3. Misusing Targeting Data and Features
In today’s digital advertising world, targeting is no longer optional. It’s arguably the most important aspect of your social media ads, as well. If you can’t figure out what ad content is most relevant and useful to each of your audience segments, it’s better to stop running ads until you do.
Obviously, you wouldn’t try selling snowblowers to Floridians as a primary campaign. Failing to target your ads carefully is the digital equivalent and a common mistake among advertisers new to the digital front. Understand what the major characteristics of each social media platform’s user base are, and how those characteristics relate to the people you’re trying to reach with your ad campaign.
One mistake that will lead to wasted money and effort, as well as plummeting conversion rates, is to try to create an ad that strives to be all things to all people. Trying to reach the world will almost certainly guarantee you to reach almost no one. Instead, create specific ads for tightly defined segments of your market, then target the ads to those demographics.
