With over 2.6 billion monthly active users and a sophisticated algorithm that understands intent and behavior, there is no doubt that Facebook is an excellent platform for advertising.
By placing an ad on the platform, your chances of reaching your target audience skyrocket. This is why it’s no surprise that businesses, big and small, continue to devote substantial marketing budget to Facebook ads.
Facebook advertising requires a bit of a learning curve. Many of us tend to make a lot of mistakes, especially when we’re starting out. Understanding some of the most common Facebook ads mistakes will help you get more bang for your advertising buck.
Here are 6 common Facebook ads mistakes that are destroying your campaign.
Choosing the wrong objective
If you’re running ads and you don’t know what an objective is, then that would be big problem. In this case, you’re probably just boosting the post (we can talk about that in a separate blog post).
Choosing the right objective is vital to the success of your advertising campaign. Facebook has 11 objects, and each of them helps get you closer to your goals.
Basically, you’re telling Facebook what you expect to gain for this specific campaign. Let’s say you want to make your video viral, then an engagement campaign would be a great option. If you want to generate leads, then choose lead generation as your objective. If you’re running an e-commerce business and you’re looking to get more purchases, then choose conversion as your objective.
Choosing the wrong objective will not only give you unfavorable results, you’ll also be wasting money.
There are billions of people on Facebook. Showing your ads to all of them doesn’t make sense. That’s why it’s important that you know who your target audience is before you start creating a campaign.
Targeting is a vital element when creating an ads campaign. Try to be as detailed as possible with your targeting. Narrow down your audience by targeting by gender, age ranges, geographic areas, and interests. The more specific you can get with your targeting, the better results you’ll see.
Forgetting about Facebook Pixel
Pixel provides a way to track interactions that are happening with your ad. By installing it on your website, it would be easier for you to track your visitor’s behaviors and gather data.
From the data you have collected, you can learn how your audience engages with you off of the Facebook platform. It also provides a way to measure your ads effectiveness in driving results.
Without Pixel, how else are you going to prove that what you are doing to drive opportunity to your business is working?
Sticking to one type of media
The primary goal of creating ads is to get people to take notice and take action. But since most people aren’t on Facebook to shop or checkout ads, it can be extremely difficult to get people to do that.
It takes an intriguing, creative, and a compelling ad copy to capture the attention of your audience. Video ads are one of the most powerful ways to capture the attention of your audience. But if you’re using videos on all your FB ads campaign, it can start to feel a bit stale after a while.
Consider using a variety of media – videos, photos, animated photos etc. Also, create a variety of ad copies and test them out. This way, you can determine which one resonates best with your audience and provides the best results for your business.
Like any other digital marketing campaign, it takes time to create and optimize a Facebook ads campaign. Your Facebook Pixel is smart, but you need to give it time to learn and gather data.
The problem is that some people get impatient, thinking that they are losing money but still not getting results.
For instance, if your Pixel is fresh and you set your campaign objective to conversion, Facebook may not even know what a “purchasing” customer will look like, especially when you’ve never had any sales before. You’ll have to wait until you’ve gathered enough data before making any decisions on your ads like pausing or tweaking them.
Don’t think of it as an expense. Rather, think of it as an investment. Remember, you’re paying Facebook for the data.
Set it and forget it mindset
This is one of the biggest mistakes we’ve seen over the years. While it’s important to be patient and allow Facebook to do the work, it’s also important to check your ad campaign once in a while.
If you leave the ad campaign as is after it went live, there’s a good chance that the results will diminish over time. Why? It’s because of ad fatigue.
Let’s say you’ve been running the same ad for a month and you didn’t make any changes since it went live. Chances are the same people will be seeing the same ad over and over again. Not only will people find it annoying, you’re also losing money in the process. Read the data and make the necessary changes to get better results.