If you find that CTRs are really bad for certain genders, age ranges, devices, or regions, consider removing them from the targeting of your ad set. You can retarget those demographics later with ads that are better tailored to those demographics.
Until then, focus on what works in the short term so you can prove to yourself that Facebook will be a positive acquisition channel for your ROI. And that you are successfully creating compelling ads. Try long-tail experiments later.
Keep in mind that Facebook doesn’t allow you to austria mobile database segment by interest, job title, or behavior. Therefore, to evaluate the performance of your sub-audiences within these targeting criteria, you should create different ad sets for each audience.
When tracking ad performance, we look at two sets of metrics:
Ad metrics – number of ad impressions, video views, and clicks.
Website metrics – Page views, time on page, and conversions for your landing pages.
Website metrics are ultimately more important than ad metrics because they are deeper in the growth funnel. They are closer to the conversions we care about.
Therefore, we must not overestimate advertising metrics without considering that weak website metrics may neutralize them.