Here we have busted the most common Facebook Ad myths to help advertisers leverage the full potential of Facebook advertising.
Many advertisers believe that Facebook advertising is dead. Then, there are others who think that Facebook ad is not right for B2B marketing. It is not hard to come across the people saying that Facebook ads are nothing but a scam.
Well, these are some of the common misconceptions surrounding Facebook advertising. If you are one of those marketers, it’s a wake-up call for you.
Facebook advertising is an efficient way to present your brand effectively to your target audiences. Facebook offers many innovative features to make your campaign more appealing to the users. Even a simple reaction can benefit the marketers.
Despite these advantages and acceptance, there exist multiple misconceptions about Facebook Ads widely believed by advertisers.
Here we have listed few such common myths you should forget about for a successful FB ad campaign.
Must to Avoid Common Facebook Ads Myths:
MYTH# 1: You Can’t Track the Results and Conversions
Surprisingly, many advertisers think that there is no way to measure the progress of Facebook ad campaigns. If you are one of them, here is an eye opener for you.
Facebook offers you many inbuilt ‘tools’ you can use to track the progress of your ad campaign, including Page Insights and analytics in the Ads Manager dashboard other than the pixel code for conversion tracking.
Facebook Pixel code acts as a boon for the advertisers as it lets you measure, optimize & build audiences for your campaigns. It is very useful to create audiences for retargeting purposes, find new customers and measure the conversions coming from your FB ads. Through the pixel code, you can grasp the actions users are taking on your website. Hence helps you improvise your ads and come up with effective campaigns.
Results it tracks: Registrations etc
Traffic & visits recorded:
Here is how you can view the results from your Ads’ manager dashboard. The charts show all the metrics you would like to measure from conversions to CPC to amount spent to relevance score of your ad to feedback from audiences to age group to a location to devices used to complete a task to website clicks and what not. It holds all the metrics you must keep an eye to create better adverts.
If you run a campaign for brand/local awareness or just promoted the page or boosted the post because the objective of your advert is traffic on the page; you can check the reach of the page through insights on the page. It clearly differentiates the paid as well as organic traffic to the page.
MYTH# 2: Forget the Views and Likes. Only Clicks are Valuable:
Obviously, clicks are important for your conversion rate. But that doesn’t mean you undervalue the likes on your ad. An advertisement with more likes, views, impressions and reach indicates that the content is useful and is “loved” by the target audiences socializing it even more among the probable customers, encouraging the potential users to click.
MYTH# 3: Facebook Ads Work Only When They Reach Consumers Immediately:
Facebook doesn’t guarantee you an instant success. It is a long-term marketing strategy because its value lies in its growing impact over time.
One way to find out how Facebook could benefit you as part of a longer-term strategy would be to perform test placements and design controlled experiments to find out which factor influences user behavior and use these things to create a successful advertising campaign.
MYTH# 4: Facebook Ads Are Too Expensive:
Yes, Facebook ads are expensive, but only when you start without preparation. Running a campaign without a plan is like hitting the target blindfold. No wonder if you don’t see any leads generating.
What is the goal of your campaign? Who is your target audience? Running a Facebook campaign without answering these questions will cost you more money. If you know your plan and strategy, you have good chances to meet your target within your budget.
MYTH# 5: Boosting the Post and Facebook Ads are the Same Thing:
There is a huge difference between boosting a post (sponsoring a content) and a Facebook Ads. Boosting a post is a very elementary form of Facebook advertising. Creating this requires you to allocate decided budget to an already published piece of content so that it is served to your selected target audience. The main objective of a post-boost is to increase engagements in form of reactions, comments & shares.
Whereas, Facebook Ad is an advanced way of advertising/paid marketing on Facebook. Facebook ads provide you a larger number of options to choose from depending upon the goal of your campaign. These options include the objectives as shown below:
MYTH# 6: Success in Facebook Ads is Just a Matter of Luck
Benjamin Franklin rightly said – Diligence is the mother of good luck.
Similarly, Facebook ads don’t bring you overnight success. It takes a lot of efforts, diligence, and patience as well to see the results. You have to test everything, from the audience, ad copy, images. And you must try out new things constantly with objectives of your ads being very clear.
This is why many marketers expecting instant results are frustrated and end up believing that Facebook ads just don’t work.
MYTH# 7: Facebook Ads are Not Meant for B2B Business:
Facebook is the platform where people interact with their friends, expand their circle, and check out news and products. This is why a B2B business is likely to overlook Facebook just because it is a customer devoted platform.
Have you ever thought that businesses are made of people and Facebook Ads are a route to reach them?
You can approach the businesses depending upon the industry or you can approach the contact persons by their designation.
Besides, a client is likely to check your company’s social profiles before they do business with you. You don’t know on which platform they check you, so it is important to have presence on all social networks. And one more thing—Facebook is the leading B2B social networking platform after LinkedIn.
MYTH# 8: Fake Facebook Ad likes are a Big Problem:
Don’t worry if your Facebook ad campaign receives fake clicks. It is not a big issue and happens with every advertising platform. Getting fake clicks from bots and click farms is a usual thing you should not worry about.
Instead, you should focus on your ROI and conversions. If your campaign is going good and you are making money, your Facebook Ads are successful. If it is not, then you have to work on the key areas of improvement.
MYTH# 9: CPC is a Better Way to Bid:
“CPC is the best way to bid as I’ll pay only for clicks.”
You must have read something like that all around the web, probably from some frustrated advertiser who spent lot of money on an ad campaign only to find that it wasn’t the solution to all his problems. The clicks that you are paying for are on the like button or on the ad creative or on the page instead of only on the website which leads to a conversion.
Here, you can use CPM as it lets Facebook create a layer of optimization to get you more traffic that can convert.
MYTH# 10: Advertising in the Right Column Doesn’t Work:
It is one of the common misconceptions that advertising in the right column doesn’t work. Right-hand column ads work if you choose right image dimensions and aspect ratio for the content. Make sure to keep strong visual contrast to attract user’s eye. It is also good for users as they can click on them without being distracted by likes, comments or shares.
MYTH# 11: Fake Facebook Likes is a Smart Way:
If you still believe that buying unauthentic Facebook likes can work for you, then you have no idea how it can hurt your brand. What will a user think of you when he sees that your page has many likes but no engagement?
Does your page look credible when it has million of likes with less or no user interaction? Does that give you a good ROI? An authentic page has the comments proportional to the number of likes it has received.
I would rather invest my energies and resources on 10 users out of 20-page likes who are genuinely interested in my products/services. They are my potential customers because of whom I wouldn’t care about the number of likes on my page.
So, buying fake likes will not only cost you a user but also make you look shady in Facebook’s eye.
MYTH# 12: Facebook Ads are just for branding:
This is one of the oldest myths running since the earlier days of Facebook when marketers were not sure how to use it while only big businesses could afford to experiment with it. There were many advertisers who believed it as the alternative to email marketing. The subscribers were being approached by advertisers in the form of likes instead of being acquired through messages.
As mentioned earlier, we have a wide variety of options to support respective goals of the businesses. So the fact to be underlined here is that the ads are not just for branding but website conversion or event responses or lead generation and so on.
So these are some common misconceptions about Facebook advertisements. However, there are many myths that can affect your campaign. The best way to avoid such baseless things is to be well informed with the updates and techniques and the needs of the target audience.
About the author
An enthusiastic Human Being with a zeal to express as much she can in words... and Blogs gave her a medium to express and share her knowledge. Has written for eminent blogs and fields like the social media, internet marketing, technology, lifestyle (tattoos, body art, fashion, etc.), politics, and the list is still increasing.