Almost every other day we see a new article on Facebook Ads every day. Given the effectiveness of the advertising medium, there are a ton of suggestions available that are meant to point you in the proper direction for your upcoming campaign.
However, not all advice is worth putting into practice.
Let’s review some of the most widely held misconceptions about Facebook Ads and uncover the reality.
Myth 1: B2B brands can’t use Facebook ads
The fact is that Facebook is a fantastic tool for B2B marketing.
People immediately think of LinkedIn, a network recognised for forging professional ties, when it comes to advertising to businesses. Facebook has long been viewed as a medium only for direct-to-consumer (DTC) advertising.
According to Rex Gelb, paid advertising director at HubSpot, Facebook wasn’t intended to be a business networking tool and wasn’t a top option for generating B2B leads. He claims it ought to be.
Even if they’re just idly scrolling through their Facebook and Instagram feeds after a long day at the workplace, individuals are often receptive to business-related information, according to Gelb. Don’t be hesitant to give Facebook a try if you work in the B2B sector; you might be pleasantly surprised by the results.
According to HubSpot’s 2020 Not Another Marketing Report, brands receive the highest return on investment (ROI) on Facebook in comparison to other social media platforms.
According to the social network, SaaS companies like Honeybook claim that Facebook is their main source of new customers. They’re not the only B2B business that uses Facebook Ads to drive prospects, though.
For B2B organisations like ourselves, promoting content and signups is effective, according to Nicole Ondracek, paid advertising marketing manager at HubSpot.
Facebook Ads’ lookalike audience tool, which is similar to LinkedIn’s, enables you to target individuals based on their job title, industry, and employer if you want to make sure you are reaching the proper demographic.
Myth 2: It costs a lot of money to start up
The truth is that all you need to compete with the large companies is Rs.100 each day.
Brands may reach Facebook users for as little as Rs. 100 per day, in contrast to some advertising platforms that demand a substantial budget to compete.
There are no significant minimums or up-front requirements. You can move at your own pace and only scale when it makes sense to do so, if you prefer.
While your access to ad inventory will be limited to one dollar, you will be on an equal footing with everyone else, he continues.
This idea is echoed by Ondracek.
Despite the fact that having a huge budget is helpful, she added, “often all you need is a tiny daily budget to start bringing in leads and clients.”
A small amount of money can buy a lot of Facebook ads.
Myth 3: You ought to build a niche audience
Truth: Create your target audience while leaving some room for flexibility.
Impressive targeting options are available in Facebook ads. When you couple that with the notion that more targeted campaigns provide greater results, you run the risk of becoming overly focused.
Testing is the key, according to Ondracek. When we’ve tested enormous audiences (20M+), we’ve occasionally had more success than when we’ve targeted a particular list of contacts.
Most of the time, making exclusions throughout the audience development process makes sense. Leaving out users who are outside of a particular area would be an example. However, if your targeting becomes overly specific, you run the risk of missing out on chances to connect with consumers who would respond to your advertisement.
Avoid overly restricting Facebook by adding numerous filters, such as those based on age, device, placement, and gender.. The goal of Facebook’s ad serving algorithm is to locate the best qualified audience at the lowest price.
Basically, let the algorithm complete its task. Identify the essential traits of your target market while leaving some room for your advertisement to reach people you may not have anticipated.
Myth 4: All website visits should be retargeted
Realization: Not everyone needs to be retargeted.
With the use of the Facebook pixel, you can monitor website visitor activity and retarget those same visitors on Facebook to help move them down the sales funnel. Not every visitor to your website, though, has to be retargeted using Facebook Ads.
Not every visitor to your website is ready for retargeting, so you should still segment which website visitors to target.
Let’s imagine someone hits your “About Us” page, for illustration. There are several reasons for this: They might be considering your items, but they could also be searching for a new position. Retargeting consumers based on any activity they may have done on your website may not be worthwhile or cost-effective in light of this.
Instead, concentrate on attracting site visitors who are acting with high-intent and who are more likely to convert. For instance, customers who browse your pricing page, add items to their shopping carts, or read customer reviews.
Being picky can help you produce better results, in addition to better financial management (especially if you have a tiny budget).
Ondracek emphasises that, occasionally, you should reconsider whether retargeting is even the best course of action.
We’ve discovered that prospecting is often less expensive overall than retargeting site visits, but when retargeting works, it’s great.
Finding what works for your brand is key. Retargeting on Facebook is well-known, but it doesn’t necessarily imply that it’s the best strategy for your business overall.
Myth 5: A post can be promoted to get the same results as a campaign
Truth: Your goals might not always be in line with boosting.
Facebook post boosts are a quick and simple way to increase your audience and get some immediate visibility. However, promoting a post won’t always result in user conversion in the same manner as a campaign.
Why? In other words, if you boost a post that isn’t already intended to encourage a specific action, you can get more impressions but no conversions.
You might get greater outcomes for less money by designing an advertisement campaign, depending on your goals. The manual bidding tool allows you to keep an eye on your spending. Your conversion objective can also be used to optimise your marketing.
Therefore, while it could appear that boosting a post is the ideal option for a firm with little Facebook Ads experience and a tight budget, it might actually be quite the contrary.
If you decide to employ that tactic, keep the following things in mind:
Does this content have a call to action (CTA) that is obvious?
Will promoting this post aid you in achieving your objective?
Could a broader campaign incorporate this more effectively?
You can decide when to boost and when to change course by providing answers to these questions.
The main lesson to be learned from this is that there are no absolute guidelines for Facebook ads. Certain techniques could be effective for some brands but not others. Testing out different tactics is the only way to be sure to discover what is effective.
We hope a number of myths and misconceptions have been cleared through this post.