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How To Increase Facebook Ad ROI During Pandemic

This article is more than 3 years old.

Let’s face facts, Facebook, you need to face the music.

Facebook is under scrutiny because of how it is handling the pandemic recession, Black Lives Matter protests and the civil discord of the upcoming election. All eyes have been on Facebook to improve their ad vetting process, although like the rest of us its ad specialists are now challenged by working from home. 

Unfortunately, entrepreneurs have found themselves caught in the middle. Ad reviews have taken longer than usual, ads are rejected more frequently, and let’s face it, ad cost is higher.

Still, there are entrepreneurs making high ROIs on Facebook, even during the pandemic. For advice I turned to Facebook ad strategist Nicholas Kusmich, known for having some of the highest ROIs in the industry (some more than 30,000%). He is author of the 2017 book, Give: The Ultimate Guide To Using Facebook Advertising to Generate More Leads, More Clients, and Massive ROI

Here is Kusmich’s wisdom on how to successively navigate the changing face of Facebook advertising:

Give Your Ads More Time. Throughout the pandemic, the buyers’ market has changed. As people spend more of their time at home, they’re seeing more ads, which is driving up ad costs, particularly on a bidding-type platform like Facebook. 

“Ad effectiveness is declining as the number of ads increases, because there’s more noise in the marketplace,” says Kusmich.

In addition, people are not as apt to buy because the buyers’ market is afraid. Many people have less discretionary income, combined with a fear of what the future may bring, making them more risk-averse, and far more analytical in their buying decisions. As a result, conversion rates have gone down. 

Most brands, seeing diminishing returns, are reducing their ad spending. This is the last thing they should be doing, according to Kusmich. 

“What they really need to do is allow for more time and more touch points to ensure that their advertising dollars are well spent,” he adds.

Don’t Be Tone Deaf. Realize that the world is different than it was six months ago. “If you’re saying the same thing you were saying six months ago, your ads will not work as well,” Kusmich explains. “Recognize the industry, consumer base, and what’s going on in the mind of your consumers, and speak to that.”

For example, for one of his Inc. 500 clients, Kusmich changed the ad copy to reflect current times:

In a time when there is great fear… LEADERS are more necessary than ever.

If you’re a coach, consultant, therapist, advisor, expert - you’re somebody that has real value to deliver to the world and real knowledge to give…

This is the time to do it…

To the headline he adds: “THIS IS THE TIME TO RISE UP!” In all caps.

More than acknowledging the elephant in the room, this ad uses COVID-19 to add urgency to its message.

Consumers Require More Touchpoints. Not that long ago, you could get away with 5, 7 or up to 12 touch points before a consumer would make a buying decision. Now you need anywhere from 12 to 23 touch points at a minimum. “Know that you’re in this for the long haul and give your ads more time in place to meet those touch points,” says Kusmich. Patience here is key.

Ad Fatigue Happens More Quickly Now. Facebook ad fatigue, like Zoom fatigue, is real. “You need to be regularly renewing your ad copy and creative to ensure that people aren’t becoming blind to it,” Kusmich advises. “Your buyers need to see fresh ads that affect different psychological triggers.”

Kusmich recommends marketers test new copy and creative weekly. For copy that’s working, don’t expect its lifespan to exceed one or two months.

In every economic downturn, there have been businesses with every reason to throw in the towel that have figured out how to make it work. Facing the Facebook changes head on can help you attract more leads and more high-paying clients.

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