Do your Facebook Ads have a solid foundation? If you don’t lay a solid foundation, your ads may come crumbling down.
One of my early Facebook Ads accounts was an estate planner who wanted to reach retirees in his town who need help with wills, trusts, financial plans, etc.
We set a budget together and began a new Facebook Ads campaign to reach his ideal client. I remember the excitement of setting up the account, starting a new campaign, and putting all the ads together. And that’s when everything went wrong…I put all the ads together, as in one campaign with three very confused ad groups. It took a few days to start getting results in, but it was clear very early in the campaign that something was amiss.
I felt frantic as I watched my opportunity fly away like I was grasping for a flock of birds.
After consulting with some friends in the business, I found that Facebook Ads, just like Google Ads, depend heavily on well organized campaigns with segmented ad groups. Not only did we have a much too broad Facebook audience, we couldn’t isolate the audience issue among the noise of all the ad groups competing against each other. We never had a chance and I felt awful for losing budget, leads, and opportunity.
If I had created one campaign for each service group I could have used the ad groups to test the demographics targeting and found a better audience at the start of our campaign.
We shortly after switched away from Facebook Ads and put everything into our Bing Ads (now rebranded as Microsoft Ads), but I’ve never forgotten the lesson of lost opportunity.
You don’t have to lose opportunity on Facebook like I did. You don’t have to feel lost in disorganization. You don’t have to waste your budget. Start making your ads work for you by organizing your campaigns into themes with ad groups that test and measure ad outcomes.
Are Your Facebook Ads Working?
I may be able to help you create opportunity with Facebook Ads, but first, I would like to know more about you and your business. Let’s schedule a brief chat.