it with the idea that the more accurately your campaign is targeted, the better it will perform, and you risk becoming too narrow.
“It’s all about testing,” Ondracek said. “In some cases, we have tested large audiences (over 20 million), and successful audiences are better than narrow audiences [and] Keep track of a specific contact list. “
In most cases, it makes sense to create exclusions as part of the audience creation process. For example, exclude users who are outside a certain area. However, if your targeting is too narrow, you may miss the opportunity to reach an audience that might convert your ad.
Gelb said: “In the target audience, don’t restrict Facebook by restricting dozens of filters such as age, device, location, and gender.” “Facebook’s advertising algorithm aims to find the most qualified audience at the lowest cost. “
He added: “If Facebook is given the freedom to find these people, then in many cases, you will get a larger scale and cheaper costs.”
Essentially, let the algorithm do the work. Define the main characteristics of your target audience and leave some space for your ads to reach audiences you may not have considered.
Myth 4. You should retarget all website visitors.
Truth: Not everyone should be repositioned.
The Facebook pixel allows you to track user behavior on your website and relocate these same users on Facebook to guide them into the channel. However, not everyone who visits your website should be retargeted on Facebook Ads.
You should still segment the site visitors you want to follow, because not everyone who visits your site can be retargeted.
For example, suppose someone visits your “About Us” page. There are many reasons for this: they may be interested in your product, but they may also be looking for new roles. With this in mind, retargeting users based on any actions you take on the site may not be valuable or cost-effective.
Instead, focus on visitors who exhibit high intention behaviors and are more likely to convert. For example, visitors who add products to a shopping cart, visit your pricing page, or read your testimonials.
Staying selective can not only help you manage your budget better (especially budgets with smaller budgets), but it can also help you produce better results.
Ondracek emphasized that sometimes, you should reassess whether repositioning is the right strategy.
She said: “When retargeting works, it’s great, but in some cases, we’ve found that retargeting site visitors is actually more expensive than prospecting.”
This is all it takes to find a product that fits your brand. Just because Facebook is known for repositioning does not mean that this is a strategy that will work for your company every time.
Myth 5: Adding positions will produce the same results as activities.
Truth: Promotion does not always align with your goals.
When you post on Facebook, this is a quick and easy way to expand your reach and gain quick exposure. However, increasing the number of posts does not necessarily convert users like a campaign.
why? Well, if your post has not been designed to promote a specific action, and you enhance it, you may get more impressions but no conversion.
Depending on your goals, by creating a campaign, you may get better results at a lower cost. With the manual bidding feature, you can monitor your spending. You can also optimize your campaigns based on conversion goals.
Therefore, although for a brand with limited Facebook Ads experience and a small budget, adding positions may seem to be the best solution, but the reality may be the opposite.
If you want to use this strategy, make sure to consider the following factors:
- Does this post have a clear call to action (CTA)?
- Can adding this position help you achieve your goals?
- Can this work better as part of a larger campaign?
Answering these questions will help you determine when you need to improve and when to move in another direction.
The biggest takeaway here is that there are no strict rules for Facebook advertising. Some strategies may apply to certain brands but not others. The only sure way to find an effective method is to try various strategies.
Ever wondered about facts or fiction about Facebook Ads? In this article, we debunk some myths about social network advertising platforms.