Before launching, you can check the campaign with a recommender – the tool will tell you what is missing and what can be improved.
To try it out, register in eLama .
Mistake 1: Running ads without setting up the Facebook pixel
Facebook Pixel is a piece of code that allows you to get information about user behavior on your website, as well as conversions. The pixel transmits information
about all visitors (if they are registered with Facebook), and not just those who came
to the site from your advertising campaigns in Facebook Ads.
The pixel is also needed to track conversions across devices, optimize advertising
campaigns based on conversion cost, create look-alike audiences, and launch
remarketing .
You need to not only create a
pixel, but also set up events – they will send data about conversions on the site to the
advertising system. If you install a pixel without setting up events, Facebook will not
understand what users do on the site, whether they convert.
Events can be custom (usually a URL to a landing page) or standard (they require
code to be implemented directly or via Google Tag Manager). Events can also be configured via the Event Setup Tool. You can learn more about setting up the
Facebook pixel and events from the eLama webinar .
The Facebook Pixel Helper extension will help you check whether the Facebook pixel
is installed and configured correctly on your website .
Mistake 2: Choosing irrelevant goals
It is necessary to correctly define the goal at the initial stage: it is impossible to change it later. The goal determines how the Facebook algorithm will select the
audience and optimize the campaigns.
The most common options are Conversions, teacher database Lead Ads, and Catalog
Sales. You can use non-standard solutions, such as selecting the Video Views
objective to then set up remarketing or lookalike audiences for users who watched the
video up to a certain point.
If you want conversions,choose
this objective, not Traffic or Engagement (these will get you likes and subscriptions,
but not customers). This is how the Facebook auction works. You are bidding with
many other recent mobile phone number leads advertisers for almost the same
users. Let’s say that competitors have chosen conversions as the goal of their
campaigns, and you have chosen traffic. It makes sense that Facebook will bring you
users who are ready to click, not convert.
Let’s add that it is better to direct traffic not inside the social network, but to an
external landing page. Then you will be able to “catch up” with the user not only in
Facebook Ads, but also in other advertising systems.
Mistake 3: Skipping Geotargeting Parameters
When setting up geotargeting, you need to select the option “People who live here”
(the default is “People who live here burkina faso business directory or recent visitors”). “Recent visitors” and “Travelers” are not your target audience: these are
people who have been to the place you specified (or, for example, liked it), but are not
here now.