Facebook ads are less viable than they were 5 years ago. Does that mean they are dead? With other social media platforms such as Twitter, LinkedIn, and Instagram overtaking Facebook in popularity, fewer people are spending time on FB. There are still billions of active FB users. If you are keen on garnering the attention of this community, it may be more challenging but possible. In this blog, we discuss the issues with Facebook ads and how some of these can be tackled.

Targeting Relevant Audience

Relevant and creative ads must be used to grab the attention of the targeted audience. A large section of businesses finds success by creating such ads. Ads on Facebook can be of different formats, such as short videos, slide shows, carousel ads, and so on. Ads must be designed depending on your product and the nature of your audience. For example, someone from Gen Z is less likely to go through a carousel ad and more likely to watch a video. At the same time, someone from an older generation will be willing to read through a carousel. So, understanding the pattern of the targeted demographic is essential.

Over the years, Facebook has been allowing location tracking of users. Users saw relevant ads based on these locations. However, in recent times users have shown their disappointment in this feature. Most people have chosen to keep their location from being tracked, so the ads cannot be targeted that way.

Adapting to changing Algorithm

Facebook algorithm is ever-changing. Staying updated with the latest changes and modifying your advertisements accordingly is the key. Facebook provides robust analytics regarding impressions, conversions, returns, etc. These insights should be continuously used to benefit the conversion ratio.

Performance Marketing

Performance marketing is the new in-thing in which payment is made only if some action, such as click, view, signing up, sale, etc., is done. This marketing method is widely used on TikTok and Instagram and must also be effectively utilized on FB.

Adapting and innovating new trends must be relevant in the marketing scenario. The behavior of users is now volatile and is influenced by several factors. Allowing effective e-commerce by clicking directly from the ads has helped FB ads to convert into sales. This can be done even more effectively by spreading the ads across platforms, including Instagram. Facebook also has a way of finding a “Lookalike Audience,” which can help a business reach its potential customers with characteristics like the existing customer pool.

Cost Involved

The increasing cost of posting ads on Facebook has been another reason many businesses opt-out. Only businesses sure of finding their target audience on this platform are leveraging its benefits. A new business or an experimental project is less likely to use Facebook advertisements.

Conclusion

Conscious efforts in innovation, cost, and targeting the right audience can still work well in acquiring an organic audience. The success lies in adapting to the changing landscape of Facebook marketing. Facebook ads are certainly out of their glorious days. But they are not yet dead.