Facebook advertising can help you drive targeted traffic to your website, get quality leads and make more sales. To squeeze the best juice out of your Facebook ads and stop spending more than you should on a campaign, you need to have the right components in place.
There are plenty of experts and marketing pros sharing best practices and lessons to learn from that will help you cut the learning curve and speed up the process while steering you away from the common mistakes that hold many small businesses and startups back.
Here are three common Facebook ad mistakes you need to avoid when setting up your next big Facebook advertising campaign:
Facebook Ad Mistakes #1: Targeting The Wrong People
Targeting everybody that has a pulse is probably one of the biggest mistakes people make with Facebook ads.
If you want to show your ad aka promote your business to an audience that is highly relevant, you need to leave most people out of the targeting party.
Instead focus on:
- Existing fans
- Email subscribers
- Website visitors
- Laser focused interests: Be very strategic about what you include under interests. Focus on businesses that have the EXACT same target audience as yours.
Put your ads in front of the right demographics. Don’t pick generic categories and don’t target a broad group of people. This increases the likelihood of your Facebook ads NOT being marked as unwanted or spam.
Furthermore, if you don’t keep a close eye on this rule, the level of engagement and the number of clicks will be low. This again will lead to a lower relevance score thus damaging your ROI.
RECOMMENDATION: Put your ad in front of the right people. Get as specific as you can about your ideal customer. It’s time to stop throwing away money with poorly targeted ads.
Facebook Ad Mistakes #2: Not Testing Images, CTA, Copy and Landing Pages
The first element that Facebook users get hooked to are your images. Assuming that a certain image will get more clicks than another one is a very bad idea. Test your assumptions (!) and let the results speak for themselves. If you don’t split test your Facebook ad images, you’re missing out on some key marketing opportunities.
The next thing you want to test is your copywriting and the call-to-action, or CTA. Always test a few different versions of copy and include a CTA to make your ad compelling and ensure ample follow-through.
Furthermore, do yourself and your audience a huge favor, and stop sending them to a crappy landing page. If you want to increase your conversion rates make sure that the content on your landing page is supported in your Facebook ads.
RECOMMENDATION: Start your copy with a question and see how it works. Also, test different copy elements for the desktop news feed and right column.
Publish your landing page as a separate Facebook tab and set up an ad set that drives traffic to this tab. Create a second ad set and drive traffic to the landing page outside of Facebook. Keep everything else unchanged and see which one of the two options mentioned above converts better.
Facebook Ad Mistakes #3: Not Tracking Performance
Guessing, hoping, neglecting and speculating – this is how NOT to go about Facebook ads.
Don’t wait until you spend hundreds of dollars on Facebook campaigns to discover you targeted the wrong people, chose the wrong images and used bad copy. Go to your analytics dashboard and monitor your results. Stop the ads that are performing weakly and make the necessary changes to improve the response.
RECOMMENDATION: Familiarize yourself with the reports and key metrics. The juicy data you get from Facebook is mesmerizing and on top of that, it’s free! Track conversions and website clicks; focus on the right metrics.
One more thing: Even the best Facebook ads burn out after a while, therefore keep your creatives fresh and relevant.
Wrapping It Up
Don’t over-complicate the process. Get your hands dirty and start targeting the right people. You will make mistakes and that’s OK. The key however is to bounce back quickly, fix the mistakes and move forward with laser-like focus.
Remember: a lot of people use Facebook ads to onboard more of the right customers and grow their businesses. You can do it too. Avoid the common pitfalls most people get stuck in with Facebook advertising. Use these tips to your advantage.
What are some of the Facebook ad mistakes you made, and more importantly, how did you fix them?