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 confusions about how it works, its benefits, and its limitations.

In this article, we are 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 according to their characteristics and interests, measure the impact of their campaigns and optimize their results.

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Myth 1: Facebook Ads are free

Fact 1: Facebook Ads has a cost for each click or impression that is generated with the ads.

One of the most widespread myths about Facebook Ads is that it is a free service. This is not true. While creating a Meta Business Suite account (the platform from which Facebook Ads campaigns are managed) and a Facebook page is free, you do have to pay for each time a user clicks on an ad or sees it on their screen.

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

Myth 2: Facebook Ads are not useful 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 doesn't serve to sell or generate conversions . This is also not true. 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 it has about its users.

With Facebook Ads, advertisers can choose who to show their ads to based on age, gender, location, language, interests, behavior, connections, devices, and more.

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

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

Myth 3: Facebook Ads don't require much effort

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

A third myth about Facebook Ads is that it doesn't require much effort or knowledge to create and manage campaigns . This is also not true. While Facebook Ads offers a simple and intuitive interface for creating ads, this doesn't mean that it's enough to click a few times and wait for the results to come in.

To be successful with Facebook Ads, it is necessary to define a clear strategy that is consistent 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.

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 segmentation in Facebook Ads

Myth 4: Facebook Ads is only for young people

Fact 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 also not true. Facebook Ads has a huge user base of all ages, genders, countries and interests, making it a very versatile platform that can be adapted to any type of business.

According to Meta data, Facebook has over 2.9 billion monthly active users worldwide, of which 63% access the platform every day. In addition, 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. In addition, 67% of Instagram users are between 18 and 34 years old, and 21% are between 35 and 54 years old.

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

Of course, this also means that you need to segment your target audience well and adapt your message and ad format to their preferences and expectations.

Myth 5: Having a lot of followers is synonymous with success

Reality 5: What matters is the quality and commitment of followers, not the quantity.

A fifth myth about Facebook Ads is that having a large social media following 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 followers, not the quantity.

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

Therefore, the most important thing is to have followers who are really interested in the content offered, who interact with it (by liking, commenting or sharing) and who become potential or real clients. To achieve this, you have 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.

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Conclusion: How to make the most of Facebook Ads?

Facebook Ads is a very powerful and effective online advertising platform, which offers multiple advantages for advertisers. However, there are also many myths and realities about how it works, its benefits and its limitations, which you need to know in order to get the most 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 keep in mind to successfully create and manage your campaigns. We hope you found it useful and that you're encouraged to try this tool to boost your business.

Frequently Asked 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 your business account.
Link a Facebook Page to your business account.
Add people or partners to the business account (optional).
Set up a payment method for your business account.
Create an advertising account within the business account.

What types of ads can be made 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 ad types are:

Image ads : These are ads that show 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 the Facebook and Instagram messenger.
Video ads : These are ads that show a video with text and a call-to-action button. They can be shown in the same places as image ads, such as in the watch or in-stream on Facebook and Instagram.
Carousel ads : These are ads that display multiple images or videos that can be swiped horizontally, each with its own text and call-to-action button. They can be displayed in the news feed, in stories, or on the Facebook and Instagram audience network.
Slideshow ads : These are ads that show a sequence of images or videos with transitions and animated effects, along with text and a call-to-action button. They can be shown in the same places as carousel ads.
Collection ads : These are ads that show a main image or video with several secondary images underneath, which when clicked open in a full screen with more information about the product or service. They can be shown in the news feed or in Facebook and Instagram stories.
Instant Experience Ads : These are ads that, when clicked, open in an interactive and immersive full screen, which can contain images, videos, text, forms or buttons. They can be shown in the news feed, in stories or in the Facebook and Instagram audience network.
Catalogue ads : These are ads that display products from an online catalogue, personalised based on the user's previous behaviour. They can be displayed in the news feed, in stories, in the marketplace or on the Facebook and Instagram audience network.
Form ads : 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 Facebook and Instagram audience network.

How to measure the performance of Facebook Ads campaigns?

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

Ads Manager : This is the main tool for creating and managing Facebook Ads campaigns. It allows you to view and edit details about campaigns, ad sets, and individual ads, as well as view statistics and customized reports on the performance of each level.
Business Manager : This is the tool for managing multiple business and advertising accounts from one place. It allows you to assign roles and permissions to people or partners who collaborate on campaigns, as well as access other tools such as the Facebook pixel, the business catalogue or the creative manager.
Facebook pixel : This is a code installed on the website to track the actions taken by users after viewing or clicking on an ad. It allows you to measure conversions, optimize campaigns and create custom or similar audiences.
Creative Manager : A tool for creating and organizing creative assets (images, videos, text) used in ads. It allows you to preview how ads will look in different formats and devices, as well as generate reports on creative performance.

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

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

To comply with Facebook Ads community standards, you should follow these tips:

Review advertising policies before creating or publishing an ad. These policies cover issues such as prohibited or restricted content, discrimination, privacy, intellectual property, and user safety.
Make sure the ad is clear, honest and relevant to the target audience. The ad should reflect the product or service being offered, without making false, exaggerated or misleading claims.
Respect the copyrights and trademarks of others. The ad must not use images, videos, text or logos belonging 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 that incite hatred, violence or illegality.
Request ad review if your ad is disapproved or limited for delivery. If your ad is found to comply with advertising policies and community standards, you can request that a Facebook team review your ad again and approve it if appropriate.

Written by Moises Hamui Abadi: I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading 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 are looking for other options to profile your ideal client, you will find the solution you need at MHA. Schedule a call.