Facebook advertising is still one of the best ways to bring new customers to your business. But, there are a handful of really common mistakes we see all the time.
They basically ruin it for many small business owners, and they end up wasting money, and then they walk away thinking Facebook ads don’t work.
So, what happens is they never end up getting the compelling benefits that the right Facebook advertising campaign can bring to their business.
But in this post, We are going to show you how to turn it around and show you how to avoid all these mistakes so that you can confidently start running the campaign that’s going to work for your business.
Overcomplicating Ads Setup
First one is overcomplicating your ads set up. The simpler your set up is, the more you let Facebook’s algorithm get you the results that you want.
What you want to do is simplify the number of ad sets that you are creating. We generally recommend one campaign and two ad sets.
One for your warm audiences and one for your cold audiences and a few different ad creatives to test each ad sets.
You want to try for over 1 million people per audience rather than narrowing it down too much, and I know that’s not always possible if you’re in a smaller area like if you’re targeting a smaller town. Still, we suggest that you don’t want to layer too many other targeting options on top of that because it’s just going to give you too few people in your pool.
Then let your ads run for 3 to 5 days and see what audiences and what ads are working and which aren’t and adjust accordingly.
When you over-complicate your campaign with too many ad sets, you’re blocking the Facebook algorithm from being able to optimise itself based on what it knows about its users. And if you have a smaller budget for your Facebook Advertising campaign and you really can’t afford to test too many ads within a campaign anyway because there’s not enough money per ad to test it properly so going simple is always the way to go.
Not Targeting Strategically
Second, we have is not targeting strategically before starting any campaign need to do the research and use what you already know about your ideal customers going into it.
We recommend selecting specific audiences through Facebook’s built-in targeting features that are going to allow you to reach the right type of people.
Different targeting options you have includes:
- Purchasing behaviour
- Life events
- Existing contacts like your email list
- Look-alike audiences
- Layered targeting using location, demographics and overall behaviours
Facebook’s got some great research tools built-in through audience insights that are going to give you similar recommendations of different audiences you can try based on what you think you already know about your audience.
You can include interests you believe your target audience has to see what other kinds of demographics they then have in common such as education level, pages they like, frequency of their Facebook activity.
Not Testing Enough Ad Creatives
Number three is not trying enough different hooks or ad creatives. When most people think of testing different ads, their mind goes to thinking about testing different images and different headlines to go with the ads. Still, the problem with that is then they generally rewrite the same headline in a few different ways and call it a day.
What if the problem isn’t how your wording the headline but that the messaging behind the headline isn’t resonating and moving the needle with your target audience?
What we like to do here in Shoutout Digital for our clients is come up with three to five different creatives or hooks, and by hook, I mean various aspects or benefits of what your product or services.
For example, you’re offering a coupon for a kid’s birthday party space. One ad you’re talking about how much fun the kids are going to have and the other ad would be the convenience of taking the planning off the parent’s plate, or a third ad creative might be the variety of party themes they can choose.
The bottom line is, you never know which ads are going to be the most compelling until you test them. You can start implementing this, and you may find that one works best across the board or some don’t work at all.
This is a great way to scale your ads because you’re appealing to different people through all these different creatives that your ads are touching on.
Selling To Cold Audience
Number four we have is selling your service to a cold audience.
You wouldn’t want to run a marathon or even a 5k or 10k without warming up first. Facebook ads are the same. We don’t want to run direct sale ads too cold audiences who have not warmed up yet either.
There area few exceptions to this. For example, if you’re running ads to a small local area with a specific offer.
But if you plan to go bigger, you need to take these cold audiences on a journey with you where they get to know you or your business, and they ultimately come to trust you. Otherwise, you’re just going to come across a sleazy used-car salesperson.
If you make the mistake of just selling to cold audiences who really should be learning more about who you are and how you’ve helped others in the past, you’ll quickly lose their trust, and you’re going to risk turning them off.
Warm audiences first by running a video campaign where you are offering tips or advice about what your product or service can solve.
You can then run a direct sales ad to people who watched a certain percentage of that video.
The second strategy that we use and probably my favourite is to run a lead magnet campaign such as a free ebook, 30-minute consultation, free check-up in exchange for their email address or contact details.
Once you have their email, you can start a strategic email campaign where you deliver value-packed emails with more tips and more advice, followed by a promotional email by the fourth or 5th email.
Too Hands-on or Too Hands-Off On Your Facebook Campaign
Number five mistakes we often see is being two hands-on or too hands-off on their Facebook campaign.
What we noticed is way too many Facebook advertisers go to either one of these extremes when they’re running ads. Some want just to set it and forget it while some are so nervous about it that they keep checking on it every hour and they end up pulling the plug on the whole thing before the first day is even over. While it’s easy and very tempting to set up your Facebook ad and then walk away only to check out at two weeks later, you really should be looking and analysing its performance every single day.
If you’ve set up a proper Facebook Ads audience, you don’t want to show them the same ads every day for months because it’s only going to turn off your audience and it’s going to increase your cost per conversion.
Checking your ads daily allows you to turn off poor performing ads and increase the budgets of the ones that are working best.
Avoid micro-managing your ads in the first 72 hours of the ads going live because it takes about three days for that algorithm to start learning.
There can be times the ads seem not to be working well out of the gate, which is entirely typical but what happens is after 24 hours through that 72-hour mark is when they start to find that sweet spot. If the algorithm fails to find the right audience after three days, that’s when you want to consider turning some ads off or changing budgets but not before 72 hours.
What you need to do is tell Facebook exactly what you want to accomplish with the campaign. For example: if you want people to opt-in for your lead magnet, you want a conversion goal, not traffic or video views campaign. But if you’re going to use video views to build engagement audiences to retarget them then might want to go with video views.
Facebook’s algorithm needs about 50 instances of any objective being met per week so the algorithm can learn from it. If you have a smaller budget and you’re not spending enough to reach enough people to opt-in to your list 50 times or buy from you 50 times in that week you probably need to back out a step and go for the next best objective that does get you 50 instances or more, in most cases, this is perhaps a traffic objective.