Facebook Ads: To Advertise or Not to Advertise

Facebook is not what it used to be. 

For years, marketers have been able to reach millions of users who fit their ideal customer profile almost exactly. But with the recent iOS update in April, and more than 94% of the population opting out of tracking, it’s become 94% harder to reach the right people on Facebook. That means 94% of the population is essentially invisible to you. 

The basic concept of marketing is reaching the right people at the right time with the right message. Marketers can still control their message (although Facebook has been cracking down on trigger words) and the timing of their ads…but reaching the right people has become much much harder. 

So, should you advertise on Facebook? 

Eh. I’ve advised some clients to stop their ad campaigns that were once performing like gang busters. But others are still working. 

I’ve found that one of the best strategies right now is to use Facebook lead ads to capture emails of people who are interested in what you have to offer, then market to them over email or SMS. 

This means that email marketing and SMS marketing has become more important than ever.

The changes in Facebook targeting can be overcome, but it means changes in your strategy and the need to be more creative with other advertising avenues.