October 27, 2016

Running ads on Facebook, the stupid way

I don’t log into Facebook very often, but when I do I keep seeing ‘ads’ like this in my newsfeed.

Facebook Ad Proposal

It isn’t a real ad. It’s an automatically generated vanity ad that Facebook areproposing I run, based on information scraped from my business page.

And running it would be a terrible waste of money.

As soon as I click ‘promote page’, who exactly are Facebook going to promote the ad to? Usually this means friends of people who already like my page. All 21 of them. Some of whom are family.

(Yeah, getting Facebook page likes has really been on my agenda recently).

I was talking with a friend yesterday about Facebook ads. We were commenting that the interface still isn’t particularly user-friendly. It’s powerful all right, and there are thousands of options. There are thousands of ways you could target your audience, based on interests, demographics, remarketing lists and so on.

Rather than wade about in the complexity of the settings, it seems many people would prefer a fast, brainless push-button solution.

Google AdWords has a similar thing. Google believe that AdWords is too complicated for many small business owners to wrap their tiny heads around, so they have a ‘lite’ version called AdWords Express.

AdWords Express does make it easier to run ads in less time. Unfortunately, many of the critical settings are hidden from view, promoting Google’s interests ahead of your interests.

There are no fast, simple, push-button answers. If you’re using AdWords Express, or blindly boosting posts on Facebook, you’re wasting money.

Google and Facebook have their own agenda. To put your agenda first you have to take responsibility for learning how these platforms actually work.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.