Are Facebook ads still relevant and still worth using or are there better, cheaper, and more effective advertising solutions out there that you should be using instead in order to help you generate more leads, get more customers, and make more sales?
It’s a good question and an important one too. Unfortunately, most of the information out there on the subject of Facebook ads and their relevance is either all doom and gloom with headlines like “Facebook ads are dead “and “Facebook is failing,” or they’re all sunshine and rainbows talking about how Facebook is still the biggest most powerful social network out there right now and how you’d be crazy to ignore it.
What are the best-performing placements on Facebook? it always tells you should test what works for your business. but of course, we can also relate to the international best practices for Facebook and Instagram ads. In this article, we will go through Facebook Advertising Success and we will give you some tips to maximize your ROI.
Tips to Maximize Facebook Advertising ROI
Facebook advertising is always updating and changing and this year is no different, especially with all of the iOS updates and targeting restrictions we saw happen last year.
To Rethink your Facebook Advertising Funnel
Most of us to date have used Facebook to drive traffic to our website and complete conversions there. but with the new iOS update, a lot of people are now opting out of being tracked that way. meaning Facebook can no longer see what goes on beyond their platform now most of the time.
which means it cannot work its magic and optimize you the way it used to, or find more people who look like your customers the way it used to. so the workaround to this is to readjust your advertising funnel to keep people interacting with you on the Facebook platform.
Facebook can still track anything that happens within its own platform so if your advertising campaign is Facebook-centered instead of centered around your website you can still track things with the same level of accuracy that you’re used to from Facebook.
For example, if your ultimate goal leads, use Facebook’s native lead generation campaign instead of sending people to a landing page. if your ultimate goal is sales consider setting up a Facebook shop where people can check out on Facebook, and honestly whether you’re B2B or B2C either way experts would still suggest using the lead generation campaign to get email addresses.
Because email marketing is still killing it in 2024 with an average ROI of 4200% or 42 dollars for every dollar spent. The point of this tip is that Facebook ads can still work you just need to rethink how you’re leveraging them in your overall marketing funnel.
Try Running More Engagement Ads
What are engagement ads? first, there’s the actual engagement campaign on Facebook which breaks down into post engagement, page likes, and event responses.
Post engagement will drive more likes comments and shares on your existing posts. Page likes will help you get more Facebook page likes for your business page and event responses are only really relevant if your business hosts events that you could benefit from getting RSVPs To.
The other campaign that would consider running for engagement that’s not necessarily in that engagement umbrella, is the video views campaign. so the purpose behind running post-engagement ads, page-like ads, and video view ads would be two-fold.
1. To fuel your marketing funnel.
2. To establish some social proof while you’re doing it.
Assuming you do have at least some idea of what your marketing funnel looks like you want to use engagement to start ushering people into the funnel.
A cold audience which is an audience that has never heard of your brand or business before is not going to buy from you upon seeing you for the first time.
They need to interact with your brand several times before feeling A, like they trust you enough to give you their payment info, and B, that they are convinced that they need your product or service. so your engagement ad should be purely value-based meaning that they are not selling anything to the audience, they are solely providing valuable content to the audience.
Use Video in Everything
Video is not an option anymore it’s a necessity. In just about every test that seen recently, videos outperform static images every single time. Think your videos do not have to be hard or complicated to make.
If you have a smartphone that is all you need to make an effective Facebook video ad in fact the more casual the video the better it’s being received these days. video has become the standard bare minimum expectation from Facebook and Instagram users so if you’re not already using video you need to do that like yesterday!
But truly if you just want to selfie record yourself chatting for 15 seconds speaking to the goals or pain points your target market has that’s really all it takes to create an effective Facebook video.
Use Reels and Story Ads
Reels are the Facebook and Instagram versions of Ticktalk they are short-form videos that are one of the fastest-growing mediums on the platform right now and stories can be images or videos that are only present for 24 hours unless you save them to your highlights on Instagram.
When we talk about Facebook advertising tips you should definitely be testing out running reel ads and story ads to capitalize on video-centric ad formats. this is different from just posting reels and stories organically.
This puts advertising dollars behind your stories and reels to take an already explosive organic strategy and put even more reach behind it.
Test out New Targeting Options
You might have had a killer ad combination that was generating great results that’s now no longer available. or maybe you like many of us were seeing great success with lookalike audiences, and while that targeting feature is still available all the iOS updates and privacy restrictions have now made them less effective.
What worked last year is probably not going to work forever and in today’s case with Facebook ads, we know it’s not. so you should always be looking to test out new targeting options now here are some specific things you can try with your targeting.
Bottom-line
Facebook advertising is still a potent tool, but in order to optimize return on investment, marketers need to adjust to changing platform upgrades and trends.
Traditional funnel techniques, such as sending visitors to external landing sites, have lost some of their effectiveness due to the impact of iOS modifications and greater privacy constraints. Businesses could use native lead generation campaigns, set up Facebook Shops for smooth transactions, and integrate email marketing to preserve interactions within the Facebook ecosystem and remain competitive.
Campaigns that emphasize engagement, including post interactions, page likes, and video views, may also provide social proof, help prospective clients go through the marketing funnel, and foster trust.
Ad success on Facebook increasingly depends on embracing video content. Static material is routinely outperformed by short-form videos, such as Reels and Stories when paired with informal and genuine video advertisements.
Navigating the platform’s recent modifications and required targeting expansion also requires testing new targeting tactics, such as expanded audience definitions.
Facebook advertisements are still relevant and successful even if the market may have changed provided marketers use innovative formats, modify their tactics, and continuously test and improve their methodology.