Facebook Ad - Opportunities Lost: Don't burn your digital advertising dollars! I see this often on Facebook and other networks. Here is a regional pizza chain that is not in my region. Papa Murphy's Pizza is likely outsourcing their Facebook ad's to an agency that's been very lazy in their targeting. While they have it right that I often talk about eating Gluten Free they've missed or skipped over the regional targeting! Now, maybe they're hoping I travel to an area and see one of their locations but in most cases this is simply laziness on the part of the person/agency running the ad's. I clicked through to check it out only to find that they had no locations within 50 miles of me so I left. Often agencies will report simply on site visits and thus my clicks will look like a win when its really not a win. Papa Murphy's will pay for my click through and likely never see me as a customer. Be careful with agencies and make sure that the metrics they are measuring and reporting on are meaningful. Anyone can drive LOTS of pointless traffic to a website through the use of compelling ad's - it's driving the meaningful traffic that is hard to do. Don't hire lazy agencies with the wrong success metrics.
Agreed, Keith. It's also why I report CPA as the most important metric. CPC is far less important to my clients. They know it costs them $X for a customer. So, anything less than that for a CPA is a win.
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