TIP: Before you launch an ad, familiarize yourself with the characteristics and operation of all available advertising objectives. You can find a description of each of them here:.
At this stage, it will also be important to know how long your customers' path to purchase is, whether they buy your products on the fly, based on emotions, or whether the purchase decision must be thought out and requires more involvement on the part of the advertiser.
6. No active pixel on the page
Facebook Pixel is a unique tracking code that is generated in the Company Manager and implemented on the website.
What is its purpose?
Pixel allows Facebook to collect information on user behavior after going to the website. To some extent, it provides information on whether recipients who respond to advertising by going to the website are actually interested in the offer, how they behave on it, and based on this type of information, the campaign learns which users should see a given creation and which should not.
Implementing the pixel not only allows for better campaign optimization, but also allows the use of broadly understood remarketing campaigns, i.e. returning to users who visited our website.
Remarketing is a very important stage in terms of maximizing sales.
TIP: Add a Facebook pixel even if you don't plan to launch a campaign anytime soon. A remarketing group can come in handy when you launch a promotion in your store or when you need additional orders. Don't skip this step if you want to test what effects a Facebook and Instagram campaign can bring you.
7. Too rapid and frequent changes to campaigns.
When launching an ad in Ads Manager, we must remember that the first few days are the so-called ad learning stage. During this time, the algorithm analyzes the ad and tests it on different types of users within the specified target group. After this time, it selects the fragment of the group that performed best in the testing phase and continues to distribute the materials.
The learning process is nothing more than testing, so the results from the learning period may be worse than after moving on to the next stage, in which the ad is displayed to the group that performed best in the learning stage. Making significant changes means that our campaign goes back to the learning phase, which may cause the results to deteriorate.
What does Facebook need to exit the learning stage?
About 40-50 conversions. This will allow the group to be tested and the tests to be completed.
TIP: When planning your daily budget for your campaign, consider the average conversion costs and estimate how long it will take for your campaign to move to the right stage. Analyze your results twitter database with the learning stage in mind. Try to ensure a budget high enough to achieve 40-50 conversions within a week. Make yourself some lemon balm and don't make changes to your campaigns more often than once every few days, and let them be the result of analysis and conclusions drawn.
8. Unclear advertising message.
A common trap is focusing on the wrong aspects when preparing the content and message of the advertisement. In the texts, write about the benefits, not the features of the product or service. Presenting the benefits has a stronger effect on the imagination. Let's see this with the example of an advertisement for a cleaning robot.
Version number 1:
We offer cleaning robots for your home.
Our latest model has a 0.2 l dust container, its operating time is 90 minutes, and its charging time is 120 minutes.
The vacuum cleaner is distinguished by increased resistance to falls and speed of operation.
Version number 2:
Regain your free time and a clean apartment! Opt for a cleaning robot that will clean your house every day, while you rest!
Order a vacuum cleaner today in the 0% installment system, and in just two days your floor will be cleaner than ever!
Home spa, an extra hour of sleep, or maybe a book? What will you spend the time you gain when the robot cleans?
When we add to this a graphic presenting a happy housewife reading a book or watching her favourite series and our robot working in the background, we have a greater chance of making the heart beat faster, stimulating the recipient's imagination and increasing the need to have the product, not because of its parameters, but because of the needs it satisfies.
TIP: When planning your advertising message, try to refer to 3 things:
Address your target audience directly. Are you targeting Motoring Fans? Check this out!
Show the benefit that the user will get from purchasing the product or service. Show what problem it will solve.
Use simple words. Using industry jargon may be incomprehensible to your potential customer, and this will discourage them from the offer.
9. Not using dynamic product campaigns in online stores.
A dynamic product campaign is a bit more serious. To launch it, we need to have:
configured business and advertising account,
Pixel with events,
a Facebook page that you are the administrator of,
created product catalog in Sales Manager.
While the configuration of a dynamic campaign is even faster than in the case of classic advertising, attaching all the technical elements necessary to launch it can cause problems, and not small ones at that.
Dynamic advertising allows you to display a carousel of products that is individually tailored to a specific user, based on behavior.
It is a great solution for remarketing in e-commerce. A user can see the product they viewed or added to their cart even a few seconds after leaving our site.
TIP: Facebook remarketing is a great complement to other marketing channels. If other marketing channels are generating traffic to your site, remarketing can help you increase the number of transactions at a low cost.
If you run an online store, be sure to test campaigns with the “sales from catalog” objective. This will show your target group the products that are most likely to interest a given user.
These are just some of the many elements that matter in paid campaigns. Importantly, each industry functions a little differently and different things will work. So if you have made any of the above-mentioned mistakes in your marketing activities, try to draw conclusions and find a way to implement them.
It is also important that the success of a PPC campaign is made up of more and more elements, such as brand, economic situation, seasonality, so if you want to be sure that your campaigns are in good hands, you can outsource them to experts.
Google and Facebook advertising campaigns are the two largest advertising platforms on the Internet. Each has its advantages and offers different targeting options and ways of presenting ads. However, by combining the power of both platforms, you can achieve even greater reach and effectiveness of ads. Thanks to an integrated advertising strategy, you can reach a wider group of recipients and adapt the message to their preferences and behavior on the Internet. Additionally, the combination of Google Ads and Facebook Ads allows for better monitoring of advertising results and cost optimization. Therefore, in order to meet the expectations of our customers, we decided to implement the Digital service, which is a hybrid of Google Social Media ads.