Facebook Ads Are No Longer "Magical"?
For many years, Facebook advertising was considered the "ultimate weapon" in the arsenal of Digital Marketing for businesses. With the ability to target the right audience, flexible costs, and a huge user base, Facebook was once where every advertising campaign was expected to deliver impressive ROI.
However, recently, many businesses have been facing a clear decline in the effectiveness of Facebook ads: increased costs, low conversion rates, reduced engagement, and sales no longer as expected. What's going on? And what should businesses do to "turn the tide"?
Reasons Why Facebook Ads Are Less Effective
Facebook Algorithm Changes Constantly
Facebook continuously adjusts its ad delivery algorithm to optimize user experience and control promotional content. These changes can limit the reach of advertising campaigns, reduce engagement, or not deliver to the right target as before.
Increasingly Fierce Competition
The number of businesses pouring money into advertising on Facebook has skyrocketed in recent years, especially after the pandemic. When supply exceeds demand, advertising costs (CPM, CPC) increase but the effectiveness is not proportional, causing the budget to be spent quickly but the results are not as expected.
Users Are Increasingly "Immune" To Advertising
Today's users are becoming sensitive to repetitive or uncreative ads. They easily ignore promotional posts if they feel they are irrelevant, not attractive enough, or too similar.
Apple's Privacy Policy And iOS 14+
With the iOS 14 and later updates, Facebook loses the ability to track user behavior on Apple devices if users do not allow it. This greatly affects the ability to retarget and optimize audiences - which is the strongest point of this advertising platform.
What Should Businesses Do When Facebook Ads Are Ineffective?
Re-evaluate The Entire Campaign
First, businesses need to stop to analyze the entire Facebook advertising campaign they are implementing:
- Is the target audience still accurate?
- What is the step-by-step conversion rate?
- Is the advertising content suitable for customer insights?
- Has the landing page been optimized for conversion?
Use data from Ads Manager to evaluate each factor: CPM, CTR, CPC, CPA, ROAS... If a campaign does not bring results after 3-5 days of testing, it should be paused and analyzed carefully before continuing.
Rebuild Customer Files
Many businesses have been running ads on Facebook for many years but still use the same old lookalike or custom audience files. This is a common mistake that reduces campaign effectiveness.
Solution:
- Use the latest customer file from CRM or email list to create a new custom audience.
- Exploit new interactions such as video views, recent interactions to create a higher quality user file.
- Temporarily stop using old lookalike files if they are no longer effective.
Refresh Advertising Content
Advertising on Facebook requires constant creativity. If images, videos, headlines or content are old and no longer attractive, it will be difficult to create conversions even if you target the right people.
Some suggestions:
- Create short videos (reels) with elements that are surprising or emotionally charged.
- Add social elements such as real customer reviews, real feedback.
- Use UGC (User Generated Content) – content created by users to increase credibility.
- A/B test many different versions of content: visual, CTA, tone of voice...
Focus On Smart Remarketing
Instead of trying to expand new files at a high cost, businesses should increase the proportion of remarketing ads on Facebook – re-engage people who have visited the web, watched videos, or interacted with posts.
Some effective forms of remarketing:
- Advertising products abandoned in the shopping cart (cart abandonment)
- Advertising limited offers for people who have visited the page
- Remind you of the product you just viewed with a specific call to action
Combine Facebook With Other Channels
Advertising on Facebook should not be the only channel. Businesses can combine more:
- Google Ads: support the stage when customers search for information
- TikTok Ads: reach young customers and expand brand awareness
- Email Marketing: nurture long-term customers with useful content
- Zalo Ads: suitable for domestic customer groups in Vietnam
Multi-channel combination will help reduce budget pressure on Facebook and bring better overall efficiency.
Long-Term Strategy For Effective Facebook Advertising
Invest In Content Marketing
Advertising is only effective when the content is good enough. Therefore, in parallel with running ads, businesses should invest in useful content to:
- Increase natural sharing
- Build brand trust
- Reduce dependence on advertising budget
Optimize Website And Landing Page
Many Facebook advertising campaigns are wasted because the landing page is not persuasive enough. Ensure the following factors:
- Loads quickly in under 3 seconds
- Mobile friendly design
- Clear CTA
- Persuasive and easy-to-read content
Connect Advertising With SEO
A smart strategy is to run ads to drive users to a standard SEO blog post. This helps businesses:
- Increase quality traffic
- Nurture potential customers
- Improve organic search rankings
When customers are familiar with the brand through content, they will be more likely to convert when they see retargeting ads on Facebook again.
Choose A Partner To Optimize Facebook Advertising
Many small businesses or in-house teams do not have enough expertise to monitor and optimize each campaign in detail. At this time, partnering with a unit specializing in Facebook advertising and overall SEO is a wise strategy.
Solutions From MIMA: Accompanying Businesses In The Post-Pandemic Era
In the face of constantly changing online consumer behavior, businesses cannot stand aside. Building a professional digital presence and optimizing the customer experience becomes a matter of survival.
MIMA Trading Service Company Limited provides a comprehensive digital service ecosystem, helping businesses keep up with trends and develop sustainably in the online environment.
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MIMA helps businesses reach the right potential customers through:
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Contact Information:
- MIMA Trading Service Company Limited
- Tax code: 0318672839
- Address: 31/3B Hamlet 43, Dong Thanh Commune, Ho Chi Minh City
- Hotline: 0909 035 333
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