Mumbai: Setting up digital ads is all about creating a goal for an AI and guiding it with audiences, preferences and locations for it to achieve it whether it is to get traffic, leads and sales. Once you set an ad the Ai starts by going in the direction we set for it and as it gains new data it learns and helps us reach our goals.
Five mistakes when settings Ads in 2023:
1. Changing the campaign frequently if the sales are not coming through. Once you set up a campaign, it takes the Ai 2-3 days for it to find its rhythm and pick up. Frequent changes at this stage lead to the learning getting disrupted and re-starting.
2. Expect the ads to perform for a short sale immediately. If the duration of a sale is only a day or two days, only running ads during this duration isn’t enough time for the ad to reach the right audiences. A fix to this is to run longer sales or to have a secret sale when the ads run longer and the audiences receive a special link to shop.
3. Narrow the audience thinking that they are targeting just the right people. People lie on social media. and sometimes people don’t share all their interests on their profiles. Meta can see when people can potentially be ready to buy. when setting an audience if you get too specific potential customers may get bared for the search. And by not including people you are missing out on learning opportunities for the Ai.
4. Spend the same budget on multiple markets and expect the same results. When you start ads it takes the Ai some time to learn its audience, this period is an investment. And when you start a new market this investment is required again. The cost of reaching people also varies from market to market. An example of this is Rs 1000 spent in India had a very different impact than in the US.
5. If an ad is performing then scale the budget on the ad disproportionately. Once an ad is running and performing in increases of more than 20 per cent on the budget and send it back into learning mode and reset results.
In conclusion, results need time and patience is key in running a successful campaign.
The author of this article is Growify Digital co-founder Rishab Mehra.
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