You are constantly investing in Facebook ads and still don’t have the results you were hoping for or the one that Facebook promised you? Then maybe it’s time to change something. Despite what the social network representatives say, Facebook ads are *not* cheap. However, with the right targeting strategy and the careful avoidance of the most common mistakes advertisers make, success is well within reach. Let’s take a look at these mistakes and then you can make sure not to make any of them:
- Mistake #1: Your Facebook ad campaign doesn’t have a clear goal. Of course, the Facebook platform asks you to choose whether you want visitors to your website or to your Facebook page, but your goal should be more than that. You need to create landing pages for each category of visitors and always check your conversions. Do they work? Do the visitors that come from Facebook turn into customers? If not, you might be doing something wrong.
- Mistake #2: You use broad targeting. Yes, seeing millions of likes cramming up on your Facebook page or bumping up visitors stats on your website is attractive. But beware of bounce rates and uselessness! You need to target people that can actually turn into clients or brand ambassadors, so do your best to get to know your buyer persona and then target only people who fit that profile. Bonus: geographical targeting works magic on Facebook, as most users are interested in business near them and are eager to support them.
- Mistake #3: You only have one or two ads. This is a rookie mistake – you believe that your job is done once you have created one ad that will eventually consume your entire budget. Instead, you need to create several (we recommend at least five) and monitor them constantly to see which one performs better and on what groups. It goes without saying that each ad needs to have a different photo and a different headline.
- Mistake #4: You leave your ads unsupervised. Facebook ads are like small children – if you don’t keep a close eye on them they will get into trouble. After the acceptance of your ads, you need to be online constantly and monitor their performance. Otherwise, the bad ones will take up your entire reach, while the good ones will stop after their finite audience has been engaged. Thus, you will end up spending money uselessly. To avoid this, check the ads as often as possible and replace the underperforming or burned out ones.
- Mistake #5: You invest massively without performing any testing. As a result, you finish your budget within a few days and with very few results. Instead, you need to create as many ads as possible from the very beginning and find out which get you the most traffic for the lowest possible cost per click (CPC) or the most impressions for the lowest possible cost per thousand impressions (CPM). Spend your money wisely!
What are the biggest mistakes that you’ve done in your beginnings with Facebook ads or that you’ve seen others do?