3 Common Mistakes to Avoid With Facebook Ads
You might be surprised to know that the average Facebook user clicks on 12 ads per month, which is why it’s still one of the best ways to promote your business.
We can’t say whether your Facebook ads are perfect. They are, but the truth is that most people do mess them up – and these mistakes cause their ad campaigns to be more expensive (and less effective) than they should be.
Facebook ads seem easy, but there are some common mistakes that can sabotage your marketing campaign. Fortunately, I have found 3 of the most prevalent ones and how to avoid them so you get more leads and sales from Facebook advertising!
#1: Targeting Ads to People Who Aren’t Already Fans
One of the most common mistakes that small business owners make is running Facebook Ads to people who are not already fans. It’s a little confusing, right? You’re supposed to use social ads as an opportunity for growth and engagement with potential customers–not just your current ones! But you’ll get more clicks than engagements if you target those present on their likes list when they visit your page.
When you think about it, advertising to your Facebook followers should make total sense. If they’re following you on social media, then that means they’ve shown an interest in what you have to offer and are qualified leads! Running ads just for them is a wonderful way of nurturing these potential customers, encouraging repeat business with those who already like or follow the company’s page & showing off how much the brand wants their new fans’ attention as well. But we know this can be tough: which came first-the chicken (or egg?), right?
Have you considered the power of “liking” your local business in a campaign? You may already be doing it.
“Did you know that by liking and following your favorite local businesses on Facebook, not only are we able to stay up-to-date with them but they can also promote themselves more efficiently?” “The key is tuning into what is happening locally so when an event or sale arises, there will always be someone eager to participate.”
What makes that campaign so valuable is your subsequent ad strategy of running ads to people who already know about you and those interested in doing business with you.
#2: Not Testing Your Ad Images
The image is the first thing a potential customer sees. One wrong detail can ruin your ad and cost you money, so it’s important to get this step right! I know that many of us are tempted not to test our ads because we’re afraid they won’t come out perfect on the first try – but don’t worry! It happens with even professional marketers who spend all day doing what they love: creating marketing campaigns from scratch. So, take some time at least one weekend per month (or more!) for testing to create an effective campaign or risk losing customers before you’ve had them see any offers.
The right image can make a page-scroller stop and click on your ad, while the wrong one will cause them to look at it with disdain. This is because if they do not like what they see in an advertisement or marketing message then odds are that person won’t want anything from the company. The goal of any advertising campaign should be to get people scrolling instead!
One of the most important things when marketing a product is deciding what image will appeal to your target audience. One way you can find out which one appeals the best, would be testing multiple images and seeing which one performs better in sales figures.
You should be testing everything in your ads, but images have the potential to make or break them. That’s why you might want to check out Facebook’s breakdown of ad image best practices and start experimenting with different graphics for a better marketing campaign!
#3: Not Segmenting Your Ads
Have you ever sat through a TV show or movie only to be interrupted by an ad? It’s frustrating when your content is being disrupted, and the same could happen with advertising. Here are three mistakes that can lead to this problem:
First off, advertisers often don’t segment their ads which means they’ll put them in front of viewers who have no interest for what they’re selling. Secondly, some people do not plan before running any campaigns so it may result in one campaign targeting two vastly different audiences at once-something we call “diluting” results since more data crammed into less space will make each individual subset smaller than desired because there isn’t enough room on screen/in budget (time) allotted per audience effectively leading to wasted
One advantage of creating multiple ads is that you can target your audience more effectively. For example, one ad might be highly effective for a certain demographic while another may only appeal to people in the same age group but with different interests and lifestyles. This will allow you to advertise towards an array of potential customers which leads into higher returns on investment because it’s less likely they would click away from what they were doing or forget about your message altogether
Many companies have found success by running several campaigns simultaneously instead of just trying to cover all bases at once without any finer detail like targeting specific demographics. There are many advantages such as increased effectiveness since every person has their own set preferences so when making content its best not make assumptions and cater specifically to each target group.
As an example, let’s look at a flooring company with multiple service areas and locations. They create one ad that targets their complete list of followers, but it might not be enough because they’re missing the chance to post specifically about each area or location!
They should instead consider:
- The company created location-specific ads, which let their followers in each service area know that they were a local business.
- Used images that were specific and applicable to each location.
- Offered location-based incentives or discounts to people who click on each ad.
Advertising that is targeted to specific segments of the audience will be more effective because people are far more likely to respond positively towards ads made for them. It’s rare for a “one size fits all” ad to have as much impact and success when compared with an advertisement geared toward someone who specifically wants it.
Facebook ads can be a highly effective way to get attention and generate leads. Review your existing Facebook ad campaign, identify the 3 mistakes in it that we have outlined here, eliminate them from your strategy going forward – you are likely to increase engagement without spending more money!
Tell me what you experience after you test them out!