Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

What To Do When Facebook Ads Stop Working

1,001 views

Published on

Find out what to do when your Facebook Ads stop delivering profitable user acquisition and learn more about the dangers of innovation diffusion.

Published in: Marketing
  • Login to see the comments

What To Do When Facebook Ads Stop Working

  1. 1. HOW TO ACQUIRE CUSTOMERS WHEN FACEBOOK ADS STOP WORKING P R O T E C T Y O U R S E L F F R O M P L A T F O R M B U B B L E S !
  2. 2. F A C E B O O K A D S G O O G L E A D W O R D SVS P R O B L E M S W I T H U S E R A C Q U I S I T I O N • Growing demand saturated the digital marketing channel of choice of many marketing executives. • The Facebook bubble
  3. 3. Retailers occasionally experience cost inflation in advertising platforms. E.g. Massive surge in user acquisition costs during the holiday season. These high marketing expenditures imbalance the overall online advertising market.
  4. 4. It is causing serious customer acquisition issues for brands relying on Facebook or Google for website traffic. WHY? INNOVATION DIFFUSION.
  5. 5. INNOVATORS I N N O V A T I O N D I F F U S I O N Adopted the use of Facebook ads into their marketing mix before anyone else in their category. Clicks were a fraction of the cost of Google Ads. Conversions followed through.
  6. 6. Businesses who gradually saw the value of Facebook ads. Google and Facebook saw the massive increase in early adoption and invested in better advertising and targeting tools. EARLY ADOPTERS I N N O V A T I O N D I F F U S I O N
  7. 7. Majority of the market began to swing their marketing budgets into Facebook ads. T H E T I P P I N G P O I N T EARLY MAJORITY I N N O V A T I O N D I F F U S I O N
  8. 8. • People demand for a finite thing • Click-through rates plummets • Ad platforms change daily • ROI becomes less controllable
  9. 9. B O T H G O O G L E A D W O R D S A N D F A C E B O O K A D S A R E P R O P R I E TA R Y C H A N N E L S . T H E I R E N O R M O U S A N D V A L U A B L E N E T W O R K S D R O V E A D V E R T I S I N G D E M A N D T H R O U G H T H E R O O F . Advertisers should remember they are renting that traffic. RENT CAN GO UP ANY DAY OF THE WEEK!
  10. 10. W O M E N ’ S C L O T H E S ‣ H I G H L Y P R O F I TA B L E A D S P E N D ‣ G R E AT F O R D R I V I N G D E M A N D W H E N T H E R E I S N O N E GOOGLE ADWORDS SCALABLE ADVERTISING $ 1 0 0 , 0 0 0 / M O N T H O R $ 0 . 2 0 / C L I C K EARLY DAYS E S T. 5 0 0 , 0 0 0 M O N T H L Y S E A R C H E S $ 6 , 5 0 0 , 0 0 0 / M O N T H O R $ 1 3 / C L I C K WHEN EARLY MAJORITY CAME ‣ A W O R T H W H I L E I N V E S T M E N T F O R B R A N D E D A D V E R T I S E R S O N L Y
  11. 11. GOOGLE ADWORDS SCALABLE ADVERTISING Search is good if you have brand awareness. The problem comes when you have none. HOW DO YOU CREATE DEMAND WHERE NONE EXISTS? LOOK AT DROPBOX!
  12. 12. F A C E B O O K D E M O C R AT I S E D A C C E S S T O I T S I N C R E D I B L E I N V E N T O R Y O F P E O P L E . FACEBOOK ADS PRECISE TARGETTING T H E P R O B L E M ‣ Budget dumping ‣ Bigger brand companies have little knowledge of online advertising ‣ Irrational spending ‣ Low conversion rates
  13. 13. Studies have shown that Facebook works best in retargeting circumstances. Acquire customers with a proprietary channel. YOUR WEBSITE Retarget on non- proprietary channel. FACEBOOK OR GOOGLE YOU SHOULD:
  14. 14. L O W E R U S E R A C Q U I S I T I O N C O S T RESULT L I M I T E D R E TA R G E T I N G R E A C H C O M P E T I N G W I T H B I G G E R B R A N D S A D F AT I G U E
  15. 15. It ’s really hard to compete at the top of the f unne l. PROTECT YOURSELF BY CONTROLLING PROPRIETARY CHANNELS.
  16. 16. C O N T E N T M A R K E T I N G percent of marketers said their brand leverages content marketing to drive awareness.76 Take advantage of lower acquisition costs by routing c u s t o m e r s t o c o n t e n t rather than offers.
  17. 17. I N F L U E N C E R M A R K E T I N G ‣ Transfers the trust of fans from their influencer directly to the brand. ‣ Breaks down barriers to purchase through the power of recommendation.
  18. 18. R E F E R R A L M A R K E T I N G ‣ Creates viral acquisition ‣ No bidding processes involved ‣ Power of recommendation ‣ Reduce cost of acquisition ‣ Limitless scaling opportunity ‣ Proprietary to you forever
  19. 19. LEARN MORE ABOUT REFERRAL MARKETING… L E A R N M O R E Thinking of implementing a referral program? R E A D F R E E E B O O K Next up: E-Commerce Referral Marketing Best Practices! B E A S U C C E S S F U L O N L I N E R E TA I L E R !

×