If you have been struggling with Facebook ads and are left wondering how to get results this year, this will be one of the most interesting articles you’ll read today.
Here’s why: I’m going to share with you, the major updates that are working on the platform right now.
Facebook Ads Is Changing
Just like any other advertising platform, Facebook advertising has changed.
There’ve not only gotten a new name —META Ads
The fundamentals of the platform, level of user awareness and what Facebook is optimizing for has changed as well.
If you don’t keep tabs on this changes, you’ll continue to struggle with getting good results.
There are two key changes I want to share with you, that could potentially see you get better result for your business.
The first is…
Market Sophistication
A market is defined as a place where buyers and sellers meet.
For an advertising platform like Facebook, this refers to the users on the platform.
Just as each market is segmented based on the kind of goods being sold, Facebook is also segmented.
In essence, when you’re running ads on Facebook, you’re paying to have Facebook showcase your offer to a segment of users.
These users do not remain the same, they evolve and mature as time progress.
Which means the difficulty levels of persuading them to take action grows as time passes.
You see, they are constantly bombarded with ads all making the same promises…
And they’ve become immune to the techniques, strategies and copy of advertisers reaching that segment with ads.
Which means, they won’t settle for a mediocre offer, especially when better alternatives exist.
You need to become more creative with your ads to get the ears of your audience.
Otherwise, someone else will and they will be rewarded with a ton of sales; at your expense.
The second reason why your ads creative is very important now is that…
Facebook Ads Algorithm Has Changed
This year there’s been a lot of changes inside of Facebook ads manager
But that’s just the tip of the iceberg when it comes to what has change in the world of Facebook advertising.
I will explain what has changed shortly, but first, realize that…
An Ad platform may favor a certain advertising behavior last year and choose to not do the same this year for various reasons; which could include policy changes, new regulations, or just internal changes.
These changes are meant to guide advertisers to create ads in a certain way.
Those who adjust, enjoy advantages such as cheaper costs, better conversions, etcetera.
For example, Facebook in its earlier years encouraged laser targeting for ads to get better results but that’s hardly the case today
In fact, right now advertisers are advised to go broad with their targeting; actually to avoid targeting at all.
They call it…
Advantage+ Targeting
The reason for this is that; Facebook now follows the interest-graph algorithm when delivering ads and even organic content.
They don’t need you to specify who you want to reach with your ads; this is done based on the creative it self.
Just create your ads; and the machine learning will decipher who will likely take action and present your ads to them
Which means if you want to get results with your ads, you need to pay more attention to your creative
In previous years, you could get away with a weak creative; not this year.
The machine learning algorithm needs a creative that helps it identify the right audience.
So your creative plays the role of selling your offer and also deciding the targeting of the ads.
To make your ads work under such circumstances, ask yourself this question:
What kind of creative will my audience like, comment on and share?
Most likely – One that add value to them.
As much as you can switch from just selling to educating – for digital products.
If you are advertising for an e-commerce store, make creatives that are high quality and incorporate a strong offer into your ads.
Summary!
Facebook advertising has changed a lot this year.
The baseline is that you need to get your creative to do all the heavy lifting of targeting your ideal customers as well as convincing them to take action.
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