Are your Facebook ads ineffective? You do not know how to make your ads work better?
In this article, you will learn about five issues that affect the effectiveness of advertising on Facebook and how to eliminate them.
No. 1: You are competing with yourself
Ads on Facebook are participating in the auction. You pay only when someone clicks on your ad (Cost per click).. The cost of a click is the rate that you define yourself. Depending on what rate your competitors are offering, targeted at the same audience, the rates increase or decrease.
How can you compete with yourself? If you have two different advertising campaigns aimed at one audience, they will compete with each other for a place in the shows.
If this happens, then most likely your campaigns will be ineffective. If you also set a bid limit for your ads, you may even find that ads are not showing at all, since ads are participating in a bidding war that they will never win.
Avoid simultaneously targeting the same audience with multiple ad groups or campaigns. If you absolutely need to do this (perhaps you want to create a sales funnel), you can use Facebook user audiences to exclude audience segments based on their interaction (or lack of interaction) with your ads, publications, page or website.
A great way to create an additional audience is to launch ad campaigns to watch videos, because Facebook can segment audiences based on the videos they have already watched, but cannot segment on the basis of certain posts or ads that people have watched.
No. 2: Your bid is too low.
Setting a bid limit can really ruin your Facebook ads. This feature is used in specific circumstances, and you really need to know the value of your conversion event before contacting it.
The marginal bid is designed to indicate to your Facebook ads the maximum value you are willing to spend to get the desired result (click, show, whatever you choose). You can use them for campaigns that sell a fixed price service or product, but they can also hurt your campaign if you underestimate the value of this desired result.
Here is what you need to do: setting a limit on bids or a limit on bids can reduce the effectiveness of your ads (some audiences are simply more valuable than others). If you have turned on this feature and are faced with a difficult conversion situation, it is best to try to increase the maximum CPC. Perhaps the budget will merge faster, but you will see more conversions.
Note. Some Facebook campaigns with minimum bids will not work at all, especially if you combine this with a low daily budget. If your campaign does not work at all, recheck your budget in conjunction with bidding restrictions.
No. 3: Your budget is poorly distributed
Facebook allows you to evenly distribute campaign budgets across multiple ad groups. It sounds good until one of your bands starts working better than the rest. Regardless of performance, Facebook will continue to share the budget for all these advertising groups equally.
But if you set up campaign budget optimization. This feature will allocate campaign costs based on performance, increasing the budget when needed for high-performing ad groups. This means that your money goes where it should, in advertisements that give you results.
Here is what you need to do: to set this up, you need to make sure that all ad groups have the same goal (for example, landing page views). You can then select the check box at the campaign level in the Budget Optimization section of the Campaign Details section.