Are Facebook Ads Too Expensive?

Are you concerned that Facebook isn’t performing like it used to, the market’s saturated, there’s too many advertisers, the cost per click has gotten too high? I’ve been hearing that a lot from prospects and clients.

I’m Adam, I own a company called ParaCore. We do pay-per-click lead generation. And, you’re right, Facebook has become more complicated and it doesn’t perform as well if you’re running it the same way you used to two years ago.

It’s evolved dramatically. There are so many more people in the marketplace. And if you’re just doing the same thing as you did when you first started in Facebook, the performance has probably slipped a lot, and that’s not a great thing.

However, there are a lot of different things you can do to improve your performance. We have one client that was running image and video ads, just very standard type of advertising campaign, and by switching over to Messenger ads, they decreased their cost per lead by 80% in some categories. So Messenger ads, where someone can communicate with you in the Messenger platform, is a really great way to connect with Millennials, people that don’t want to fill out contact forms, people that don’t want a call.

As another example, we had another client that was also doing just traditional ads, just running through the Facebook feed, and we were, the ask that we were making on the landing page was too big for a first touch. So we built a Facebook sequence where they saw the ad, they hit the landing page, then they got a retargeting ad, then they got videos. And if they watched 10 seconds of the video, they were taken to the next step, and it was a five-step sequence. And by doing that, by taking someone down the funnel further and showing them different ads as they moved down the funnel, it really improved the performance of the campaign. It dropped the cost per lead by around 50%.

So you’re right, Facebook is dead if you’re running it the exact same way that you used to, but there are a lot of different things you can do to improve the performance and take advantage of Facebook’s new features to really decrease your cost per lead and make the platform work for you. If you have any questions, please comment below or hit the Contact button, and we’d be happy to chat. Thanks again.

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