Why Everyone Has Facebook Advertising All Wrong….And How You Can Get It Right!
Updated: Dec 12, 2019
How having a better understanding of how Facebook works will give you the edge over your competition, save you money and give you a better ROI.
At the time of writing there are an astonishing 2.41 billion active monthly users on Facebook (those who have logged in within the last 30 days). The world population of internet users is currently at 4.39 billion. This means an incredible 55% of all internet users are actively using Facebook…..every single month! As a realtor, it has never been easier to get yourself, your business and your listings in front of the right people in your local community and surrounding area. These days, the best way to get your listings and your services in front of people and to develop a steady stream of potential buyers and sellers is to use Facebook advertising. But as simple as it might seem, there is a right way and a wrong way to do it. If you get it wrong, it can be very costly and ineffective. Unfortunately, most people are getting it wrong. And the thing is, it’s not their fault. It’s just that the general consensus and how people have been taught to do it is misinformed, inaccurate, and they simply do not understand how the Facebook algorithm works.
So, what's the problem? Well, most people create one Facebook Ad. Then they launch it and their Facebook Ad works well, sometimes for three to four days, but then their Ad fails, and it just suddenly stops bringing in leads. The costs go through the roof and most of the time, Facebook stops delivering traffic to their Ad and it just completely stops working. Then they create a new Ad and do the same thing all over again. This creates a never-ending cycle of ups and downs, new audiences, new Ads and constantly dealing with the unknown. I hear about this time and time again. Where almost everyone is going wrong is that they get super targeted on their audience thinking that everyone in that audience will see their Ad, but that is not how Facebook works. Facebook has been built to optimize each Ad to create the best experience for both the advertiser and the Facebook user (those who receive and view the Ad). Therefore, Facebook optimizes and targets the audience for you to give both parties the best experience possible. So by creating a super targeted audience it defeats the job that Facebook has been designed to do for you. Optimize. So, what happens? Well, only a small segment of your targeted audience will see the Ad, not everyone in the audience! Facebook will narrow your selected audience even further than you have and that same small group of people will continue to see your same Ad, and once they’ve seen it a few times, people will stop clicking. Facebook will then drive up the price of each click because less people are clicking on it (don’t forget Facebook needs to make money as well and will optimize for that), and eventually the Ad will stop running. This usually happens after three to four days – which is when most people will start again. Variation Is The Key: For Facebook to do it’s job and optimize your Ads, and to make sure your Ads get shown to the right people (and continue to be shown to the right people), it needs variation. Variation is the key to all successful Facebook campaigns. Without variation, the Facebook algorithm can’t work it’s magic and the Ads stop working.
This is why most people have Facebook all wrong. They don’t feed enough variation into Facebook and their Ads stop working and they have to start all over again. The three key variables in any Facebook campaign are Audience (targeting), Images (creative), and Text (copy). Depending on the size of your campaign, you should have at least two variables of each of these to feed into Facebook and allow it to start optimizing. Most Ad campaigns out there just use one image, one copy type and target only one audience. No variation! The worst part about this is that when they start a new campaign, they have to start from scratch and have no idea what worked and what didn’t in the previous Ad. It’s just back to the drawing board, blank slate and go again. This way you can never know what is working and what isn’t. You can never evolve your Ads towards what is working and the key combination that gets people to engage with your Ad. With variation, after the initial test period of at least four days, you can start to see which Ad variations are working and which aren’t. Which image works best with which headline or body of text, and which audience is the most engaged with each of those. The key is to continue to evolve your Ads over time based on the results you get for each of your Ad variations. Turn off those that aren't performing as well, continue to run those that are the best performing. This may sound like a lot more effort than just setting up one Ad, but once it’s set up properly your Facebook Ads will be head and shoulders above your competition. Facebook will optimize your Ads over everyone else’s and you will start to see a big difference in the success of your Ad campaigns and your ROI. You will also be able to more accurately predict how many qualified leads you can get each month as your Ads will have been through a unique optimization process (and not started from scratch every few days). I hope you find this useful and you put it into practice for your next Facebook campaign. This small shift in your approach will have a great impact on your Facebook advertising and will give you a huge advantage. I’m sure you will see great results - give it a try and let me know how you get on!