When starting out with Facebook Advertising, many people tend to make a lot of mistakes that can be detrimental to the success of their campaigns. You see, many people tend to assume that all online platforms are the same and presume that because one strategy worked on one channel, it will certainly work on another. Although I firmly believe in A/B testing different strategies while using Facebook Ads, by avoiding the next 5 Mistakes, you can be sure you are truly testing without wasting your advertising dollars with silly mistakes.
Let’s dig in on the Five Facebook Ad Mistakes Most Newbies Make and (How to Avoid Them).
1. You Choose the Wrong Objective For Your Campaign
As you are deciding what you want people to do when they see your ads, be sure to choose an objective that aligns with the reason for creating your ad in the first place. Facebook gives you a lot of options to choose from, through 3 different categories, Awareness, Consideration, and Conversion. Each category represents a different stage in your marketing funnel. Don’t make the rookie mistake of choosing a lower funnel objective like conversion for a campaign in which you have a top-funnel goal of like reaching the maximum amount of people.
2. You Test Too Many Variables With One Campaign
If you aren’t isolating your ad variables it will be difficult to know with certainty which factor inspired positive growth to your campaign. Try isolating one variable at a time. This way, you will know which variable to clone for future campaigns and which to exclude.
3. You Forget About Your Marketing Funnel
Remember, on Facebook your customer’s buying intent is low, by setting up a successful sales funnel, you can quickly move your customer from ‘Hello my name is, to, I am ready to buy’. If you are ready to learn how to create an effective Sales Funnel, grab my Free Guide to a Successful FB Marketing Funnel. This will help you make sure your offer aligns with each stage and you can avoid wasting ad dollars on people that aren’t interested in your product/service.
4. Your content and placement don’t align
Just as it is important for your offer and audience to align, be sure the content of your ad is relevant to the placement you are choosing to show it on. Facebook gives you the opportunity to select which placement you want to advertise on and deselect those that you don’t. So as you create your Ads, be sure to review your ad placements to make sure both the content of your Ad and the context of your audience align.
For example, mobile placements should be reserved for bite-sized content. Your audience is likely on the go when using the app on their mobile device, so reserve your longer videos for desktop newsfeed placements.
Put yourself in your consumers shoes and think about the experience you are sharing with them through each placement. If the experience doesn’t make sense to you, remove that placement from your campaign.
5. You Change Your Ads Too Quickly
Changing your ads too quickly means that you may not even be reaching your target audience. If you are monitoring your campaign and there are no results in the first few hours, it does not mean that it is not working.
Don’t rush to change it, rather give it time. Depending on your daily spend limits, it may take 24-48 hrs for you to start seeing positive results in your campaign.