It is no surprise that Facebook has transformed the world of social advertising. Facebook continues to push and enhance its advertising capabilities using interactive and creative formats to engage and appeal to the custom audiences across industries. This can be gauged by the digital ad spending on Facebook and the revenue it brings for the advertisers. Statistics show that 93 percent of social media marketers use Facebook ads. It is the most popular platform for advertising. And why not, after all the daily active user base of Facebook is 1.59 billion. That’s huge! Facebook’s mobile ad revenue represents 92 percent of ad revenue. All this shows that marketers should focus on advertising on Facebook more than ever.
Speaking of Facebook ads, for new entrepreneurs and marketers, advertising on Facebook can often be frustrating, primarily because of how much trial and error is involved in it before you churn the numbers. However, the good thing is that many of the marketers tend to make the same mistakes when starting. So, we should learn from them instead of making the same and costly Facebook ad mistakes again.
Therefore, whether you haven’t got the sales that you’ve been targeting for through Facebook ads or you haven’t seen the right returns on what you are spending, here are some of the costly Facebook ad mistakes and how to fix them:
Mistake #1— Failing to invest in audience research upfront
Since Facebook has a vast and diverse user base, depending on what you have to sell, your audience, in particular, can be smaller, bigger, or completely different from the one you might be targeting. Therefore, testing of audiences, in the beginning, is crucial before you start to test your ad copy and format.
However, this doesn’t mean that you can’t make educated guesses. For instance, you might assume that people who love Starbucks would be interested in your specialty coffee too. Well, some might be but others won’t. Thus, you might want to find a niche instead so that they align with the products that you have to offer. Invest in Facebook’s Audience Insights tool. This tool can help you brainstorm targeting ideas that are based on the qualities and interests. This tool can help you get insights into how the audience on Facebook behaves and how they spend. All this information can help you strategize your ad campaign better.
Mistake#2—Not managing Facebook ad campaign once it’s gone live
This is a huge mistake, also known as ‘Facebook ad Fatigue.’ It happens when your campaign frequency gets too high that causes your audience to see the same ads repeatedly, and thus, they become less responsive. Apart from that Facebook ad fatigue also negatively impacts the other important campaign metrics such as your relevance scores fall which increases your CPM and cost/results. Eventually, it lowers the number of results that a campaign can otherwise get you thereby reducing the return on ad spend significantly. Simply stated, it cost you more than what you earn.
But don’t worry; the right way to fix this mistake is to analyze your ad campaigns on Facebook on an ongoing basis. Start by looking at return on ad spend (ROAS) which will give you a clear idea of which campaigns (if more than one) are below your acceptable return. The next step that you need to take is to analyze the CRFC metrics (cost per result, relevance, frequency, and CPM.
Based on this analysis and findings from it, make adjustments to different yet important campaign elements such as your ad copy, offer, ad creative and target audience.
Mistake#3—Failing to utilize Remarketing ads on Facebook
Failure to tap the benefit of remarketing ads on Facebook, especially if you have website remarketing audiences, can make you lose good profits. Remember that reminder based ads are important for re-engaging people who have already visited your site. These ads on Facebook are worth every dime spend as they bring the prospects back to your website and prompt them to take the desired call to action such as sign up or purchase.
The ultimate goal of reminder Facebook ads are to keep your audience reminding that the product or service that they saw on your website is still available and now may be the best time to benefit from it. However, you need to carry and execute it carefully to avoid ad fatigue.
Mistake#4—Not using testimonial ads
Facebook allows marketers to post testimonial ads. This is one of the highest converting ad types. These ads work best when your site visitors are in the buying decision process. By using testimonials in your ad copy on Facebook you are creating social proof that further builds the confidence and trust of prospects converting them into actual customers. So, if you’re not tapping it, then that’s a big mistake you could be losing a potential customer base and hundreds and thousands of dollars in sales before your prospects aren’t converting.
Hence it is advisable to invest in testimonial ads. You can do this by putting a testimonial at the beginning of the ad and then follow it with a reminder of your product offering that is relevant to the pages of your site that you’ve visited. However, if you have video testimonials, then use them and simply reiterate the offer in the ad copy.
Since all these mistakes can add to your business cost and lower the impact of your Facebook advertising, it makes sense to hire a professional for the job. This is where we come into the picture. Benefit from our social media services today. With us, you don’t have to go through a long process of trial and error. Our experienced social media strategists know what works and what doesn’t. We can provide you with the most engaging and high converting campaigns that attract and convert prospects into actual buyers. Give us a chance to help you. We promise you that you will be super happy with your decision.