It’s 2021 which means it’s time to REFRESH. Aside from this year feeling all too similar to 2020 already, there are seasonal factors in marketing coming into play and with 2020 done, we can forecast online behaviour a little easier this year.

I want to talk about Facebook Ads. Facebook Ads are my #1 highly suggested platforms to use in order to reach new audiences and convert them. They can be expensive, and the Facebook Ads Manager is difficult to navigate, but if you know what you’re doing, you can leverage an amazing ROI.

Why are Facebook Ads so great?

Facebook’s targeting can’t be beaten. Facebook tracks the behaviours and interests of its users and is able to cater ads to them on Facebook, Instagram and partner networks. We’ve all been susceptible to those Instagram Ads that keep popping up with the exact item we were just researching. Along with the targeting, the sheer fact that people are spending an abundance amount of time online (specifically on Facebook & Instagram) brings huge potential for businesses looking to advertise. The system Facebook uses for ads works, but you need to know how to target your audience first.

There is the added factor of Apple’s new iOS 14 update which blocks certain data from being received by Facebook, and apps have a new feature where people can opt-out of tracking for their device, click here to read more about it. Opting-out affects the performance of Facebook Ads; as tracking narrows, so does the people that can be targeted. With that being said, there are also limitations for the number of ads that people with iOS 14 who opt-in to tracking can see. This makes it even more critical to know your audience and target them with the best content and offerings you can. This also makes it extremely important to have a solid organic strategy that you can lean on to keep getting new audiences. As you’ll read below, throwing money at your Facebook Ads isn’t what will make your brand excel, you need a well-rounded strategy. But remember, Facebook Ads aren’t dead, they just require some extra attention to get you the results your business deserves.

You might think you know your target audience, but if you haven’t dug through your Google Analytics, then you’re missing out. The advantage to using Google Analytics alongside Facebook Ads is that Google can tell you the specifics about people who are coming to your website, their behaviour on your website, other things that might interest them, and more. You can learn more about your audience and target them more closely. Facebook also allows you to retarget people that have visited your website, Instagram, Facebook and more; we call these people your “Warm Audience”. Your “Cold Audience” would be people that you’re trying to reach. With Facebook Ads you can target people who are interested in a competitor, their spending habits online, their general interests, the device they’re using, and more.

Facebook Ads can eat up your budget if you’re not using them right. There are extensive training courses that you can take to ensure you don’t misuse the platform, but there are also people you can hire if you can’t spare the time to take the courses.

What NOT to do on Facebook Ads:

• Don’t use poor imagery or lazy copy

• Don’t throw money at your ad expecting performance

• Don’t leave out a call to action because you’re scared of being ‘salesy’

• Don’t boost your Instagram or Facebook posts if your end goal is conversions - boosted posts are great for engagement, but they aren't the types of ads that covert people into purchasing your product or inquiring on your services

When Should You Start Your Ads?

Typically, January is really saturated with Facebook Ads, this year would be more than ever because of the increase in e-commerce businesses due to COVID. Does saturation mean you shouldn’t run ads? NO, if you have something to sell, then definitely start Facebook Ads, but do them right. Since the market is competitive for ad space, you need to make sure your targeting and content are top-notch. Throwing out a Facebook Ad to just to get out there will hurt you long term (by digging a hole in your pocket), so if you’re going to do it, get the training or hire someone to help you.

In this case, ‘starting before you’re ready’ isn’t always the best approach. Make sure your imagery is high quality, your text is clear, your website is easy to navigate, and you’re ready to update your ads based on results.

Click here for Facebook’s BluePrint course for starting out with Facebook Ads.