You’re spending money on advertising hoping to generate leads but end up with little to no conversions. It seems like you just threw your advertising budget into the wind.
You’re not the only one!
We’re going to look at four common mistakes and how to avoid them.
Lack of a clear objective
The first step to success in any marketing campaign is having a measurable objective that ties back to your overall strategy.
Your objective will depend on the goals you want to achieve, you need to have a clear idea of what you want from the ad. If you don’t know what you want your customers to do when they see your ad, how will they?
You need to know your objective before the start of the campaign so you can accurately measure if you’re getting the desired result. If you aren’t, you can take action rather than wasting any further money.
Poor targeting
There are millions of users on Facebook™, so you need to make sure you’re getting in front of the right people. If you don’t land in front of your ideal clients, you’re likely to get lost on the newsfeed.
Luckily, Facebook™ has inbuilt features that can help you target your ideal demographic. Phew!
This feature allows you to be as specific as you like when setting your ad, from demographic to interests, you can pick what audience you want to be in front of. We have to be mindful not to be too broad or too narrow with our selection, so double check your audience size to ensure you’re reaching a realistic amount of people.
If you get stuck? Check out the “lookalike” audience. Facebook™ creates an audience for you based on similar traits to those you have selected as your demographic. A great tool for a high-quality cold audience!
Using the wrong ad objectives
Facebook™ offers a range of ad types. It’s important to choose the right advertising objective when you create a campaign.
Before you create any campaigns, first consider what your business goals are. It’s important to know what you want to achieve in order to choose the right objective.
Below are the three broader categories, or goals, that your objectives may fall under.
- Awareness
- Consideration
- Conversions
Here is an article from Facebook™ which explains in detail about the three broader categories, or goals, that your objectives may fall under.
Don’t worry, it isn’t as tricky as it seems! As long as you’re clear on your objective and your audience, it will be much easier to decide the right ad type and placement.
Abandoning your ads
One of the most common mistakes you can make is creating an ad then leaving it to run and never looking at it again. It’s so important to analyse the performance of your ads daily, we monitor and optimise and give you updates at Marketology.
You need to make sure your audience isn’t continually seeing the same ad every day. If you don’t monitor them, you don’t know if your campaign is achieving the objective you outlined at the beginning.
Monitoring the performance would help you to know if you need to make any changes to your ad. Data is important, it indicates whether your campaign is successful or not!
