Are you planning on running Facebook and Instagram Ads? If so, you need to make sure to avoid these two things that will suck your wallet dry!
First, before I tell you what those two things are, I wanted to chat about a marketing sales funnel and what it is. A marketing sales funnel is the path that a person takes from finding out about your business to becoming a client or making a purchase. In order for your ads to be successful, you will need to have different ads targeted to the different stages of the sales funnel.
The first step in the sales funnel is when you are going after cold audiences or audiences who have never heard of you before. This is the step we are going to talk about today.
The two things that you want to avoid when running your Facebook and Instagram ads are Instant Articles and Audience Networks.
Now, you might not even be sure what those two things are. When you go to set up an ad, the first thing that you have to set up within the campaign is your target audience. At this point, you will also be choosing your placements or where exactly your ad is going to show up.
An audience network is when an ad is shown outside of the Facebook or Instagram feed. The issue with using an audience network for cold audiences is that people often times are accidentally clicking on this ad when they are scrolling through the article. This means that you will have a really high click-through rate and a really low cost per click but you will also not be seeing any results or sales.
An Instant Article is similar to an audience network except you stay on Facebook and Instagram when you are looking at an article. The same issue is happening with Instant Articles and these “accidental clicks” can really cost you money.
You either want to avoid these placements altogether or you want to make sure that you are aware of this issue so that if you are seeing really high click-through rates but no results, then you can make a change.
Now, if you are planning on targeting warm audiences, then you can certainly use these two placements.
If you have any other questions about this, be sure to drop a comment with your question below! Otherwise, I will see you over on the Advisori Marketing Facebook page every Tuesday and Thursday at 7am CST!
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