Are you also one of those who spend a huge amount of money on Facebook ad campaigns expecting to generate a lot of leads but end up with little or zero conversions? Sometimes, it may seem like you just flushed your ad funds down the drain. Then let me tell you that you are not alone in this situation. Most beginners make these Facebook ad errors for a number of reasons.
In this blog, we’ll go through 15 common Facebook ad mistakes that marketers make. We’ll also discuss the reasons behind these mistakes and tips on how to avoid them.
So sit back and read on!
Why do Facebook Ad Mistakes Occur?
According to Facebook, over 10 million people use Facebook ads to advertise their brands, products and services. This figure increases by approximately three million every year. While some advertisers look at Facebook as a complicated platform to market their business on, over 62% of small business owners say that their Facebook ad campaigns never give the desired results.
Undoubtedly, Facebook continues to introduce innovative features that keep adding to its complexity. More complexity includes more Facebook ad mistakes that diminish campaign effectiveness. Ultimately, this makes marketers assume that Facebook ads never work well, which isn’t true at all.
In reality, we tend to make unknown errors that snatch the efficacy of Facebook ads and cause our brand’s growth to decline.
In this blog, I’ll walk you through the 15 budget-wasting Facebook ad errors that every marketer must avoid and the tips for how you can start doing activities differently from now on to look more professional in this market competition.
15 Budget-Wasting Facebook Ad Mistakes That Every Facebook Advertiser Must Avoid
1] Not selecting the right ad campaign objective
To make your Facebook marketing campaigns successful, you need to begin with clear business goals and a suitable advertising strategy. Not only will this assist you in selecting the appropriate ad approaches to meet your objectives, but it will also help you in generating more rewarding conversions from the start.
The top 7 Facebook advertising goals you can set
- Boost conversions and quality leads via a lead magnet landing page
- Increase traffic to your website
- Increase brand recall lift to make your target audience aware of your market presence.
- One-off promotion for instant sales of any specific product or service
- Increase community engagement through fan followings and post interactions.
- Want your audience to download and engage with your app?
- Or want to increase video views and other brand-specific objectives.
Knowing your ad objectives before creating the campaign would help you to get the desired results you want without wasting funds
Related Blog: Facebook Marketing Course
2] Not conducting in-depth market research
We all know how market competition increases rapidly. Most of the time, you need to keep an eye on every innovative marketing approaches your competitors to introduce.
Market research basically helps you to understand what different things are going on according to your product or services
Keeping an eye on the new marketing product tactics will help you to stand out from the competition
Top 8 techniques for conducting in-depth market research before creating Facebook ad campaigns:
- You can use Facebook as a spy tool by visiting your competitor’s sponsored post to see how they have targeted the audience
- You can use sites like AdEspresso art gallery where you can search top ads to get new ideas
- You can get valuable ideas by visiting your Competitors’ Landing Pages
- Analyze your competitors’ Facebook page as well
- Check out the Facebook ad library.
- Take a look at Facebook Audience Insights
- Understand the trendy queries through social media platforms
- Conduct an in-depth study of Google Analytics.
3] Not complying with Facebook ad policies
Consider this scenario: you’ve created an unbeatable Facebook ad with enticing content and with a well-planned budget. Imagine what would happen if that ad violated Facebook’s ad policies. There are so many categories that Facebook doesn’t allow and can restrict or disable your Facebook account
That’s why it is mandatory to have a deep understanding of Facebook ad policies according to the nature of your business or industry
Here’s a link to Facebook’s ad policies, where you can read about the rules and regulations
https://www.facebook.com/policies/ads/
Watch this video to clear the doubts regarding Facebook ad policies
4] Running Facebook ads without A/B testing
It’s simple to determine which type of ad content will be more engaging while creating the buyer persona for your brand, products, or services.
Even if you’re 100% confident in your engaging ad content, there’s always a 1% chance that some segments will cause it to fail. Hence, it is a primary requirement to test your ads first and then move forward
Luckily, Facebook allows users to conduct A/B testing, which helps them to display multiple ad variations with different images, formats, or texts.
As a result, Facebook will serve the ads with the highest engagement to a larger portion of your audience.
5] Targeting the wrong audience
You can reach more than 2.14 billion people with Facebook ads and targeting the wrong audience can be a waste of money as well as time. And to avoid Facebook ad mistakes you need to target the right audience
Over 50 million Facebook business page owners use Facebook ads to reach the similar audience you are targeting. That’s why targeting a specific audience in the right way is crucial.
But before that, you must create appealing and engaging content that also has the best selling proposition.
Bonus point is- Facebook has inbuilt features that can assist you to target the right audience according to your brand, products, or services.
How to identify your target audience?
Location – You can serve your ads to your target audience according to the specific geographical location by using the features of including and excluding the particular area.
Age and Gender – With this, you can select the age range as well as the particular gender according to your ad campaign and the nature of your business.
You need to categorize your product or services according to it.
For example, if you sell female beauty products, you must select the gender as female and the age range as 20 to 60 accordingly
Demographics – This option allows you to target specific audiences based on their education, employment, household, lifestyle, and other important details.
Interest – Interest-based options are mostly used for targeting specific audiences because of their result-oriented features. The Facebook algorithm is designed to deliver content, videos, and advertisements that people are interested in.
Behavior– You can easily target your specific audience based on purchase behavior, digital activities, device usage, and more
For understanding the deep concept easily. Check out this practical tutorial which will walk you through how to target the specific audience on Facebook, and what strategies you should follow.
Another mistake that most marketers make while selecting their specific audience is either expanding their audience range too wide or too narrow. Don’t forget to set your right audience size.
6] Selecting the wrong bid strategy for the ad campaign
To get lucrative results, it’s crucial to set the appropriate bid strategy according to your ad objective and campaign type otherwise you won’t be able to get the desired results you want.
Bid strategies of Facebook assist you to get calculable business outcomes like getting more customers, increasing total sales, or expanding your brand’s reach.
Depending on the outcome you want from your ad campaign, it’s vital to choose the right bid strategy that best matches your primary key performance indicator (KPI), or how you will measure the success.
And by performing this, you can increase your advertising ROI and can boost your campaign’s effectiveness, which ultimately enhances the profitable outcome
Learn how to choose the right bid strategy and how they perform in this video.
7] Targeting the inaccurate location
Our single click while choosing a location can change the audience size as well as the audience category
Let me give you an example to make it more clear while creating Facebook ads, you did not select the right location, and because of that your targeted audience increased from 1 crore to 2 crores unnecessarily.
Let me give you an example to make it more clear while creating Facebook ads, you did not select the right location, and because of that your targeted audience increased from 1 crore to 2 crores unnecessarily.
Why would anyone want to waste their limited advertising budget on a location where there is no potential audience? It’s a complete waste of money and time.
Targeting the right location is important so as to optimize your budget and target the appropriate audience.
Watch this video to learn how to select the appropriate location
8] Not providing engaging content
Facebook serves your promotional ad content to your targeted audience, which can increase the chances of a profitable outcome. However, if the content is irrelevant or boring, they may not click it. Therefore, it is essential to create great ad content that can engage audiences
Focus on determining what kind of content your audiences will enjoy the most.
For instance- Do they engage more with video or text-based content? Or do they love images or carousel content? Analyze as much as you can about what content will catch their eye, stop them from scrolling, and get them to click on your ad instantly.
9] Not creating a perfect landing page
Another Facebook mistake is about giving so much time and energy in creating effective, well-thought-out ad campaigns but not focusing on the landing page.
You test the copy, visuals, audience, and offers as well. But if you think only this is enough to stimulate your audience to buy your products or services then you are absolutely wrong.
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You also need to prioritize the landing page creation where you want your audience to visit just after clicking the call to action you provide in the Facebook ads.
Most marketers are concerned about their ad campaign’s poor performance but overlook the landing page. In that case, the ad copy is fantastic, but the landing page is not.
You should give proper attention to creating an impressive landing page, as this is where you want your audience to go after clicking the call to action you provide in your Facebook ads
Recommended Blog: How to Sell Products Online For Free
8 Tips for creating an excellent landing page
- Use simplistic theme or design with contrasting colors to emphasize the vital information about the product or services or the offers you provide
- Highlighted your product USPs and provide the relevant information and tell the audience why it is so important and unique
- Provide a short and attractive video that can make your audience engage
- Provide appropriate social proves or reviews that can win the trust of your audience directly
- Focus on benefits over features.
- Use the color scheme that directly matches the Facebook ad for giving a more branded experience
- Provide calls to action buttons at multiple points on the landing page so that users can convert directly without any confusion whenever they are ready
- You can promote the benefits further down the landing page if users aren’t ready to convert yet
These are some crucial factors to take into consideration when creating or updating the landing page for your Facebook ads. Try to modify your ads from time to time.
Another thing you can do is keep an eye on your competitor’s sponsored ads and visit their landing pages to see what important elements they are missing that you should include in your own.
10] Ignoring the importance of Dynamic creative
Great creatives find the perfect match between your ads and your audience and that’s the reason why you need to focus on creating perfect creatives that connect your audience.
Basically, dynamic creative combines multiple ad components (such as images, videos, text, offers, and calls-to-action) in innovative ways to improve the ad performance.
For that, you have to arrange or create multiple ad designs, eye-catchy images, best offers, attractive headlines, and captions, etc.
Dynamic creativity ensures that the right ad creative combination reaches the right people.
Like in the image — it states that ad creative A is for the A-type audience and ad creative B is suitable for B type audience according to the Facebook algorithm
This actually works as you get to know what type of ads your targeted audiences are engaging with.
Watch this video to get a deep understanding of dynamic creativity and how it works.
11] Not using catchy graphics in ad creatives
Every marketer should remember that a picture is worth a thousand words, and if you are using graphics or images in your ad creative, you must focus on the relevancy and attractiveness of that image, which can compel your audience to take action right away, increasing click-through rates.
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6 tips for creating a catchy image
- Use vibrant and happy colors
- Create unique designs that best matches your ads
- Use transparent icons to represent the concepts
- Pair Contrasting Fonts
- Present data with charts and infographics
- Pay special attention to mobile compatibility
12] Neglecting the power of reach and brand awareness ads campaigns
Start-up and small companies majorly make this mistake while starting their new business journey either in the form of new products or services or in the form of a wholly new business idea.
Spreading brand awareness and reaching your target audience is the first step of the marketing funnel.
Running lead and conversion ads directly will not give you any profitable outcome because your brand or product is new and no one knows about it.
Remember: Whenever you want your audience to buy your products or services then firstly you have to make them inform, that yes this brand is also available in the market.
There is always less chance that customers try new products or services unless they find it trustworthy and unique.
If you are also facing this issue -> Why is my conversion rate so low? Then think about it again!
Have you run the reach and brand awareness ads enough to make your audience aware that this brand is new in the market with unique benefits?
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Read Also: Facebook Ad Mistakes + How to Fix Them (2022)
13] Not updating ads creative weekly
Running ads with the same text, design, images, videos for a long time can adversely affect the ad response which ultimately reduces the desired outcome you want from your Facebook ads.
Take your own example, if you see the same ad content of any particular product with no variation in designs, texts, images for a long time then definitely you will scroll the ad and move forward to look at something interesting.
It is human nature to find some fascinating, unique, and curious things all the time. Therefore, try to change and update the ad creatives on a weekly basis.
Read More: LinkedIn Marketing Strategies (2022 Update) – Start Growing Your Business Today
14] Not optimizing the ads for all devices
According to Statista, 98.5% of active Facebook users worldwide accessed Facebook via mobile devices only. Clearly, if you are not optimizing your ad creative for mobile users, you are losing out as a result of your negligence.
Make sure you only use high-quality and super-relevant images with appropriate size and specification that can prop up the central point of your Facebook ad and landing page and provide better mobile responsiveness
15] Not using your Facebook ad as a lead magnet
Whenever you create and run Facebook ads, try to use it as a lead magnet by providing special offers, audiobooks, or any type of valuable incentive to your potential customers in exchange for their contact information.
You can use that important customer data intellectually for email marketing to nurture the leads and convert them to paying customers.
The Key Takeaway
To avoid making Facebook ad mistakes, make sure to follow these steps given below:
- Strategies the Facebook ad campaign objective
- Do proper market research as per your business requirement
- Study the Facebook ad policies thoroughly
- Do A/B tests for good results
- Target the right audience
- Choose the correct bid strategy
- Select appropriate location
- Focus on informative and compelling content
- Create a perfect and engaging landing page
- Use the power of dynamic creatives
- Give catchy graphics in ad creatives
- Use reach and brand awareness ad campaigns especially if you are new to the market
- Update your ad creatives frequently
- Optimize the Facebook ads for all devices
- Use Facebook ads as a lead magnet
It’s critical to conduct research on your target audience and pay close attention to the creation of effective ad content and strategies.
Facebook is frequently regarded as a difficult platform for marketers, but it is not as difficult as many people believe. Without a doubt, when done correctly, Facebook ads can produce incredible results and accelerate the growth of your company.
Are you also making any of these Facebook ad mistakes? If that’s the case, it’s time to make things right! You’ll realize the true potential of Facebook ads once you start avoiding the mistakes listed above.
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