6 Things That No One Tells You Before Launching Your First Facebook Ad Campaign

When it comes to running Paid Advertising Campaigns, Facebook is one of the most diverse and more importantly cheap platform to drive traffic, sales or brand awareness even from an extremely specific target audience

What other platform allows you to

  • Target potential customers with laser precision based on the multitudes of targeting options.
  • Utilise a versatile array of media to advertise, ranging from mobile video to Instant Articles.
  • Track end-of-customer journey level conversions with an all inclusive dashboard right where you are running your Ads from.

When I set up my first Facebook Ad Campaign roughly an year ago, I was excited. However, after having burnt through INR 10k in less than week, with little to no results to show for; All that initial excitement didn’t last long; I was disappointed, ashamed even of the failure of my first Ad campaign.
I had referenced the Facebook Blueprint and also diligently studied various “Facebook Ad gurus” before I set up my campaign. After pouring through all the Ad reports and dismantling my Ad from top to bottom, I soon came to the realization…

“I had followed all the guidelines to the T and still failed”

It’s been an year since that letdown, and looking back on the disaster that my first Ad campaign was, I can point out atleast 6 things I did wrong that ensured that my campaign was bound to fail.

Why didn’t I know of these things beforehand?
In retrospect, I realised that these things are not “cool” or “worth writing about” but are important to any marketer looking to run their first Ad Campaign and who want to achieve some modicum of success with it.

So here goes. A curated list of what not to miss before running your first Ad campaign on Facebook and easy fixes to the hurdles you are bound to face.

1. Audience Fatigue: The performance of your campaigns will drop after 4–7 days
This drop in performance can be attributed to something called Audience Fatigue. As a result of optimising for the objective you set up your campaign for (clicks, reach, engagement et al) Facebook ends up showing your Ads to the same set of people multiple times.

2. Metrics: Links Clicks, Post Clicks and Clicks all mean different things Facebook Power Editor, the go-to Ads dashboard for a majority of Facebook Marketers offers a wide array of metrics for every Ad that you run. However, be extremely wary of what each of one of these metrics mean. “Tracking the wrong metric can be disastrous to measuring the success of any Ad campaign” For example, when running an Ad campaign with a website click objective (i.e is to run a campaign to get website traffic) Link Clicks should be your key operating metric. If you were to go ahead and track Clicks, you’d a get a deceptively high number, as this includes clicks on the Ad post itself, clicks to know more etc.

The Fix: Have an in-depth view of each metric & what it means for you before you run an Ad Campaign to any objective, customise each tracking dashboard accordingly before running a campaign. You can also go a step ahead and and set up the Facebook Pixel on your website to directly track conversions of your end objective from the Facebook Ad Dashboard itself.

3. Attribution: Conversions from your Facebook Ads won’t always match your in-house analytics Attribution of traffic from your Ads has been a long contested topic amongst marketers. To put it succinctly, Attributing your traffic is the first step towards measuring success of your marketing Ad campaigns and will go a long way in determining what is working and what doesn’t. The Fix: Choose one platform that you are most comfortable with and stick to it track success of your campaigns. It’s essential that you track your channel improvement over time than using a couple of tools to get an accurate absolute number. As a general rule of thumb, ensure that your Google Analytics and Facebook Pixel (If you are using it) tags are set up correctly.

4. Bots: Beware of Bot Traffic “Not all traffic is good traffic” I recall the first time, I decided to run campaigns to the Audience Network Ad placement, which is a network of blogs that have complied with the Facebook Ad policy and have Ad spaces set up. I received massive success on clicks, reach, CTR, all across the board except…there were no conversions.

On Analysing the traffic coming from that particular Ad placement, I noticed that most of those users would perform one click and drop off, all within 0.1 secs. All of them, the very same action. That is a definitive red flag for Bot traffic, which in unhealthy for any Ad campaign, as you are paying for every on those useless clicks.

The Fix: Closely analyse the traffic you receive from your Ads also split test across placements to check for the kind of traffic you receive from each. Always keep your end objective in mind, the conversion, and don’t get bogged down with early stage metrics like traffic or post likes.

5. Overspending: You may end up spending more than you planned to Facebook offers you a couple way to set the budget of your Ads, you can do on a daily, weekly or total basis. However, this throws up a few problems as Facebook tries to optimise for your conversions. Say you set a weekly budget of INR 7000 with a daily spending limit of INR 1000K. Sounds fair in writing, however Facebook takes the liberty to spend more on certain days to optimise and less on others for the same reason. So if you extinguish your budget, it’s entirely possible that you end up with your Ad not running on half the days that you planned for.

The Fix: It’s best to set Daily Budgets and add enough balance to your Ad account (if you are using a prepaid account or have enough account balance if you have yours linked to a card). You still run the risk of overspending, but not by much, as compared to setting a weekly or total budget for your campaigns.

6. Ad guidelines: It’s easy to get your Ad account banned Have you seen those posts where posts ask you to Like, Share or Tag a friend ? Yes, those are frowned upon by Facebook when you use the same in an Ad and can get your Ad account banned, sometimes forever with no chance of getting it back. This means, all your data, Ads gone before you can say “I didn’t do anything wrong!”

The Fix: It’s best to go through the Facebook Ad guidelines once before you set up your first Facebook Ad Campaign and that should be enough. Also take care that any of the products that you are selling don’t violate Facebooks Community Guidelines, in which case you may have to sell them in an oblique manner to get them approved. Well, what if you still fail after keeping all of these things in mind? “It’s alright” It’s alright not because it’s your first time and you were bound to fail. It’s alright because, Facebook ads are all about iterating on what doesn’t work and focusing on what does, scaling it. Marketing isn’t an exact science…

The more Ads you run, track and analyse, the more you will understand about the dynamics of your target audience and will achieve a better hit rate of successful Ad campaigns. That in itself, is the key to Facebook Ad Success. “Iterate, Iterate again and then Iterate some more”

 Article brought to you by TapChief


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