Every day, there is a new article on Facebook Ads. Case in level, this one proper right here.
Given how highly effective the promoting platform is, there are tons of suggestions on the market aiming to steer you in the proper path on your subsequent marketing campaign.
However, not all suggestions are value implementing.
Let’s revisit among the most typical Facebook Ads assumptions on the market and get to the reality. It will not be as dramatic as an episode of The Maury Show, however it can do.
Myth 1. Facebook Ads do not work for B2B manufacturers.
Truth: Facebook is a superb platform for B2B promoting.
When it comes to promoting to companies, the primary place individuals consider is LinkedIn, a community identified for fostering skilled relationships. Facebook has at all times been seen as a strictly direct-to-consumer (DTC) promoting platform.
Facebook wasn’t designed to be a enterprise networking app, mentioned Rex Gelb, paid advertisements director at HubSpot, and thus, wasn’t a high consideration for B2B lead era. He argues it must be.
“To some extent, people are always open to business-related content, even if they’re just mindlessly scrolling through their Facebook and Instagram feeds after a long day at the office,” mentioned Gelb. “If you work in B2B, don’t hesitate to give Facebook a try – you might be surprised by the results.”
Based on HubSpot’s 2020 Not Another Marketing Report, manufacturers see essentially the most return on funding (ROI) on Facebook in contrast to different social media platforms.
“We find it to be successful for B2B companies like ourselves to promote content and signups,” mentioned Nicole Ondracek, paid advertisements advertising supervisor at HubSpot.
If you need to make sure you attain the proper viewers, Facebook Ads’ lookalike viewers function permits you to goal customers primarily based on their job title, business, and employer – related to LinkedIn.
Myth 2. You want some huge cash to get began.
Truth: You solely want $1 a day to compete with the massive manufacturers.
While some promoting channels require a good price range to compete, manufacturers can attain Facebook customers for as little as $1 a day.
“There’s no big upfront commitment required and no large minimums,” mentioned Gelb. “You’re free to take things as slowly as you’d like and only scale when it makes sense to do so.”
He provides that whereas one greenback will restrict the advert stock you’ve got entry to, you will be on an excellent taking part in discipline with everybody else.
Ondracek echoes this sentiment.
“While it’s nice to have a large budget to bring in enough conversions and learnings to optimize your campaigns,” she mentioned, “sometimes all you need is a small daily budget to start bringing in leads and customers.”
On Facebook Ads, a little bit can go a good distance.
Myth 3. You ought to create small, focused audiences.
Truth: Build your target market however depart some wiggle room.
Facebook Ads’ focusing on capabilities are spectacular. You mix that with the concept the extra focused your marketing campaign, the higher the outcomes, and also you run the chance of getting too slender.
“It’s all about testing,” mentioned Ondracek. “In some cases where we’ve tested large audiences (20M+), we’ve seen better success than narrowed audiences [and] going after a specific list of contacts.”
Creating exclusions throughout your viewers creation course of is smart more often than not. For occasion, excluding customers situated exterior of a selected area. However, when your focusing on will get too slender, you’ll be able to miss out on alternatives to attain audiences who would convert in your advert.
“Within your target audience, don’t restrict Facebook too much by layering on dozens of filters such as age, device, placement, and gender,” mentioned Gelb. “Facebook’s ad serving algorithm was designed to find the most qualified audience at the cheapest cost.”
“If you give Facebook the freedom to go find those people,” he provides, “in many cases, you’ll end up with more scale and at a cheaper cost.”
Essentially, let the algorithm do its job. Define the important thing traits of your target market and depart some room on your advert to attain these you could not have thought-about.
Myth 4. You ought to retarget all your web site guests.
Truth: Not everybody must be retargeted.
The Facebook pixel permits you to monitor person conduct in your web site and retarget those self same customers on Facebook to information them down the funnel. However, not each one who visits your web site must be retargeted on Facebook Ads.
You ought to nonetheless section which web site guests to give attention to, as not everybody who visits your website is prepared for retargeting.
For occasion, to illustrate somebody visits your “About Us” web page. There are many causes for this: They might be in your merchandise, however they is also on the lookout for a brand new position. With that in thoughts, retargeting customers primarily based on any motion taken in your web site might not be beneficial or cost-effective.
Instead, give attention to guests who exhibit high-intent behaviors and will probably be extra possible to convert. For occasion, guests who add merchandise to their purchasing carts, go to your pricing web page or learn your testimonials.
Being selective won’t solely make it easier to handle your price range higher (particularly you probably have a small one) however it may additionally make it easier to yield higher outcomes.
Ondracek highlights that generally, it is best to re-evaluate if retargeting is even the proper technique.
“When retargeting works, it’s great,” she mentioned, “but we’ve found, in some cases, that retargeting site visitors is actually more expensive than prospecting.”
It’s all about discovering what works on your model. Just as a result of Facebook is thought for retargeting, does not imply that is the technique that may work on your firm each time.
Myth 5. Boosting a put up will yield the identical outcomes as a marketing campaign.
Truth: Boosting could not at all times align together with your objectives.
When you increase a put up on Facebook, it is a fast and simple approach to develop your attain and acquire some fast publicity. However, boosting a put up will not essentially convert customers in the identical approach a marketing campaign would.
Why? Well, in case your put up is not already designed to drive a specific motion and also you increase it, you could acquire extra impressions however no conversions.
Depending in your objectives, you could yield higher outcomes for much less by creating an advert marketing campaign. With the handbook bidding function, you’ll be able to monitor how a lot you spend. You may also optimize your marketing campaign primarily based in your conversion aim.
So, whereas boosting a put up could look like one of the best resolution for a model with restricted Facebook Ads expertise and a small price range, it could be fairly the alternative.
If you’re going to use that technique, be certain to think about the next:
- Does this put up have a transparent call-to-action (CTA)?
- Will boosting this put up make it easier to attain your aim?
- Could this work higher as half of a bigger marketing campaign?
Answering these questions will make it easier to decide when to increase and when to go in one other path.
The largest takeaway right here is that there aren’t hard-and-fast guidelines when it comes to Facebook Ads. Some methods may match for some manufacturers and never for others. The solely surefire approach to determine what works is by experimenting with varied methods.
Ever marvel what’s reality or fiction when it comes to Facebook Ads? In this text, we debunk some myths in regards to the social community’s promoting platform.