4 Reasons To Fall In Love With Facebook Ads

Have you ever found yourself staring at a Facebook ad receipt and wondering just what, exactly, you've been paying for? 

You’re not alone. One study found that 62% of small business owners advertising on Facebook weren’t meeting their targets (Sophy, 2017). 

It’s true that you can spend a lot of money on Facebook advertising and see very little return on investment. But it’s also true that the power of Facebook to connect you to your customers is so huge that you really can’t afford to miss out Facebook ads as a marketing opportunity. And the fact is that putting together a successful ad on Facebook does take a little bit of knowhow if you want to see big results — but big results are absolutely possible.

So, if you’ve fallen out of love with Facebook advertising, here are four reasons to reignite that passion.

1. 1.62 BILLION users visit Facebook every day

And reaching even a tiny fraction of that number could mean a huge uptick in visibility for your brand. Your future buyers can’t go crazy for your product if they don’t know you’re out there, and it’s a virtual certainty that most of those future buyers are Facebook users. 66% of the UK population are on Facebook. Users cover all demographics and walks of life. While 73.8% of users are between 18 and 44 years of age, the 65+ age group is rapidly adopting the platform — the percentage of Baby Boomers and Silent Generation using Facebook almost doubled between 2015 and 2019. And Facebook’s global dominance shows little sign of waning: 400 new users signed up every single day of 2021.

2. You can target your potential customers with pinpoint precision

One of the most attractive features of Facebook advertising to any business is its ability to customise the audience to a degree offered nowhere else. Because Facebook holds so much information about each of its users, advertisers can draw on a wide range of demographic features to zero in on exactly the people who are most likely to engage with their products or services. This allows for a much more targeted approach than most platforms and helps you avoid wasting money on advertising to people or groups who are very unlikely to become your customers. Plus, the more advertising you do on Facebook, the better you’ll be able to refine your results.

3. You decide what it costs

It’s up to you how much you want to spend on a Facebook ad, but depending on what you want your ad to achieve, the price of engagement can be relatively low: the average cost-per-click across all industries advertising on Facebook in 2021 was $1.72. And you really don’t need to spend big money if you don’t want to. Facebook’s Lifetime Budget feature allows you to stop your ad as soon as you reach your maximum spend, and, if your budget is super-stretched, you can (and should) keep your spend as low as $1-$3.50 per day to begin with while you track what works and what doesn’t.

4. Your return on investment can be huge

“Facebook ads,” says digital marketing consultant Brian Carter, “are mega-awareness raising, have good targeting, require very little commitment, and are unbelievably affordable” (Carter, 2014). 26% of Facebook users make a purchase after clicking a Facebook ad. It’s true that Facebook advertising is becoming gradually more expensive, but the response rate remains higher than any other social media advertising platform — just look at this graphic from Social Insider:

But with increasing competition and a swelling marketplace for advertisers, it’s vital that your ad copy stands out: “Brands can’t get away with weak creatives that target a broad audience,” says Jack Shepherd of Social Shepherd. “To convert, you must create ads that grab their attention and speak directly to their major pain points” (Shepherd, 2021). That’s where — ahem — a good copywriter comes in. To get those clicks, you need compelling copy that sets out your benefit(s) and call to action so clearly and irresistibly that you grab your audience’s attention, hold onto it, and usher them seamlessly into the next stage of engaging with your product. It’s not easy, but it is possible. And that’s where you begin to see a return on investment like $8.25 for every $1.00 spent on your Facebook ad.

So, yes, Facebook advertising can be expensive and exhausting — but it really doesn’t have to be! You too can achieve the results that let you fall in love with the platform all over again. If you’re ready to get your Facebook presence working for you and connecting you to your future customers, then get in touch to find out how Fabula Copy can write adverts for your company that elevates your brand above the competition.

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References:
Carter, Brian: "Why Every Business Should Spend at Least $1 per Day on Facebook Ads." www.moz.com 2014. https://moz.com/blog/1-dollar-per-day-on-facebook-ads​
Shepherd, Jack: "Are Facebook Ads Worth It? Advantages & Disadvantages of Facebook Advertising." www.thesocialshepherd.com 2021. https://thesocialshepherd.com/blog/are-facebook-ads-worth
Sophy, Joshua: “62 Percent of Small Business Owners Say Facebook Ads Miss Their Targets, Weebly Reports.” www.smallbiztrends.com 2017. https://smallbiztrends.com/2017/01/do-facebook-ads-work.html