Top Mistakes To Avoid with Paid Facebook Advertising
According to research compiled by Hubspot, Facebook ad revenue grew from just under $2 billion in 2010 to $12.5 billion, with ads on the popular social platform accounting for “more than 9% of total digital ad spending and 18.4% of global mobile digital advertising.”
The platform’s success is due, in large part, to its unparalleled targeting capabilities. Currently, there are no other paid advertising opportunities that allow you to target messages to such specific demographics as 35-year-old women who live in Dallas and like the band Slipknot.
Of course, with great targeting power comes great responsibility. Facebook ads are far from beginner-friendly, and the huge range of ad options make it tough for newbies to get started. To some extent, you just have to dive in and get your feet wet. But as you’re learning what works and what doesn’t, steer clear of these 10 common beginner mistakes.
Mistake #1 – You don’t have any goals
I can’t emphasize this enough: if you want to know whether or not Facebook ads are working for your brand, you have to know what metrics you’re holding them accountable to.
In the case of Facebook ads ROI, you could track the number of different actions:
- New page “Likes”
- Post-level engagement
- Email opt-ins
- Website click-throughs
On-site sales or lead generations
I’m not here to tell you which of these metrics you should be tracking, as your individual business goals must be taken into account. If you’re a new brand, for instance, building brand awareness – measured in a number of page followers – may be more important. There’s also the significant challenge of attributing sales to specific traffic sources (like Facebook ads) that means it’s not necessarily a beginner-friendly option.
What matters, though, is that you have a goal in mind. Keep it specific – for example, gaining 100 new Mistakes To Avoid with Paid Facebook Advertising.
According to research compiled by Hubspot, Facebook advertisement Earnings grew from just under $2 billion in 2010 to $12.5 billion, with advertisements on the popular social network accounting for “over 9 percent of total digital advertising spending and 18.4% of international cellular digital advertising.”
Naturally, with great targeting power comes great responsibility. Paid Facebook Advertising is far from beginner-friendly, and the enormous assortment of ad options make it tough for newbies to start. To some degree, you just need to dive in and get your feet wet. However, as you’re learning what works and what doesn’t, steer clear of these common beginner mistakes
Mistake #1 No Tracking Sheets
Keep track, as your personal business goals have to be taken into consideration. If you’re a new brand, for example, building brand awareness – measured in a number of page followers – may be more important. There’s also the substantial challenge of attributing sales to specific traffic sources (such as Facebook ads) that means it is not necessarily a beginner-friendly alternative.
What matters, however, is that you have a goal in mind. Keep It specific – for instance, gaining 100 new page “Likes” a month – and check in regularly to make sure your money is being spent wisely.
Mistake #2 Using the incorrect ad format
Facebook ads and don’t know how to select the perfect ad format for your particular campaign, or you’ve had your Paid Facebook Advertising running for some time and haven’t stopped to analyze whether you’re still using the perfect formats.
Facebook rolls out new ad formats all the time, among its Most recent being the Canvas advertisement type that empowers in-page launch of full-screen rich media resources. Study the platform’s advertisement types carefully, choose the one you think will best fit your audience and goals, and iterate as needed, based on your campaign performance.
Can put a huge amount of ads in each ad group, but Facebook is likely going to give the majority of the reach in an ad set to just one of your ads. If you put 20 ads in an ad set, the majority of them will not be shown to enough people for you to know if they would work or not.”
Mistake #3 individual ads.
Targeting is too extensive
Bear in mind those targeting features I mentioned earlier? Using targeting appropriately can mean the difference between an advertisement that reaches your target audience members that will respond positively, and tarnishing your brand image by displaying your messages to Facebook users who don’t care.
Actually, this is one of the places I recommend starting if Consider adding further targeting criteria one at a time to raise your accuracy.
Let’s face it – you aren’t running ads for your well being. You’re advertising on Facebook to earn a profit, and to do so, you need to have the ability to capture the (admittedly limited) attention of your audience and persuade them to take an action you’ve specified.
into play. Therefore don’t go on a long winded explanation of features, benefits, outcomes. That’s it. Nothing less, and nothing more.”
For best results, We recommend ~14 words for your ad post text and ~18 words for your link description. Basically, keep it simple, and keep it straightforward.
Mistake #4 – You use too much text in your ads
Stop if this has happened to you before… You have your Creative team assembled a killer custom image with a user testimonial. It looks fantastic, and you queue it in your ads campaign – only to have it rejected by Facebook’s ad text rule.
Although the current iteration of the rule is somewhat Ambiguous, the important takeaway is that text-heavy images stand to suffer diminished distribution, in contrast to those with no or very low text. Save time on rejected Paid Facebook Advertising by keeping text to a minimum in the first location.
Mistake #5 – Your images aren’t optimized for Facebook
Many newbie marketers struggle with setting up their ad campaigns, simply because inputting the incorrect-sized image can cause your ad to display strangely. And since unoptimized images can sink your engagement prices, stick to the list of ideal image sizes supplied by Facebook.
Mistake #6 – Your images aren’t eye-catching
At the same time, consider not just the size of your image, But its capacity to attract eyeballs. I’m guessing you’ve seen ads that feature distorted images or images which are intentionally unrelated to the product being advertised.
Advertisers do that because they know eye-catching graphics get clicks. And as you don’t have to be manipulative, you should follow best practices to capture attention. Wishpond’s blog, for example, recommends running ads featuring reds, greens, and oranges to obviously contrast with Facebook’s white and blue color scheme.
Mistake #7 – You aren’t testing your ads
I say this about every aspect of marketing, but it’s doubly true for any strategy that puts your money on the line: test, test, and test, again.
Test the images you use in your ads, your Precise CTAs, your headline copy, your targeting approaches and even your landing pages. To put it simply, there should never be a time when you’re running a Facebook ads campaign without an active test.
Mistake #8 – You’re saturating your audience
Finally, although you’re undoubtedly excited, to Begin With, Paid Facebook Advertising, bear in mind that it’s possible to saturate your audience with too many messages.
Users browse Facebook as a social experience; for relaxation. They are not there to find advertisements, and if they begin to see yours too many occasions, they’ll start tuning out you (or even worse, start thinking negatively about your brand).
It’s Difficult to determine when and if you’re hitting that saturation threshold, but one warning sign is diminishing engagement that doesn’t change when you narrow down your targeting criteria. If you suspect Saturation, pause your campaigns for a bit and come back only once you have Something truly valuable to provide your audience.