Kelley Schultz — March 8, 2017 Facebook ad revenue is exploding: it grew 67% year-over-year in 2016. In November 2016, the Interactive Advertising Bureau (IAB) released a revenue report stating that Facebook ad revenue grew from $ 3.4 billion in the first half of 2015 to $ 5.7 billion in the first of 2016. Facebook users continue to grow (they’re up 2.8% year-over-year), and with 60% of all Internet users also being Facebook users (eMarketer) it’s fueling ad revenue growth.
Digital advertisers use Facebook for a variety of ad types. It boasts everything from local awareness and video engagement to audience targeting strategies such as retargeting, lookalike audiences, and prospecting. This revenue growth proves more and more advertisers are jumping on the Facebook advertising wagon and allocating substantial digital budget. It’s more important than ever to keep your content fresh and engaging, and we’ll dive into 3 tips I use later in this post.
As a digital marketer I have used Facebook to gain new customers. I have seen some great success with lead gen forms, local awareness campaigns (driving phone calls, specifically!), as well as retargeting click-to-call and video engagement ads.
Why People “Unlike” Brands on Facebook
The opportunity for advertisers on Facebook is not without limits. As the social giant continues to grow, so does the sheer number of ads and advertisers saturating this market. This chart from media research firm Bridge Ratings breaks down the reasons why people “unlike” brands on Facebook:
The top three reasons why respondents “unlike” brands on Facebook include:
- The company posted too frequently (44%).
- My wall was becoming too crowded with marketing posts and I needed to get rid of some (43%).
- The content became repetitive or boring over time (38%).
As a consumer I also experience Facebook post fatigue because of the above reasons. But, as a brand advertiser, I know how challenging it can be to continually build out new ads and content for my audience to engage with.
Here are 3 tips on how to keep your ad creative fresh without draining all of your team’s time and energy.
1. Set Campaigns to Run While You Have Audience Attention
This is where you want to get your analytics platforms or teams involved. Analyze your current customer base and target market to determine their most active times with your brand. It’s okay if it is two hours in the morning and two hours in the afternoon. Test setting up your campaigns to only run during the times your audience is most attentive.
2. Include the Same Audience in Multiple Campaigns
We often fear targeting the same audience with multiple messages, but Facebook has quite a few different ad types. Use that to your advantage. Use as many relevant ad types as possible for the same target audience. Even if the value prop is similar in every ad type, the difference in ad formats will make your content appear fresh.
3. Recycle and Refresh Content
We put a lot of pressure on marketing teams to build new content all the time. In reality, the content that was produced 6 months ago, or even a year ago, could still be very relevant to today’s market. Even if you have to refresh a few data points, the call-to-action, or an image, the effort required to give your existing content a face lift will be much less than building new content. But the few tweaks will seem new to your audience and keep it fresh.
Got more Facebook ad optimization strategies to drive conversions and customers in The Facebook Playbook for Call Conversions.
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