Facebook Advertising platform: Key challenges to anticipate

Updated on: 13 June 2018

To succeed in Digital Marketing, you need to be focused and gauge your progress regularly. In addition to crafting top-notch content, it is important to use as many channels as possible to deliver more traffic and ROI. One common method used in online marketing is social media. Almost every target person in the target market has a social media account. If you can narrow down your target audience, push through your content and demonstrate value, you can be assured of driving sales. However, these marketing platforms often come with numerous challenges that marketers should know. In this post, we look at the challenges that come with using the Facebook Advertising platform.

Cloning posts for different tracking reasons can be tedious

Cloning an existing organic post and using the clone in a paid campaign can be difficult on Facebook. Well, it is possible to boost the post, but the UTM tagging created into the URLs remains. This means that the organic and paid versions will remain. Therefore, you will require a different version of the same post that contains utm_medium=paid-social in the tracking code for the site.
If you want to get full control of the post, a second version must be created using the Creative Hub Feature. This is challenging because every component must be hand-duplicated into the mock-up before importing into the account.

Confirming status changes in Facebook appears to be the default

When you go to Facebook for marketing, there are campaigns, ads, and ad sets. The moment you create something, it sits there indicating that it is inactive. You need to activate, review and confirm the status change. Call it going around doing the same thing! If you compare Facebook with a Search Engine Marketing (SEM) method like AdWords, things are different. Once you create an ad in AdWords, it simply runs unless you decide to pause. Well, if you are new to Facebook Ads, do not relax until all the ads are confirmed.

Tagging ads for tracking purposes requires manual effort

When you use Facebook Ads, be prepared to do one thing; tagging every little thing. Facebook appears to be miles behind when compared to AdWords that auto-tags everything. Facebook has yet to acquire a smart analytics platform that can track about 50 things related to a click and share them between Facebook and an Analytics service. Well, some may say that Facebook already has Facebook Analytics. However, this analytics does not have an auto-tagging capability.

Conclusion

With 2.2 billion monthly active users as of 2017, Facebook not only provides businesses with a large advertising opportunity but also offers a precise targeting of customers, making it an effective paid advertising platform. Should you decide to use Facebook Advertising for your business, these are some of the challenges that you should be prepared for when setting out to use it.

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