Facebook ads are one of the trendiest online advertising tools because of their wide reach and relatively low cost. However, right when people believe they have figured it out, Facebook is going to surprise them with something they didn’t know and that might change their strategic approach.
1. Seasonality Impacts your Facebook Bids
Facebooks bidding system uses multiple factors that determines the price of an impression. The more people that bid on a specific target, the more expensive that impression will be. As it only makes sense that more companies get involved during holidays, we tend to see higher costs per click when it comes to Christmas, Black Friday, etc.
2. Facebook offers a click to chat ad option
This is not something new, but it certainly is 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. Click to chat campaigns work very well with users who have already visited a website because they are familiar with a product or service and might have questions before committing to a purchase.
3. The amount of text in an image impacts your Delivery
If you’re looking to maximize your delivery, you can’t have a large amount of text. Facebook’s algorithm prefers posts with images with little or no text. If you can follow these rules, you’ll find your ads to be rewarded with a higher distribution and a lower cost per impression.
4. Facebook placements need different ad strategies
Facebook currently offers an ad platform that encourages you to create ad sets that advertise across multiple devices automatically. However, different devices have different ad requirements and customer behaviors. I recommend you breakdown your campaigns and ad set by device to maximize performance.
5. Video Ads don’t generate the greatest response
If your goal is to generate a lot of your business through video ads, Facebook is probably not your best option. Videos are great communication tools and foster tons of engagement, but the cost per impression needed to generate a click to the site will boost due to people taking other social action on the posts such as liking and commenting.
We’ve started to scratch the surface in this blog, but in the end, there’s plenty of insider tips for enhancing your Facebook advertising strategy out there. Facebook is a great platform for your marketing strategy, and shouldn’t be overlooked, especially when compared to other mediums. Get a better idea of who you want to target with this free buyer persona resource, courtesy of yours truly.