Every day, there is a new article on Advertise on Facebook. Case in point, this is right here.
With the power of advertising platforms, there are tons of suggestions out there to steer you in the right direction for your next campaign.
However, not all recommendations are valid.
Let’s review some of the most popular Facebook Ads assumptions out there and find out the facts. It won’t be as dramatic as an episode of The Maury ShowBut it will.
Myth 1. Facebook ads aren’t working for B2B brands.
Fact: Facebook is a great platform for B2B advertising.
When it comes to advertising for businesses, the first place that comes to mind is LinkedIn, a network known for promoting career relationships. Facebook has always been considered a direct-to-consumer (DTC) advertising platform.
Facebook is not designed to be a business networking application, Rex is yellowHubSpot, the paid advertising manager at HubSpot, and therefore, not the top consideration for B2B lead generation. He argued that it should be.
Gelb says: “To some extent, people are always open to business-related content, even if they just glance at their Facebook and Instagram feeds after a long day at work. room. “If you work in B2B, don’t hesitate to try Facebook – you might be surprised by the results.”
Based HubSpot’s 2020 marketing report is by no means another, brands see the most return on investment (ROI) on Facebook compared to other social media platforms.
“We see success for B2B companies like us in content promotion and subscriptions,” Nicole Ondracek, director of paid advertising marketing at HubSpot.
If you want to make sure you reach the right audience, Facebook Ads’ lookalike audience feature allows you to target users based on their job title, industry, and employer – similar to LinkedIn.
Myth 2. You need a lot of money to get started.
Fact: You only need $ 1 a day to compete with big brands.
While some advertising channels require decent budgets to compete, brands can reach Facebook users for as little as $ 1 per day.
“There’s no need for a big upfront commitment and there’s no big minimum,” Gelb said. “You are free to do things as slowly as you want and only scale when it makes sense to do so.”
He added that while a dollar will limit the inventory you have access to, you’ll be on a level playing field with others.
Ondracek repeated this sentiment.
“While it’s nice to have a large budget to bring in enough conversions and learning to optimize your campaign,” she says, “sometimes all you need is a small daily budget to Start bringing in leads and customers. “
As for Facebook Ads, a little can go a long way.
Myth 3. You should create small, targeted audiences.
Fact: Build your target audience but leave some gaps.
Facebook Ads Targeting very impressive possibilities. You combine that with the idea that the more targeted your campaign is, the better the results, and you risk shrinking.
“It’s all about testing,” said Ondracek. “In some cases, we tested a large audience (20 million +), we saw better success than a downsized audience. [and] are following a specific contact list. “
It makes sense to create exclusions in your audience creation. For example, exclude users outside a specific region. However, when your targeting is too narrow, you may miss out on the opportunity to reach the audience that will convert on your ad.
“In your target audience, don’t over-restrict Facebook by categorizing dozens of filters like age, device, location, and gender,” says Gelb. “Facebook’s ad serving algorithm is designed to find the best quality audiences at the cheapest cost.”
“If you give Facebook the freedom to look for those people,” he added, “in many cases you’ll get bigger and at a cheaper cost.”
Basically, let the algorithm do its job. Identify the key characteristics of your target audience and leave some space for your ad to reach audiences that you may not have considered.
Myth 4. You should re-target all of the people who visit your website.
Fact: Not everyone should be retargeted.
Pixel Facebook allows you to track user behavior on your website and re-target those users on Facebook to guide them down the funnel. However, not everyone visiting your website should be retargeted on Facebook Ads.
You should still segment which website visitors to focus on, as not all of the people who visit your website are willing to retarget.
For example, let’s say someone visits your “About us” page. There are several reasons for this: They may be interested in your product, but they may also be looking for a new role. With that in mind, retargeting users based on any action taken on your website may not be valuable or cost effective.
Instead, focus on visitors who exhibit high-intent behaviors and will be more likely to convert. For example, a visitor adds a product to their cart, visits your pricing page, or reads your testimonial.
Being selective will not only help you better manage your budget (especially if you have a small amount), but can also help you deliver better results.
Ondracek emphasizes that sometimes, you should reassess whether retargeting is the right strategy.
“When retargeting works, that’s great,” she said, “but we’ve found, in some cases, targeted site visitors are actually more expensive than looking for visitors. potential goods. “
It’s all about finding what fits your branding. Just because Facebook is known for retargeting, doesn’t mean it’s a strategy that will work for your company all the time.
Myth 5. Promoting a post will yield the same results as a campaign.
Fact: Motivation may not always be consistent with your goals.
When you increase a post on Facebook, it’s a quick and easy way to expand your reach and gain some quick impressions. However, promoting a post won’t necessarily convert users the way a campaign would.
Why? Well, if your post isn’t designed to drive a particular action and you drive it, you might get more impressions, but no conversions.
Depending on your goals, you can deliver better results at lower costs by creating an ad campaign. With manual bidding, you can keep track of how much you’re spending. You can also optimize your campaign based on your conversion goals.
So while promoting a post seems to be the best solution for a brand with limited Facebook Ads experience and a small budget, it could be quite the opposite.
If you plan to use that strategy, be sure to consider the following:
- Does this post have a clear call to action (CTA)?
- Will promoting this post help you achieve your goals?
- Could this work better as part of a larger campaign?
Answering these questions will help you determine when to push and when to move in the other direction.
The biggest lesson here is that there is no hard and fast rule when it comes to Facebook Ads. Some strategies may work for some brands and not others. The only sure way to find out what works is by testing different strategies.
Have you ever wondered what is true or fiction when it comes to Facebook Ads? In this article, we have debunked some myths about social media’s advertising platforms.