I order lots of Facebook ad accounts. And by far and away, these are the biggest mistakes I see people make. So, if you are running ads yourself, hopefully you don’t fall and make these mistakes. And then if you are, you can go away and correct them.
Number one is they don’t use the pixel. Jerry Maguire pleading with whoever that character was, help me help you. This is Facebook saying to you, help me help you. If you don’t install the pixel, they don’t know who you want. So they can’t find you more of those people. You need to help Facebook. Facebook is actually your friend and you’re like partnering with them. And they’re going to help you find more people as you want to scale your campaign. So, you will hit a plateau if you don’t use the pixel. That’s why you really need to use it so, please use the pixel.
Second big mistake I see people make is, is they don’t build a relationship with their audience. Facebook is a social network, you’ve got to be social. As Ben said you can’t always show an offer to people, you got to give value first to then be able to redeem and you got to engage in a conversation. And later on, in this presentation, I’m going to go through messenger ads, which are a great way just to start a conversation. That’s how you got to view it, you’re going to want to start a conversation with people. So, know that going in that you’re trying to build a relationship with your target market.
And people promote junk. They put lipstick on a pig. No matter what color that lipstick is, it is still a pig. Alright? Don’t do that, don’t promote junk.
And they don’t know what their CPA is, their cost per acquisition. You need to know how much you are prepared to pay for a lead. And your CPA may change and that’s okay. But you’re going to be managing your account by that magic CPA number. So come up with a figure in your head, might be $5 or $10. Perhaps even you can do better maths and work it out but you’ve got to know what that value is, otherwise, it’s like you’re flying blind. You don’t know where you’re going, you don’t know which campaigns are doing well and badly because you don’t have that magic metric in your head.
And they have no clear strategy or structure. So, I’m going to go through a strategy a bit later which we’ve probably all heard before but it is tried and tested and it works every time. And it’s actually industry nonspecific, like, everyone can do this strategy.
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