In the real world, in a social context, very few make buying decisions
I’ve been auditing a lot of Facebook ad accounts recently, and I found three common things a lot of business owners miss out when running ads. Don’t be surprised but some even wasted money just because of mishandled campaign management.
Here are the three common issues I see with Facebook Ad Accounts and how you can fix it.
Wrong Campaign Objectives. The most I see are either Post Engagement, Video Views and Link Clicks. Now that’s not to say they are “wrong” objectives. I use these objectives for me and my clients too, so they are good if it serves your actual objective but for these audits I’ve been doing, their objectives tend to be purchases or other conversions but the campaigns are not using the proper campaign objective to optimize for these results. When Facebook asks you what your campaign objective is, it uses its own internal analytics to deliver those results you want for you, so it’s important that you are able to tell Facebook what you want.
Very large audience sizes. This is like the equivalent of trying to sell to everyone. I personally like to keep audience size to around one million people unless it’s for a local campaign. But targeting all the married college graduates in the Philippines for a pillow product is very, very broad. I recommend asking some important questions which can help you narrow down your targeting to pinpoint your exact audience. Another would be to use the “Narrow Audience” feature to add in additional interests which are required in your audiences.
Not remarketing. In the real world, in a social context, very few make buying decisions. It’s different when you’re in a mall or a bazaar type of event where the precedent is that people are there to buy. On Facebook, even if we’re dealing with ads, what’s best is still a social approach to start, and a lot of the transactional engagement happens in follow ups, and that’s the purpose of remarketing. Remarketing is the process of reaching back out to the people who have engaged before and shown interest. Doing the engagement campaigns in page 1 makes more sense if remarketing is in place because in our experience, this is where the returns are really made.
I hope this also serves as a mini-audit for your ad account.
