Mythbusting 10 Common Misconceptions about Social Media Ads for Online Business Owners
One of our primary services as a digital marketing agency is helping online businesses of all sizes and stages run social media ads to grow their business. I’ve realized when talking to these clients that there are so many misconceptions about social media ad campaigns and the strategies that go into making those campaigns successful.
Maybe you’ve been thinking about social media ads but are hesitant about adding them to your digital marketing strategy. Or maybe you’ve run ad campaigns and weren’t very pleased with your results. Either way, let’s debunk these top 10 misconceptions about social media advertising so you can approach them confidently and move forward. Let’s get into it.
Content Overview:
- #1: Bigger Budget = Bigger Results
- #2: Running Ads Generates Immediate Sales
- #3: Targeting More People Means More Customers
- #4: Boosting Posts Works Just Like an Ad
- #5: Work Ends After Hitting “Publish”
- #6: Ad Strategies are One Size Fits All
- #7: Ads Have to Be High-Tech to Work
- #8: Ads Only Work for Certain Niches
- #9: If They Don’t Work Once, They Don’t Work At All
- #10: Ads Can Be My Only Digital Marketing Strategy
- How to Run Successful Ads on a Budget
#1: Bigger Budget = Bigger Results
This myth works both ways because just because you have a big budget doesn’t mean you’ll get big results, but just because you have a small budget doesn’t mean you’ll get small results.
Typically, the online business owners I speak with daily about running social media ads are concerned that they must have a big advertising budget for ads to be worth their investment.
Don’t get me wrong, having more money provides flexibility, but ads are less about budget and more about strategy.
We’ve talked about ad strategies in the last couple of weeks, so I invite you to check out those blogs if you want more information about specific ad strategies after you finish this one. But the main point here is that you do not have to be able to spend hundreds of dollars a day on an ad campaign to see results.
I compiled a FREE $10/Day Ad Strategy Workbook and guide with my team’s top social media ad strategists to break down how any online business can start running successful ad campaigns with budgets as low as $10 per day. If you’re interested, click here to grab your copy for free.
FREE RESOURCE: $10/Day Ad Strategy
#2: Running Ads Generates Immediate Sales
Another common misconception is that social media ads will immediately generate sales. Man, don’t we wish!
While ads can lead to quick wins, they’re most effective as part of a larger, long-term marketing strategy because it often takes multiple touchpoints before a customer buys. If this is the first day they’re learning about your brand, it could take 7-12 more times to see your brand before they decide to purchase your offer.
Also, not all ads are created to generate sales. Some are used to generate brand awareness, and some are used to capture leads. So, it’s more about building a sustainable funnel that moves this audience member from awareness to consideration and conversion. For more on building and refining your funnel, check out this article on The Framework of a Great Social Media Campaign.
#3: Targeting More People Means More Customers
Say it with me: if I’m talking to everyone, then I’m talking to NO ONE.
I know, I know. The thought process here is that reaching more people will eventually mean more leads and sales, right? Well, no. Because marketing and messaging only work with a specific target demographic or ideal audience. So, if your messaging is broad and generic, you will be forgettable to everyone who sees your content.
Ultimately, a lack of targeting in social media ads leads to wasted ad spending on users who aren’t likely to be interested in your product or service. Social media platforms allow for detailed targeting and should be used to narrow your ideal client avatar as closely as possible when running ad campaigns.
Not sure where to start? Learn how to select your ICA & craft a compelling message to connect with your ideal audience.
#4: Boosting Posts Works Just Like an Ad
I’m gonna cut right to the chase on this one: boosting your organic post is NOT the same as running an ad.
Now, I’ve seen some people argue that there are uses for boosting. Still, I can testify that in my experience working with clients for social media advertising, boosting a post will NEVER generate results like a social media ad campaign.
Sure, it’s quick and easy, but it lacks the advanced capabilities of full-fledged ad campaigns. Boosted posts offer limited control over key factors like ad placements and optimization goals. Facebook Ads Manager or similar platforms lets you fine-tune your targeting, track detailed metrics, and run A/B tests on your creative elements. This deeper level of customization ensures that your ad spend is optimized for specific outcomes and, in my opinion, cannot be replaced by the easier alternative.
#5: Work Ends After Hitting “Publish”
One of the biggest misconceptions is that your work is done once your ad is live. You can just set it and forget it.
Successful campaigns require constant monitoring and adjustments.
After an ad set is published, you should analyze key performance metrics (not just vanity stats like impressions).
And if you’re thinking, “Well, Jennie, that sounds like it takes a lot of time,” it can. However, you can also leverage the automation tools within platforms like Facebook Ads Manager to create rules that pause underperforming ads or scale high-performing ones.
#6: Ad Strategies are One Size Fits All
It can be tempting to mimic the advertising strategies of bigger brands you see online. The problem is that ad strategies are not one size fits all. What works for a huge corporation like Coca-Cola will not necessarily work for a small online candle business. And that’s okay because there are so many different ways to approach social media advertising.
When I work with a client who wants to replicate another business’s success with their ads, I always remind them that personalization is a huge competitive advantage for small businesses. Focusing less on flashy content and more on substance and messaging can go a long way in finding your true ideal audience and connecting with the people you created your business to serve.
Looking for a framework for running effective campaigns? Check out this post on 5 Strategies for Successful Advertising on Facebook.
#7: Ads Have to Be High-Tech to Work
So many business owners shy away from ads, especially video ads, because they assume they must have professional products and a hefty budget.
But I’ve seen in working with clients that it’s more about engagement than production value. Sometimes, utilizing free editing tools like CapCut and Canva using a video you shot with your smartphone is more than enough to showcase your brand’s story and showcase your offer.
This theme keeps coming up, but you don’t have to have this huge marketing budget to successfully run social media ads. Utilizing an ad strategy will always be more effective than trying to “impress” your audience into becoming paying customers.
#8: Ads Only Work for Certain Niches
Have you ever wondered if you aren’t in the right niche for social media ads to work for your business?
I’ve encountered this a few times when speaking to clients, and if this is your worry, I want you to know that ads are accessible for all niches. There are over 4.5 billion social media users worldwide and an audience for virtually every industry.
The key is finding the right platform and crafting messages that resonate with your target market. For example, creative or visual products often perform well on Instagram, while professional services may thrive on LinkedIn. Research your audience’s behavior and preferences, then tailor your approach to meet their needs.
#9: If They Don’t Work Once, They Don’t Work At All
No one likes feeling like they’ve sunk money into ads and have “nothing” to show. But sometimes, “no results” indicate that something didn’t work, and it’s time to figure out why. Was it targeting? The creatives? The copywriting? The objective?
Small adjustments can have a big impact, and I usually recommend trying to make just one change at a time so you can see what causes the true effective change.
But just because you ran ads once doesn’t mean they aren’t going to work for your business; it just means you have an opportunity to fine-tune your social media advertising strategy.
#10: Ads Can Be My Only Digital Marketing Strategy
While social media ads are a powerful part of any digital marketing strategy, they shouldn’t exist in a vacuum.
Ads work best when integrated into a cohesive marketing strategy that includes strong branding, optimized landing pages, a well-designed funnel, and consistent organic efforts to keep the audience engaged.
FREE RESOURCE: $10/Day Ad Strategy
How to Run Successful Ads on a Budget
So there you have it, the top 10 misconceptions about social media ads. It comes down to understanding your audience and your business and how to make it as clear as possible how your offer can change your ideal client’s life. Sounds simple, but it takes quite a bit of strategy and testing to find the right combination of factors to do this successfully.
We’ve discussed what you shouldn’t believe… so what should you believe about social media ads?
To make it easy for you, my team and I have compiled a FREE guide and workbook about running successful ad campaigns on a budget, talking about all the ins and outs of advertising that you need to know before you hit publish on your next ad campaign. This includes how to manage your budget, how to choose the right ad strategy, and more.
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- LinkedIn: https://www.linkedin.com/in/jennielyon/?trk=author_mini-profile_title
- Podcast: Digital Marketing Made Simple on Apple Podcasts
- YouTube: Jennie Lyon Digital Marketing YouTube Channel
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