Is Facebook advertising worth it in 2018?
While Facebook ads may work for some small businesses and enterprises, I’m not sure that Facebook is the right platform for business that want to scale and potentially run hundreds of campaigns.
I’m currently working with a company that spent over $1 million dollars in 2017 on Facebooks ads and we cannot get a live person on the phone.
With Facebook recently dropping some of their third party demographics data they paused hundreds of campaigns on my client’s account with no explanation on which specific parts of an ad were affected. We had to manually go through all of the ads that were paused to figure out what needed to be fixed or corrected.
As I worked with my VA to fix ads and get them turned back on we noticed that some of the ads were turning off / pausing again. After some investigation and visiting Facebook’s advertiser forum this seems to be an ongoing issue that has not been adequately addressed. While there are many posts with users sharing the same issue, Facebook’s primary response is that there must be other users that have access to your account pausing ads.
You would think that any company that has spent a million dollars on ads would be able to get someone on the phone to help you spend another two million dollars, that’s not the case. Apparently, Facebook is making so much money on ad revenue that unless you are spending well north of a million bucks you are left to figure out major issues by surfing the forums.
Google had this same approach back in the day, but at least Google can provide a tiered service; The more money you spend with them, the more help you can get to grow your advertising.
What’s an advertiser to do?
As of a couple of days ago I turned off all Facebook ads and will continue to migrate ad budgets over to Google Adwords. Once we can get issues resolved even if it’s via chat with an agent, we’ll consider ramping up Facebook ads.
What are your thoughts? How have recent updates / changes to Facebook’s advertiser platform affected your ads?