In the same vein, this diversity can make it difficult to narrow in on a target audience, but mastering this skill makes all the difference. Here are four insider tips that can help you improve the conversion power of your Facebook advertising. That's because they neglected to narrow their parameters to match their target audience -- spending a small fortune advertising to people that didn’t drink in the first place, such as recovered alcoholics. Analyze your cost per impression. To avoid this mistake, it’s important to analyze other, lesser-known factors before changing anything like the cost per impression. In general, two things influence CPM: the accessibility of your target audience and the number of competing campaigns fighting for the same target audience. When companies analyze their campaign results, they often leave impression data out of their discussions, but this shouldn’t be the case. On the surface, impression data only gives insight into how many times an ad is displayed, which isn’t very useful when reviewing a campaign; it is useful, however, when you’re going to run the campaign -- or a similar campaign -- again. If it costs you more to acquire a conversion than the conversion brings in, your high conversion rate will actually be harming your bottom line. Conclusion If you want to succeed in today’s business market, you’ll need to understand how to run effective Facebook advertising campaigns.
In some ways, Facebook advertising is a double-edged sword. Thanks to Facebook’s massive number of users, the platform contains one of the most diverse audiences in the world. In the same vein, this diversity can make it difficult to narrow in on a target audience, but mastering this skill makes all the difference.
Here are four insider tips that can help you improve the conversion power of your Facebook advertising.
1. Rethink your campaign’s parameters.
Whether we’re talking about a Facebook ad’s image or a landing page’s copy, it’s important that every piece of your marketing is applicable to your target audience. For example: A grocery store runs a promotion for a buy one, get one free deal on wine. Within hours, store notices an influx of negative comments, but the social media managers don’t understand why.
That’s because they neglected to narrow their parameters to match their target audience — spending a small fortune advertising to people that didn’t drink in the first place, such as recovered alcoholics. As you might have guessed, this didn’t go over well with a few people who saw the advertisement.
Although this example is fairly harmless, a simple mistake like this could quickly escalate and turn into bad business for a company. So, before your campaign goes live, ensure that you’ve accurately narrowed in on your target audience.
2. Analyze your cost per impression.
It’s difficult to run an advertisement that doesn’t perform as expected, but it can be even more troubling when you can’t figure out why that advertisement isn’t doing very well.
In general, companies will review their targeting and tweak their images or copy to help increase their performance, but these components aren’t always the issue. In fact, changing…
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