Facebook ads are one of the latest online advertising tools, because of their wide reach and relatively low cost.
When people think that they have figured it back, Facebook is going to surprise them with something they didn’t know and that might change their strategic approach.
Now, here are the ten facts we need to know about Facebook ads.
· Facebook Bids Are Extremely Sensitive To Seasonality.
The whole Facebook algorithm is built on a bidding system that determines a price of an impression based on multiple variable factors. The amount of accounts bidding on a specific target is one of the factors that influences the price the most, the more people bid on a specific target, the more expensive an impression will be.
· Facebook Offers A Click To Chat Ad Option.
This is not actually something new, but its certainly one of the least used functions on facebook. Click to chat campaigns can be great for customer service, and they can be set up using the click to website campaign type which might lead to questions before committing to a purchase.
· Facebook Placements Needs Different Ad Strategies.
Facebook currently offers an ad platform that encourages you to create ad sets that advertise across multiple devices automatically. But also know that different devices have different ad requirements and customer behaviors. So it will be better if you breakdown your campaigns to maximize performance.
· Refreshing Ad Creative Is Extremely Important.
Most Facebook campaign types don’t give advertisers control over the frequency of ad delivery to the same user. This can easily create some discomfort in potential customers and drive them away from a potential purchase. Facebook advertisers need to change the creative of the ads quite often to avoid this issue.
· Audience insights are a great source of targeting methods.
Using audience insights with conversion data can be a very great source of information for any campaign, It provides additional ways to target users based on their online behaviors, purchase habits, income and much more. Finding more ways to communicate to targeted users will likely help expand the reach of a campaign and create a better performance.
· Facebook has a pre-selected similar reach targeting option.
This allows Facebook to show ads to audiences that are similar to the ones that you have selected and that are likely to generate extra conversions at a lower CPA, it also helps businesses expand their overall reach. This function works is similar to targeting methods, but it differs because it is based on data that comes from Facebook and not from the ad account manager.
· Facebook allows you to limit the exposure on the audience network.
Many advertisers consider the audience network not to be a great ad placement because it doesn’t generate quality traffic. Facebook understands these concerns and developed two options to solve this issue, the first issue is to exclude specific website categories from displaying ads such as dating and gambling. The second option is to proactively upload a list of websites to exclude, this is going to boost performance by limiting the amount of clicks from placements that will never turn out to be a conversion.
· The Video ads don’t generate a great direct response.
If the goal of a company is to generate most of its business through video ads, then Facebook is not the way to go, video ads are great to communicate a message, but they aren’t necessarily the best option when it comes to website clicks. Videos are so engaging that the cost per impression needed to generate a click to the site will boost due to people taking other social action on the post, like commenting on it and liking it.
· The same bid won’t work forever.
Considering how Facebook bids are sensitive to changes in the marketplace, one strategy will not always work. Something that was working perfectly today might become unprofitable in a few days. This means Facebook bids require more maintenance and constant tune ups.
Read more at: https://www.entrepreneur.com/article/286938