Outdated Facebook Ad Strategies That No Longer Work
What worked 3-4 years ago on Facebook doesn’t work today.
The marketing landscape has evolved. It started with privacy changes that affected targeting and attribution. We’ve watched the rise of TikTok and short-form video content that’s changed consumer behavior. And the rise of AI that has taken the industry by storm.
Our profit margins are requiring we evolve too.
Outdated Facebook Ad strategies are affecting more than ad campaigns – They’re affecting the bottom line.
“We haven’t been able to get anything to work in 3 years.” - Anonymous client.
A sentiment reflected across multiple clients.
The effects start small…
Lead quality drops.
Ads that fatigue every 1-2 weeks.
Funnels that struggle to break even.
Performance that drops when you increase ad spend.
Hoping you’ll one day see the same performance you saw 3-4+ years ago.
The time has come to upgrade our Facebook Ad strategies to stay relevant and profitable.
Here’s the outdated path to scaling Facebook Ads.
Audience testing.
Duplicating ad sets.
Hyper-niched stacked interests.
The same creative across multiple ad sets.
Focusing exclusively on testing audiences to outsmart the algo.
These strategies are leaving us victims of rising ad costs and struggling campaigns.
Here’s how we upgrade our Facebook Ads.
Broad targeting.
Testing creative concepts.
Segmenting through copy/messaging.
Complimenting ads with content/branding efforts.
A focus on improving our offers and funnel economics.
Bolting-on backend automation to increase profitability.
Improving performance requires a shift in thinking from short-term to long-term.
Evolving markets require evolving mindsets.
Marketer Dean Jackson says: “85% of customers purchase after 90 days.”
People are at different stages of their buying journey. People have different levels of awareness of what you offer. People purchase for different reasons. And they have different motivations for buying.
When we understand the complexity of our target audience.
Understand the length of the buying journey.
Combining this into a long-term approach to our marketing we can create the environment to engineer an increase in profits.
So, how do we get started?
Here are 4 simple steps you can implement today to upgrade your Facebook Ad strategy.
Here's how to get started:
Simplify your account structure.
Start doing creative testing.
Start utilizing broad targeting.
Review (& improve) your offer(s).
Once those are mastered we can begin to move on to more advanced strategies:
Incorporate brand building.
Building customized email sequences.
Adding automation.
Begin using MER & adjusting attribution/measurement.
Our ultimate goal is to shift our time from pressing buttons to strategic thinking.
From quick cash to building a thriving business.
Embracing change is hard, but worth it.
Hope this helps.
-Landon
P.S.
If you enjoyed this, you may also be interested in the following articles:
How To Engineer Profitable Facebook Ads: 16 Simple But Potent Prompts To Improve Your Campaigns
https://landonpoburan.substack.com/p/how-to-engineer-profitable-facebook
Here Are 5 Simple Yet Powerful Strategies To Scale Your Facebook Ads In 2024
https://landonpoburan.substack.com/p/here-are-5-simple-yet-powerful-strategies