FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
is never a guarantee regarding when — or even if — an ad will be
served, so I needed to leave that duration as long as possible
without wasting too much money (ultimately, some money is wasted
with each passing day, but that’s the price I paid to reach as many
people as I could).
I excluded those who read the post already within the past 180
days because if they already read it, there’s no reason to spend
money to show it to them again. That’s also why I made the
duration the limit of 180 days.
And finally, I allowed people to opt out of the experiment by visiting
a particular page. Again, if they ever visited that page, there’s
no reason to show them another ad related to the experiment.
Therefore, I set the duration at the limit of 180 days.
SOME PEOPLE STILL SAW THINGS THEY
“SHOULDN’T”
First, some people were served ads and simply didn’t see them.
We’ve been trained to ignore ads, and I’m sure that some who
claimed to not receiving my ads were simply missing them.
Second, as mentioned earlier there was no way to guarantee that
EVERYONE would be served my ad. And if they were, I couldn’t
guarantee that it would happen quickly. It may have been within a
few minutes or a few days. Or maybe not at all. I controlled that as
much as I could with bidding and budgeting.
Third, I imagine that those who clear cookies, block cookies or
surf incognito weren’t being targeted or excluded properly. I’m not
positive on this, but I assume that it caused problems.
Finally, there was an issue of organic distribution that I never
considered before starting this experiment. I did not distribute any
of these lessons — or the initial invitation — via an organic post. I
only served them with ads.
While the experiment was a huge success, there were clearly some
holes in this logic. I would love to show certain content to only
specific people. Things don’t always work out that way.
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