Companies that have a decent advertising budget and which are looking to increase the number of people they reach on Facebook can do so with the help of Facebook ad campaigns.
With the help of paid campaigns, companies can reach a much bigger customer base on the platform, including people who have previously been interested in a business.
Overlapping audiences
Companies can create multiple sets of ads for their marketing campaigns on Facebook, but when they create more ads, it’s a lot more likely that they’ll end up advertising to overlapping audiences.
This can quickly compromise the reach of an advertising campaign because the ads end up competing against each other, instead of competing with ads from other companies in the same industry.
Facebook is quick to notify companies of these types of situations by sending a notification in the Ads manager to the business, as well as by including instructions for how to resolve the problem manually.
However, companies don’t need to waste their resources by waiting around for Facebook to inform them of this issue.
To do that, the company should be creating an automated rule. Inside the Facebook Ads Manager, there is a Rules button on the main dashboard.
After clicking on that button, companies can choose to turn off overlapping ad sets, so they’ll only have the best performing ads campaigns working on the platform.
There’s also the option to turn off the ads that have overlapping audiences and to increase the budget for the remaining ads on the platform.
This means companies can reallocate the budget they’ve already invested towards the campaigns that are performing best.
Performance Issues
To maximize the reach of an ad campaign, companies don’t have to constantly monitor their campaigns.
Instead, they have the option to create automated rules that will adjust every campaign, or even alert them if there are any performance issues.
Inside Facebook’s Ads Manager, companies can create a custom rule.
When creating a custom rule Facebook gives companies several drop-down menu options for the conditions that ads need to meet, and in case they don’t, the ads can be turned off.
For example, companies can select reach to be the key metric for the campaign, and choose the minimum reach threshold for the campaign.
That means the ad will have to be manually adjusted by the company or turned off if it’s not reaching a certain number of people every day.
Companies can also set the campaign budget to automatically increase, in case the thresholds are exceeded by an advertising campaign on Facebook.
