Facebook has become one of the most popular sources of online advertising. According to a Statista study, Facebook’s global advertising revenue is around 26.89 billion USD from 2009 to 2016.
What makes the Facebook advertising so effective is the ability to target specific demographics. This allows businesses to get their message to right audience by pointing out specific data ranging from the age and location to their interest areas.
While Facebook is the most powerful resource for targeting the demographic audience, advertising on this platform isn’t very friendly to the new users. The choices of Facebook ad options can make it difficult for the first-time users to make their paid campaign as effective as possible. Here are 10 most common mistakes first time users make when advertising on Facebook:
Ads Without Goals
Tracking metrics is one of the most crucial aspects to determine if your Facebook ad campaign is working or not. There are several areas you can focus on but what’s most vital are the metrics that match with your business goals.
A new business looking to increase their brand visibility may look for new likes and page visits while on the other hand, the established business may focus on lead generation. These goals will help you understand if your campaign is fulfilling the business goals.
Wrong Ad Format
Facebook is regularly rolling out updates to improve their ads formats which may make it complicated for new users to know which will be the best fit for their business goals. It is important to keep tabs on long-running ads to ensure they still follow the most effective ad format.
Different types of ads can be effective for different reasons. It is important to research each ad format to ensure you have selected one that is best for the intended audience. With the continually evolving ad types, regular maintenance is essential to ensure that you are getting the most of your marketing efforts. Facebook offer Ads Guide to find the relevant and updated information.
Only One Ad Set
Facebook uses Ad Sets that enables the grouping of ads according to the requirements. These ads share the budget, bid type, bid information, targeting data, schedule and all the information relevant to ads. Having everything in one ad set affect the reach of each advertisement.
While you can put lots of ads within a group, Facebook is most likely to give one the most reach. This won’t give you an appropriate insight to which ad is working best. To get a detailed insight, it is recommended to keep the individual ads separated.
Facebook’s targeting features are key tools to ensure your ad is being seen by the relevant audience who will respond favorably.
If you think that there is an engagement problem, one way to resolve it is to become more specific about targeting criteria. This will help you better understand the nature of the audience and you can filter out which audience is responding positively.
Ad Copy Isn’t Selling Click-Through
Call to action in the ad copy is vital to stimulate your targeted audience to take an action. It is crucial to keep your ad copy simple and attention grasping rather than trying to stuff in about the product or services.
It is vital to make sure that your ad copy is simple and straight to the point, focusing on CTR rather than overbearing the viewers with too much.
If you tend to go for the heavy text ads, you’ve possibly faced rejection from the Facebook’s guidelines. It is important to keep the text in your ad copy to a minimum to ensure that it gets maximum distribution.
It is recommended to use images according to Facebook’s ad image size guidelines to guarantee that your ad is eligible to display in all or the formats. If you are trying to put the images that are not as per the Facebook’s image size guidelines, the ad won’t be displayed as projected.
Images are not Getting Attention
The objective of a Facebook ad should be to attract the audience. To do this, the images should be visually striking. Most of the Facebook marketers uses animated images with the only purpose of gripping attention, regardless of whether it is relevant to the business or not.
It doesn’t mean that you should be manipulative with your ads, but understanding which images generates the most clicks will help you understand how to engage the targeted audience in a more effective manner.
Not Testing Ads:
Testing of the ads is one of the most vital parts of the marketing. If you are not continuously testing your ads, you won’t be updated about your ads. To ensure that you are getting most of the value of your ad, you want to actively test every aspect of your Facebook Paid ad.
Saturating Targeted Audience
Users on Facebook are not logging in to view advertisements, which makes it vital that you are not saturating your targeted audience with an entry of messages. If your ads are popping up too many times, people will start to tune it out and become less effective.
It’s not easy to regulate if you’re saturating your audience, but one sign is falling engagement. If engagement continues to reduce even when you narrow your target measures, it may be time to give your campaign a pause.