According to research compiled by Hubspot, Facebook ad revenue grew from 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 social platform’s success is due, in large part, to its exceptional targeting capabilities. Currently, there are no other paid advertising platforms that allow you to target audience to such specific demographics as 40-year-old e-commerce seller on Aliexpress.
Naturally, with great targeting capacity comes great responsibility. Facebook ads are far from beginner-friendly, and the large range of adoptions make it tough for newbies to get started. The best thing is to just dive in and get the experience. But as you’re learning what works and what doesn’t, steer clear of these 10 common beginner mistakes.
1. Not Having any Objective.
If you want to know whether or not Facebook ads are working for your brand, you have to be clear on what metrics you’re using to evaluate.
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-through
- 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 number of page followers – may be more important
What matters, though, is that you have a goal in mind. Keep it specific – for example, gaining 100 new pages “Likes” a month – and check in regularly to ensure your money is being spent wisely
2. Using The Wrong Ad Format
Facebook rolls out new Ad formats all the time, one of its most recent being the Canvas ad type that enables in-page launching of full-screen rich media assets. Study the platform’s ad types carefully, choose the one you think will best suit your audience and goals, and iterate as needed, based on your campaign performance.
3. Your targeting is too broad.
Using the targeting feature appropriately can mean the difference between an ad that hits audience members who are ready to respond positively, and displaying your messages to Facebook users who don’t care.
In fact, this is one of the places I recommend looking at if you’re seeing low engagement with your campaigns. Try adding further targeting criteria one at a time to increase your accuracy.
4. You don’t get to the point
The truth is, you’re advertising on Facebook to make a profit, and to do that, you have to be able to capture the attention of your audience and persuade them to take any action you’ve specified.
This is where the call to action comes into your ad copy.
Your work is to get their attention and get them to take an action. That’s it.
5. Use of too much text
This is one thing you want to avoid, by all means, having too much text on your ad image. Heavy images stand to suffer diminished distribution, compared to those with no or low text.
Save time on rejected ads by keeping text to a minimum in the first place.
6. 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 un-optimized images can sink your engagement rates, stick to the list of ideal image sizes provided by Facebook.
7. Your Images Aren’t Attractive
At the same time, consider not just the size of your image, but its ability to attract the eyes of your audience. I’m guessing you’ve seen ads that feature distorted images or images that are intentionally unrelated to the product being advertised.
Advertisers do that because they know eye-catching graphics get clicks. And while you don’t need to be manipulative, you should follow best practices to capture attention.
8. You are not testing your ads.
This is important for every aspect of marketing: test, test, and test again.
Test the images you use in your ads, your specific CTAs, your headline copy, your targeting approaches, and even your landing pages. Simply put, there should never be a time when you’re running a Facebook ads campaign without an active test.
So I have listed out for you the common mistakes that could make your facebook Ad not bring in the result you have in mind. I expect now that whenever you are running an Ad campaign that you check carefully, and be sure you are not making any of these mistakes.