Facebook Ad Mistakes
Facebook Ad is a perfect place to start, and the platform offers a wide range of options that are unmatched by other social sites. However, many marketers continue to make Facebook Ad mistakes – rendering their ads next to useless. So avoid repeatedly making Facebook Ad mistakes.
Discover Facebook Ad Mistakes and tips for how to avoid them.
CLEAR OBJECTIVES
A clear, measurable objective is important for any campaign to be successful in your advertising goal.
Boost website traffic and get more leads via a lead magnet landing page, do a one-off promotion for an instant sales bump of a specific product with a clear goal backed by an action plan, you won’t suffer a wasted budget at the end of the campaign.
Knowing your objectives before the start of the campaign would help you measure accurately if you are getting the desired results. And if things aren’t working as planned, you can decide to pause or change the parameters for your campaign instead of just wasting funds.
AUDIENCE TARGETING
Not knowing who your audience is obviously, your ads are not going to be effective if they’re not targeting the right people, but you would be amazed at how many marketers don’t know who their audience is, and that’s a major opportunity to miss, considering that Facebook provides some of the most robust targeting abilities anywhere.
So how do you know if you’re properly targeting your audience? Start by doing a customer survey. You want to find out things about your customers such as their age, occupations, location, purchasing habits, and lifestyle. Then give Facebook Audience Insights a try. You’ll be able to enter into your audience’s interests and find out what else they have in common.
FACEBOOK AD TYPE
Using wrong Facebook ad options can confuse and may lead to the wrong choice of ad type that needs to be clear about your audience.
E.g most popular Ad types:
- Photos (with size options)
- Videos
- Carousel (multiple images or videos in one ad)
- Slideshows
- Canvas
- Collections (a single ad to showcase multiple products)
And pick your ad placement and positioning, and based on your goals, determine the type of ad. These include:
- Lead ads use a pre-populated form to capture audience information.
- Link ads: link back to your website with a CTA, such as Sign Up, Download, Learn More, Shop Now, etc.
- Dynamic ads: use a template wherein the ad creative is automatically customized based on the products your audience viewed on your website.
You should do A/B testing until you find the option that works best for you.
VIDEO CONTENT
Is incredibly popular with online shoppers, and mentioning the words video in an email subject line improves its Click-Through Rate (CTR) by 13% of 5 million people in the U.S. who watch online videos every day.
This popularity also spills over to Facebook. Research by Promo revealed that 71% of consumers find Facebook video ads highly relevant to their browsing interests. Simply your target market is likely to find more value in visual content, so it’s essential to include it where possible.
For maximum results, try to keep your videos short and snappy – those that are around 2 minutes long get the most engagement. You should also try to place the most important information at the beginning of the video, as this grabs your audience’s attention much faster.
VALUE PROPOSITION
Your value proposition is one of the most important aspects of your value proposition that would convince people to do business with you or use your product instead of competitors.
In other words, your Facebook content should illustrate how your business is better than the competition, and why people should pay attention. To ensure that each ad has a strong value proposition, keep the following considerations in mind:
- Communicate the benefits a customer will get from buying your product or service. Let’s say you run an online bakery, for example. Your ads can demonstrate the quality of your products, and include snippets of customer reviews. This will help to reassure new audience members that their investment will be worth it.
- Make this element of your content clear, and straight to the point.
- Avoid using cliché buzzwords or sales jargon. Skipping the ‘hard sell’ is also highly recommended – no one likes a pushy business.
You should also identify why your business is more valuable than your competitors’, and the benefits a customer will receive from being loyal to your brand specifically.
Helps your brand to connect with the consumer and should do surveys A/B testing on the best Ad types and copies, that would work best with your value proposition across to your audience.
ADS TIGHT BUDGET
One of the common Facebook Ad mistakes that businesses make is creating very complex Ad accounts. You would see a single Ad account that is running multiple campaigns and has too many Ad sets.
In doing so, you reduce your creative efficiency and add to the confusion. It gets difficult to track how your overall advertising budget is being spent, and a simple, obvious solution is to tidy up your account.
Reduce the number of ads, and have ample budget per ad so Facebook can efficiently power your ads for a better ROI.
MONITORING PERFORMANCE
Even if you’re confident that you’ve nailed your last ad, you need to check on its performance daily. Be sure to monitor things like frequency, clicks by interest, click-through versus conversion rates, and the number of leads. Don’t just set it up and walk away for two weeks.
THINK STRATEGICALLY
It smarts to be as flexible as possible while also resisting the urge to make drastic moves. Crafting individual Facebook campaigns is no different. Advertisers frequently pull the plug on campaigns that don’t get immediate, positive results. Having patience often results in larger-than-expected payoffs.
It’s not surprising that brands continue to devote substantial marketing budgets to Facebook Ads. By keeping these common missteps in mind, you can increase your chances of publishing maximally effective content.
Facebook Ads is a huge market and thus can be a very lucrative opportunity for marketers. But to succeed you need to know what you’re doing and have a proper strategy, or you’re missing all kinds of opportunities, so that avoid these Facebook Ad mistakes.