Targeting can be a tricky. Here are some common issues advertisers face when starting out and solutions to fix them.
Why is my ad campaign receiving low or zero reach?
If your ads are not receiving impressions or as many impressions as you expected, here are a few things to check:
Is your budget too low?
When the budget is too low for the size of your audience, it can make it hard for your ads to compete with other advertisers who can spend more money to reach the same audience. As a result, your ad may reach fewer people than we predict.
Is your audience too small?
The size of your target audiences plays a factor in how often your ads are delivered. If your audiences are too narrow or specific, Facebook will not have optimal opportunities to reach your target audience. We recommend a minimum audience size of 10,000 people and encourage users to create audiences that are 500,000 to 1,000,000.
Check out this recent study by Facebook: Why Broader Audiences Matter in an Auction Based System. It states that using broader audiences could result in an average of 31% more incremental purchase intenders with the same budget spend thanks to greater reach efficiency.
Add lookalike audiences and interest audiences to broaden the reach of your campaign.
Why is my ad campaign receiving low or zero conversions?
If your ads are not receiving any conversions or results, here are a few things to check:
Is your ad relevant to your audience?
Facebook will prioritize ad delivery based on the relevance of an ad to its target audience. They do this by giving your ad a relevancy score. Your relevancy score is on a scale from 1 - 10. The higher your score, the more your ad will be delivered.
Improve your campaign's targeting by adding core audiences, such as Facebook Page Likes, Email Subscribers or Website Visitors.
Are you testing multiple audiences?
Every successful advertising strategy incorporates testing multiple audiences to identify targeting that lead to success.
Need some ideas? Try adding one or two of these:
- Facebook video viewers: Advertise to people that have watched a portion or all of your videos.
- Lookalikes of Facebook page likes: Include a lookalike audience of people that are similar to your headliner’s Facebook fans. This will help widen your campaign’s reach.
- Facebook page engagers: Target people that have engaged with your Facebook page or another page you have access to.
- Facebook interests: Facebook has incredible targeting options for any interest: utilize Facebook Audiences insights or choose Facebook interests that pertain to your event or the headliner’s.
- Website visitors: Leverage the Facebook Pixel to target people that have recently visited your website.
- Facebook event engagers: Advertise to people who have engaged with or attended your events in the past.
Is your ad competitive?
In order to win the opportunity to advertise to your ideal customers, your ad campaign has to competitive with all the other ad campaigns targeting those people. Below is how the competition works and how you can make your campaign more competitive.
How does Facebook and Instagram deliver my ads?
The Facebook ad auction is designed to maximize advertiser value while optimizing the consumer experience for audiences on Facebook and Instagram. In general, Facebook will try to show your ads evenly throughout the day so that the people most valuable to you in your target audience are more likely to see them.
Generally, the more relevant an ad is to a person, the less it should cost for the advertiser to show the ad to that person. An auction occurs when there’s an opportunity to show someone an ad, leading advertisers to compete for this opportunity.
To find the most relevant ad to show someone, Facebook ranks each ad targeting every individual. The winning ad maximizes value for both the advertiser and this person.
So who wins?
The winning ad is the one with the highest Total Value in the auction. Total Value is a numeric value calculated using several factors, including the bid you submitted when you set up your ad, predictions about how the people in your audience will react to your ad, and how relevant they'll find your ad.
User value takes into account relevance and ad quality. The more relevant your ad is to your audience, the more likely it will be more competitive in ad auctions as well as perform better.
[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value
- Your campaign's budget will determine your advertiser bids. This tells Facebook how much you value a certain outcome from your target audience.
- Estimated action rates represent how likely a given person is going to take that action. This is based on the previous actions by the person you're trying to reach has taken.
- User value captures things like ad quality, expected positive and expected negative engagement from the people in your target audience, and post-click experience.
Use this formula to help increase budget when necessary and hone in on your best target audience and ads. Your campaign's reach and results will be better for it.