For the past few years, Facebook has become
one of the most powerful advertising platforms. With almost 2 billion users
worldwide, it represents a huge opportunity for businesses, small to large, to
use the platform. If done correctly, Facebook
advertisements usually generate a great return on investment and
conversions. However, if you are new to Facebook advertising, things may not
turn out as expected or intended. Here are some reasons why some Facebook ads
campaigns fail.
- Not defining the correct campaign objective
Any type of marketing
effort must have an objective in order to be able to measure success. On
Facebook, there are many objectives to choose from. Make sure to think
carefully about what you want potential customers to do with your ad. If you
want them to go to your website, choose the “Traffic Objective” if you want
them to watch your video, choose “Video Views”. This may sound like a
no-brainer, but it is surprising how often objectives are being neglected and
business owners are left wondering why they aren't seeing the return they had
hoped for. Below are the different types of campaign objectives on Facebook:
●
Brand awareness
●
local awareness
●
Reach
●
Website traffic
●
Engagement
●
App installs
●
Video views
●
Lead Generation
●
Conversions
●
Product Catalogue Sales
●
Store Visits
- Faulty campaign targeting
The targeting options
within Facebook’s advertising platform are pretty impressive. Everything a user
does within the Facebook ecosystem, or even on most websites, is tracked by the
platform and that is where targeting in ads comes in.
If your Facebook ad
campaign fails, it will be valuable to take a look at your targeting. Did you
target the right audience, or did you go too broad or too narrow? Do some
analysis and try to think of your core audience. What gender are they? How old
are they? Where do they live? Once you’ve answered these questions, use it to
your advantage in your targeting. You don’t want to waste your ad money on
people that you know won’t be interested in your ad. If you are engaging with professional SEO
services, they would probably know how to do the right targeting on
Facebook.
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