Startups and small brands who’ve been seeing their results decline on Facebook are finding untapped opportunities on Pinterest, Linkedin and Amazon
So, you are a startup or an up-and-coming brand that has been having a lot of success doing user acquisition on Facebook. You’ve been doing everything right, balancing out your Facebook spend with Google Display, being smart about retargeting, even taking your vitamins.
And then, suddenly, in the past few months – your customer acquisition cost just hit a wall – or actually actively started getting worse. What happened? A couple of things:
– Total spend on Facebook went up as it made it much easier for advertisers to buy
– At the same time, your audience moved – not literally, of course, but its attention did. It still logs on Facebook every day, searches on Google, reads its email. But its attention has moved on – to places with much higher engagement. And with that attention – so have the newest ad formats that successfully leverage that engagement.
– And now you suddenly see higher demand for an increasingly diluted attention base – hence, higher prices with ROI still getting worse
What can you do?
If you have a million bucks, you can try going back... Read more