Regardless of what’s happening with Facebook in the news right now, their platform is still a great way to get more traffic, conversions, and sales for your company. Because of that, there is a ton of information out there on how to create effective FB ads. Some of this info is just plain wrong.
Today we’ve got a blog post written by a guy who has managed over $3M in Facebook ad-spend. He clearly knows Facebook ads, and he’s debunking some common myths for us today.
Here we go:
Myth #1: You have to laser-target your audience. Facebook offers a ton of ways to target people, which is why laser-targeting became a thing. But, Facebook’s own algorithm is really good at finding people who are likely to convert on your website. Keep your audience broad and let the algorithm work its magic.
Myth #2: Facebook ads are not effective for B2B. This is a killer myth for B2B companies. Facebook allows you to target by employer, industry, job title, and a whole bunch of other work-related data points. But, best of all, Facebook allows you to create a lookalike audience which automatically finds people similar to your audience.
Myth #4 (yes, we skipped #3): You need to invest in getting page likes. Forget about page likes, don’t waste your ad budget on “like” campaigns. Just because someone likes your page, doesn’t mean they’ll ever buy from you. You can still run a very successful ad campaign with very few page likes.
Myth #5: You should retarget all your site visitors. Retargeting visitors is always a good idea, but not all of them. Run different retargeting campaigns based on which pages people visited. People who view your pricing page should see a different ad than someone who just viewed your blog.
Myth #7 (yup, we skipped another number): Relevance score is the most important metric. Relevance score does matter, but not as much as ROI. Regardless of what Facebook says about your ad, if your ROI on it is good, that’s all that matters.
Dive into the post to see all of the data that backs these claims up.