Article written by Nathan Todd, ASBAS Advisor, Western Sydney Business Centre

There is no doubting the impact that Facebook can have on your business. But bear in mind that this can be in a both positive and negative way. The way you spend your money on Facebook/Instagram Ads is very important and you don’t want to be throwing money down the drain. There are plenty of mistakes people make when putting together an ad campaign, but this could all be fixed by making a few minor adjustments.

Target Audience- A simple error that can be made is running an ad campaign but opting not to have a targeted audience. Without a targeted audience your ad could be shown to people who have zero interest in the goods/services you have to offer. You must identify your target market beforehand and make sure the only people that will be viewing your ad have an interest in what you do. You want people ‘liking’ your page that may turn into potential customers, so you then could market to them through organic posting.

Experimenting with different Ad types- There are many different Ad campaigns available to you, take advantage of these! When you initially start running a few Ads, this is a time where you need to experiment and find out what type of campaigns reconcile with your target audience. It will also help you find out information regarding your business. Analyse the different Ads you run and see what is working and what isn’t. If you run an Ad campaign to your website and have a good click through rate (CTR) but you have no sales from it, maybe you need to examine your website and how it can be more user friendly.

Abandoning Ads after one failed campaign- For a small business just starting up, losing money is always a tough thing. You must have a budget set that is aimed towards Facebook/Instagram Ads. It is very rare to run the perfect Ad campaign straight away, it will take a bit of time and money to get your Ad to a standard of where it needs to be. Don’t worry if you burn a bit of money in the process, it will be worth it in the end.