Facebook Ads Manager, unlike the advertising account in the Instagram mobile application, has a wider set of tools. In this article, we will look at what errors you can face when launching Instagram ads through the Facebook ad account.
Mistake
1. Not setting clear goals
The first step to success in any marketing campaign is to have a measurable goal. Without a clear understanding of the goal, it is impossible to develop the right strategy.
When it comes to Instagram, it’s best if you develop two
separate strategies, one for your ad campaigns and one for maintaining your
Instagram profile (focusing on content in this strategy).
Understanding the goals before launching a campaign will
help you accurately measure its effectiveness.
How to develop a promotion strategy
Define the tasks that the business is facing now: increasing profits, promoting a new product, entering a new market, and so on.
Based on these business goals, define your marketing goals, and create an action plan. What do you want to get from ads: traffic, leads,
video views, etc. Depending on your choice, the ad platform's algorithms will
serve ads to the audience most likely to react to them. If you select the Video
Views target, the platform will serve your ad to people who interact with your
videos more often.
Set KPIs: Keeping track of key metrics will help you optimise your campaign for maximum performance.
Mistake
2. Focus only on ad messages
Buy, Sell, Free Shipping. Overly promotional messages can
scare users away. Successful brands in campaigns and posts share their views,
mission, publish high-quality photos and videos, and interact with the
audience.
Back in November 2014, Facebook announced a significant
reduction in the organic reach of ad messages. To be successful, it's important to
use ads not only for direct selling but also to try to tell a story that viewers
can tap into. Establishing this connection is important for attracting
potential customers who can later develop into loyal and loyal customers.
Advertising can bring new subscribers to your profile. And
here it will be important to aim not only at attracting but also at retaining
subscribers in the future.
SCAN-Interface is a good example of how to use advertising
not only for direct sales but also to engage the audience through workshops
and events, our own university programs, informational articles, and case
studies from clients. Through these methods, they build self-confidence.
Mistake
3. Run and forget
One of the biggest mistakes an advertiser can make is not
managing campaigns after launch. If you set up a campaign and let it run on its
own, its performance will diminish over time due to creative burnout.
User ad fatigue is a problem that affects even the most
successful advertisements. Your target audience sees the same ads all the time
and becomes less responsive.
Based on the results of the analysis, make adjustments to
various elements of the campaign: images, text, targeting, and so on.
Mistake 4. Not using all the platform features
You can target people at different times of the day, experiment with placements, create similar audiences, use video ads, and more. In fact, Facebook is one of the most powerful ad platforms out there. However, here it is easy to face the paradox of choice: there are many tools, but what exactly to use. How to deal with this situation? Test formats and settings.
There is no need to use the entire list of various Facebook
advertising functions, but you should not limit yourself to standard tools
either. Think about the ultimate goal of your campaign, what format your target audience likes. Perhaps text content is important for her, or, conversely, it
is worth focusing on engaging mechanics (AR masks, quizzes, etc.).
Mistake 5. Ignore the Facebook pixel
An audience that is already familiar with the product and
brand is more likely to respond to your ad. The main thing is to set the pixel
correctly. If it is not set correctly, then Facebook will indicate this at the
stage of setting up the ad. If the pixel is set correctly but is located in
the wrong place (for example, on the home page, and not on the page with a
promotion), then Facebook will optimise ads for the wrong result.
You can install the Facebook pixel using Google Tag Manager.
Instead of opening the source code of the site, looking for a suitable place,
adding code to it, you simply add the pixel code to the Google Tag Manager
container without risking harm to the site.
Along with the installation, you can set up an activation
trigger and collect the audience you are interested in (for example, only the
audience that has visited the company contacts page).
For example, in the case of inlavka.ru, thanks to the
Facebook pixel, information is loaded into Google Analytics that helps us
estimate the number of sales and the income from them. This allows you to
intelligently optimise your advertising campaign by disabling advertising
campaigns with a low number of sales.
Mistake
6. Setting similar audiences incorrectly
Facebook allows you to find new leads that are similar to
the original audience you are targeting. These can be lists from a CRM system,
site audience collected using the Facebook pixel, and so on.
Important: When creating similar audiences, the original
audience must be at least 1000 people. If you don't have enough people, move
one step down the customer value matrix and use your website traffic (for
example, users who watched the video, visited certain pages, and so on).
Mistake
7. Constantly redoing an advertising campaign
The ad system uses machine learning to make your ads work
most effectively. But it takes time to achieve maximum results. Facebook
attributes this to the "learning stage" of the algorithms. During
this period, the system selects the best way to "deliver" your
advertising message, so the performance is less stable, and the CPA may be
worse.
Learning happens when you create a new ad or set of ads, and
make significant changes to existing ones.
During this period, it is important not to make drastic
changes and wait for the campaign to work at full strength.
Mistake
8. Use irrelevant landing pages
Attractive ads are only half the battle. You need to work
out the page where your ad will lead users after they click on the ad.
You need to lead users to a page that provides detailed
information about the offer or product from the ad, as well as where you can
perform the targeted action. Unfortunately, many advertisers make mistakes when
choosing a landing page. Some people launch a promotion for a particular
product or service just to direct the engaged users to the home page or even to
a completely different offer.
So, before launching your campaign, make sure the landing
page matches your ad. This is one of the key principles of advertising
effectiveness.
For example, inlavka.ru has landing pages per share and a
regular directory. When creating an advertising campaign, it is important to
select a page with the desired landing page. For example, when creating an RK
for a share of cabinets, you should choose a landing promotional cabinet, and
not just a promotional landing.
Mistake
9. Run a large number of ads on a limited budget
Another of the most common mistakes some companies make when
they get started with the targeted ad is creating very complex ad accounts.
Running multiple campaigns and lots of ads at the same time
can reduce performance and lead to a lot of confusion. It will be difficult to
track all the metrics and results and make adjustments at the same time.
It may take at least 50-100 conversions per ad group per
week to get Facebook's algorithms fully operational. And for this, you will need
a significant budget. That is why it is better to focus on one campaign to
start, and when it proves to be effective, launch the next.
Mistake
10. Displaying the same ad all the time
Creatives tend to burn out. If you do not set a limit on the
frequency of your ads, then there is a risk of annoying the audience. Users can
start experiencing campaign fatigue as early as three days after launch.
One of the best ways to avoid this is to set a custom
Facebook schedule. This will allow you to show ads only on the days or times
that are most relevant to your target audience. Also, prepare multiple
creatives at once. The ad proposal and text part can remain the same, but for
the visual, it is better to make several variations.
When it comes to frequency of showing one ad, the optimal figure would be no more than three impressions per user.
"Bonus" error.
Have high expectations of campaign results
There is no way to outbid poor product quality, delivery
delays, or poor customer service with Instagram ads. In other words, launching a
campaign is not a panacea for a business. This is why when developing your
strategy, set realistic goals that you want to achieve. Create ad goals based
on your business data such as cost per customer acquisition, average order
value, ROI, and more.
If you've run an Instagram campaign before, check out the
reports and previous metrics, as well as the ads and creatives that worked the
most.
For example, ilpatio.ru wanted to increase the number of app installs. But instead of creating an ad for direct installs, they also wanted to inform you about their competition, so they created a landing page with competition and put a button on it to install the application. In our opinion, this is not entirely rational, since people will get lost on the landing page and forget about the application. It is better to use direct promotion without landing pages, directly to the application. And indicate the information about the competition in the announcement.
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