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Why you should be skeptical of Facebook Ads

Here at Organik Digital, we’re big fans of Facebook Advertising so a blog with a title like this might seem slightly odd – but we promise it’s with good reason.

You see, I had a discussion last week with a potential client about Facebook Ads and before I could get into the rundown of why I think Facebook Ads were great and why they were suitable for their business, they jumped in (quite politely I must say) and said:

“Dan, I’m a skeptic and I’m not sure it’s right for us”.

And for some people that might take them back a bit, but for me, it wasn’t the first time I heard it so I wanted to explain why I completely understand where they were coming from and why you should also be a skeptic of Facebook Ads.

The reason I want you to be a skeptic is because I want you to try as hard as possible to prove yourself wrong. Here is an example of why I think people are still skeptical of Facebook Ads.

Conversations I have with people often go like this:

Them: Facebook ads are simple I just hit the Boost button and send those posts out
Me: Ok, what are your results like
Them: Not too bad, we got lots of likes and comments on the post
Me: Interesting, was that your objective from the campaign?
Them: Not really, we really wanted a few sales from it
Me: So did you track whether you were getting any sales from it?
Them: Nope, I wasn’t really sure how…
Me: Are you going to do Facebook Ads again?
Them: Maybe, I don’t think they’re really right for our business.
Me: How long have you done Facebook Ads for?
Them: Once, maybe twice. We spent about $50!
Me: *facepalm*

Actually, sometimes people will continue with this strategy for Facebook Advertising for months and then wonder why they aren’t getting any results after discovering that likes and comments don’t pay their bills.

And look, I know that when you first log in to Facebook Advertising it is confusing and there is a A LOT happening. So it’s no wonder that people often just choose the Boost button as an easy way out. I get it, that approach of spending going up and down, throwing money at campaigns and audiences you ‘hope’ are worthwhile is not going to get you prolonged results. It’s not.

The biggest reason that people fail at Facebook Ads is because they‘re not taking the right steps to think about how you should set up a campaign and use the assets that Facebook has.

And that’s why people do remain skeptical about Facebook Ads, but not because they don’t work, but because they’re not putting in the initial steps to give them the best opportunity to perform.

But you owe it to yourself (and your bank balance) to look into it further to prove to yourself and others in your business that is DOES work and that by using the features readily available you can unlock profits like the ones you see advertised to you all the time!

There are two main steps (if you could call them that) that I see businesses fall down with Facebook Ads:

  1. Patience
  2. Planning

There is, of course, the technical side of advertising but I’ve dealt with that in detail on the blog before, today I want to talk about the psychological battles you have with Facebook Advertising.

I’m not a patient person

Patience is one of the most frustrating words out there. I hate it, you hate it, but it’s important. People think that Facebook Ads are some silver bullet to bring in a huge return immediately. And believe me, Facebook Ads can bring you some serious $$$…but it’s not going to happen tomorrow.

If you’re promoting to a cold audience (people that have never heard of you before) then you need to understand that even if you have to offer them the BEST offer you could up with – you’re still in an advertisement so it takes time before people can trust you.

Think about your own purchasing habits, how many businesses have you made an initial purchase from without either getting a recommendation, seeing social proof, doing your own investigation and searching for answers to your questions you have about them? Probably not many.

So why do you think people will purchase from you after seeing one ad you’ve put in front of them. It doesn’t make any sense.

You need to think about how you can move them further towards making a purchase or a conversion. That may mean that you need to take a step back and think about how you can answer those queries they have about your product or service – and see how you can better serve them ads that solve that problem.

You can do this by looking at more effective sales funnels with more than one ad that drives a closer connection. But then that takes time to convince your potential customers of your messages and what you have to say PLUS you need to give take Facebook time to serve those ads as well.

Depending on what type of conversion you’re aiming for, this can affect the timeline as well. If you’re offering a product that is $50, for instance, it’s going to take less convincing than a business that offers a $5000 product.

Please, just be patient with your ads because it won’t happen immediately but it will gradually happen over time.

Planning prevents poor performance

The planning stage includes thinking about your campaign, your audience and the creative before putting a campaign into practice.

The best place to start is by mapping out your sales funnel/customer journey (call it what you will) and working back from the point where they convert to your offer.

For instance, if you have an online offer they buy online, these are the steps they may take in reverse order:

  1. They check out on the payment page
  2. They view the product on the sales or landing page
  3. The clicked something that showed them that product:
    1. It may have been a link in an email that recommended that product
    2. Or another Facebook Ad that was re-targeted to them
  4. You got their email by offering some value or a free download, guide or discount
  5. They saw that download, guide or discount in a blog post you wrote about it
  6. They went to that blog post because:
    1. They saw an ad promoting it
    2. They were re-targeted by an ad from you
    3. They watched a video on Youtube or Facebook
    4. They listened to a podcast you published or were interviewed on
    5. They saw a social media post from you
  7. You can re-target them because they watched some of a video you were promoting to a broad audience and indicated their interest by watching enough of your overall video

It’s no longer getting people from point A to B, it’s getting people from point A to X, Y or Z and you need to use ads to push people from one step to another by filling in those gaps.

'It’s no longer getting people from point A to B, it’s getting people from point A to X, Y or Z. You can use Facebook Ads to push people from one step to another'Click To Tweet

Your Turn To Take Action!

Returning to my earlier discussion about a potential client that was a skeptic, when I laid these necessary steps out and showed them the bigger picture, they become a believer.

Because all we’re trying to do is show people that are businesses can benefit them and all Facebook Ads are is an enabler that allows you to do that.

I love showing businesses how you can use Facebook Ads in your strategy so leave a comment below if you would like to hear more.