You’re spending what you’re supposed to, but the number of quality leads just isn’t enough. Does this sound familiar? If budget is not the issue, it’s most likely related to structure, signal and creatives. We’ve put together five common mistakes we’ve spotted in Meta accounts that can help you turn this around and quick wins you can implement today. Keep reading!
1. Over-segmentation of ad sets
You might think that segmenting your audience into different ad sets gives you better insights in terms of granularity and that might have worked in the past - but that’s not the case anymore. Meta is increasingly driven by machine learning, and for that you need audiences big enough for its algorithms to work properly.
2. Ignoring performance from placement reports
Once you have those audiences, we suggest targeting Advantage+ placements to allow testing across all placements and see how your message/creatives perform in each of them. After a sufficient testing window, download a placement report and review your results to exclude those placements that are just not performing for you. That way you ensure you’re spending your budget on the ones that convert.
3. Relying on a single creative or format
Meta is a dynamic platform and audiences get bored of the same message quickly. By running a variety of formats and creative angles, you keep your audience engaged and avoid creative fatigue.
4. “Set it and forget it” doesn’t work!
Lack of testing is one of the fastest ways to lose leads. If you don’t test copy, creative variations or bidding strategies, you don’t really know what truly works for you. Running regular A/B tests can help you lower your cost per lead significantly.
5. Inconsistent message between ad and landing page
You can have the best ads in the world, but if your landing page doesn’t meet expectations, your efforts will be wasted. The user journey should flow seamlessly to reduce friction and make the conversion process as smooth as possible.
