How To Avoide Facebook Ads Advice: Outdated Tips and Bad Advice 2023
- Changes to the Facebook ads platform are causing declining results, higher costs, and ineffective ads for many businesses.
- The problem isn't the algorithm, Facebook, or iOS 14, but rather outdated advice about Facebook ads.
- Choosing the brand awareness objective is not the best choice for generating sales, leads, or action.
- Conversion ads are still useful, but Facebook lead ads have improved and are now a better choice.
- The idea of "all ad, no funnel" is outdated and unrealistic.
- Your marketing funnel should work together to turn clicks into leads, leads into conversions, and so on.
- Retargeting with custom audiences is no longer as effective, and a new approach is needed.
- Facebook divides warm retargeting audiences into sources and meta sources.
- Relying on the Facebook Pixel alone for retargeting is not enough.
- Using a customer match audience is a better choice for retargeting.
- The Facebook algorithm prioritizes ad relevance over ad frequency.
- The Facebook algorithm is more lenient with ad frequency for audiences with high relevance.
- Using a lower ad frequency can increase ad relevance.
- Facebook's ad delivery system has changed to prioritize ad relevance over ad spend.
- Choosing the right ad objective, targeting, and ad copy can improve ad relevance and results.
If you're experiencing declining results, skyrocketing costs, or ineffective ads on Facebook, it's likely due to the recent changes happening on the platform. These changes are leaving many business owners, marketers, and advertisers feeling frustrated and confused, and some are even giving up on their advertising goals altogether or switching to another platform. However, the problem isn't Facebook itself, the algorithm, or iOS 14. Instead, it's the fact that much of the advice being shared about Facebook ads has not kept up with these changes. This is leading to people using outdated strategies and rules that no longer work, often doing the opposite of what's needed to get more clicks, leads, customers, and sales from their ads.
One outdated tip is the advice on which Facebook ad objective to use in your campaigns. When you create a campaign, you're given the option to optimize for awareness, traffic, engagement, leads, app promotion, or sales. The general rule is to choose the objective that reflects what you want. So, if you want sales, choose the sales objective. If you want leads, choose the leads objective. However, many people think that the brand awareness objective is the best choice. But, this is actually not the case. According to Facebook, the brand awareness objective is designed to help you reach the largest number of people who are most likely to remember your ad. However, you don't just want people to remember your ad, you want them to take action, like buying something or signing up for something. Therefore, it's best to choose the sales or leads objectives instead.
In the past, conversion ads were the best way to generate sales, cash flow, revenue, and a positive return on investment. These ads still have a role in many campaigns, but they've been overtaken by Facebook lead ads. There is outdated advice to avoid these ads, but that's a mistake. Facebook lead ads used to deliver low-quality leads that rarely resulted in sales and were often forgotten by the person who signed up. However, changes to the Facebook lead ads interface, as well as improvements and changes to tracking pixels and cookies due to iOS 14, have made them a better choice. Additionally, there has been an increased willingness among Facebook users to engage and interact with lead ads.
Another outdated piece of advice is the idea of "all ad, no funnel." This refers to the idea that you can just write a single Facebook ad, launch it, and expect it to generate buckets of cash. However, this isn't realistic. Your ad's main job is to get the click, not to get the click and the lead and the conversion and the call and the sign-up, and so on. Your marketing funnel needs to work together to achieve these goals. For example, your landing page's job is to turn the click into a lead, and your follow-up email sequence's job is to turn the lead into a conversion, like a sales call or sale. Other elements, like your retargeting ads, sales page, SMS sequence, and other marketing efforts, also need to work together to further the main objective of the ad. When everything works together, you can see significant growth, like doubling the number of leads, conversions, purchasing frequency, and average transaction size.
Retargeting is another area where outdated advice can be harmful. In the past, custom audiences built from customer lists, leads lists, website visitors, and email lists were the go-to for retargeting. However, tracking pixels and cookies are not as effective as they once were, so a new approach is needed. Facebook divides warm retargeting audiences into two categories: sources and meta sources. In the past