Facebook 101: Check your Ad Scheduling & Delivery Settings!

Last week, Acquisio sponsored the Facebook Advertising: Testing and Optimization webcast on Search Marketing Now (available on-demand). The very talented Merry Morud from aimClear packed it with tons of tips and tricks but here’s one that really resonated with me:

So simple, yet so true.

Being orginally from Egypt and listing diving as one of my interests on Facebook, it’s no surprise that I’ve been seeing this ad since October:

If you’re advertising tourism to a country that’s going into its 3rd week of political revolution with foreigners being evacutated left and right, I’d say that’s a pretty classic case of setting it and forgetting it. Whether they’re paying on a CPM and not CPC basis, the evil marketer in me clicked and bounced anyway!

I know I’m stating the obvious here. But often times than not, it’s the simplest mistakes that end up costing us the most. If you’ve read this far, do me a favour and pay a quick visit to your ad scheduling and delivery settings tab in Facebook. Figure out if it makes sense for your ads to run continuously, during specific dates, or if you need to pause some of them.

About Noran El-Shinnawy

Noran is the Director of Marketing at BoostCTR and an Associate Instructor of the Master Certification Conversion Optimization course at MarketMotive.

She specializes in analyzing the PPC customer Journey, creating buyer momentum and optimizing their experience from click to conversion. Her passion for understanding today's customer is a key driver to her analysis of industry trends and keeping up with the latest in PPC, Voice of Customer analytics and Conversion Optimization.

Noran also contributes to industry publications including Search Engine Watch, Visibility Magazine, SES Magazine and ClickZ. She is also a frequent speaker at the Search Engine Strategies conferences, the Internet Marketing Conference, the Online Marketing Summit and Search Marketing Expo.

When she's not online, Noran is either traveling or diving with sharks in the red sea.


  1. liz says:

    Hi There,
    I have to agree, a set-it-and-forget-it method of advertising is not a good method to get a loyal fan base. At first its understandable that someone tags you and sets you up with an ad to your name, but when that add is still there months and months later a good amount of reluctance to look at that tag emerges, you start trying to block it out or delete it, but its there, no matter what you feel about it. It may seem like a passionate rant on my part, but I have one of those stuck to my name, and i dont think i have a good chance of getting rid of it. hmm, may we be blessed with as much patience as we are with stress.

  2. Liz says:

    Hi there,
    I wanted to say great post and it touches upon touch topics for me. I too have an advertisement that has been vexing me for a while now. I hope that advertisers have the presence of mind to really manage their ads especially when we are the ones who have to look at them for a while to come. I wouldnt want to go to Uzbekistan while there is civil unrest, Egypt either, and now what? are they going to start advertising discount tickets to Lebanon? Noran good observation on this rather annoying trend that I took have been noticing.

  3. Webdesign says:

    Consistency is always the key to a good advertising. This follows on FB too.

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