When it comes to Facebook Ads, there are plenty of best practices and pitfalls to watch out for. With so much information available and various opinions on which strategies work best, it can be tricky to know where to begin.
Whether you’re advertising your business or a client’s brand, these expert tips will have you creating more effective Facebook Ads in no time. Use them to inform your strategy from the very beginning and avoid some common Facebook Ad mistakes.
Common Facebook Ad Mistakes to Avoid
Everyone knows Facebook advertising is a great way to reach potential customers. But it’s not always that easy. Social media advertising can be challenging, especially when you’re new to it and don’t have much experience with other ad platforms.
Advertising on Facebook is not just about creating the right ads or choosing the right targeting options – those are merely details you need to pay attention to get the most out of your campaign. The real challenge with advertising on Facebook is avoiding common mistakes that could lead to a suboptimal campaign.
The following are 9 mistakes to avoid with your Facebook Ads campaign:
Mistake 1: Not Knowing What You’re Doing
You may think that Facebook Ads are simple, but they aren’t. You need to know how to use them properly and effectively. If you don’t have any experience with Facebook advertising, you might want to start small and learn about it before creating a campaign.
It’s better to start with knowing the options available in Facebook Ads manager and then step into your ad campaigns. If you find it difficult to get started with Facebook Ad campaigns, you can seek professional help from digital marketing agencies.
Mistake 2: Not Having a Clear Goal
Facebook Ads are great tools if you know exactly what you’re going for, but if you don’t, you won’t get anywhere. Make sure you set goals for your campaigns and make sure you’re aware of where you’re heading.
Your goals shall revolve around:
- Getting more messages or calls for your ads.
- Increasing the number of visits to your website.
- Gaining more subscribers to your email list.
- Achieving more downloads of your ebook.
Set your goals for the particular ad campaign, then write based on that. Having a clear set of goals is the first step toward achieving your goal.
Mistake 3: No Ad Budget and Overspending
If you’re new to Facebook advertising, you must have a budget and stick to it. Not having a fixed budget for your Facebook ad campaign might lead to overspending. Like every campaign with paid advertising, you need budget optimization for your ad spending.
A good rule of thumb is not to spend more than 20% of your total ad budget on each campaign. In addition, test different ads against each other before deciding which one will perform best for your business or brand.
Don’t run ads longer than you need to. After your ads run a bit, check the “Frequency” in the Facebook Ads manager to see how many leads your ads have gotten.
Without a budget, you may spend a lot of money on paid ads that don’t perform. This is made worse by funneling more money into failing ads. Blindly spending more on an underperforming campaign won’t make it perform.
Mistake 4: Not Thinking Beyond the Click-Through Rate (CTR)
For this, you first need to create content that is engaging, interactive, and has a good selling proposition as well. Then optimize your ads to get to the right audience, or else it would be a waste of effort because you would not be able to generate any leads.
To solve this dilemma, you should target highly relevant people instead of broadly targeting them. The narrower or granular you become with your audience, your chances of getting positive returns and the probability of getting more conversions increases.
Mistake 5: Not Performing A/B Testing for Ads and Campaigns
A/B testing is a scientific way to test your ads and campaigns. It helps you get the best results from your ads and campaigns, which can help you improve conversion rates.
A/B testing involves dividing one group of users into two: one group receives a variation of an ad or campaign, while the other receives something different (such as text or image). The goal is for each variation to affect users’ behavior differently.
For example, if one variation offers free shipping at checkout, but another does not, those who receive this latter version will be more likely to complete their purchase because they were given an incentive by seeing that it was cheaper than buying online without any additional costs added onto their order total.
Mistake 6: Not Measuring Your Facebook Ad Campaign Consistently
Measuring is the most important thing you can do to ensure that your ad campaigns are working. You should be testing on different things every week, if not more often.
For example, you could test different ads or images in your Facebook Ads Manager tab. Run A/B split tests by using an analytics tool, like Google Analytics to compare how well it tracks conversions across different pages based on keywords used in the calls-to-actions (CTAs).
Delve into running some Facebook Ads. Always keep your eye on the strategy behind your ads. What is it you want your audience to do? Best practices for Facebook Ads are constantly changing, and no marketer is immune to making mistakes. If you make a few mistakes, just correct them and move forward.
The best way to know what works best for your business is by actually measuring it!
Mistake 7: Targeting the Wrong Set Of Audiences
Targeting is the most critical part of your campaign. You should target the right audience, otherwise, you will not get any conversions. The wrong audience will not convert and won’t buy your product or avail of your services. It is important to know your target audience and what they want or need before you can design an ad that attracts them.
You should also know whether it’s worth spending money on reaching out to people who are unlikely to buy from you because they are not likely to be interested in what you have to offer or they can’t afford your products and services.
Mistake 8: Producing Ad Copy that Is Misleading or Spammy
Do not set your ad creatives as bait for the viewers. In other words, do not lie to them. This is most important on the list of don’ts because once the trust is lost, you have no idea how long it will take to build back.
Make sure your images are relevant to the product you’re selling or providing, not just for the sake of being eye-catching and/or funny, but because people must understand what exactly is being sold or offered before they buy it.
Deceptive ads (i.e.) the wrong Facebook Ad type will not just make your customers angry, you can also get banned on Facebook.
Mistake 9: Not Producing Great Content
Content is king. It’s the most important part of any ad campaign and needs to be unique, engaging, relevant, and useful for your audience.
For example, if you were selling a new coffee cup set in a coffee shop, your content could include how to make coffee or what makes it taste so good. The same goes for an insurance company trying to sell life insurance policies. They might want to educate their customers about the need for life insurance policies through their content.
Facebook Ad campaigns are a great way to advertise your products or services on the social media platform, but the best way to do it is to ensure that you have all your bases covered. You should not just focus on one factor while advertising, but consider other factors like the target audience and their present needs.
But first, you should do some learning (just like this article) because you don’t want to make costly Facebook Ad mistakes. So many things could go wrong with an ad, and if you don’t keep your eye on them, you could lose a pile of money.
Frequently Asked Questions
Why are my Facebook Ads failing?
Facebook Ads failing can be categorized into two: Technical and Creative mistakes. Technical mistakes include installation errors of Facebook Pixel and poor ad campaign structure. Creative mistakes involve messaging landing pages, copy, and headlines.
How to maximize my Facebook Ad reach?
- Setting a target audience.
- Write better ad content.
- Setting goals and an ad budget.
- Retarget ads with leads acquired.
- Creating an effective Facebook Ad strategy.
Should I boost every Facebook post?
Whenever you share valuable information or an ad for your products, try boosting it to get the desired organic growth. At the same time, it’s not mandatory to boost every ad creative.