Campaigns’ Objectives in Ads manager Facebook loves…
Have you ever wondered if Facebook is on your side?
I mean, as a marketer, is FB an enemy we need to trick, or a friendly guide we should trust?
Probably neither of the two.
Clearly, Facebook is a company and not a charity, and they must rightfully protect their interests. So don’t expect them to run your campaigns for you, or show your ads to their users for free.
However, it is good to keep in mind that they have a strong interest in your campaigns being successful.
Because when they show relevant and useful ads to their users, their users are happy and they keep using Facebook. Facebook wins.
And when their business clients make money on Facebook, Facebook wins again. As you’ll probably keep spending more and more on their platform.
So what does this mean for you?
It means that you should use the number of presets and templates that are offered to you, especially when starting out.
Look at the presets in ads manager Facebook has created for you
When you open your ads manager Facebook is cheering for you. That’s why they ask you what your campaign goal is, and they suggest a structure that will serve that goal in an effective way.
Should you go for a CPC or a CPM based campaign?
How should you structure your bids?
Think long and hard about what your overall goal is, rather that getting lost in the ins and out of campaign settings.
Why are you running that ad?
You’d be surprised of how many times I see marketers completely forget to ask themselves this simple question.
Are you trying to sell something? Increase brand awareness? Promote an event? Get more leads?
When you start a campaign in ads manager Facebook provides you with an incredibly detailed amount of options. Now that you know what your goal is, pick the most appropriate option from the list, and let Facebook do the rest.
They will pick a format that will work for you and help you achieve your goal.
Of course, with more experience, you’ll be able to edit every little thing. To fine tune and personalize all your campaigns and improve your results even further. Because ultimately, no one knows your brand, audience and needs better than you.
But start simple first.
Pick your battles carefully (and why the best might not be right for you)
It’s a dangerous trap. I lost track of how many times I fell for it.
Trying to own every step of the process. Making sure you master every aspect, and you make the best possible choice.
But the truth is, often there is no “best choice”.
And most importantly, you don’t need it!
A good, solid and actionable plan, will bring you much further than an endless research for perfection with no action.
Craft a great copy, find an attractive picture, set a meaningful goal and provide something useful for your audience. Let Facebook take care of the rest. For now.
You have more important things to do!
Read the previous post here