Mistake 2: Choosing irrelevant goals

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It is necessary to correctly define the goal at the initial stage: it is impossible to change it later. The goal determines how the Facebook algorithm will select the audience and optimize the campaigns.

The most common options are Conversions, Lead Ads, and Catalog Sales. You can use non-standard solutions, such as selecting the Video Views objective to then set up remarketing or lookalike audiences for users who watched the video up to a certain point.



If you want conversions, choose this objective, physician database not Traffic or Engagement (these will get you likes and subscriptions, but not customers). This is how the Facebook auction works. You are bidding with many other advertisers for almost the same users. Let's say that competitors have chosen conversions as the goal of their campaigns, and you have chosen traffic. It makes sense that Facebook will bring you users who are ready to click, not convert.

Let's add that it is better to direct traffic not inside the social network, but to an external landing page. Then you will be able to "catch up" with the user not only in Facebook Ads, but also in other advertising systems.