By Peter Dulay
Facebook has almost 2 billion users on whom they’re constantly collecting data. With every update, post, check-in, comment, and like, Facebook stores information. Because of this, Facebook has essentially become a marketer’s library, where you can find your customers and present offers that resonate with them.
But with that giant database of information, and the advanced features available to choose from, it’s easy to make mistakes. If you’re not getting the click-throughs and conversions you were expecting, there are some common issues you may be having.
1. You’re Choosing the Wrong Objective
Upon creating your campaign, you’re required to choose an objective, which you may not have put much thought into. However, the objective you choose actually pre-populates specific features and presets that Facebook feels will help you reach that objective.
By selecting the wrong objective, you could be missing out on other features that would help your campaign.
For example, if you choose the “Brand Awareness” objective, it allows you to select a call-to-action (CTA) button like “Learn More” on your ad. But choosing the “Reach” objective shows you a completely different set of CTA buttons to choose from, omitting the “Request a Time” button.
Hover over the info icon on each objective to get additional details and review Facebook’s Ad Guide to explore how each objective is unique.
You’re Not Reaching the Right Audience
While it is true that Facebook has an incredible amount of data for you to use to create an audience, it doesn’t mean it’s 100% accurate. When we like certain content, check in at places, or share someone’s post, Facebook makes assumptions about what interests us, which then become a factor in creating your audience.
But how accurate are those interests? To get an idea, take a look at your own ad preferences. These are the topics that Facebook thinks you’re interested in, and chances are, many marketers are using that information to present ads to you.
If you see some that look out of place, that’s because Facebook doesn’t know us as well as we know ourselves. This means you could be targeting an audience that Facebook thinks is interested in a topic, but in reality isn’t.
Your Audience is Too Broad
Targeting too wide of an audience means there’s a large amount of competition among other marketers to reach those individuals. This typically means you’ll pay more per click, and likely experience fewer impressions and a lower conversion rate. Furthermore, it makes it difficult to ensure your audience is interested in your ad.
However, there are certain circumstances where a large and less focused audience is ok, like when your objective is to increase brand awareness and not to drive conversions. But even in this case, you should still try and filter out segments that are way outside of your target demographic.
Your Audience is Too Narrow
On the other hand, targeting an audience that’s too small will likely limit your results. We know that topic and interest targeting isn’t 100% accurate, so marketers need to be careful Go to the full article.
Source:: Business 2 Community