Facebook ads are easy... And hard

Learning the Facebook ads dashboard and putting a campaign live is pretty simple. Plus Facebook are trimming down the product set, cleaning up their analytics and making advertising on their platform a more straight forward process. Great right?

Well yes... And no. Because in a way it changes nothing from a strategic point of view. This post is going to be short but it hopefully says all it needs to.

We run ads for clients on a weekly basis and we're good at it. We're good at knowing when and where to allocate budget, what ads will resonate with which audiences, and how to test, use data and refine.

But our last couple of weekend campaigns haven't returned the results we're used to. Why? Two words (I think)... Heat wave. Our audience in question are young, largely free (i.e. not in relationships) and therefore have far more fun things to do in the sun than go on Facebook. Less people interacting with our ads = worse results.

Had we been targeting a much older generation with a relevant product we may well have seen an uplift as (please don't take this as a massive generalisation) their Facebook usage rose while they chose to pass their time staying out of the sun, browsing the web. It's a pretty crude example but the message is simple... Get to know your Facebook ads audience really well. Know what they'd do in changing macro environmental scenarios as well as micro.

Look at past data, form patterns, ask your Facebook community things like 'watching Wimbledon?' 'Sun or shade?' You get the idea.

The platform has been simplified, and getting to know your targeted audience really well will make achieving results easier too.

Paul Shepherd

I've worked in digital communications for around 15 years, and specialised in social media for the past three. Passionate about new technologies, media, and the impact it has on businesses bottom line, I try to bring that passion to every campaign for every brand we work with.