I had a thought today about the word equality and how people places and things carry different qualities. There is no equality amongst qualities I thought. These qualities are distinctive just as smells and tastes are distinct.
Do you know what is the main reason why most Facebook and Google Ads campaigns fail?
It’s due to focusing on the wrong metrics. Most people think the main goal of Google and Facebook Ads is to get as many clicks to your website with the lowest cost possible. Well, that is not true.
In performance marketing, the main goal of Google and FB ads should be to increase your sales and that’s why you should always consider and track which targeting options (keywords etc) and ads are helping you to achieve that.
Unfortunately, so many advertisers don’t even have conversion tracking enabled and are focusing on the wrong metrics like:
* Clickthrough rate
* Bounce rate
* Likes, shares
Instead, you should prioritize on setting up conversion tracking and focus on more meaningful metrics like:
✅ Conversions and the Cost Per Conversion
✅ Return on Ad Spend
Focusing and optimizing for the correct metrics and events is especially vital for the more Automated Bidding strategies, where the algorithms are always looking to optimize according to the event you choose to be important for you.