Advertising on Facebook is a great promotion tool that helps both increase your brand awareness and increase the number of sales. But Facebook ad campaigns vary. Often, even a small mistake can lead to unnecessary waste of your advertising budget.
As with other marketing platforms, a successful Facebook ad campaign requires more than just good copy and eye-catching visuals (although these elements are also crucial). By avoiding a few common mistakes in Facebook ads, you will greatly increase your chances of achieving the desired result. Here are 6 common Facebook ad campaign mistakes you should avoid.
1. DEMONSTRATION OF ADVERTISING AT ANY TIME OF THE DAY
Similar to traditional ways of distributing ads (television or radio), you should not use Facebook to display the same advertisements at any time of the day. Without setting limits on the frequency of ad serving, you run the risk of exhausting your target audience.
According to research by The Drum, users get frustrated if they are shown ads for the same ad campaign for 3 days.
To avoid this mistake, it is recommended to create a custom schedule for your Facebook ad campaign. Thus, you will only show your ads on those days and hours that are most relevant to your audience. If you reach out to your customers when they are most likely to make a purchase, you will achieve the best possible experience for your ad campaign.
2. IRRELEVANT LANDING PAGES
Good Facebook ads are just the first part of the formula for success. You also need to consider where your ad will lead potential customers after they click on it.
Most brands’ advertisements lead to a landing page that should deliver on the promise of the initial offer by delivering what grabbed the prospect’s attention.
Unfortunately, many marketers make a mistake at this stage. Some of them use advertisements for a particular product only to direct interested users to the home page of a company site or even to a page selling another product.
Your potential customers clicked on your ad because it promised something specific. If the landing page associated with this ad doesn’t deliver what it promised, the prospect will leave and the marketing budget is wasted as a result.
Make sure your landing page matches your ad. This is a key tenet of effective Facebook advertising.
3. TOO FREQUENT CHANGES TO THE ADVERTISING CAMPAIGN
Facebook offers great marketing opportunities, but this platform does not guarantee that you will be successful the first time you launch an ad campaign.
Facebook uses machine learning technology, but in order to achieve high-performance indicators, it takes a certain time until the system determines the reaction of users and makes the appropriate settings.
Facebook calls this process a “learning phase” where the system gathers information and evaluates performance metrics. The platform’s website states the following:
“The Learning Phase is the period during which the ad content display system gets to know your ad campaign. At this stage, the system searches for the best ways to showcase your ad, so your CPA (cost per action) may not be good enough.
The Learning Phase occurs every time you add new advertisements or make significant changes to those already added. ”
Also Read: Common Facebook Page Mistakes
According to research by KlientBoost, it takes 24-48 hours to fully optimize an ad campaign. Impatient marketers who run short campaigns or make frequent changes to existing settings never reach the point of full optimization, wasting their budgets on non-optimized ads.
You may be tempted to make quick changes to your ad campaign, especially when a lot of money is at stake. However, more often than not, it is best to wait or campaign at specific times to ensure optimal results.
4. NOT USING AUTOMATIC FACEBOOK RULES
Even the best advertising campaign becomes less effective over time if you are not able to constantly check and track the results you get. As a result, you run the risk of overlooking important issues, which will lead to higher costs and overspending of the advertising budget. Facebook’s automatic rules can help you avoid this.
Facebook automatic rules allow you to automatically turn off an entire campaign or individual advertisements, adjust a campaign’s ad budget, or bid for ad impressions in accordance with set terms.
The Facebook site states the following:
“If you create automatic rules in Ads Manager, the service will automatically check all your ad campaigns, sets, and ads, update information and send you notifications. In addition to these automatic checks and notifications, the tool will take all the necessary actions for you. ”
You can set thresholds for cost per conversion, impressions, daily expenses, and more in the Facebook auto rule settings.
While you can let Facebook change your settings automatically, AdEspresso recommends turning on notifications so you can make any changes yourself.
This way you will be able to maintain control over your advertising campaign and be aware of any changes.
5. RE-ATTRACTING ALREADY ENGAGED CUSTOMER
Remarketing can be very effective, but it isn’t always advisable to show the same ad to a user who has already become your customer. If someone has already converted after seeing your ad, they probably won’t want to see an identical ad in the future.
This can be easily avoided by excluding from the audience to which you intend to show your ad, those who have already purchased the advertised product or have taken another targeted action. In this way, you can expand your advertising campaign to an audience that includes new potential customers, without annoying those who are already familiar with your brand.
6. EXPERIMENTING WITH DIFFERENT TYPES OF ADS
Each audience is unique, so different people will react differently to certain types of ads. The vast majority of brands invest in Facebook ads that appear in their news feed or ads that appear in the right column. At the same time, the platform’s functionality allows you to create more attractive ads, experiment with various media options (for example, videos or GIF animation).
In one interesting study, Facebook published the results of Champs Sports, which showed that Champs Sports improved their ad spend by replacing ad units that were displayed over 30 seconds with short videos that were 6 seconds long. The report contains the following information:
“The 6-second video made the ad more memorable by 11%, increasing ROI by 12% and view rate by 271%. This allowed the brand to achieve more effective results. Using 6-second videos, the company was also able to improve a number of other key metrics, including conversion rate, average cart value, and click-through rate. ”
Marketers using Facebook services are wasting money if they don’t do A / B testing. By choosing the ad format that best suits your unique audience, you will significantly increase the efficiency of your ad budget.
As mentioned, Facebook ads can be a great help to your marketing strategy, especially as new features are added regularly: search ads, mid-roll video ads, and more. However, regardless of whether you are using the new functionality or not, you must clearly understand the principles of the platform.
You will get tangible results for your business and never exceed your ad budget just by optimizing your Facebook ad campaigns.