Adwords Analytics Facebook Ads Facebook advertising Wicked Reports

Mastering Google YouTube Ads and Omni-Channel Marketing – The Role of ROAS, Attribution, and MER

When managing your Google YouTube ads (and other popular ad platforms, like Meta Ads), understanding the balance between your spending and the return you’re getting is crucial. 

While the Return on Ad Spend (ROAS) is the most common formula used, the efficiency of your marketing as a whole can be better represented by another metric: the Marketing Efficiency Ratio (MER). 

Combined with sophisticated third-party attribution tools such as Wicked Reports, these calculations can offer you a clearer understanding of your ad campaigns’ true profitability.

Breaking Down ROAS and MER

ROAS is a simple equation that divides the revenue generated from an ad by the cost of that ad:

ROAS = (Revenue from Ad) / (Cost of Ad)

So, if you’ve spent $1000 on an ad and generated $5000, your ROAS is 5.

This means you’re earning $5 for every $1 you spend, suggesting a profitable ad campaign.

While ROAS is a valuable tool, it provides a narrow view of your marketing campaign’s performance.

This is where the Marketing Efficiency Ratio (MER) comes in. 

mer_vs_roasMER measures your total revenue in relation to your total marketing spend, giving you a broader understanding of your marketing efforts.

Calculating your MER can help optimize your budget allocation and improve your overall marketing strategy.

Implementing Attribution and Tracking Conversions

However, things can get complicated when you incorporate a multi-touch attribution model into your calculations. 

This model tracks and credits all marketing touchpoints that lead to a conversion, not just the final interaction. 

This is crucial in today’s omnichannel marketing world, where customers interact with your brand across multiple platforms before making a purchase.

SCENARIO: We often see complex patterns of user behavior. For example: A visitor watches your YouTube Ad (or parts of it). Later, they Google search your brand name and visit your website. In turn, they sign up for your email list. Finally, they purchase from one of your email sequences over time, a few weeks later, or even several months after the fact. If a subscription model, they are charged on future intervals and should be tracked.

Google partially solves this dilemma of tracking. Big G can implement attribution and track sales from offline conversions and over extended periods (30 days, standard):

  1. Google’s Attribution Models: Google Ads offers several attribution models such as last click, first click, linear, time decay, and data-driven. These can help you understand each touchpoint’s contribution to the conversion path.
  2. Google Analytics Multi-Channel Funnels: This tool helps visualize your customers’ conversion path, demonstrating how your marketing channels (organic, paid, social, email, etc.) collaborate to create conversions.
  3. Offline Conversion Tracking: This allows you to measure which ads lead to valuable offline actions, such as phone calls or in-store visits. You can import this data back into Google Ads to determine which campaigns drive the most profitable offline conversions.
  4. Customer Relationship Management (CRM) Software: By integrating your CRM with Google Ads, you can track long-term interactions and attribute conversions to the right marketing activities.
  5. Google’s Customer Match: This tool lets you use your online and offline data to reconnect with your customers across Google services.
  6. Google Analytics 4 Attribution: GA4 provides different attribution models. An attribution model can be a rule, a set of rules, or a data-driven algorithm that determines how credit for conversions is assigned to touchpoints on conversion paths.There are three types of attribution models available in GA4. Learn more about GA4 migration here.

Leverage Third-party Tools Like Wicked Reports

To bolster your understanding of your ad campaigns’ performance, tools like Wicked Reports can provide a deeper analysis of your data. 

Wicked Reports can reconcile your multi-touch attribution data with your long-term customer value data, offering a holistic view of your marketing performance. 

This can help you fine-tune your campaigns, aligning them with your customers’ behaviors and your business goals.

And, as an agency, we now have the proof of the entire “clicks-to-purchase journey” to show our clients and back it up with OrderIDs and customer names.

How Wicked Reports Differs From Google

Wicked Reports and Google Ads are both powerful tools that marketers can use to analyze and optimize their advertising campaigns. 

However, they approach attribution differently and offer distinct advantages. 

Here’s why you might find Wicked Reports to be more advantageous for tracking attribution:

  1. Long-term Attribution: Wicked Reports tracks customers over their entire lifetime, giving you insights into long-term ROI. Google Ads primarily focuses on a 30-day conversion window, which may not capture the full value of customer interactions over time.
  2. Cross-Platform Attribution: While Google Ads provides attribution information for ads within its ecosystem (Google Search, YouTube, etc.), Wicked Reports can track attribution across multiple platforms, including Facebook, Instagram, email campaigns, TikTok, Snapchat and more. This allows for a more comprehensive view of your marketing efforts.
  3. Sales-Based Attribution: Wicked Reports uses actual sales data (first party data) for attribution, giving you accurate ROI metrics. Google Ads often bases attribution on clicks or conversions, which doesn’t necessarily translate to actual revenue.
  4. Customer Journey Insight: Wicked Reports provides detailed information about the customer journey, showing how different touchpoints influence a customer’s decision to purchase. While Google Ads does offer some insights into the customer journey, it can be limited to interactions within the Google ecosystem.
  5. Cohort Analysis: Wicked Reports enables cohort analysis, allowing you to group customers based on their behaviors and evaluate the effectiveness of your campaigns over time. Google Ads doesn’t offer this level of analysis natively.
  6. Multi-touch Attribution: While Google Ads does offer several attribution models, Wicked Reports’ strength lies in its robust multi-touch attribution model that accurately assigns credit to each touchpoint in the customer’s journey, giving a more nuanced understanding of your marketing funnel.
  7. Funnel Vision Empowerment: This report provides a visual representation of the funnel and allows businesses to identify areas for improvement by tracking conversion rates at each stage. With the FunnelVision report, eCom brands can see which campaigns drive the most sales and adjust their marketing budgets accordingly. This allows them to allocate their resources effectively and optimize their campaigns to increase their ROI.

While Google Ads offers useful insights and tools for campaign optimization within the Google network, Wicked Reports provides a more holistic, revenue-focused, and cross-platform view of your marketing performance. 

It helps marketers understand how different marketing activities contribute to the bottom line over the lifetime of a customer, which can be crucial for strategic decision-making.


In conclusion, to ensure successful attribution: Maintain a consistent tracking strategy, regularly monitor and interpret your data, campaigns, and continuously optimize your marketing efforts based on your findings and actual data.

By understanding the customer journey, you can make more informed decisions on your marketing budget allocation for maximum impact. 

Combine the power of ROAS, MER, and third-party multi-touch marketing attribution software like Wicked Reports to amplify your YouTube, Google, Facebook, Tiktok, Pinterest, Snapchat, LinkedIn ad success.

Learn more here.

Campaigns Facebook Ads Facebook advertising

5 Brilliant Tips to Write Facebook Ad Headlines That Convert

Are you spending $100k+ on Facebook or Google monthly? If that’s the case, this post is for you.

Millions of brands are competing on Facebook for attention and clicks. And as the market gets more saturated, users grow tired of seeing the same offers. With large budgets, frequency grows and similar, repeating ads lose traction. Your KPI’s are not what they once were.

Your prospects want to be inspired and convinced of your value proposition. And the best way you can highlight that is through a great headline (yes, the offer and creative matters too).

jon rognerud growth strategy session planning

Here are five tips for writing brilliant Facebook Ad headlines that convert:

1- Use Emotional Adjectives

Human beings are emotional creatures that react to the world based on their feelings. Thus, your audience’s perception and actions are guided by the words you choose to use.

Emotional adjectives help you set the tone, feeling, and emotions in your sentences.

They could either be positive:

  • Best
  • Mindblowing
  • Brilliant
  • Easiest
  • Most

Or negative:

  • Never
  • Worst
  • Avoid
  • Nothing
  • Horrifying

Learn how to use them and your ad campaigns will be ten times more effective.

2- Be Honest

There used to be a time where clickbait and false promises worked online.

Thankfully, they no longer do.

Online consumers have gotten a lot smarter over the years, and they can smell deception when they see it.

Customer engagement

Even worse:

Your visitors will be super frustrated if you under-deliver on your initial promise. They’ll leave your website at the drop of a hat.


Be honest with your audience.

Avoid clickbait at all costs and never lie in your headlines. Be sure your content aligns with any initial promise you make.

3- Include Numbers and Precise Metrics

We, humans, love to see numbers in headlines.

Metrics help us quantify the information we’re going to learn. And they give us better expectations on how concise the article is.

That explains why listicles are so popular today.

Facebook ad example

Here are a few ideas for how you could include numbers in your titles:

  • X Best Ways to _____ With _____
  • How to _____ Your _____ in 2020
  • Key Strategies for Growing Your _____ With 20% Each Year

Numbers could also be used in headlines by featuring stats, dates, and durations.

4- Highlight the Benefits

The question in the reader’s mind always is:

What’s in it for me?

After all, it’s easier for them not to click on your ad than to click on it. That’s why you must clearly highlight the benefits in the headline.

Why should users click? And what will they miss if they keep scrolling?

Facebook Ad Headline

Tell them exactly what they’ll gain from reading your article. Make a bold promise in the headline and deliver on it.

You may also enhance some fear of missing out by taking the opposite approach. Tell the viewer what they’ll miss if they ignore your ad.

These are popular copywriting techniques used by the largest advertising companies in the world.

5- Write in Second Person

There’s no better way to catch the user’s attention than addressing them in person.

Writing in the second person allows readers to experience the story as if it’s their own. It helps them easily relate to the situation, problem, and solution.

All that makes them more interested in what you have to say.


The next time you’re launching a Facebook ad, be sure to use you, your, and yours in your headlines.

Bottom Line

The best advice we can give you when it comes to headlines is to write different variations. As you start to test and learn more about your prospects, the quality of your titles will get much better.

And remember:

No matter what audience you’re targeting, be sure to keep your headlines short and to the point. Stick to using a natural language with simple words and adjectives. And, check for changing Facebook & Google ad policies (they may have changed by the time your read this!)

Need help growing your business with Facebook Ads?

Check out our Facebook Ads services to learn more about our offers and request a quote for your project now.

P.S.If you have specialized advertising needs (for example CBD) – read our “4 Ways To Advertise on FB & G for CBD and Hemp Markets

Facebook advertising

Facebook Ads for Chiropractors And Health Services

Uncommon Ways to Get More Patients and Clients For Your Practice This Week

What is the #1 priority for a local Chiropractor’s business?

The main goal of a service based business like a chiropractor’s and doctor’s office is to service existing clients and attract new ones.

To grow, and to stay financially healthy, it’s all about a creating steady stream of quality paying clients and to help them solve back pain issues and joint problems.

The chiropractor provides total relief along with education and support. You help your patients get back to wellness and enjoying their lives.

The inbound traffic activity can be done in many ways, we’ll talk about Facebook ads in this article.

A predictable way to generate leads is what you need. If you don’t have the lead flow, you are a month or two away from being out of business.

While Facebook can drive traffic and leads, you also need to show up as an authority chiropractor and doctor. That means you provide value first, even if they don’t buy on the first touch point.

Adding more content to a blog or page may be fine, but it’s not where you win. Rather, think of the new way of serving online as “context”. And, how you present your messages.  Create client magnets that add value, and drives results for your business. Communicate your narrative that offers solutions, but give you the benefit – without the audience knowing it.

Don’t just be another service provider where you compete on price or being cute with flashy graphics.


Focus on these three things:

  1. the right message
  2. positioned to your right audience and
  3. at the right time

Too many chiropractors focus on selling “the thing”. Instead, think about this concept: “If somebody is looking for a mattress, don’t sell them a mattress. People are looking for a better night’s sleep.” So, instead of focusing on the what, focus on the why.

Fear of loss is a great motivator for a health-care practice marketing and messaging approach. This chart displays four quadrants.  It shows that people generally move away from something (loss), or towards something (pleasure). For you, that means focusing on your messaging on the right side. Sell solutions, not prevention, a much harder sell.

Quadrant Figure: Writing copy for your prospect’s why. Who are you to them under this model?

You need to start considering yourself a marketer, even though you don’t have to do all the work yourself. It’s a mental shift, and making it a priority along the way. It also means that you need to be shown in the market place as high up as possible on this pyramid of expert-ness:

expert chart for chiropractors and doctors
Expert Chart: Serve above the green line!

With Facebook ads it’s easy to get this framework started.

[Need help setting up Facebook Ads? Check this out!]

It begins with setting up the message strategy and drilling down into local and demographic targeting. Here are common approaches:

  • Display new patient specials
  • Create new inactive client offers (“come back this week” offers)
  • Offer treatment specials and unique chiropractic exams
  • Offer training and consulting programs

But, as you’ve seen – you must work towards becoming an expert authority, and that means the traditional ways of promoting, is just a temporary solution.

You must fully understand them, “I know how you feel”. Educating, engaging and inspiring your market helps create a “know, like, trust” factor that is needed for easier selling.

Once you present your prospects with a congruent message and use this simple formula, you will own the keys to success:

Chart: Ad click to landing page, response and thank you page + nurture framework

Let’s switch gears…

As we move into the more technical aspects of this, your practice’s website must become “the hub” of acquiring traffic and controlling user activity when using Done For You Facebook ads for Chiropractors.

The struggle to acquire new clients and retain existing ones is not a straight path – and especially when considering growing competition and an increasingly crowded marketplace.

A quick mention on Adwords vs. Facebook

Facebook ads are like Google Adwords in that they both display ads.

However, the underlying technology works differently. Adwords is more focused on keywords searched (intent driven), whereas Facebook ads places your ads in front of people who weren’t necessarily searching for you. It’s “interest” based. With Facebook ads, you can place ads in front of people that didn’t even know they needed your services.

You can also promote your practice and place ads in front of people who already “like” and “follow” you, visited your website, etc. That includes targeting and finding people who like other pages and resources that are related to your business.

With Chiropractors and related practices in the local services based, health-care industry, we see a high under-utilization of one of the most powerful tools in the Facebook Ads Platform, the “pixel”.

Editor’s Quick Case Study:

We researched 10 local chiropractors in the Torrance region in Los Angeles, and NONE were using the Facebook pixel at the time of writing!

The Secret Weapon: Facebook Pixel for Chiropractors And Doctors

The Facebook pixel is a piece of JavaScript code for your website that unlocks powerful advertiser tools for measurement, optimization and targeting.

Using this pixel code, you can make use of actions and usability patterns from your website to make Facebook ads more efficient and effective.

Some immediate benefits are:

  1. Track conversions across multiple devices
  2. Measure ads spend and your ROAS (return on ad spend)
  3. Understand and analyze your audience better
  4. Optimization intelligence to show ads to people who are most likely to engage – from signing up for a presentation, book a call for a free consultation or join your monthly newsletter
  5. Improve your audience by finding new clients and retargeting visitors that already found your website.
  6. Remarket (present ads) to ONLY those who to a specific action
  7. Make use of automatic Dynamic Ads (multiple products lists) to increase relevancy, and lowering click costs from reaching specific goals, like link clicks or conversions – and ultimately, sales.

Once installed (either directly on your website, or as part of Google Tag manager (recommended)) – you’ll track data to understand how people are behaving on your website. It’s like Google Analytics in that way, but for Facebook, you can see data points inside the platform, and easily see how many conversions were reported from your campaigns.

Facebook Ads Targeting For A Beginner Campaign

[Need help setting up Facebook Ads? Check this out!]

In this quick “Facebook Ads Targeting For Beginners” infographic you’ll learn something smart. Focusing on a “warm” audience first (#1) is of greater benefit to you. They will already be pre-framed with a positive view of you. In other words, when you show ads to them, they’ll be easier to reach, communicate with – and with a possibly lower click cost. Here’s the run down of Facebook targeting priorities when first starting out:

Infographic: Facebook targeting for beginner campaigns

Reminder – this is the ONLY thing that matters in your business:




Incoming calls for information, appointments and credit card processing options are the only things you need to care about. These bring in the revenue.

Optimizing at the ad campaign level and the ad levels is important, but the landing page(s) (offers, specials, webinars, etc) and the marketing funnel from first click to last is essential to get right.  That means that your product offer, placement (mobile, desktop) and locale will be necessary. And, the targeting, bidding and interests are set at the ad set level. Copy and images (videos too) are used within the ads level:

Ad campaign structure, Facebook For Business: Campaign, Ad sets, ads.

The example graphic below of moving a customer from point “A” to point “B” is key in your business (restore their their back to a healthy condition), but is also important in the traffic generation models. The first click starts on the left, and through a series of steps (maybe a phone call), an appointment and subsequent client agreement is completed):

The path (steps) from pain “A” to success “B” with a Chiropractor and their website:

Figure Sales Funnel: Moving a person from cold prospect to paying client.

Important: It’s about the right click, not “lots of clicks”. That means the first touch point and message should be congruent all the way to the final transaction. Congruence and relevancy is essential for success with Facebook ads. The copy is important, as is the creatives (images, videos).

Don’t pull the the ads down too fast

[Need help setting up Facebook Ads? Check this out!]

New Facebook ads will on average take 24-48 hours of run time before you can check if the ads are working or not.

Sure, bigger daily ad spends will get you data faster, but most don’t want to invest a lot day one.

The ads and the targeting take some time to mature and for the Facebook ads algorithm to work. We recommend 2-3 days before tuning and tweaking a new Facebook ads campaign in local markets. Then, you can decide if you copy and paste campaigns (never delete) and begin to change images or drill down with “flex targeting”.

TIP: If doing this yourself, be aware of mind tricks. Emotions and mindset has ruined many potentially good Facebook ad campaigns. Simply because you or your ads manager killed the ads too fast!

Here’s how to install and use the Facebook Pixel for Chiropractors:

  1. Check to see if you or somebody else on your web team has installed the pixel already. You can use and check with the Chrome plugin from here: – it works in the background to review websites code that show if you have the pixel installed or not – and if there are any errors.
  2. Log in to your Facebook ads manager at and select “Pixels” under the “Assets” menu (exposed from the top left) menu bar.
  3. Click “Set Up Pixel” and select the best option for you. (You have three options, but select “Manually Install the Code Yourself” for this example).
  4. Once you see the Pixel code (Javascript) – copy the entire code and paste it in your website header section. It should be placed just above the </head> tag in your HTML code. (Advanced option, but highly recommended is to place it inside a container with Google Tag Manager)
  5. Once placed, refresh the page to make sure it works, and see the point #1 above to make sure it’s recording correctly. Inside the Facebook Ads Manager, you’ll see the event recorded as “Active”. It may take a few minutes, so please be patient before refreshing again.

You now have the pixel placed, and all your website pages will “fire” based  on events on the pages as they are rendered by visitors. (Note: advanced options exist to customize for “custom conversions” — where Facebook records activity specific to a page or URL that you want to track.)

Example Of The Facebook Pixel Javascript Code:


Example of The Facebook Pixel Helper: (As found on the Chrome Toolbar)


Now that you have everything installed and configured – you can let data accrue from organic visitors (SEO) and paid traffic ads.

There are more aspects to be included in a successful practice for marketing. Consider all of these:

  • Funnels
  • Branding and PR
  • List building (capturing emails, building the relationship ongoing, auto-responders, email sequences)
  • Facebook targeting
  • Landing Pages
  • Copy & Copywriting (unique message for target audience)
  • Automation
  • Program launches and ever-green content
  • Staffing and outsourcing

As you dive deeper into Facebook Ads for your family medicine business, you can:

  • Display ads based on visitor behavior and actual website traffic (retargeting)
  • Show ads based on similar audiences (lookalike modeling)
  • Create custom audiences from existing buyer (CRM) data (show ads to previous buyers)
  • Drive traffic and “boost” posts inside your Facebook Business Page based on engagement (likes, followers)

If you find yourself caught with the shiny object syndrome and need help, learn more below.

Get Leads From Facebook In 7 Days, Without Doing All The Work?

CLICK HERE >> Get an online appointment.

Facebook advertising

What Donald Trump Can Teach You About Facebook Ads (Or You Are Fired!)

First question: Has Mr. Donald Trump, multi-billionaire real-estate mogul begun to teach businesses about Facebook Advertising now?

Second question: What can he teach business owners (that’s you!) about using Facebook Ads, “dark posts” and creating engaging conversation online?

Third question: Did Mr. Trump recently say that “you are fired” if you don’t run Facebook ad campaigns a certain way?

I’ll address those questions below. But first – do I have your attention now? Good! As you’ll see – any one of these 5 Facebook advertising insights will help you become better with Facebook ads in 10 minutes or less.

Facebook advertising is highly cost effective when done properly, but it also can seem rather complicated and confusing if you are a beginner with this type of social media advertising method.

Facebook has established a system that gives you greater flexibility and control over your advertising campaigns. While this system is beneficial to those who are experienced with it and knowledgeable with the campaign structures, it is best to take time to learn more about the campaigns before you jump head first into your first one.

With some research and insight about these campaigns and the Facebook advertising system, you can achieve better results right from the start.

1. Determine What Your Advertising Goals Are

One of the best steps to follow when you are creating a new Facebook advertising campaign is to determine what your goals are, and this step should be taken before you start to prepare your campaigns with Facebook.

You may have a desire to boost sales with existing Facebook followers or to expand your reach. You may want to promote a seasonal sale or announce a big promotion. The fact is that you may have multiple things to say to or share your audience, and you may have different things to say to separate niches within your target audience.

By defining these goals up front, you can better determine if you need to create one campaign or several to communicate your messages in the most cost-effective manner.

2. Understand the Difference between a Campaign, an Ad Set and an Ad

It is important to note that Facebook has created strategic advertising campaigns with a layered, or structured system. For each campaign, you can create multiple ad sets, and for each ad set, you can create multiple ads. Keep in mind that these different layers have different features and controls in place that give you greater command over your ads. (For advanced users – see Power Editor)

For example, at the ad set level, you can set a target budget and define an advertising schedule for a group of ads. At the ad level, you can control the image and message for your ads with unique results.

3. Create a Unique Advertising Campaign for Each Goal

With the customization features in place for Facebook ad campaigns, you will be able to customize a unique campaign for each goal that you want to achieve. Within each campaign, you can create small goals that will help you to achieve your milestone accomplishments.

You will be able to review analytics for each ad set and ad, and you can turn the ads or the entire ad set off and on at your leisure to control costs. The sets can be customized to run indefinitely or for a specific range of dates, which gives you greater control over your campaigns.

4. Make Final Decisions and Analyze the Results

Before you run your campaigns, you will need to make a few final decisions. For example, you will need to define how much money you want to spend on each one, and you will need to determine the placement of the different ads. Facebook gives you flexibility over placement so that you have greater ability to reach your target audience.

In addition, you can set the range of dates for when you want to run your ad. For each ad set, you can analyze results and can fine tune your ad sets and ads to achieve better results going forward.

5. Test and Re-Test Your Ads

With your Facebook ads and campaigns, you will have complete control over your results, and the best way to ensure that you enjoy the best results for your advertising budget is to test and re-test your ads. You can review your results with the built-in analytical features, and you can fine tune the ad sets and ads.

Compare the different results between the changes that you make to determine which ads and ad sets give you the best overall results, and you can have better control over the results. These changes may be changes in wording, images, placement, size and other factors. By manipulating these features,, you can improve your results dramatically.

There are many reasons why businesses today overwhelmingly choose to spend at least a portion of their advertising budget on Facebook advertising campaigns. This is a highly effective way to reach out to your target audience, and Facebook is an expansive enough social media platform that most target audience niches can be reached through it.

More than that, with the ability to customize campaigns, ad sets and ads, you can easily have as expansive of a reach within the website as you desire. While there is a lot to learn about starting your first Facebook advertising campaign and you can learn a lot as you go, these tips can help you to fine tune your first campaign so that you enjoy the best overall results.

In Summary:

I hope you enjoyed this post, and sorry if the headline was a tad bit sensational. (Donald Trump has not sponsored this post. And, while he’s not teaching Facebook ads in a traditional classroom setting, he displays his own personal approach to creating engagement and positioning, the importance of brand building … and being DIRECT).

This article is meant to serve you. First, to get your attention – and then help you understand. Finally, help you take action to get started on changing the way you run your Facebook ad campaigns.

CONGRATULATIONS! You’re on your way to up-leveling the way you advertise and market your business (and on Facebook) this year!

If you want to learn more, join our DFY page where we break down the details for Facebook ad campaigns to avoid making mistakes with your FB ads.

Facebook advertising

Are You Making These Mistakes in Your Facebook Advertising?

Critical mistakes new advertisers make with Facebook Advertising

You’re trying to drive more leads and revenue into your business. You are familiar with the massively popular Facebook ad platform.

But, as you begin setting up campaigns and spending your ad money with Facebook advertising, you realize (after a while) that you’ve spent hundreds or thousands of dollars but with low click through rates and poor conversions. Your cost per lead is more than the average order value of your products or services, and you cannot see how the average lifetime value of the customer will yield proper ROI.classic facebook ads mistakes chaosmap

Like any other advertising method, Facebook comes with its own risks and pitfalls.

If you’ve lost all hope, you might be interested to know that many marketing professionals and business owners experience a great amount of success using the Facebook advertising system.

But, not always at first…

Here are five mistakes many make when advertising on Facebook:

1. Using Incorrect Campaign Goals

What are you trying to accomplish with your Facebook advertising campaign? While the obvious bottom line for every business is to make money, your advertising goals should be directed at smaller, more manageable goals that ultimately lead to an increase in revenue.

Consider the following list of possible goals and how they pertain to your business:

  • Website Clicks – When using this goal, you need to measure the cost per click.
  • Page Likes – If your goal on Facebook is to increase your fan base (not recommended), then you need to measure how much it costs to obtain every like.
  • Page Post Engagement (PPE) – Engagement is crucial on Facebook, especially when trying to spread a message or piece of content. You can measure engagement by dividing the total cost of one advertisement by the amount of shares it received.
  • Conversions – is the CPC (cost per click) investment less than EPC (earnings per click)? (Facebook have many options to track stats, but it gets down to ROI / ROAS and CLTV)

Setting and tracking every goal correctly will help you measure your success, help you manage your ad spend and respond effectively to any campaigns that are ineffective.


2. Creating Only ONE Ad

Business owners who only create one advertisement will likely fail and lose potentially big dollars over time.

Not every ad you create will work. While there are proven ad formats and direction you can take, ads must be tested, and against each other.

In fact, the majority of your ads will likely generate less than 10 percent of your conversions.

The easiest way to solve this issue is to create between 2-4 different ads and let Facebook perform A/B testing on them. This will allow you to determine the handful of ads that net you the greatest return.

Watching metrics like ad frequency, relevance score, CTR vs CR, number of leads, ad performance by placement, clicks by interest, video views, etc – should be reported on and it’s impact. For example, you may see a low relevance score, but if it’s converting, don’t touch it!

And, don’t forget – using creatives that support the ad copy is ESSENTIAL, and testing different formats, placements (newsfeed, sidebar, instagram, etc) and types is a MUST. (video, photo, stories, messenger, carousel, etc).

This is easy enough to do this in Facebook, but be clear on your outcomes before just modifying another checkbox, creative or type. This year, testing videos will be key to your success! And, Facebook now allows slideshow ads to create animated effects for those who cannot budget professionally produced videos.

3. Poor Landing Page Experience, No Call to Action and Missing / Incorrect Pixel Code

Have you ever dealt with a car salesman that took you on a test drive and then never asked you to buy a car? He did all the hard work but never asked for your business.

The same principle can be used in Facebook advertising. You created so much hype for your product with your awesome advertisements and then led potential customers to a horrible landing page and with no clear call-to-action.

The best solution to this problem is to create a Facebook approved landing page or squeeze page.  IMPORTANT: Make sure that you have implemented the Facebook Pixel on your pages. Your entire website should have this little snippet of code applied, so you can track conversion points and add valuable data points to custom audiences.

Squeeze pages are there simply to provide value, benefits and asking a prospect to perform an action.

Whether it be an email opt in or to enter information to receive a free e-book or special whitepaper – your landing page must directly ask the customer to complete one simple task, or your clicks will be wasted.  Note: a customer journey engagement map should be developed, so that you build multiple landing pages and interaction points based on cold, warm and hot (buyer) traffic.

4. Incorrect / Bad Targeting of an Audience

Facebook geographical targeting tools (Insights) are available for a reason.

If you create an advertising campaign and then simply let Facebook show it to every single person in the United States, or men and women between 18 and 65+ you’re going to waste a lot of money with no real results.

Facebook advertising isn’t the same as broad-based television or radio advertising. That’s “branding” money tax for big budgets. You are smarter than that.

You must perform research on customers who you think (survey your list!) might be interested in your product and use that information to geographically locate your demographics and more.

While your total overall reach is much smaller, your CTR and conversion rates will dramatically increase – and they will/should respond better to your advertising and offers. Building custom audiences from traffic, engagement, video % watched and email lists (segmented by buyers and subscribers) is something not to be missed as you build out your campaign goals and business strategies.

Add to the audience strategies, “exclusions” – that help further narrow down your audience for better ad traction and clarity.

5. Neglecting Your Ad Campaigns

Never set your campaigns up and then forget about them.

As a general rule, you should check your Facebook campaigns at least twice per week to see how they are performing, and more often during the initial setup of any new campaigns. If one ad is failing (no return, high cost, etc), replace it with another set of ads and continue to test the ads and your landing pages (A/B testing).

If you have a larger daily spend, you should check it daily (several times when you are first starting out) to make sure you’re money isn’t being wasted and that your information is truly serving your audience. Tip: What can help you as you start to see it working, is to established RULES (either via Facebook internally) or from tools like Revealbot, that can help automate ads and campaigns.

TIP: A strategy that you can use, is to allocate advertising dollars towards your articles or blog posts. Then, create call-to-action buttons/links on those pages. More trust, good will and engagement will be had, and Facebook and your users will love you for it too! Plus, you’ll be able to retarget them later, and build audiences for up to 180 days.

Want to learn more?

Here’s a great way to learn more about how to avoid these mistakes and to implement a proven process.  (Free registration for our Facebook Done For You Consultation)