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The Facebook ad marketplace is one of the biggest online markets in the world, and in every marketplace there are satisfied customers and unsatisfied ones. If you talk to Facebook Ad Manager veterans, you’ll hear some saying it’s a quick path to financial success and some saying it’s a ripoff. Neither one is accurate, because you get out of Facebook ads what you put into them.

The success of a Facebook ad campaign heavily depends on how effectively you target your ad to your intended audience. There is no one-size-fits-all approach to Facebook ads, so many of the myths surrounding the process are inaccurate. The truth is somewhere in the middle, and managing your expectations will help you get the most out of the platform.

To maximize your earning potential and brand growth on Facebook, a full-service digital marketing firm can help you create a comprehensive marketing strategy. Kaizen Sigma LLC is a fast-growing firm taking on new clients, and we’re ready to help you sort through the expectations and reality of a Facebook ad campaign. Read on to discover the key myths surrounding the platform and what to expect from the reality.

Five Common Myths of Facebook Ads – Expectations vs. Reality

Your Audience Must Be Specialized

Most articles about Facebook advertising suggest laser-targeting your audience based on multiple content factors. However, overdoing this can make it difficult to find enough people to drive awareness. Picking a few broader traits and launching a wider-reaching campaign will deliver better results and more eyes on your brand.

Smiling People Mean More Clicks

We’ve all seen them – the stock advertisements full of smiling models advertising a product. These ads give the impression of happiness, but few tell you what the ad is about unless you look closely. Ads that clearly show the product and make it look appealing are more effective, especially if you’re advertising food.

Page Likes Mean More Customers

Facebook likes are one of the most enticing false leads on the platform. As simple as getting someone to click a button on your product page, Facebook likes are attractive to influencers but have no real impact on sales. A like doesn’t guarantee a click-through to your page, and organic reach on Facebook is dropping and making it harder to see posts unless they’re boosted at cost.

Right Side Ads Don’t Deliver Clicks

There are multiple positions for Facebook ads, and most analysts say the right-side ad feed is the one that gets the weakest results. This is true for ad impressions and likes, but not for link clicks. With less competition, you’ll get consistent results for far lower rates than news feed ads.

Facebook Ads are Expensive

If you don’t know how to make the most of your budget, the costs of Facebook advertising can rise quickly. The base price, however, is the lowest of any major platform. An effective digital marketing strategy can get great results with a budget of only $5 a day.

A large company looking to spread mass awareness will have a higher budget, but a small company looking to target a specific audience can get better results on Facebook than any competitor. Facebook’s low entry bar also allows new companies to try out ad campaigns with minimal investment. If a test campaign delivers results on a small scale, you can copy that model on a larger scale.

It’s Not as Easy as It Looks

It’s easy to think “anyone can do this”. It’s like watching professional dancers or athletes.

Usain Bolt makes sprinting look effortless. But it isn’t.

Ballerinas make going en pointe look easy. But it isn’t.

Truth is, professionals have years of training and experience that have got them to the point where they are able to make it look easy.

The same goes for social media marketing.

There’s a lot more to social media marketing than maintaining a personal profile or setting up social media channels for your brand.

But it’s a complex beast that requires regular feeding. Without an effective social media marketing strategy, you’re not only limiting your brand’s potential, but you could also be harming your business’ chances of success and restricting growth.