There’s no denying that Facebook is one of the most effective online advertising platforms available and can play a significant role in a business’ overall marketing strategy. Yet many people still struggle to achieve results - according to Weebly, up to 62% of small business owners say that their Facebook ads miss their targets.
If you get your Facebook ad campaign right, you can get a very good return on your investment. But if you get it wrong, you will be wasting valuable time and money, and your campaign will be pretty pointless.
When running video ads, you will find that videos can reach much larger audiences than if you were to use images (on the same budget!). This is due to the fact that Facebook will notice people are staying on your ad for longer, which is a strong ranking factor in the Facebook ad algorithm. Video advertising is therefore more important than ever for your business, so don’t make the mistake of not using it!
The whole aim of advertising on Facebook is to get your ads seen by a significant number of people who find your ads relevant and who are genuinely interested in your products or service. It’s important to remember that more people seeing your ads doesn’t necessarily mean more people will buy your product or services.
With 60 million business pages on Facebook, it is crucial you target your audience properly, otherwise the chances of your ads getting lost in the huge stream of content is very high.
So, for every Facebook campaign, you need to set up the correct custom audience.
Demographics - take into consideration things like age, gender, location, income levels etc.
Interests and hobbies - it is also important to consider the interests of your potential customers.
Engagement - this is a great way to get your content in front of people who have recently engaged with your page (via liking, commenting or following you). These people are more likely to already have an interest in your business.
Behaviour - you can even target your ads based on consumer behaviours such as previous purchases and device usage.
Need help with choosing the right campaign objective? Check out this video made by Paid Media Pros:
4. Not Analysing Ad Results
No matter how amazing your campaigns are, it is important to consistently monitor them so that you can learn how to improve them as well as your future campaigns. If you don’t monitor your ads daily, how will you know if your campaign is achieving the objectives you set it up for?
When analysing your campaign, here are some things to look out for and keep on top of: