Running a Facebook advertising campaign is easy.
Running a Facebook advertising campaign that is scalable, makes money, and delivers solid ROI… not so easy.
Sadly, advertisers are lured into believing a myth that suggests a simple, pushbutton, solution.
Why can’t Facebook advertising be mastered in seven simple steps?
Because every campaign has its own unique attributes and its own variables.
No two campaigns perform the same.
This doesn’t mean that best practices don’t exist. They definitely do. There are common threads you can replicate that appear in every campaign.
One of them is following a process of testing and optimizing.
Nobody knows for sure how many times Thomas Edison tried to find a filament that worked for his light bulb.
Probably more than a thousand, and Edison wasn’t exactly starting from scratch. Other inventors had already used electricity to create light.
Even after he was granted a patent for a bulb that burned for 13 and half hours, Edison stuck at it, searching for improved performance, and optimizing.
That process led him to discover a carbonized bamboo filament that burned for 1,200 hours.
How To Optimize A Facebook Ad Campaign
It’s this process of optimization that debunks the myth of instant Facebook advertising success.
Even when the first campaign you run is profitable, you can’t possibly know if it’s as profitable as it could be.
You could find a change just like Edison found a filament that would burn for 1,200 hours instead of 13 hours.
What’s the best way to optimize? What accelerates the process?
One of the most common ways to optimize a Facebook ad campaign is to use a Lookalike Audience.
It’s a terrific tactic. We love it and we use it to our clients’ delight.
But its success is determined by the quality of the Custom Audience you ask Facebook to mirror.
The response of the Lookalike Audience will rarely outperform the response of the Custom Audience, particularly on sales.
Sometimes it will outperform the Custom Audience on conversions, but rarely on bottom of funnel sales.
It’s the “Garbage In, Garbage Out” syndrome.
Here at Marigold, we like to have our Custom Audience dialed in before going down the Lookalike Road.
We do this by…
- Starting off with a clear campaign objective
- Working on tightly defined audience segments
- Making sure target audiences don’t spill into each other, duplicate, or overlap
- Interpreting data correctly
- A/B testing
The Big Facebook Advertising Lesson We’ve Learned
It seems we can never spend too much time creating as much clarity as possible on campaign objectives.
But we try not to confuse our quest for clarity with a rush to assumptions.
In most cases, website conversion is an appropriate goal. But it shouldn’t be a given, and the alternatives should be weighed, especially clicks to a website.
Sometimes, when the objective veers off in a different direction, goals such as app installs or app engagement could emerge as the clear choices.
Making clear choices feels good. Arriving at these choices takes some work.
It requires the marketer’s rare blend of humility, curiosity, diligence, and discipline.
Assumptions about who the target is can be easy to rush into and difficult to dislodge.
So can assumptions on the ability of the landing page to provide congruent and persuasive copy that can fulfill the objectives of the campaign.
The size of the segment, the right metrics to measure, they all matter and they can all make a difference.
But we need to put all this in context. Knowing what to do next to optimize a campaign takes time.
Ultimately, that’s why the notion mastering Facebook advertising in seven simple steps is a myth.
What’s not a myth…
Like most other things, with time and effort, mastery is achievable.
In the meantime, why not find out how to avoid the 7 biggest mistakes not to make with your Facebook Ads here: