Updated: Oct 4, 2021
When creating marketing campaigns using the Facebook Business Suite, there are some things you want to consider before publishing in order to maximise the potential of your campaign.
What is the goal with your campaign? Facebook's algorithm is an extremely powerful tool for finding the right people within your target audience. However, if you are unsure on what you want to accomplish, you might be leading the algorithm in the wrong direction.
Start small with testing. If you haven't gathered data on previous campaigns, you should test different ad creatives and ad copies to find what works best for your goal.
Scale slowly. When you have found a winning concept, don't increase your campaign budget massively overnight. This can cause the campaign to go back into the learning phase and generate unstable results. Scale slowly to stabilise the process and give the algorithm time to adjust to your new settings.
Take advantage of lookalike audiences. When you have found a cold audience interest setup that works for your campaign, consider creating a lookalike of this group. A lookalike audience is exactly what it sounds like, a group of people similar to the one you're already targeting. As this group of people are similar to the one which generates great results, your lookalike audience targeting will most likely have the same outcome.
Never stop testing! However large your audience is, there will always be a point when you reach ad fatigue. This is the point at which your ads have become "outdated". Too many people have seen your ads too many times. Keep testing new content, creatives and ad copy to keep your marketing interesting to your target audience.
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