Faktor Keberhasilan Kampanye Facebook ADS: Perspektif Para Praktisi Meta Advertising

Abstract

Meta Ads is a digital advertising platform developed by Meta Platforms (formerly known as Facebook), which allows businesses to design, manage, and monitor advertising campaigns across Meta's various platforms, such as Facebook, Instagram, Messenger, and WhatsApp. This research aims to explore the strategies, challenges, and key factors that influence the success of Meta Ads campaigns based on the perspectives of five experienced practitioners from various industries. The research method used was qualitative with a descriptive approach, where data was collected through interviews with five Meta Ads practitioners who have at least two years of experience and spend a budget of 10 million per year in ad campaign management. The research findings show that the success of Meta Ads campaigns is influenced by various factors, such as ad content quality, audience segmentation, landing page performance, and technical optimization. The strategies implemented include regular evaluation, the use of A/B testing, retargeting, storytelling, and optimization for mobile devices. To overcome campaign failures, practitioners used approaches such as metrics analysis, revision of campaign elements, and experimentation with new strategies. The study concludes that the combination of in-depth data analysis, creative strategies, and adaptation to Meta Ads technology is the key to success in dynamic digital marketing.

Keywords: Meta Ads, Facebook Ads, Practitioner