Facebook has more than a billion people using their platform. It is also a great place to reach customers at a very low cost. However, I feel that Facebook is a double edged sword and if you don’t know what you are doing, you will end up losing your marketing dollars with Facebook Ads.
Many newbie Facebook marketers first get excited with the low cost of advertising on Facebook. They start their ads with very broad targeting and then they realize that their clicks are not converting into sales. That’s why targeting the right audiences is fundamental to make Facebook advertising work.
If you have a very broad target, for example, all the internet users from a specific country, then you will not get a positive ROI from your ads. You will achieve good vanity metrics such as clicks, likes, comments and shares but your bank account will be giving you a different story.
Vanity metrics may make it look like your efforts are yielding results but it will not bring you revenue. As a digital marketer, you need to focus on conversions and sales.
To make any advertising work, you need better targeting. With Facebook advertising, better targeting can be done with demographics, location and based on interest – but still it may not be enough. That’s when WCA comes to the rescue.