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7 Myths about Facebook Advertising that You Still Believe In

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Andrey Dovgyi, COO


Trust, but verify.

Not all online entrepreneurs follow this rule. Therefore, advertising on Facebook, as something mysterious and not fully explicable acquired many myths.

Today we will expose the seven of our favorite.

Myth #1

One ad can cover all segments of the audience. 

Each target audience has its own problems and pains, to which it reacts in advertising. If you run one ad with several images for all segments, you may not catch anyone. 

Therefore, write different copy for each audience. But there is no need to break up the target audience too much ― it is enough to identify 3 main segments with which it would be interesting for you to work. 

We recommend you to do a test before a launch of an advertising campaign on Facebook. Read how to do it here.


Myth #2

Retargeting will help to increase sales at times.

Retargeting is not a panacea for your sales. It simply reminds a person of the possibilities – to register or purchase a course on a stock, but it does not sell in any way. This tool helps to collect ”lost” leads, and to bring them to the purchase is the task of the funnel messages and/or the sales department.

Myth #3

I pay Facebook for applications.

You pay it for showing your ads to people. You don’t pay it for requests, even if you set a “conversion” or “leads” as a target.

There is only the cost of reaching the selected audience at the moment. For example, you invested $50, for which you received 16,611 showings of your ads. And you can get 50 or 75 leads from them – everything depends on advertising, landing, offer, speaker’s fame, etc.

Facebook just eventually counts and shows you the cost for a conversion or a request, but you pay it for showings.

Myth #4

A beautiful banner will always sell. 

Customers often say “Make us a beautiful banner”, “We like this banner, let’s launch it”. But not always a beautiful creative is a working creative. There are other criteria by which you can create clickable banners. Read about them in this article.

Myth #5

The cheaper the lead, the better. 

If the leads are cheap, it does not mean that they will buy from you. Therefore, it is better to track the profitability of ads, not just look at the lead price, and turn off all expensive ads. 

What if the banner from which you received leads for $1.27 could make you 3X return on investment, while there will be not a single purchase from the banner attracting leads for $0.25? Find out what customers are biting for [5 elements that work flawlessly].

Myth #6

My target audience is not on Facebook.

There is any target audience on Facebook. The question is how extensive it is and how difficult it is to find it (depending on what you are selling).

Therefore, in order to find exactly your audience, write its profile for yourself. This way you can give Facebook the right search criteria.

Myth #7

I don’t need to monitor the ads, Facebook optimizes it itself.

Launching an ad and letting it float freely is not an option. It needs to be monitored all the time – non-working ads should be turned off, the budget should be adjusted, and so on.

This will optimize the work and advertising budget.


Now you know more truth about Facebook ads.

Why does advertising not work?

Where is the budget wasted?

Why is the application for your product getting more expensive?

There are many marketing questions, but the answer is one – get the consultation from LeadGen Studio to get a clear solution to your business problem.

Click the button below to order the consultation.

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