Advertising correctly on Meta is crucial for businesses as it allows them to tap into a highly visual platform with a vast user base. By utilizing high-quality creative assets and avoiding text overload, businesses can effectively capture user attention and drive engagement.
Twigeo hosted an event at the Meta HQ in Sweden and shared valuable tips to help you launch effective ads on the platform.
⚡ 5 Common mistakes made on Meta & tips to improve
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1. Neglecting Creative 🖼
Meta is a highly visual platform, so it's important advertisers lean in on using high-quality creative assets to grab user attention. Overloading the ad with text may lead to ads being rejected by Meta's review process.
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2. Evaluating results incorrectly 📊
This may result in advertisers ending up with inaccurate data about ad performance, leading to poor decision-making and ineffective ad campaigns. This often leads to wasted ad spend, poor return on investments and missed opportunities for campaign optimization.
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3. Optimizing too far down in the sales funnel ⏳
Experimentation is key here. Optimizing too far down in the funnel can result in a narrow focus on immediate conversions and may overlook the long-term value of the advertising campaign. It's important to evaluate objectives – while optimizing for conversions is important, other metrics and objectives like, reach, engagement, brand awareness also create an effective ad campaign.
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4. Narrowing audience targeting too much 👥
Advertisers must understand their target audience and tailor their ads accordingly from messaging to visuals to placements. Targeting the wrong audience can result in wasted ad spend and a lower return on investment.
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5. Poorly allocating investments 💀
Do you have a complex account or are you optimizing for something that's not your main Key Performance Index (KPI)? It's important to consider seasonality and how spending on weekdays vs. weekends looks for your ad and objectives.
💡 Key takeaways from the Meta x Twigeo event
- ✅ Having ad set budgets or using daily budgets when your product or service has varying demand throughout the week, leads to suboptimal marketing investments.
- ✅ Implement a ‘broad targeting’ method and allow your creatives to do the targeting for you.
- ✅ Aim for at least 10 optimization events per ad set, per day. Also, find a conversion event for your marketing efforts that balance quantity and quality.
- ✅ Challenge the “it doesn’t work” mentality and relook at your data for opportunities to use incrementality measurement, such as Geo experiments.
- ✅ “Creative is king” – focus on powerful storytelling with a strong creative roadmap and testing framework.
💪 Ads we like - Tinder spotlight
