Ask the Expert Advice: If Your Facebook Ads Aren’t Working, Ask Yourself These 5 Questions

Q: What is the best way to effectively reach and get engagement through Facebook ads?
–Michelangelo Alimo

A: So many people these days argue that everyone should be advertising on Facebook — that the potential reach, advanced targeting features and huge returns some marketers see make it a good idea for every business and every brand. Of course that’s not true. Facebook ads aren’t for everybody, and the growing level of competition I’m seeing means that new marketers should proceed with caution when launching their first campaigns.

If you aren’t seeing strong engagement and you’re confident that your demographic targeting is good, the following questions should help you optimize:

Related: Lessons Outdoor Ad Media Needs to Learn from Mobile’s Woes

1. Are you measuring your goals?

If you want to optimize your campaigns, you need to know have something to measure your optimization against — and that means

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