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When building targeting strategies for Facebook campaigns, one of the most common mistakes advertisers make is treating every new campaign as if it’s the first time they’ve ever solved this problem. This mindset leads to repeated errors that could have been easily avoided, which could have been easily avoided with a little historical awareness and strategic reflection. Many marketers jump straight into creating new audiences without reviewing what worked—or didn’t work—in similar past campaigns. This isn’t just inefficient; it’s costly.

Another frequent mistake is disregarding previously engaged segments. Just because you’re launching a new product doesn’t mean you should discard high-performing audience data. Serving varied creatives to familiar audiences can boost conversion rates, as consistent messaging strengthens brand recognition. Instead of building audiences from zero, start by building on existing high-performing segments. Use Facebook’s built-in analytics to determine which audience layers drove the highest ROAS and optimize incrementally.

Many advertisers make hasty decisions from day-one signals. New campaigns often show erratic performance in the first 48 hours. But reacting too quickly—cutting budgets, pausing ads, or switching targeting can hinder Facebook’s optimization process. Facebook’s system needs time to optimize. Let campaigns run for up to five full days before making significant changes, especially if you’re using buy facebook accounts’s AI-driven optimization tools.

Don’t assume tighter targeting guarantees higher performance. While it’s tempting to narrow down audiences to an extreme level, doing so can limit reach and make it harder for the algorithm to find converters. Instead of complicating targeting with too many criteria, focus on a few strong, well-researched criteria. Use wide audiences paired with compelling visuals and allow the algorithm to optimize conversions.

Keep a structured log of your testing outcomes. Every campaign, whether successful or not, holds valuable clues. Keep a simple log of what targeting options you tried, which creatives drove the highest CTR, and how audience behavior changed over time. This way, when you start your next campaign, you’re building on proven knowledge.

Avoiding the new to problem mindset isn’t about repeating the same tactics—it’s about making data-driven decisions. Leverage your past insights. Trust the metrics. And allow data to lead your creative choices, not just your gut.