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When it comes to creating digital marketing campaigns, some businesses fall back on blaming the platform for poor performance. But now, more than ever, it’s important to remember that simplistic excuses like leaving the task of creating and managing campaigns to external platforms (like meta) rarely ends with success.
When platform-specific tools like meta are chosen, it is important to remember that it only offers the flexibility, convenience and scalability to deliver campaigns cost-effectively. It is up to the businesses themselves to set clear and achievable objectives, develop strategies on how to get there and let the tools handle the heavy lifting.
Businesses should be aware that just because meta can do much of the work, it doesn’t make it easy. There should be systems in place to ensure quality and performance, such as:
• Rigorous testing and optimization to ensure the ads are reaching their target audience.
• Creative ways to get more out of an ad budget such as using multiple channels and ‘smart’ targeting techniques.
• Monitoring incoming data and data analytics to show performance peaks and troughs.
A meta platform is just a tool – it can’t be expected to create and deploy campaigns for you, no matter how much you throw at them. If campaigns are to be successful, it’s important to put the focus back on your own team and the processes they’ve established to achieve success. This may involve Google Adwords, social media campaigns, email marketing, content marketing and user segmentation, to name a few.
Ultimately, businesses should stop looking for excuses when their ads fail to deliver. By taking a considered approach, tailoring strategies and objectives to the target audience and outlining the path to success, teams will be able to better assess what works and what doesn’t. Only when taking this approach can businesses be sure that their campaigns won’t be purely down to random luck.
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