62% of small businesses fail with their Facebook paid ads.
Even though there are more than 200 million business accounts, only a few of these actually gain the maximum benefit from their Facebook marketing strategy.
On one hand, 90% of marketers use Facebook as part of their digital marketing strategy. On the other hand, SME owners and managers also often turn to their Facebook Ad account to launch advertising on Facebook or Instagram. Luckily, it has only a few requirements for starting a paid ad, namely having a Facebook Business Page and a credit card. Seems rather simple, right?
So, why don't all advertising campaigns on Facebook become successful?
The Deputy Head of the PPC Department at Promodo Sergiy Lomanenko revealed an insight that incorrect Facebook ad account settings may be the reason. Let’s view this in more detail.
Being one of the leading digital marketing agencies, Promodo has remarkable experience in Facebook ads management services. We know for sure that almost all Facebook ad accounts need a professional audit, especially if a business owner or manager has been running ads for a while on their own.
What is an Audit of a Facebook Ad Account
Facebook ads account audit is a detailed investigation and in-depth evaluation of the account's settings and performance. It allows for determining mistakes, gaps, and growth opportunities for businesses. The main objective of the Facebook ad account audit is the improvement of the overall campaign performance.
“We assess the structure of the account, settings, Facebook pixel, domain verification, the relevance of the chosen audience to the agreed goals, conversion tracking, etc.”
Sergiy Lomanenko, The Deputy Head of the PPC Department at Promodo
Working with Promodo, you may have three options for the Facebook ad account audit.
You choose which option fits you best!
Sergiy Lomanenko as well as other PPC Specialists at Promodo are more than sure that absolutely all companies need a Facebook ad account audit. On one hand, it’s ideal for owners of SMEs who run their Facebook ads themselves and look for improvement opportunities. Due to our research and recommendations provided by our team, reaching the industry benchmarks will be easier.
On the other hand, large companies with a professional in-house team of marketers would also benefit from the ad account audit. Sergiy admits that working on the campaign for a long time may cause PPC specialists to get stuck in a routine. As a result, they may miss some details and lack fresh ideas.
“At Promodo, we regularly hold the internal audit of all our campaigns to check each other, have a fresh look at a task, and improve the existing, even well-working settings”. Sergiy Lomanenko, The Deputy Head of the PPC Department at Promodo
Even though we admit that absolutely all Facebook ad accounts require an audit at some point, it’s critical to outline the moment, when you need to run for the consultation with the professional digital marketing agency.
The main sign for you is a lack of ad efficiency. For example, when you see that people who like and share your ad posts are not your target audience. Another case is when you understand that you spend a lot of your ad spend budget but do not get the desired results. An even worse situation is when your advertisements do not pay off. These are only some cases when you need to rescue your advertising campaign.
However, it’s always better to predict the catastrophe than eliminate the consequences. Here’s the checklist of recommendations for you to consider not to miss the in-time audit of your account.
As both internal and external conditions change, it’s critical to adapt your Facebook ad account regularly. We recommend creating a schedule and checking the settings at least four times a year.
“Once in three months is the optimal time frame to have the Facebook ads account audit done”. Sergiy Lomanenko, The Deputy Head of the PPC Department at Promodo
Advertising on social media platforms is a performance-oriented activity. That is why you need to keep the track of specific criteria and metrics. In our recent article, we have outlined the list of the main pay-per-click advertising KPIs. However, let's look more into the details and consider the leading Facebook advertising campaign objectives, including conversions, traffic, lead generation, brand awareness, video views, etc.
Tracking your KPIs is among Facebook audit tools, although it's not enough. In order to understand what’s the right time for a Facebook ads audit, you need to compare your results with the market benchmarks. Even though benchmarks may differ depending on industries or countries, take a look at the average cost-per-click of Facebook advertising campaigns worldwide on the graph below. If you understand that you are far from the average criteria, it’s time to order your Facebook ads account audit.
One of the important cases, when your Facebook ad account may need an audit, is business seasonality, holidays, or sales. You may need to add product positions, change targeting, or adapt advertising objectives. Probably, all eCommerce companies need to have their Facebook ad accounts audited before Black Friday and Christmas seasons.
If you are still doubting whether investing in a Facebook ad account audit is worth it, check the obvious list of benefits of the service:
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