Facebook is a platform that is permanently changing and evolving, and so is the Ads Manager. I admit that some of us have made so many mistakes when setting a Facebook campaign; to the point of jeopardizing its effectiveness. Even today, you, as an entrepreneur or small business owner, still keep making so many of them. Below I explain in detail the three most common ones, so you do not make them again; in this way, your campaigns will achieve their objectives, and you will not waste either time or money.
1. Facebook Pixel
If you have not installed your Facebook Pixel yet, you have been missing some great functions; such as, tracking website conversions and engaging visitors to retarget them; that will allow Facebook to gain more insights about your target; thus making your ad more accessible to potential customers.
2. Underestimate your audience
Underestimating your audience, a common mistake, causes your ad to reach clients that are not interested in your product or service. If we have high expectations about our buyer persona, we tend to send the information the wrong way; therefore create a buyer persona who is as real as possible. Study well your ideal client; what they do, their likes and dislikes, their favorite hangouts, daily routines, and even what device they use to access the internet. Use the consumer’s behavior, only if it is necessary.
3. Failing to Follow Facebook’s Rules
Facebook is a platform committed to its users; pay attention to its rules, and try not to violate them. One of the most important rules is the quality of the picture or video you use for your campaign; therefore do not superimpose any text onto the image, and make sure that it complies with the high-quality standards that Facebook demands. Keep in mind that the new Facebook Algorithm penalizes ADS that do not comply with the rules; and, you take the risk of your campaign not being approved.
Always remember to analyze your ADS’ results; what worked and what did not. Pay attention to your audience and their behavior. Check the ADS Manager and evaluate your publication every day. The great thing about Digital Marketing is that you can modify and optimize your campaign at any given time.
Oscar Alvarado
Creative Director
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