Many times, I see business owners running ads on a platform like Facebook or Instagram and they say, yeah we’re pleased with the results, but we don’t know if we’ve gotten any business or leads. This is a common challenge with complex platforms that appear simple and easy to get started with but have a vast array of unseen challenges ones you dive in. Here are 3 tips to help you optimize your campaigns on Facebook.
- Install the right tracking on your website or landing page!
I can’t stress enough how important this is when running campaigns. Sure, Facebook will give you preliminary data about clicks, impressions and other possible events on their platform, but what good does this do for you when you want to know how these campaigns performed in driving traffic to your website or landing page. Make sure you install tracking software like Google Analytics, Tag Manager and connect that with your Facebook Pixel code to create a smooth pathway for the data to travel along. This will give you a clearer sense of your money well spent and you can optimize campaigns for better management of your dollars.
- Do your homework on your target audience!
I see this quite often as well, business owners will run campaigns with what they think will attract their audience without ever asking the audience what’s important to them. Not enough time is spent segmenting and parsing out audiences so that you’re messaging the right people appropriately and with the right message. It doesn’t always have to be an offer. Sometimes giving a value add to your audience is the only purpose of your campaigns as you are softening the ground for a follow up. Not enough priority is placed on brand awareness and audience development in today’s marketing world. I get it! Business owners want sales now and if they’re going to spend money they want a return on that investment. On the flip side, how is someone supposed to feel comfortable buying from you if they’ve never heard of you until they see an ad! A good mix of campaigns is important when advertising at all.
- Test, track and measure!
The biggest mistake I see business owners make is either quitting too soon on ad campaigns or not using the data effectively to make good decisions about your campaigns. If you feel a campaign isn’t performing maybe it’s not the campaign, maybe it’s the targeting or vice versa. Have you had a professional look at your setup or your copy/design. Unless you’re running very specifically targeted search campaigns on Google for key terms, advertising is an art mixed with science that you’ll need to nurture and spend time with. Don’t look for a sale day 2 after running an ad. It can take up to 3 months, depending on your sales cycle, to see the results you’re looking for. Keep at it. Test, track and measure your results and make adjustments along the way.
If you have questions about paid ads, social media, business listings or digital marketing, reach out to me at firstname.lastname@example.org. I look forward to helping you reach your target customers more effectively in the digital space!