Myths and realities of Facebook Ads

by Moises Hamui July 12, 2023

Facebook Ads is one of the most popular and effective online advertising platforms in the world. However, there are also many myths and confusion about how it works, its benefits, and its limitations.

In this article, we're going to debunk some of the most common myths about Facebook Ads and reveal the facts you need to know to get the most out of this tool.

Introduction: What is Facebook Ads and what is it for?

Facebook Ads is the online advertising service from Meta , the parent company of Facebook, Instagram, WhatsApp, and Messenger. Facebook Ads allows advertisers to create and display personalized ads on these social networks, as well as on other partner apps and websites.

Facebook Ads is used to promote products, services, brands, events, content or social causes , among other objectives. With Facebook Ads, advertisers can reach millions of potential users, segment them based on their characteristics and interests, measure the impact of their campaigns, and optimize their results.

Facebook Lead Ads: An excellent alternative to attract potential customers

Myth 1: Facebook Ads is free

Reality 1: Facebook Ads has a cost for each click or impression generated by the ads.

One of the most widespread myths about Facebook Ads is that it is a free service. That's not true. Although there is no cost to create a Meta Business Suite account (the platform from which Facebook Ads campaigns are managed) and a Facebook page, you do have to pay for each time a user clicks on an ad or sees it. on your screen.

The cost per click (CPC) or per impression (CPM) depends on several factors, such as the competition, the quality of the ad, the target audience and the budget allocated. Advertisers can set a daily or total limit to control their spending and adjust it according to their needs.

Myth 2: Facebook Ads is not good for selling

Reality 2: Facebook Ads allows you to segment and reach the right audience for each product or service.

Another very common myth about Facebook Ads is that it does not serve to sell or generate conversions . This is not true either. In fact, one of the main benefits of Facebook Ads is that it allows you to segment your target audience with great precision, thanks to the large amount of data you have about your users.

With Facebook Ads, advertisers can choose who to show their ads to based on their age, gender, location, language, interests, behavior, connections, or devices, among other criteria.

Thus, they can reach the people most likely to buy their product or service, increasing the chances of success.

In addition, Facebook Ads offers different formats and types of ads adapted to each marketing objective. For example, catalog ads allow you to display multiple products in a single ad; form ads allow users to collect contact information; call button ads allow for direct phone calls; and dynamic ads allow you to display personalized ads based on previous user behavior.

Myth 3: Facebook Ads does not require much effort

Reality 3: Facebook Ads requires campaign strategy, design, and monitoring.

A third myth about Facebook Ads is that it doesn't require a lot of effort or knowledge to create and manage campaigns . This is also not correct. Although Facebook Ads offers a simple and intuitive interface to create your ads, this does not mean that it is enough to make a few clicks and wait for the results to arrive.

To be successful with Facebook Ads, it is necessary to define a clear and consistent strategy with the business objectives, the target audience and the available budget.

It is also necessary to design attractive and relevant ads for the user, using quality images or videos, persuasive texts and clear calls to action.

And finally, it is necessary to constantly monitor the performance of the campaigns, using the analysis tools offered by Facebook Ads, and make the necessary adjustments to improve the results.

Types of targeting in Facebook Ads

Myth 4: Facebook Ads is only for young people

Reality 4: Facebook Ads has users of all ages and interests.

A fourth myth about Facebook Ads is that it is only for young people or for certain sectors or market niches.

This is not true either. Facebook Ads has a huge user base of all ages, genders, countries, and interests, which makes it a very versatile platform that can be adapted to any type of business.

According to Meta data, Facebook has more than 2.9 billion monthly active users worldwide, of which 63% access the platform every day. Furthermore, 74% of Facebook users are over 25 years old, and 10% are over 65 years old.

On the other hand, Instagram has more than 1.3 billion monthly active users, of which 63% access the platform every day. Additionally, 67% of Instagram users are between the ages of 18-34, and 21% are between the ages of 35-54.

This means that Facebook Ads offers a great opportunity to reach a very large and diverse audience, who may be interested in different products or services.

Of course, this also implies that you have to segment the target audience well and adapt the message and the ad format to their preferences and expectations.

Myth 5: Having many followers is synonymous with success

Reality 5: The important thing is the quality and the commitment of the followers, not the quantity.

A fifth myth about Facebook Ads is that having a large following on social networks is synonymous with success or greater reach. This is also not true. While having a large community can be beneficial in building trust and credibility, what really matters is the quality and engagement of your followers, not the quantity.

Facebook Ads does not guarantee that all followers of a Page will see the ads or organic posts made from it. In fact, organic reach (the percentage of followers who see posts without paying) has dropped considerably in recent years, due to Facebook's algorithm change and increased competition.

Therefore, the most important thing is to have followers who are really interested in the content that is offered, who interact with it (by liking, commenting or sharing) and who become potential or real customers. To achieve this, it is necessary to offer valuable content that provides solutions, information or entertainment to the user, and that is consistent with the image and values of the brand.

Facebook pixel: What is it, how does it work and how to install it?

Conclusion: How to make the most of Facebook Ads?

Facebook Ads is a very powerful and effective online advertising platform that offers multiple advantages for advertisers. However, there are also many myths and facts about how it works, its benefits and its limitations, which you have to know to get the best out of it.

In this article, we've debunked some of the most common myths about Facebook Ads and revealed the realities you need to be aware of to create and manage your campaigns successfully. We hope you have found it useful and that you are encouraged to try this tool to boost your business.

Frequent questions

Below, we answer some frequently asked questions about Facebook Ads that may arise when using this platform.

How to create a Meta Business Suite account?

To create a Meta Business Suite account (the platform from which Facebook Ads campaigns are managed), follow these steps:

Access the [Meta Business Suite] website.
Click on “Create account”.
Sign in with a personal Facebook account.
Choose a name for the business account.
Associate a Facebook page to the business account.
Add people or partners to the business account (optional).
Set up a payment method for the business account.
Create an ad account within the business account.

What types of ads can be done on Facebook Ads?

Facebook Ads offers different formats and types of ads depending on the marketing objective you want to achieve. Some of the most common types of ads are:

Image Ads : These are ads that display a static image with text and a call-to-action button. They can be displayed in the news feed, in stories, in the marketplace, in the audience network or in Facebook and Instagram messenger.
Video ads : These are ads that show a video with a text and a call-to-action button. They can be shown in the same places as image ads, as well as on the watch or in-stream on Facebook and Instagram.
Carousel Ads : These are ads that display multiple images or videos that can be scrolled horizontally, each with its own text and call-to-action button. They can be displayed in the news feed, in stories or in the audience network of Facebook and Instagram.
Slideshow Ads : These are ads that display a sequence of images or videos with animated transitions and effects, with text and a call-to-action button. They can be displayed in the same places as carousel ads.
Ads with collection : These are ads that show a main image or video with several secondary images below, which when clicked open in a full screen with more information about the product or service. They can be displayed in the news feed or in the stories of Facebook and Instagram.
Instant Experience Ads : These are ads that, when clicked, open in an interactive and immersive full screen, which may contain images, videos, text, forms or buttons. They can be displayed in the news feed, in stories or in the audience network of Facebook and Instagram.
Ads with catalog : These are ads that show products from an online catalog, personalized according to the user's previous behavior. They can be displayed in the news feed, in the stories, in the marketplace or in the audience network of Facebook and Instagram.
Ads with form : These are ads that display an integrated form to collect contact details or information from interested users. They can be displayed in the news feed, in stories, on the watch or in the audience network of Facebook and Instagram.

How to measure the performance of Facebook Ads campaigns?

To measure the performance of campaigns in Facebook Ads, the following tools can be used:

Ads Manager : It is the main tool to create and manage Facebook Ads campaigns. View and edit details of campaigns, ad sets, and individual ads, as well as view statistics and custom reports on the performance of each tier.
The business manager : It is the tool to manage multiple business and advertising accounts from one place. It allows assigning roles and permissions to the people or partners who collaborate in the campaigns, as well as accessing other tools such as the Facebook pixel, the commercial catalog or the creative manager.
The Facebook pixel : It is a code that is installed on the website to track the actions that users take after viewing or clicking on an ad. It allows you to measure conversions, optimize campaigns, and create custom or lookalike audiences.
The creative manager : It is a tool to create and organize the creative resources (images, videos, texts) that are used in the ads. It allows you to preview how your ads will look on different formats and devices, as well as generate reports on creative performance.

What are the Facebook Ads Community Guidelines and how to comply with them?

The Facebook Ads Community Guidelines are a set of rules that establish what is allowed and what is not allowed to do with the ads on this platform. Its goal is to protect users and the community from inappropriate, misleading or harmful content.

To comply with the Facebook Ads Community Guidelines, follow these tips:

Review advertising policies before creating or posting an ad. These policies cover aspects such as prohibited or restricted content, discrimination, privacy, intellectual property or user safety.
Making sure the ad is clear, honest, and relevant to the target audience. The ad must reflect the product or service being offered, without making any false, exaggerated or misleading claims.
Respect the copyrights and trademarks of third parties. The ad must not use images, videos, texts or logos that belong to other people or companies without their permission.
Use appropriate and respectful language. The ad must not contain words or images that may offend, insult or intimidate users, or incite hatred, violence or illegality.
Request review of the ad if its delivery is rejected or limited. If the ad is found to be in compliance with advertising policies and community guidelines, it can be asked to have it reviewed again and approved by a Facebook team if appropriate.

Written by Moises Hamui Abadi: I am an entrepreneur, founding partner of Viceversa and SoyMacho. After being in charge of several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.

If you want more information on this topic or you are looking for other options to profile your ideal client, at MHA you will find the solution you need. Schedule a call.