Advertising is challenging, and most often, people joke that the work is actually customer service for Facebook. Of course, the job is to create marketing content and manage brand pages for our clients. But you’ll often receive inquiries from friends or readers about Facebook settings, Instagram features, and so on. It is something to admire about Meta. The company seems to have successfully transferred the work of customer service to advertising companies and advertisers.
Placing advertisements is also challenging work. Owners of brands and businesses often complain about the limited impact of their advertising on social media and Google. They wonder if marketing agencies know some hidden settings that they don’t. The most basic response is to stop viewing the “Boost Post” function as the be-all and end-all feature. If you truly want to conduct Facebook and Instagram advertising, it is best to use the Ad Manager. Otherwise, you’ll be spending money paying “tuition” fees.
An expert in this field once complained about an SME client. The client had heard about the importance of conducting A/B Testing and approached the expert to do it. The client’s advertising budget was HKD 500. The expert replied to the client that the budget would be used up even before the results of A/B Testing could be seen. Clients who actively equip themselves with marketing knowledge should also understand the execution phase.
Another common scenario is for the client to be overly sold about the effectiveness of ad targeting. While it is important to have the right ad-targeting settings, if it takes too much time to adjust and analyze the advertisement, or if the actual product or service is neglected, then this is truly putting the cart before the horse. Advertising is like a microphone that amplifies sound. Even if you have in your hands the best and loudest microphone yet you have a hoarse voice, the result is that the whole world will only hear harsh noise that they find annoying.
Most brands and SMEs have the following three weaknesses in terms of producing and investing in advertising. First, there is a lack of high-quality and creative content. Susie Marino recently released some advertising statistics on WordStream, which revealed that 94% of people would skip ads to browse content directly. It may scare advertisers. But remember, advertising is important, and pictures, text, and videos should complement creative content.
Secondly, there is no integrated strategy in place. Digital advertising cannot operate in the same way as ordering cart noodles, where every consumer touchpoint and characteristics differ. What we need to pay attention to is the connection between interactions. For example, after posting an advertisement on Facebook and connecting users to your brand’s website, do you have a retargeting strategy to “follow” your audience? Perhaps potential customers have placed items in their cart but have yet to complete the purchase. Do you send them an email or a limited-time offer to follow up?
Thirdly, there is a lack of long-term planning. Although there is a lot of automation in marketing, the content and settings of advertisements cannot be simply left alone after the first instance. Data shows that only 10% of advertisers optimize Google’s ads every week. In fact, the reactions of users are different across different points in time. Besides, users may experience ad fatigue if it’s the same advertisement. Hence, it is important to update the settings and change the content of the ad based on the response.
Don’t treat advertising as all-powerful. Data shows that 96% of consumers really don’t trust ads. YouTube has the feature of paying to skip ads, and Twitter has also launched Twitter Blue which similarly helps users avoid ads. Facebook has successively adjusted the ad-targeting settings of some “excessively detailed” and “sensitive” categories, such as groups of a certain ethnicity or sexual orientation. It seems that understanding the likes and dislikes of your target consumers is easier than following the functions of social media platforms.