The internet is a fascinating place where everyone can share their ideas and opinions. It is a democratic forum, with little censorship (except for serious offences, such as hate speech and vulgarity). This means that we can enrich our knowledge day by day. But it also means that we can learn misconceptions, half truths and even purely false information.
Today we will tackle the issue of Facebook™ ads myths. Most probably, you have done some Google searches and got a jumble of confusing and contradictory information. Facebook™ ads are great and will bring you lots of customers. Stay away from Facebook™ ads, they are a complete waste of time and money. Which one of these statements do you believe?
Time to Shine Some Light into Myths about Facebook™ Ads
At AdChief, we are committed to keeping our readers and clients informed and able to make the right choice about online marketing. We know that every dollar counts for you and you want to invest it wisely.
In this article, we will deal with the most largely widespread myths concerning Facebook™ ads. Here is the truth about them:
Myth 1: Aim for a Low CPM Bid
CPM means cost per mille, that is, the amount you pay when your ad is shown to 1,000 Facebook™ users. “Oh, so I pay only for the fact that people see my ads? Then I should pay as little as possible!”
It sounds apparently logical, but it is not, if you understand the way Facebook™ ads are paid for. It is a bidding system. Thus, the highest bidder gets the highest quality audience, corresponding as much as possible to their audience criteria. And the lowest bidder? That’s right, you get the lowest quality audience, those users no one bids for because they never click on ads. Or, if they do, it is out of pure curiosity and they never even fill in a signup form.
Myth 2: Facebook™ Ads Work Only for Big Brands
Facebook™ has a bidding system that allows even small businesses reach well targeted audiences with their ads. Used in combination with the Facebook™ Pixel, Facebook™ ads are successfully used by companies of various sizes and with various marketing budgets.
You need to be smart about targeting and retargeting your audiences and setting the right bidding system. If you are not careful, you will lose a lot of money, indeed. But this only means that you need to learn how to use Facebook™ ads, not that they are not a good option for your business.
Myth 3: You Have to Target All Your Website Visitors
This is true only insofar as you create separate ad campaigns for each category of website visitors. But if you put all of them together in the same audience, you will get poor results.
Consider the difference of intents between someone who read the About Us section and someone who browsed your list of prices. The first person is still trying to figure out who you are and what you do. The second needs products similar to yours and is comparing offers. Each person will respond to a specific type of Facebook™ ads: brand awareness for the first, special offer for the second.
Myth 4: Right Side Facebook™ Ads Don’t Work At All
This is a half myth, but it is still worth including here. If you choose a CPM bid for this type of ad, then you will spend a lot of money with little result. Facebook™ will simply show the ad over and over again to users as they scroll down, until your bidding budget is finished.
However, if you set CPC or CPA as your bidding strategies, you will see a good click-through rate and conversion rate for your Facebook™ ads.
Myth 5: I Must Use Photos of Smiling People in All Ads
While a smiling face does create an emotional response in people, it does not seal the deal for getting a click. People respond to various emotional stimuli: colours, animals, a product in use that makes someone feel better/achieve their goals, etc.
Plus, if you get your photos from stock images sites, chances are your audience has already seen the same exact photo – in a different ad or on various websites. There goes the emotional response out of the window, to be replaced with rolling eyes and scrolling away from your ad!