Facebook Ads – Q3 & Q4 of 2021: What To Expect

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about what you should be expecting when it comes to facebook advertising for q3 and q4 of 2021 basically what should we be expecting for the second half of 2021 in the facebook advertising the instagram advertising world now we know that the first half of this year um q1 q2 with the ios 14 changes and all that sort of stuff was very tumultuous in the facebook ads world lots of changes were made and lots of things we're still adjusting to so i thought it'd be a good idea to create a video around what i

0:32think is likely to happen and what we should be preparing for what i'm trying to get us prepared for my facebook ads agency when it comes to facebook and instagram advertising for the second half of this year which we're very uh very very nearly into as of recording this video before we get into actually very quickly ask you to smash that like button click that thumbs up button that'd be much appreciated and subscribe to my channel if you haven't done so already okay so as already said q1 q2 we had all the ios 14 changes we had so the first round in january the second round

1:02the end of april um and that's been challenging for certainly for facebook ads agencies like mine but also for businesses that are trying to advertise their own products or services on facebook as well there's been a lot of adjustments and i think that off the back of that but also off the back of some other factors we are likely to see some changes and some things happen over the next six months in the facebook ads world i mean in fact realistically we've seen crazy facebook ad landscape for well over a year now a lot of it to do with lockdowns and pandemic and changing behaviors and all that sort

1:38of stuff and but i think some of that's still going to come into play so what what do i expect to happen the first thing is i think that the bulk of well not the bulk but a lot of facebook advertising spend is going to start to shift away from e-commerce online businesses um businesses selling products and services that can be delivered in people's homes now for the last 12 months plus that has been the absolute bread and butter for facebook because those are the businesses that could keep running that have arguably benefited a lot and from people being locked in their own homes and having to order things

2:19online and having to purchase digital stuff online courses training programs experiences that they would perhaps have done face to face previously so that's what has happened i think we're going to start to see a reversion back to the mean back to the normal where still there's still be loads of people spending a lot of money on e-commerce products uh digital businesses but some of that consumer spending i'm not sure about facebook advertising consumer spending is gonna shift away from those businesses more to in-person live experiences you know in the uk we're sort of slowly getting back to regular life and i know that i certainly feel it personally but tons of other

3:00people that i know are just desperate to do things as a human being with other human beings not on the end of a screen all the time there's still a place for all that sort of stuff absolutely and there's probably more of a place for that going forward than there was previously but just some mix in there so i think a lot of people only spending a lot of money on restaurants and and whilst limited but travel um on in-person live experiences so i think a lot of those types of businesses that haven't been spending at all for over a year on facebook and instagram they're gonna start ramping up

3:34their ad budgets i think they're actually gonna see really really good results on the flip side of that there's gonna have to be less demand less consumer money spent on e-commerce products um and as a result advertisers are probably going to have to or they're going to um pair back their budget slightly you know if if you think that april may 2020 is representative of the results that you should be achieving as an e-commerce business um i've got bad news for you that was the best time you're probably ever likely to see because everyone's stuck at home um depending on i know this is very much

4:13dependent on your geography but if you're in a country like us or uk with uh photo schemes and things like that people didn't really experience a drop in income that much well most people didn't at least so they still had disposable income but they couldn't go out and spend it so they bought tons of stuff you know absolutely tons of stuff um i think that environment is going to and we have seen it drop off clearly as the world's been getting back to to things that's going to continue to do so and there's going to be more money from consumers spent on on on in-person live experiences and that's

4:46likely to be fraction advertised because obviously what consumers are doing and spending advertising's gonna follow it's why there were a thousand drop shipping business that were thousands and thousands of drop shipping businesses that popped up seemingly overnight last late spring early summer because there was so much demand for those sorts of products because everyone was stuck at home and they were looking around the home thinking what do i do what could i buy for keep the kids entertained what can i buy to make my house a bit nicer you know all that sort of stuff so i think that's a huge shift that we're likely to see

5:15if you are selling in-person services experiences i think the next three months in particular those things often coincide with the summer it's a good time to advertise um it's going to be just a fantastic time of year for you to uh to really go for it and really um plan to advertise plan to acquire a lot of customers i think results can be easy to add i think to some extent the opposite is going to be true with all those businesses that have had a fantastic time for 12 months or the online businesses the e-commerce businesses it's not going to be quite as easy for you guys anymore because

5:48instead of just being stuck at home indoors on their phones people are going to be round about in the world which is great for the world maybe not if you're selling an e-commerce product okay so that's the very first thing i think we're going to see the second thing i want to talk about is facebook has had a lot of facebook advertising has had quite a bit of bad publicity over the last um well it's been building hasn't it when i first got involved with facebook ads um in i believe i had my first ad campaign in 2014 so seven years ago now um it might have

6:20been late 2013 but around about then people did not have the attitude towards facebook advertising not from advertisers themselves that's obviously changed but from the general public was completely different how it is now negativity has been building um people are very concerned about digital privacy facebook's had a number of sort of semi scandals around being involved in political campaigns and so the attitude in the general public as facebook's continued to make more and more money has decreased i think the ios 14 is probably one of the first times where that has spilled over into advertisers attitude towards facebook you know maybe 18 months ago the general population was starting to

7:03get a little bit concerned about social media companies and advertising on these platforms and things like that in general but advertisers were like you still get great results facebook instagram ads i think the ios 14 stuff has put a dent in that and it's the first time that advertisers are sort of getting angry with not just facebook but obviously apple and the systems and all that sort of stuff so that's something that's likely to continue and we know that there are going to be further crackdowns to do with privacy related issues so we're going to have less visibility over tracking and data and we're going to have to

7:33shift away from real-time actions like i launched campaign this morning how is it performing four hours later which is what people have done previously and more to probably more traditional form of marketing where you're going to have to be longer term focus you're going to have to look at how did your company perform this month with your marketing efforts as opposed to the last three hours that sort of stuff but a lot of advertisers aren't going to want to do that i'm actually quite happy with that i would i've often talked about i think most facebook advertisers would do a better job if they couldn't see real-time data

8:07because it leads them to be too trigger-happy and they expect the impossible and they expect results in the next three days not looking at things that you know i i've thought for a while that if facebook just provided an end-of-month report to facebook advertisers that would probably be beneficial as opposed to the real-time data but a lot of advertisers aren't going to like that they're going to go i didn't get any result i launched a campaign for two weeks didn't get any results i'm done that should and in fact i'm very confident it will decrease the number of facebook advertisers and the amount of money being spent on facebook ads as a

8:41platform that decrease in competition should lead to a decrease in price um the facebook the cost of facebook ads as close to a perfect market as you can get you know it's an auction system you've got supply you've got demand supply is more or less fixed i mean it's not but it's pretty stable has been for a long time supply being the number of ad impressions available um demand has just been going up and up and up which has made facebook ads more expensive if that demand decreases that should decrease the cost of facebook advertising so i would not be surprised if towards the end of

9:15you know i actually think we're starting to see this a little bit but towards the end of let's say q3 2021 we see a decrease in the cost of facebook advertising because advertisers have left they've scaled back budgets ironically the worse the press gets around facebook advertising the better it is for those of us that are going to continue using the platform because it's going to scare away a lot of the competition it's like if everyone if tomorrow everyone woke up all advertisers woke up and we're like facebook ads is rubbish not advertising on that platform it sounds like that would be an awful thing if you're involved in the facebook ads

9:50industry it probably will be very good for agency owners but if you're advertising facebook you'd be like that'd be the best thing ever provided the users the actual end consumers didn't go anywhere you'd be like i can advertise to all these people it's not going to cost me a fraction of what i did before and all that sort of stuff and that would actually be amazing because they're your competition right um it's not many people think about it a lot of people think like oh everyone's on facebook ads i need to be on facebook ads actually you know you could argue the opposite because that's how the price works

10:16so i think we like to see a decrease in cost having said that q4 is still likely to be more expensive q4 is always more expensive um particularly obviously in europe north america you've got christmas you've got black friday sales you've got big things that a lot of advertisers you know there's lots of advertisers that sell 60 70 of their product during q4 and they reserve their advertising budget quite smartly for those times so q4 is going to be more expensive than the rest of the year but i think it may well be less expensive than the previous year the q4 2020 and that's really the trend that i think we're

10:58likely to uh to see going forward so that's the second i want to talk about is price dynamics and that might be really good news if you could handle the lack of data um you might be in the best situation possible because scale for your competition you stay happy days you can get the great results the last thing i want to mention around what i think we're likely to see in the second half of 2021 but i don't know how long it's going to last for and i need to be very quite clear on that is we're going to see facebook ads at the end of april we saw

11:29the sort of final i'm reluctant to use the word final but final round of ios 14 changes implemented that has led to topsy-turvy results fluctuations i see it in all my comments people had great campaigns they drop off all of a sudden all that sort of stuff as i think basically facebook is readjusting to the new situation the new paradigm going forward i don't foresee massive changes for the next six months i think facebook's going to work that out the algorithms are going to stabilize and we're going to see more consistent results now there are rumors more than rumors indications that next year 2022 we are gonna start to see other

12:11businesses start to crack down on privacy do we see what we've seen on ios devices or android devices highly likely do we see browsers getting rid of cookies i know google chrome um that is definitely being talked about as an option so there's likely to be more changes expect more difficulty but probably not in q3 q4 2021 that's likely to come more next year so it should see a period of stability something you may want to take advantage of something that you may want to start to implement an advertising strategy and a way of doing things that you know works so that if you then lose tons of

12:47data let's say come february 2022 if you've got six months of knowing that what you're doing works you don't need to turn your campaigns off and panic because you're like right we don't have the data but we know this is working and you don't have to be as reactive as other people and being less reactive is nearly always an important thing in a way to help succeed okay so those are some of the things i think we should be expecting q3 q4 2021 if you've got any other comments any other thoughts pop in the comments below if you agree with me disagree uh again pop in the comments below i see

13:17all the comments i answer as many as i can and before you go ahead and do that something i want to quickly mention and that's our facebook advertising services so if you are running facebook ad campaigns for your own business you're looking to get better results you're thinking about working with a professional agency my company lead guru is exactly that we're a specialist facebook and instagram advertising agency we create manage and optimize campaigns for our clients we can handle all of it creative we've got graphic designers video editors copywriters we can manage the campaigns put them together and we can optimize them all that sort of stuff if that sounds like something

13:50you'd be interested in you could book a free call with one of my team members there'll be a link in the video description below and we do require that a business has at least 3k per month to spend on their ad campaigns before we work with them um so please make sure you meet that criteria before you book a call otherwise we won't be able to have the call we'll go to work with you all that sort of stuff but um yeah there are certainly changes ahead and you know if you want uh a company sort of guiding you and steering you through that we can we can

14:15certainly provide that if this has been useful thumbs up subscribe to my channel as already said comment below and i will talk to you soon thanks guys bye for now