There were over 2.23 billion monthly active Facebook users as of July 2018! – This number is only getting higher by the minute.
Are you trying to reach a wider audience?
Well, as a marketer, these numbers above should inspire and exhilarate you at the same time.
If you’re accustomed to running your ad campaigns on Facebook, surely you know that this platform requires its own strategy to work profitably. Running ads on Facebook may require confronting a few mistakes, but that’s perfectly fine since we’re going to learn what they are and how to dodge ’em.
Facebook’s entire business model relies on user data that they gather in order to build algorithms that are then used for advertising purposes.
While this may not be a very comforting situation for users’ privacy, for us, marketers, this makes the most efficient and accurate way to target our ideal customers through Facebook.
So… for the best advertising recipe, go through these 7 mistakes and how to fix them.
Are you not tracking your conversions correctly?
You can see that your campaign has 100% conversions, which is amazing, right? Unfortunately, your pixel might be tracking clicks as conversions.
Conversion tracking is based on how you set up the conversion and place your pixel. Are you applying it to all pages or funnel sections instead of just the confirmation or ‘thank you’ ones?
To avoid making this mistake, you’ll need to install your pixel in the right location of your funnel. You can download Facebook Pixel Helper to help you validate your pixel implementation.
After downloading, head over to your desired page and click your helpful new icon to get Facebook Pixel’s feedback on whether or not your pixel is loading properly.
Are you assessing the success of your campaign based on the number of its “Likes”?
As a user who considers Facebook as a platform to share the highlights of your life and posts that interest you, getting more “likes” or positive reactions is often the only way to measure the popularity or the success of your post.
However, as a marketer promoting a post through a Facebook ad on your page, you get access to the very sophisticated “Insights” section for all your campaigns. These insights include the following details which you should closely study and analyze to assess the success of the campaign and also to improve your future campaigns.
– Post Reach
– Post Engagement
– How many people met the ad objective
– How often people saw the ad
– Clicks and click-through rates
– Cost per impression
– Page Likes gained through the ad
Do you not know your target audience?
Facebook marketing mistakes are made especially by Facebook’s newbie marketers when selecting their campaign’s target audience.
Which are often too broad or too narrow.
If you do not target the right audience, you will not get the desired results no matter how much money you put into it.
The audience too big? Your wasting most of your budget on inadequate prospects.
The audience too small? That won’t work either.
Always do your homework to identify your ideal target audience, their likes, and interests, before you put your money into a campaign. You can use customer surveys, and the audience insights of your initial campaigns to further refine your target audience as well.
So, for example, if you’re promoting an online store for baby products in the US, instead of running a generic ad for all females residing in the US, target women, ages 25-45, who are pregnant and expecting a child very soon or women who are just pregnant.
You’ll narrow down your audience considerably, but the people you are reaching are more likely to convert.
when creating your brand new campaign, aim for a big enough reach to match your budget and help Facebook to self-optimize your campaign automatically.
Are you going overboard with your promotion?
As you know, Facebook is one of the most personal and intimate online spaces for its users. Therefore, the last thing Facebook users want is too much advertising to their faces when they log in, regardless of how relevant those products and services are for them.
If your campaign is irrelevant to them, the outcome is even worse.
Facebook ads are known to give you almost instant results, so it’s rather tempting to push a few promotions at once when you see results pouring in.
Of all the Facebook ad mistakes this can be one of the most damaging ones to make since it can force your organic followers to unfollow you due to the excess amount of promotions.
People resent pushy, be it other people, salespeople, or online ads.
Don’t be pushy. In this case, the less done, the better.
Have you clearly defined your goals?
As the saying goes, an advertising campaign without a clearly defined goal is like a race without a finish line.
You will keep on running for a momentarily thrill without an actual accomplishment.
Let it be a simple, funny meme to get more post engagement or an important blog post to get more traffic to your website; you should always set a properly defined target to your Facebook ad before you start running it.
Getting results is exciting, no doubt, but if you have no idea what you’d like to achieve you’ll be a fool rushing in.
what are your campaign goals? Are you trying to boost conversions? Increase brand awareness? Get more visits and fans to your page?
Remember, once you set the goal on a Facebook campaign, it’s there to stay.
Are you using the same ad for all the users in your marketing funnel?
Your ideal target audience might have many similarities, but the way you should approach them differs according to which stage of the marketing funnel they are in.
The following are the five main stages of a general marketing funnel.
Always make sure that your Facebook ad campaigns cover all the stages of the marketing funnel in a way that you gently push the users into the next stage of the funnel and retain the ones who are already in Loyalty and Advocacy stages.
Are you using the right images/graphics?
The biggest blunder that you can make after perfectly meeting all the other factors for a good Facebook ad is using the wrong image or graphics in it.
People are visual creatures, so the graphics that you use can make or break your ad campaign.
Use relevant and good quality images. You can either use the help of a skilled graphic designer who understands your target audience and campaign objectives or simply assist the handful of DIY graphic tools offered online, such as Canva, Photoshop, GIMP, Adobe Spark, Fotor and more.
Are you using too much text in your ad image?
Facebook says “If the proportion of text to image is too high, your ad may not reach its full audience.”
And guess what? They are right.
When you design your ads, you can use Facebook’s Text Overlay Tool to help you assess the text amount in your ads. Aim for the “OK” rating which means that your ads will run normally.
“High”, “Medium” and “Low” ratings will affect your ad running and you’ll need to reconsider the text and design.
Whether you’re making one mistake or a few Facebook ad mistakes, it’s never too late to go back and fix them, as the old saying goes “Mistakes, obviously, show us what needs improving. Without mistakes, how would we know what we had to work on?”