The process I see from far too many advertisers is painfully simple: Target interests and Lookalike Audiences to build leads and sell stuff.
While this simplified process can be successful for a while, it doesn’t lead to long-term success. Your campaign will ultimately run out of gas.
I’ll say it over and over again, but the number one reason that advertisers fail with Facebook ads is targeting. They go straight for the jugular by targeting people who don’t know them to get the lead or sale.
Sure, this can work for a while. Cost per lead and sale will eventually creep up to the point that it is no longer viable. If you want consistent results, you need a better long-term plan.
Instead of a simple one-step process (target one audience that doesn’t know you to build leads or sell stuff), it’s a little more complicated than that. It doesn’t need to be a lot more complicated. But I recommend focusing on three objectives at a time — all the time.
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