Many of use have tried it. It seems like a sound way to market right? Every time we scroll we see through our timeline we get an onslaught of ads, so why not. Well here are a few reason.
Facebook constantly changes how they do ads. The newest change coming Fall 2019 is that AI customizing where your money goes when you make multiple ads. This means if they see one underperforming, they will push your budget towards the one performing well. Sounds good right? Well it’s a double-edged sword. If you are looking to promote your book two different places and you know you have a limited audience in one so you put your lesser budget there and the ad dies well, then it means Facebook will funnel most of your budget towards this one.
Facebook also rolls out new changes constantly and tries very hard to make sure you cannot target small audiences. For them they prefer an audience of 130,000 plus.
On one of our recent promotions we wanted to focus our ads at readers who like paranormal, short stories, and live in Winterset Iowa. This is because the book is a paranormal, collection of short stories, and set in Winterset Iowa. This was too small of an audience for Facebook and their little meter lit up red, demanding we make the audience bigger.
So how did it go? Horribly. Not only were there no sales, but the ad specifically said it had a certain amount of engagements while at the book of the ads page said no engagements. Well which is correct? Did you just funnel the money into open air and no one ever clicked it? Did you spend all the money on the two people who commented on it that were our page followers?
Overall Facebook is a spiderweb. It seems you need LARGE budgets to net results. We recommend $40-$50 a day for a minimal ad run of 5 days. Yes that’s $250! Makes Facebook seem a lot less cost friendly now.
Time (time to complete/response time/etc): 5
User Friendly: 3
Overall score: 10/20
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