21 Feb Facebook Ads: Reasons You Shouldn’t Use Them
Are Facebook ads as good as everyone thinks?
Advertising in digital media grows year after year, for both B2B and B2C businesses, whether they are pertaining to e-commerce or sales of services. Thanks to paid media, companies can advertise from a new perspective and reach a more segmented, qualified audience thanks to the digital channel.
The key player for campaigns on the Internet is Google Ads, followed very closely by Facebook Ads, but… is it really worth advertising from Zuckerberg’s company? Its prominence on the Internet is extraordinary but … is it as good as it seems?
Some data you should have in mind…
A study conducted by CNBC found that, 83% of users never click on Facebook ads.
The ads are poorly optimized for mobile phones (bad responses).
A very large percentage of users (more than 54%) don’t see safety in making payments through Facebook.
Facebook Ads weaknesses
Facebook Ads is not the ideal channel because…
It’s a social network that users use on a personal level, they do not enter with the intention of making purchases.
The data collected by Facebook, unlike data collected by Google Ads, is quite limited (since its main use, as previously stated, is social). This means, Facebook Ads have very limited metrics.
A very big disadvantage for the advertisers of Facebook Ads is the lack of conversation tracking, something that stands out in Google Ads
To use Facebook and its Ads tool, you will need time, patience, resilience, and, you will probably have to hire a Community Manager. With Google Ads you can use tools like Clever ecommerce, which does everything for you quickly, easily, and for free!
Although the universe of Facebook (2.32 billion users) includes the audience of Instagram and WhatsApp, Google Search and its Display network have a much higher number of users.
You will achieve low conversion rate and / or leads of lower quality. While Facebook is often cheaper than Google Ads, it is not the same audience. Someone who is looking for a product on a search engine is entirely different than that of someone who is chatting with their friends on Facebook and coincidentally sees your ad.
Lack of professionalization and unclear rules. Facebook entered the world of advertising a few years ago. It is still far from having developed a complex model like Google, which has an online help center, certification exams, clear advertising policies, partner programs (AdSense, Google Engage), events, discount coupons…etc.
The click stops being a relevant metric, since its value is not homogeneous. In Google Ads, we know that a click means a visit to your website. When you advertise on Facebook, this is not as linear. If the simplest ads are used (image and text that announce an external url to Facebook), this a click = a visit and it is simple. However, if you want to announce your fanpage, the system will take practically any action performed by the user as a click (a “like”, a visit to the page, a view of a photo, a comment… etc). Thus, the metric clicks are no longer relevant when estimating costs because it does not exactly mean the user visited your store.
The controversy with the visibility of the ads on Facebook is whether or not they are seen. Do they bother people? The answer is that they go completely unnoticed. These advertisements require you to invest and work hard to be seen. Investing a lot in advertising, creating a text and a striking image is essential to make your ads seen on Facebook.
If you want to know more about the comparison between Facebook Ads and Google Ads, don’t miss this infographic.