How Not To Run Facebook Ad Campaigns
Successful ad campaigns on Facebook require continual monitoring and testing.
The lazy way is to create an ad or two, put it up and forget it. Not only will laziness get you nowhere, but most likely you will waste a lot of money by doing it this way.
When I hear from businesses saying “Facebook ads don’t work” my discovery has usually been that they have been using the lazy ad technique not knowing there was any other way to do it.
Others have trouble targeting the demographics. One client was targeting 1 million users and was wondering why he wasn’t getting any results. He was targeting too many of the wrong people!
If you don’t know what you are doing you are likely to waste a whole lot of money. Also, ads burn out quickly. The graphic below shows a recent study on the lifespan of a facebook ad.
Average Facebook Ad Lifespan
As your click rate declines you’ll pay more for each ad. Refreshing them is key to effectiveness and not overpaying.
Another thing that non-savvy Facebook advertisers don’t take advantage of is Facebook’s sponsored stories feature. Why? Because this is usually a misunderstood area, but what you need to know is that it is one of the most effective ads available due to its inherent social nature.
Sponsored Stories are posts from your friends or Pages on Facebook that a business, organization or individual has paid to highlight so there’s a better chance you’ll see them. They are regular stories that a friend or Page you’re connected to has shared with you.
“The real power of Facebook advertising lies in the ability to tap into the word of mouth marketing potential that your fans have with their own friends. Sponsored Stories is your best option for driving word of mouth. It is being underutilized.” -Dave Kerpen, CEO of Likeable
It pays to learn more about how they work or to hire a firm that already knows and can manage this for you. In the long run, you will save boatloads of money and get more people clicking on your ad.