Hit Pause on Your Facebook Ads!
Are you running Facebook Ads and not seeing results? Or did you run a campaign in the past, disappointed that you spent a lot of money with nothing to show for it? Or are you intimidated at the idea of running Ads, because it all seems overwhelming?
You are not alone!
Marketers often extol the virtues of Facebook Ads, talking about them as if they are an easy solution or a silver bullet. But they are certainly NOT for everyone.
I love FB Ads! But it's all about split testing and analyzing an important number that many people don't talk about - your relevance score!
This is an ad I ran this week. They are identical, except I swapped the description and the body text in the two variations.
The first ad has a relevance score of just 5, while the other is a 9!
What does this mean?
It means that while they are virtually identical, the one with a 9 reached nearly 10% more people, had nearly 3x more clicks, and cost 1/3 the CPC as the one with a relevance of 5.
And I actually spent LESS overall for these better results!
This is something I would have never known without split testing. If I had just run the first ad without the second, I would be oblivious to what works and what doesn't.
These are just two things to pay attention to in the complex world of Facebook Ads. There are plenty more things to understand in order to run a successful campaign.
Before running Facebook Ads, ask yourself:
- Do I have pixels installed on every page of my website?
- Do I have a plan to re-target my website visitors?
- Do I understand how to set up Custom Audiences in Power Editor?
- Do I have a plan to split test variations of ads?
- Do I understand the importance of relevance scores?
- Do I have a way to measure the return on my investment (ROI)?
If you’ve felt defeated with past Facebook Ad campaigns, frustrated at the lack of results with your current Ads, or feeling overwhelmed at the idea of getting started, hit pause on your Ads plans and join us for Travel Agent Awareness week, from December 5-9!
We’ll be chatting with a Facebook Ads expert, who will shed light on when (and when NOT) to be running Facebook Ads, as well as best practices, best practices, and analytics. We’ll help you begin to make sense of a very complex (yet incredibly powerful!) marketing tool.