Six Common Facebook Ad Mistakes You Might Be Making
by Jason Ryser
Social media marketing has taken off in the last decade with Facebook and Instagram running more ads than ever. If you haven’t tapped into this vast reservoir of potential, you might want to ask why? Or, if you have and are not seeing the results you’d like, stay tuned to learn the six most common mistakes you might be making with Facebook.
Facebook Ad Mistakes
Pay close attention to these following mistakes, so you avoid them, or if you find you’re guilty of them, you can rectify the issue quickly and turn your negative results into a positive.
1. Testing Multiple Interests In a Single Facebook Ad Set
If you’ve run a Facebook ad that turned out amazing, but then fizzled shortly after and you’re not sure why, or if you created an ad that did great without knowing how to repeat the success, consider your first mistake: bundling information in the creation process. Here’s why this is an issue. In the early stages of ad testing, many marketers tend to research relevant interests to new audiences that they can then use to target them. Following that, they run a set of ads with all of those interests in the same ad set.
Using audience interests isn’t bad per se, but this method makes it nearly impossible to target just what specific interest was most effective. Also, it makes an ad impossible to scale when you find additional interests similar to the interest that brought in the sale.
As an alternative, create a list of all the interests you want to target, grouping them into several categories. Then, create multiple ad sets and target them individually to a single group of interests. Using this strategy, you will know how broad each audience is, which one is the best, and how to find other interests for testing.
2. Not Enough Budget for Too Many Facebook Ads
Companies think running a bunch of Facebook ad campaigns with many ad sets will result in more traffic and leads. However, this is a mistake because it leads to high costs, inefficiency, and confusion, equaling poor results. One person can’t keep track of hundreds of Facebook ads at once. The better alternative is to consolidate audiences into ad sets with larger budgets. Also, use Facebook’s split testing to discover which ads and audience work best.
Once you integrate your best audience into just a few ad sets, then drop your best 3-6 ads in each set. Test new ad copy with images and videos using the true split testing in separate campaigns. Set your ad sets on a reasonable budget to fully leverage the algorithm for Facebook, who needs at 50-100 conversions per ad set per week. For instance, if you have a $5 lead, place your ad budget to $35-50, at least, higher if you use Campaign Budget Optimization.
3. Running Facebook Ads with No Follow-up Management
Once active, advertisers need to manage campaigns, instead of letting them go; this is so they don’t result in ineffectiveness, due to Facebook ad fatigue. The key here is to develop sustainable results from advertising by analyzing your campaigns continuously. Review your relevance, frequency, Return on Ad Spend, cost, and CM metrics; make adjustments to ad creative and copy, along with objective and targeting.
4. Creating New Facebook Ads Vs. Managing Successful Ads
This is a frequent mistake advertisers make. If you’ve run an ad that’s done well and brought in leads, it’s time to nurture it, not create new ones. Since Facebook needs at least fifty conversions per ad set per week to perform, it’s best to scale back on the number of your ads. Put more money into the ones that performed well, and they will continue to perform well. You don’t want to squander your budget on new ads that won’t be as effective. With old ads, you can always go back and adjust them before they die since remarketing is effective.
5. Using Facebook Ads to Sell too Quickly
Eager advertisers use Facebook ads to sell too quickly by creating an ad that thrusts cold audiences directly to a sales page for a quick sale. This is not only off-putting but violates a golden rule in social media advertising that says you must give before you ask. Provide something of value as an intermediary step for lead generation. It could be the start of a meaningful conversation in which to build a nurturing relationship. When people are then ready to buy, they’re more likely to choose your company.
6. Selecting the Wrong Objective for Facebook Campaigns
With the creation of a new ad campaign, the first step you must do is choose the campaign objective. The reasoning for this to let Facebook know what you’re aiming to get with your budget. We select the objective that best matches our goal from Facebook’s three categories: awareness, consideration, and conversion. Of course, our end goal is conversion; however, don’t immediately start with the conversion.
This is a mistake.
Here are some good ones to choose from. First, is the traffic objective, which is part of the Consideration category and is when you introduce your product or service to potential customers. This objective takes people directly to your website/landing page. You gather data, build audience lists, understand demographics, and more. Then, you move to lead generation, one of the most convenient objectives in which to capture a lead. It’s meant to keep them within Facebook, even though that seems backward. Using this method allows you to select pre-determined information for customers that they can fill out; you can also create custom questions. Since they’re already signed into their account, Facebook can automatically fill out the required fields, thus reducing the time customers have to fill out the form. In the end, you can link to your website for more information.
The last objective is conversion, where you want them to click on your website and convert from there. It’s the most simple and effective objective. Once there, you can prompt visitors to fill out the contact form, sign up for a webinar or podcast, and of course, complete a purchase.
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