I’ve been auditing a lot of Facebook ad accounts recently and I find three common things a lot of business owners miss out when running ads. Some are even wasting money just because of mishandled campaign management.
Here are the 3 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 my clients and myself. They are good if it serves your actual objective.
However, 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 optimise 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 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 – you can get my free targeting worksheet for this. Another recommendation would be to use the “Narrow Audience” feature to add in additional interests which are required in your audiences. You can learn more from this video.
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 which have engaged before and shown interest. Doing the engagement campaigns in page one 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.If you’d like to maximise the use of Facebook ads for your business, I’d love to know how our team can help you out. Just shoot me a message at firstname.lastname@example.org