Many businesses have come to rely on Facebook advertising to drive awareness and sales as almost everyone is on Facebook, the targeting is precise and the cost is affordable.
However, with recent changes to Facebook’s algorithm, posts from friends and family are pushed higher in feeds at the expense of posts from brands and publishers.
The result is that fewer ads are seen, the cost of ads increases and ROI on Facebook decreases. This doesn’t mean that Facebook ads are not performing. Instead, it means either ad budgets or sales expectations need to be adjusted to allow for the changes.
– Emily Reeves Dean, Cranford Co.