Let me face it, I made these mistakes too.
We start with whatever budget we set but we often never get the results we expect from running Facebook ads.
The reason for that is we fail to avoid these most common mistakes that almost every newbie marketer makes when it comes to Facebook ads.
What happens then is, our ads don’t perform well and we don’t generate enough leads or convert a good proportion of them. That is why around 62% of small business owners admitted that Facebook ads didn’t give them the right results (the results they expected).
In this blog post, you’ll find out what those mistakes are, that you can avoid and make Facebook ads do wonders for your business.
1. Bad Audience Targeting
The most important factor that determines the success of a Facebook ad campaign is audience selection.
According to data collected by Statista in April 2020, Facebook has over 2.4 Billion active users worldwide. Advertising without selecting the right target audience will only make your ads reach to the people who are simply not interested in buying your products.
The importance of targeting is mostly known and understood. But the real problem is, how will you find the right target audience for your business?
In that case, consider asking these questions before selecting the target audience. 5 questions, to be precise.
1. Which niche does your product/service fall into? (Interests basis)
2. What problems does your product/service solve and who faces those problems generally? (Education background, age, gender, location, and industry of your audience)
3. Who is willing to hire products or service providers to get their problems solved? Or in other words, who can afford the price to get that problem solved by your business? (Purchasing power)
4. Whom do they trust to solve that problem for them? (Competitor research) And..
5. What motivates them to solve their problems? (Cues that make them click your ads)
Apart from these factors to consider while defining the target audience, you can also include audience behavior and engagement with your website or previous content by using Facebook Pixel and creating lookalike audiences.
Advertising is all about promoting the right products to the audience who could be interested to buy your product or service.
The biggest mistake that newbie marketers fail to realize is that they try to convince everybody to buy their products, which will only increase their cost of advertising and decrease the conversion rates.
Do not confuse between defining the target audience and creating a buyer persona. Read this article, to know how to create a perfect buyer persona before you start selling.
2. Ineffective Ad Copy and Design
Would you click on an ad that doesn’t look attractive at all and doesn’t even give a single reason to take any action? Here’s an example…
Would you click on it? No right? Because it simply isn’t “click-worthy.” The reason why most people don’t click on your ads is it lacks clarity and an effective value proposition.
If someone seeing your ad doesn’t find a compelling reason to click on it, then not only does your CTR (Click-Through-Rate) drop, but your conversion rates drop too (which is obvious), and thus your sales.
Include a persuasive ad copy along with your ad image/video or whatever format you choose. Give them a strong ‘WHY’ to click on your ad and buy from you right away.
You can mention some key features of your product along with an attractive offer or make them take the desired action right away by introducing a scarcity to the offer itself.
Now another common mistake made by marketers is that they use too much “value proposition” in the form of image text in ad images. Facebook found that ads with too much text inside the ad image are considered as low quality and perform poorly.
The best ads in the world are a combination of attractive ad formats and persuasive ad copies and not just one of them.
Put some extra efforts into designing aesthetically beautiful images/carousels or curate engaging short videos for your ads to increase the CTR up to a significant level.
If you’re not the best designer in the world or cannot afford to hire one, it’s totally fine. Luckily, Facebook offers access to use millions of stock images from Shutterstock for free to run your ads.
Visual cues and eye tracking can be used efficiently to make the viewers focus more on the message and click on your ads. Wrong images can harm all your advertising strategies, efforts, and whatever budget you’re running your ads on.
Which one from the above examples made you read the advertising message? Which one did you find more visually engaging?
We ran a poll on our Instagram and most viewers chose the 2nd one to be more effective and visually engaging. That’s user feedback on the ads even before you published it!
Pro tip: Take a screenshot of the most attractive and effective ads that you found, that made you take some action.
3. No Testing and Experimentation
Facebook allows experimenting with your ads with different variables such as…
- ad images (to check which images engage the most with your audience),
- ad texts (to determine which set of words has the most impact),
- ad placements (which platforms and which ad formats drive more traffic or clicks),
- the audience (which age group/region-based/interest-based audience is most interested in your ads), and even
- delivery optimization (to know what should be the ideal goal) for your ads.
But what most small businesses and newbie marketers do is that they create different ad sets with different ad creatives with the same audience selection under the same placement strategy. And all that on a tiny budget will decrease your ad efficiency even further.
This creates confusion in knowing which ad creative performed the best and which audience based on interests/demographics converted the most. Leaving you with NO clue about how to optimize your ads in the best way possible without overly relying on Facebook’s automatic way of doing it.
So to clear that confusion and make things easier for yourself, what you can do is run an A/B test by
- selecting different ad images with the same ad text or
- different ad texts with the same ad images or
- select different audiences based on interests or demographics.
Then create different ad sets to split test and know which one performs well for you.
Split testing will help you know which ad (based on different variables tested) was most successful and create custom audiences next time when you want to run ads with a similar objective for your business.
To understand things more easily, read this article by Facebook on the best practices of running an A/B test.
The biggest mistakes when it comes to creating and running Facebook ads are not limited to only these 3 mentioned above. But these are certainly the most common ones that are often ignored by a lot of small business owners and newbie marketers.
Learn about the 3 Biggest and the Most Common Facebook Ad mistakes that almost every Newbie Marketer makes and How they Can Be Avoided