September 4, 2017

Should I Spend Money On Sponsoring Ads On Facebook?

by Kiko Mabilog in BUsiness, Marketing2 Comments

Facebook advertising has changed the advertising world. Remember the time it was unthinkable to have an ad spend of a few hundred dollars? The time it would cost a fortune to get a video on a channel that reaches billions? Well Facebook sponsored ads have made that possible.

Facebook ads are affordable. They are also extremely effective. Seven dollars can get you exposure to approximately 1,000 viewers with ease. Facebook sponsored ads definitely get you mileage easy. But even with that, we don’t believe that Facebook advertising is the key to online marketing success.

Our ad budget is currently $0

At Pluggas, we have no Facebook advertising budget. That may sound counter intuitive to what statistics and experts say, but allow me to share my piece.

There is power in paid advertising, but it’s nowhere close to the power of great content. What makes great advertising on Facebook is not the amount of dollars you put into an ad. You can put in $5,000 into a sponsored post if you’d like. But it’s not going to do much if it’s bad content.

Make paid advertising work for you, not the other way around

Most people and marketing companies approach Facebook advertising the wrong way. They believe that as long as you put up an ad and boost it, you’re doing marketing right.

We’ve made our share of mistakes. We’ve boosted terrible content before and reached lesser than our great organic posts did. People aren’t looking for sponsored ads. People actually keep away from it.

But the truth is this- Stories, compelling value and a generous offer, will get people to buy in. Not sponsored ads with Why? Because people operate on value given. Not value boosted.

How we plan to use advertising dollars

Now, like I said, our ad budget is currently zero dollars. But that’s going to change soon. We’d like to put in dollars into our marketing efforts. But like you, we want our money to go a long way. That’s why it’s vital to make sure we put advertising budgets into the right applications.

We’ll be changing our ad budget soon. Most of our focus will be on telling people stories about other businesses. So the first time people connect with us they are doing so from an interested point of view rather than an ‘ad’.

The other half of our budget will be spent on offering value to our current followers. We’ll be boosting to give, not to get. Why? Because as the old saying goes, “it’s better to give than to receive.” We’ll be boosting freebies, giveaways, offers, and a bunch of other things that we hope will bring you value.

Advertising as a launch pad

Paid advertising is not a rocket that we are to use to bring us to the marketing goals we want. It’s a launching pad that will simply support our great content. Don’t depend on your advertising dollars only. Make great content and support it with sponsored ads.


Kiko Mabilog

Kiko is the Marketing Manager for Pluggas. He started Marketing early on and has consulted with various businesses in many industries including tourism, technology, banking, consumer goods, BPO and B2B. His skills include graphic design, web strategy, social media and business development.

    • G’day Otunba,

      Wow Lagos looks nice 🙂

      My standard template for an ‘ad’ is to pick one of the 3: A problem your customer base is facing, a solution your product offers or the benefit your customer will receive. Focus on one of those points and then decide on what type of media gives the right emotion to your audience.

      We love using video because it’s powerful, shareable and generally stands out. So if you use video remember to focus on one of the 3 touch points. Otherwise a nice professional photo or some graphics can work to. And always test and adjust. Try something to see if it worked and then build on that. You’ll never get it right the first time 🙂

      Hope that helps and let me know how it goes.

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