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Facebook Advertising Mistakes #1 – Not Having Enough Angles.
To maximize results, it is crucial to include multiple angles in your campaign for testing. Relying on a single advertisement in a single ad set is unlikely to generate significant outcomes. By experimenting with different angles, you can identify what works, replicate it, and eliminate what doesn't.
Facebook Advertising Mistakes #2 – Not Utilizing Engagement.
The downside of creating multiple angles and testing various ad sets is the potential to reduce engagement across all Facebook ads. While likes, comments, and shares may not directly benefit an advertisement, they serve as social proof to other users.
Nevertheless, it is feasible to use an existing ad in a different ad set without the need to create a new post. To accomplish this, simply change the identity under "Ad Setup" and select "Use Existing Post."
Facebook Advertising Mistakes #3 – Overlooking Engagement.
Let's talk about why engagement is so crucial.
If you're running a campaign with the goal of driving traffic or conversions, engagement may not seem important. However, you should still pay attention to it.
Facebook utilizes various factors to determine the number of individuals an advertisement will be served to and its quality. Engagement is one of the most apparent indicators of an advertisement's success on Facebook.
If people are viewing, liking, commenting, sharing, or saving an advertisement, it is more likely to perform well.
Of course, this does not imply that you should focus solely on memes or controversial content to gain engagement. Instead, it would be best to create an ad that captures the audience's attention and encourages them to engage with it. Headlines that ask questions, angles that contradict popular opinions, or humorous content can all assist in increasing engagement.
Facebook Advertising Mistakes #4 – Not Complying With Facebook Advertising Policies.
It may appear obvious, but the failure to adhere to Facebook's lengthy advertising policies is the downfall of many advertisers.
Non-compliance not only results in disapproved ads or account shutdowns, but it can also cause delays in the campaign's launch and restricted performance.
For example, violating the 20% text rule in images can have a significant impact on the ad's reach. Ads with excessive text will still run, but their reach will be limited.
Facebook Advertising Mistakes #5 – Not Retargeting Enough.
Frequency is a highly debated topic in Facebook advertising. Some advertisers aim to keep it as low as possible, while others allow an ad to run until users become tired of seeing it in their feed.
Advertisers who prefer low frequency have valid concerns, such as "banner blindness" (users automatically tuning out ads), increased CPM, and decreased CTR with higher frequency. In contrast, those who prefer high frequency often base their decision on an ad's past performance and leave it running.
We lean towards the latter approach and allow frequency to go as high as 10 as long as the ads are performing well. We see no need to artificially cap frequency if the ads are successful.
Facebook Advertising Mistakes #6 – Failing to Perform Community Management.
Community management, which involves monitoring comments, is a vital component of a successful Facebook advertising campaign.
We have repeatedly observed significant improvements in client results by simply hiding negative comments and responding to customer inquiries, particularly with high ad spend. A single negative comment can have a detrimental impact on an entire campaign.
We suggest setting profanity filters to "high," blocking certain terms automatically (especially those that can harm your client), and advising them to respond promptly to questions. These simple steps can make a significant difference in managing a community and boosting ad performance.
Facebook Advertising Mistakes #7 – Mediocre Offers.
Even if you have a high-performing, well-designed, and impressively-copywritten Facebook advertising campaign, it won't perform well if the offer isn't enticing enough.
The beauty of Facebook advertising is that it provides nearly instantaneous feedback. Within 12-24 hours, you should be able to determine whether people are interested in your offer.
If you see no results within this timeframe and begin to question the quality of the offer, it's likely not good enough. In this case, it's best to go back to the client, explain the situation, and suggest using a different offer.
Facebook Advertising Mistakes #8 – Not Knowing Your Audience.
When onboarding a client, understanding their audience is critical.
Your ad copy should resonate with your target audience by using their language and relating to what matters to them. By getting to know their speech patterns, preferences, and behavior, you can significantly increase engagement and CTR..
Facebook Advertising Mistakes #9 – Failure to Isolate Variables.
Earlier, we discussed the benefits of testing in improving the performance of your Facebook advertising campaign. However, the method of testing is just as critical, if not more so, and this is where variables come into play.
Variables such as audiences, creatives, copy, landing pages, and placements can all be tested to continuously enhance individual ads and the overall campaign. But to do so effectively, it's necessary to isolate the variables.
This means that in a single test, only one variable should change. If you compare two different ads in two different ad sets, it's difficult to determine whether the copy and creative or the audience was responsible for the better-performing ad.
When testing, it's crucial to control variables and isolate only one change at a time.
Facebook Advertising Mistakes #10 – Following Bad Advice.
The internet is flooded with Facebook advertising advice, but much of it is not very helpful. However, we have one valuable tip: keep it simple.
Many courses, guidance, or advice on Facebook advertising can overcomplicate things, trying to impress rather than help you.
At its core, Facebook advertising is about four fundamental things:
-Great creatives and copy
-Clever targeting and retargeting
-Converting landing pages
-Compelling offers
By focusing on these essential elements, you can simplify your approach to Facebook advertising and achieve more successful outcomes.