3 Tips to Crush Your Facebook Ads Goals 🚀

Hey, 👋🏼 Chris here…

Happy Monday to the thousands of motivated marketing practitioners, startup founders, and business owners who are a part of this community.

Today's newsletter is on how to crush your Facebook ads goals by avoiding some common mistakes.

The issue takes around 2 minutes to read. Enjoy!

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The Top Mistakes Facebook Advertisers Make and How to Avoid Them

Despite the iOS 14 setback with Facebook/Instagram Ads paid social is still an extremely important part of the marketing mix.

Not only does paid social give you broad distribution of your brand it allows you to experiment at scale with different audiences and offers to maximize growth.

However, if you’re pouring thousands of dollars into Facebook/Instagram advertising and not seeing the results you’d hoped for here are a few things to check for:

✅ Are You Picking the Wrong Budget Option

In years past everyone was trying various approaches to optimizing budgets with Facebook Ads. Starting with small daily budgets, scaling no more than 20%, duplicating ad sets… it all was a lot of work.

In 2017 Facebook began to roll out Campaign Budget Optimization (CBO) which took the guessing out of how to prioritize budgets in your ad set mix. Generally, this approach is preferred. The reason is because Facebook generally knows what budget mix is going to actually get you the result you’re optimizing for.

However, if you have completely different audience sizes in your ad sets you may want to consider setting individual budgets at the ad set level. This way you can insure that each ad set sees an appropriate distribution of your overall daily spend.

✅ Are You Choosing the Wrong Objective

We’ve all heard this advice before. I’ve definitely been guilty of trying to game the Facebook ad exchange by setting the optimization for engagement or traffic but REALLY wanting conversions… Don’t do this.

The prevailing advice here is to select the objective that most closely aligns with your actual business goal and the stage of the funnel of the audience you are targeting.

EXAMPLE:

- Choose website traffic for audiences that have some awareness of your product/service.
- Choose engagement for audiences that have actually shown interest in your brand.
- Choose conversion/sales for audiences that have engaged with your brand previously.

It’s not that choosing the wrong objective won’t get you the result you want… It’s just much harder to scale and it’s likely that your campaigns won’t be as efficient.


✅ Are You Failing to Test Audience Targeting Options

It’s no surprise that Facebook targeting has had a rough go over the past couple of years. It’s been especially tricky for campaigns that retarget website visitors. If you’ve noticed your results plummeting with retargeting then this could be the issue…

Here are a few best practices that Facebook recommends to fix this:

- Target broadly based on demographic data — Location, gender, age
- Target audiences with previous engagement of your page and posts
- Target lookalike audiences based on conversion events set up in Events Manager

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Getting paid social right can be a game changer for your marketing efforts. It’s a game of testing, experimentation, and dialing in the unit economics to really understand how to be successful. So avoiding as many mistakes as possible and setting up your campaigns to play nice with the algorithm is what we should be aiming for.

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