Facebook advertising serves as an important marketing tool that allows you to target your preferred audience by reaching people, who require your services or goods. The social media company stays the top choice for many advertisers, that reaches more than two million users per month across the globe.
If the Facebook ads are not correctly advertised, your ad campaigns would definitely fail. The marketers will instruct you what you should do, but they won’t mention what you shouldn’t. There are several common mistakes to be avoided while using the Facebook advertisement.
Avoiding Frequent changing of Ads
You have to frequently change some of the elements in your ads to combat the dreaded ad fatigue, that leads your ROIs to drop. You need to make your ad campaigns run long enough to optimize Facebook’s system. Facebook calls an active campaign to enter the “learning phase”, the time where the system shows your ads to several users, in order to learn the ways for best optimization of the results you desire.
Usually the learning phase requires the least of 50 conversions to complete at that time. You may even find the fluctuations in the results of your ad campaigns.
The learning phase takes some time for collecting the data, in order to improve your campaign’s performance. It is mandatory, not to make any changes in the ad elements rendered towards the campaign level or the ad sets that include objectives, target or the budget. Making any changes in these, will lead the learning phase to restart. If this happens, you have to wait for another 50 conversions before optimizing your campaigns. Take your time to observe the ads rather than micromanaging your ads.
Not having Patience with Results
Some do believe that running ads on Facebook platforms will give instant results. Facebook requires time and experimentation for obtaining your coveted ROIs. Apart from the learning phase, you have to track the buyer’s journey, through which you have to push your customers that normally takes time. The split testing is done to monitor which ads perform well.
Practise patience allowing Facebook’s system to complete the learning phase without any interruptions. Scale the campaigns and closely monitor your results that performs well by pausing not so performing campaigns.
Ignoring Unknown Target Audience
More than any form of advertising, the Facebook ads allows for more targeting. When you don’t know to target the audience appropriately, you would reap an unsatisfactory result. This may serve the ads to the audience, who are unlikely to respond to your offer.
If you don’t know your target audience, the kind of quality content you provide may not suit them. While starting your campaign, ensure to set a more detailed targeting like the buyer’s persona, their interests, income, location, gender and their age.
Generally the audience persona illustrates the personal information of your ideal customers, that may include their location, interests and education. By knowing your target audience, you can craft your copy, creative and strategy to appeal them accordingly.
Not using the option of Scaling ads
The business owners are eager to increase their sales through Facebook ads. The sales can be increased through two ways like targeting the new customers or by targeting the current customers. Doing the later method is usually easier and cheaper.
As the customers who made a purchase in the past would trust your brand. They are very likely to purchase from you again, when compared to new customers. You will bring positive results more likely, when the target loyal customers ad infinitum make your campaigns reap. Your marketing budget must grow as your business grows.
For increasing your customer list, you have to target the new audience. You have to increase your ads reach or higher bidding, for growing your business to earn a better spot on the users feeds. This scaling process requires an increase in the ad’s revenue.
You would slip the countless opportunities of reaching the new customers, when you avoid the scale. This would lead your business to remain stagnant. You don’t really need to scale all your ads each time. You can opt to scale when your campaigns are performing well. Make sure your CPA is under your target goal and your ROAS at a high number before the scaling process.
Not Replacing your Ad Creatives
The target audience would experience ad fatigue on your constant usage of the same image, ad copy or video. Thereby, the click-through rates would eventually drop, while fewer users will see your ads. Even if they see them, they feel apathetic and choose to ignore the ads or, may hide them. Your audience would be interested when you refresh your ads.
Creating multiple ad visuals for one offer would avoid the ad fatigue. For instance, while promoting your social media management services, the same message can be reused but you have to change the accompanying video or image of your ads. It’s better to change both the copies and the visuals.
Advertising without any Strategy
You must know what you want your ads to accomplish, when you decide to run your campaigns. You should optimize the part of sales funnels like the top, middle or the bottom. Consider the business goals like increasing the sales or exhibiting brand awareness, you desire to achieve.
You have to know what you want to achieve, before creating your ad. You have to set a realistic goal or define your objective to measure.
Facebook offers numerous ad objectives to use. The objective you choose will make the results of your ads to reap.
For instance, If you want your customers to visit your brick-and-mortar store, you can choose the store visits objective that opts to be a prudent choice than the brand awareness objective.
The choice of Wrong Image
There is a choice of selecting wrong images for your ad. The right image serves more complicated to upload a high quality photo than a low quality image. It gets granular as choosing an object as the subject than choosing a person.
Keywee, a digital marketing company published a study on the creation of Facebook posts that convert, in the year of 2017. The study stated that the ads with identifiable people images had performed better than the ads with objects or generic people.
The researchers found that the ad with an image of Beyonce outperformed the ad exhibiting the image of an unknown woman , when they ran ads for Fortune.
This type of study exhibited the ads with relevant images to it’s target audience outperformed the ads with irrelevant images. Likewise, the campaign for Where Traveler featuring the Hollywood sign targeting Los Angelinos, had performed better than an unidentifiable city featured ad.
Avoiding the Facebook Pixel
To track the site visitors, a code called Facebook Pixel is installed on your website. The visitors who return to Facebook can be targeted with ads that increase the likelihood of conversions. The visitors who return to facebook, can be targeted with ads for increasing the likelihood of conversions. The Facebook pixel plays a major role in retargeting the customers, as an essential part of digital advertising.
Customers usually deliberate before doing a purchase. Several ads appear to their feeds before the conversions. Unless you retarget the customers, you will not be able to push them towards the sales funnel.
Pixel allows you to exclude certain audiences, who have clicked on your ad to purchase your product, downloaded your content and submitted answers to your lead form.
Narrow down the Audience
The highly targeted audience allows you to increase the revenue of your ad spend. Ensure that your audience isn’t narrowed too much. In case of narrowing down, the system can’t collect enough data to learn about the ad. This makes it difficult for you to shape the future ads. The system requires at least 50 conversions for optimizing the delivery of your ads.
The audience size meter would determine whether your target audience is too broad, too narrow, or just appropriate.
Less Expensive
Facebook is an inexpensive option to increase your reach and the interest in your business. It doesn’t mean you drop your advertising budget very less and expect to obtain the same results. To increase your conversions, you need to pay for the ads. The amount of efforts required to put into your ads involves posting high quality images for Facebook ads. You get what you pay for the ads, similar to reaping the fruits of what you sow.
Avoid to Advertise with a Bad Website
The existing website should have traffic, completeness and effectiveness of the landing page for reaching a wide audience. Ensure that your website works well, then use advertisements for directing the customers to your landing page.
Generating a good facebook ad requires some efforts. You have to design effective ads to drive traffic to your website and increase the rate of conversions.
