From a far angle, Facebook
advertising seems straightforward and easy. You feel it’s a simple create and
post the ads. But the truth is that Facebook advertising requires a level of expertise
and strategizing that not all business owners understand.
Most times it’s tempting for
business owners to take charge of their own Social media marketing campaign,
because they feel it is easy. When you try to manage your own Facebook ads, you
risk creating a number of issues that can make your campaign less successful
and less profitable.
Here are 8 challenges of managing
your own Facebook ad hence why you need an expert to handle your Facebook ad
campaign;
- Not Understanding Facebook’s Rules: Facebook has quite a number of rules that tell you what
kinds of content you can mention in your ad, how you can use Facebook’s name in
your ads, how much text your ads can contain, and so forth. Failing to follow
these rules can mean that your ad will be rejected by Facebook. Many
businesses, however, fail to read these rules and struggle to run a successful
campaign as a result.
- Not Targeting the right Audience:
One of the most important aspects of a successful Facebook
advertising campaign is getting your ad in front of your target audience. Take
For instance, if your regular customer is a 20 -30 year old female living in
Lagos, you need to make sure your Facebook ads appear on the accounts of women
who fit into this profile. In addition, you need to make sure that your ad is
appealing to these women. Unfortunately, many businesses accidentally target
the wrong audience. Or, just as bad, they fail to set any parameters for where
their Facebook ads appear.
- Not Tracking Conversions or Click through Rates: Some business owners don’t keep track
of conversions. They don’t realize how important tracking is and some don’t
even know how to go about it. Without keeping track of the response your
Facebook ads get, you have no way of knowing how successful your campaign is or
its impact.
- Not having a Website Link: How will Facebook users to learn more
about your business if they don’t they know how to find your website. Most FB
users will want to access your website by clicking on your ad. If you fail to
include a website link in your advertisement, you are going to lose most of the
people who might be interested in your business.
- Lack of images: Images
are the key instrument for a successful Facebook ad. They are the first things
to catch the Facebook user’s eye, and are usually the reason so many users will
click on the ad. That is why it is important to use a variety of images per
advertisement. Without a number of different pictures, it is harder to reach a
broad enough audience. With the right number of images, you can enjoy as much
interest and response from your target audience as possible.
- Failing to Conduct A/B Testing:
Due to their messages, pictures, or designs, different Facebook ads
will get different responses. One of the problems we encounter with companies
that try to manage their own Facebook ads is a failure to test different ads to
find out which one will get the best response. As a result, they miss out on
business they could have earned with a better ad.
- Not Dedicating Enough Time: Just
like any other advertising strategy, Facebook advertising takes time. You
cannot simply create and post an ad. You need to do research to identify your
target audience. You need to conduct A/B testing to select the most effective
ads. You need to track the response to your ads. Many companies fail to
dedicate the time necessary to complete all of these steps. As a result, they
target the wrong audience, run ineffective ads, or fail to track the response
to their campaigns.
- Leaving the hyperlink in the text: While it is important to include a link to your website in your Facebook ads, you do not need to leave a hyperlink in the text. Doing so makes your ad look less professional.
If you are thinking
of advertising in Nigeria, please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can help you
identify your market and reach them. We apply both BTL and ATL strategies to
project our clients’ brands to the right audience. We can do same for you at
very affordable price.
Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd
