Key insights

• ⭐ Facebook ads were affordable, effective, and had great targeting capabilities in the early to mid-2010s
• 🔒 Privacy regulations and increased competition are making Facebook ads less effective for small businesses
• 🌱 Organic engagement and targeting were key advantages of Facebook ads
• 💡 Small businesses should consider alternative marketing strategies as Facebook ads may no longer be worth the investment
• 🍏 Apple's iOS 14 update limited Facebook's ability to track user behavior, leading to less accurate ad targeting
• 💰 Facebook ad costs have dramatically risen since 2018, with lead prices increasing from $365 to $23.10
• 📧 Experts recommend using ads to build email lists instead of making direct sales
• 🔍 Continuous testing of ad variations is essential for Facebook ads
• 📹 YouTube allows small businesses to build a loyal fan base by creating engaging content

Q&A

• Why is YouTube suggested as the best platform for small businesses and content creators compared to running Facebook ads?

  YouTube allows small businesses to build a loyal fan base by creating engaging content. Gaining trust from viewers is crucial for increasing sales. YouTube outperforms Facebook ads in terms of effectiveness and return on investment for many content creators and businesses.

• What is the continuous demand in running Facebook ads, and why is it challenging?

  Running Facebook ads requires continuous testing of different ad versions and engaging content alongside direct response ads to combat ad fatigue. It's a never-ending cycle that demands constant creation and significant investment.

• How has the approach to using Facebook ads shifted due to audience skepticism, and what is the suggested alternative strategy?

  Skepticism and low trust in Facebook ads have led experts to recommend using ads to build email lists instead of making direct sales. Ads focusing on collecting email addresses have higher conversion rates, but this strategy adds complexity by requiring lead nurturing and email marketing.

• Why have Facebook ad costs surged, and what should businesses consider when choosing ad objectives?

  Facebook ad costs have dramatically risen since 2018. The type of ad objective chosen impacts the quality and cost of leads. Businesses should carefully select the appropriate ad objective for targeting the right audience and managing expenses.

• How has Apple's iOS 14 update affected Facebook ad targeting?

  Apple's iOS 14 update limited Facebook's ability to track user behavior, leading to less accurate ad targeting. As a result, there has been a shift towards ad content-based targeting.

• What are the challenges facing Facebook ads for small businesses now?

  Privacy regulations and increased competition are making Facebook ads less effective for small businesses. Organic engagement and targeting were key advantages of Facebook ads, but these benefits are dwindling.

• What were the advantages of Facebook ads for small businesses in the early to mid-2010s?

  Facebook ads were affordable, effective, and had great targeting capabilities in the early to mid-2010s.

• 00:00 Facebook ads used to be affordable and effective for small businesses but are now facing challenges due to privacy regulations and increased competition from large companies. The platform's organic engagement and targeting capabilities were once advantageous for small businesses, but these benefits are dwindling. Small businesses should consider alternative marketing strategies.
• 01:57 Facebook ads have become trickier for small businesses due to changes in tracking and targeting after Apple's iOS 14 update, leading to lower conversion rates and a shift towards ad content-based targeting.
• 04:02 Facebook ad costs have surged, leading to a tripling in advertising expenses since 2018. Choosing the right ad objective is crucial for reaching the right audience and controlling costs.
• 06:06 Selling directly with Facebook ads has become harder due to audience skepticism, so experts suggest using ads to build email lists instead of making direct sales. Ads focused on collecting email addresses have higher conversion rates, but the strategy adds complexity by requiring lead nurturing and email marketing.
• 08:02 Running Facebook ads requires continuous testing of different ad versions and engaging content alongside direct response ads to combat ad fatigue. It's a never-ending cycle that demands constant creation and significant investment.
• 10:16 YouTube is the best platform for small businesses and content creators to build a loyal fan base, gain trust, and increase sales compared to running Facebook ads.