Facebook is one of the most popular places to advertise online right now for a number of reasons.
It’s cheap, you can get hyper-targeted, and it’s where a ton of people ‘hang out’ online – meaning there are plenty of eyeballs to put an ad in front of.
But like all forms of online marketing, Facebook’s ad platform is in a constant state of flux. And it’s precisely because it’s always changing that it’s critical to stay on top of what’s working and what’s not working.
And when something’s not working, we have to change our approach (unless you don’t like money).
So here’s 5 facts about Facebook advertising that many people don’t know:
1. 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.
2. 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.
3. Refreshing ad creatives is extremely important.
Most Facebook campaign types don’t give advertisers control over the frequency of ad delivery to the same user. This can easily create some discomfort in potential customers and drive them away from a potential purchase.
Facebook advertisers need to change the content and creative of the ads quite often to avoid this issue.
4. Audience insights are a great source of targeting methods.
Using audience insights with conversion data can be a great source of information for any campaign. It provides additional ways to target users based on their online behaviors, purchase habits, housing situation, income and much more.
Finding additional ways to communicate to targeted users will likely help expand the reach of a campaign and generate better performance.
5. The same bid won’t work forever.
Considering how Facebook bids are sensitive to changes in the marketplace, one strategy will not always be effective. Something that was working perfectly today might become unprofitable in a few days.
This means Facebook bids require much more maintenance and constant tune ups.
You can learn more about Facebook advertising at Entrepreneur.