Facebook Ads has been around almost a decade and it’s seen many iterations. (followers on facebook) There are many best practices, new features constantly being added and it is easier than ever for a campaign to fail to meet its goals. This post will cover seven common errors advertisers make when running Facebook Ads.
- Letting your ad creative get stale.
- Optimizing for the wrong goal.
- Failure to comprehend budget controls.
- Over segmenting audiences.
- Avoiding audience overlaps
- Instead of customizing, control placements.
- Failure to nurture the top of funnel audience to bottom of funnel.
Each mistake will be explained and resources provided.
These 7 Facebook Ad Mistakes Are Avoidable
The best lessons are learned from our mistakes. They don’t have to be yours, but who says? These are some of the most common mistakes I have seen that you can take away.
1. Letting your ad creative get stale
Are you a Facebook user who felt that you saw the same ads repeatedly? We have all felt it. It is not fun for you so why make it painful for your audience?
Ad fatigue can lead to a decline in performance with the assets, and you also create negative associations with your brand among potential customers.
While creating new creative for social ads is likely to be the most time-consuming task, there are ways to reduce the amount of time required to create more creative.
Take a look around to find inspiration
You can get great ideas by looking at similar Facebook ads. You don’t have to find ads in your industry or sector. What you are really looking for is layout, tone and creative ideas. Facebook has its own page, appropriately named Facebook Ads Inspiration. However, there are many blog posts from agencies that you can search with a simple Google Search.
Stock images can be used
One myth I have encountered is that all creative must be original and unique. While that is certainly the ideal, there are many sites that offer low-cost or free stock photography that can be reused. Stock photography can be used in creative projects.
Leverage design tools
There are still many options available if you don’t have the time or know how to use Adobe Illustrator or Photoshop. Canva is my favorite site because you can use pre-made templates to create new Facebook ads with just a few clicks. It is extremely user-friendly, which can help you save tons of time.
Look into creative marketplaces
Design Pickle is a great option if you don’t have time to create new creatives. There are many tiers available that will allow you to get creative ideas on a regular basis for a very low price.
2. Optimizing for the wrong goal
Each campaign objective has its own optimization strategy. It can be difficult to choose the right campaign goal.(buy followers on facebook) This video can help you choose a campaign goal.
There are many optimization and delivery adjustments that can be made at a level below the campaign level.
You can choose the drop-down menu above to optimize your ad set. Depending on your goals, ensure you choose the right actions. To help you ensure you have the correct settings, the video above will show you all of the options available for each campaign type.
3. Fail to grasp the nuances of budget control
Facebook offers some of the most extensive options for budget management in digital advertising. Although these options are great for experienced advertisers, they can prove confusing for newbies.
For example, daily budgets can help to balance out spending to be consistent over the day. However, while your campaigns will still attempt to gain as many conversion objectives as possible, it will also work well to spend your entire budget every day regardless of conversion performance.
While lifetime budgets can help you optimize in days for your goals but they don’t always achieve the daily target spend, it makes it more difficult to keep up with your goals.
This post will help you understand the nuances of each budgeting type so you can get the best results from your Facebook campaigns.
4. Over-segmenting audiences
You are likely to come from a Search background and like clean campaign structures. I know that I do.
Sometimes, however, too tight a grip on your audience can lead to Facebook being a problem. We need to make sure that Facebook has enough data to continue to see success, just like objective optimization.
Facebook’s learning phase will never end if you segment your audience too much and put them in different ad sets.
This can lead to you missing key performance indicators and under-serving your audience.
You’ll also pay more CPMs if your audience on Facebook is smaller than you think. It’s also more costly to reach the same audience when you break down targeting options into 10 different ads sets, rather than just 3-4.
Your audience mappings should be as logical as possible. However, don’t limit them too much. Depending on the account I am shooting for between 2-40 million users in a target audience. This helps keep things focused and gives Facebook enough performance data to optimize.
5. Avoiding audience overlaps
You don’t have to segment your audience, but that doesn’t mean you are infallible. You are also free to err on one side of the spectrum.
It can be very easy to create multiple audiences to reach the same user with all the targeting options Facebook offers. Users can fall into different targeting options, and depending on how you set up your account, may end up in different groups.
There are a few reasons this can be problematic:
- It is not always clear which targeting options work best. Facebook allows users to convert from different audiences.
- If you serve ads to multiple ad sets and campaigns, ad creative fatigue may set in faster. We will only see frequency numbers for a specific campaign or ad set, so it can be difficult to understand saturation at different levels.
facebook ads mistakes–audience overlap feature
Facebook offers an Audience Overlap tool that allows you to compare audience compositions within your Facebook audience manager. This post will provide more information.
6. Customizing is more important than controlling placements
Your ads may appear in multiple places on the internet because of the huge reach of Instagram and Facebook.
It can be tempting for users to choose the place where your ad will appear when they reach the Placements section of the ad set control.
Facebook ads mistakes–placement section of ad set control tab
First, your audience will remain the same no matter where you place your ads. People worry that if you show ads on the Audience Network, you will be targeting new users. This is simply not true. Your audience will continue to rely on the same targeting options that you have.
The second is that removing placements leaves Facebook with fewer options to achieve the results you desire. Facebook may serve ads to the same audience in a lower-volume, lower-cost placement. This can increase your incremental revenue. This campaign is low-service, but it delivers great results that we couldn’t have seen otherwise, as can be seen in the above image.
Be present in all places first and then customize from there
This problem can be overcome by showing up in all placements at first and using Facebook tools that allow for you to personalize your ads according to each placement. This will ensure that your creatives look great no matter where they appear and allows you to make data-driven decisions about which placements to keep or avoid.
This video will explain how to place Facebook ads in a way that is most customized.
7. Failure to nurture the top of the funnel audience to bottom of funnel
A lack of follow-up is the biggest mistake I see on Facebook. Facebook offers tons of campaign objectives. Each one has its own focus. However, the best accounts have all campaigns working together to create a complete buyer journey.
You can leverage Reach, Engagement or Video Views campaigns for brand awareness. Ideally, you will be creating remarketing lists from users who engaged with those campaigns, and then targeting them with a lower-level call to action.
Facebook Ad Campaign Objectives that Match the Funnel
You could ask them for lead generation forms for gated content or ungated content. Or you could simply invite them to your site and ask for ungated content.
Let’s face it, online marketing is all about getting more customers. So if you spend time building your top-of-funnel, why not nurture them through the stages that generate revenue?
These Facebook advertising mistakes can help you reach your goals.
Although there are many things that you can do on Facebook, almost all of them are simple. You don’t want to make these mistakes if you’re trying to scale up your Facebook ads, or if your campaigns aren’t performing as well as you would like.
Instead of making these errors, make sure you do the following:
- You can use tools such as Facebook Ads Inspiration, canvas or stock photos to inspire new creativity.
- You must have a clear understanding about campaign objectives in order to make the right optimizations.
- You need to be able to understand the nuances involved in budget control.
- To collect sufficient data, keep your target audience between 2-40 million users
- To ensure that you are not serving identical ads to multiple users, use the Audience Overlap tool.
- Start with all placements, and refine your work once you have collected enough data.
- Your campaigns should be set up so that each part of the buyer journey is different.
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