Facebook ads can be effective towards meeting your marketing goals. However, making what seems to be small mistakes can eat up your ad budget very quickly with minimal results.
These 6 issues with Facebook ads can and should be avoided:
- Not considering the date or time of day. Have you ever gotten sick of seeing the same TV commercial over and over multiple times a day for weeks on end? Your Facebook audience gets tired of seeing those ads, too. Research has shown that ad fatigue can set in as quickly as three days after launch. Make sure you consider the most effective times to show ads to your target audience.
- Landing pages that aren’t relevant. You can have the best-designed campaign ad ever but if the user doesn’t like what they see on your website, you’ve lost the battle for their attention. If you’re promoting a specific service, don’t point the user to your site’s home page. Make sure you point the user to the information matching your ad.
- Making too many changes. The “edit” force may be strong in you but resist the temptation to constantly tweak your campaign. Facebook’s ad platform uses machine learning to optimize for the best results, so making frequent changes defeats the purpose.
- Not making use of Automated Rules. Creating Automated Rules in Ad Manager allows you to set limits such as daily spend, number of impressions, cost per acquisition and more to help you keep your ad spend under control. Automatic adjustments to your campaign can be made based on your rules, but you should have notifications sent to you and make changes yourself to maintain awareness and control of the ad’s performance.
- Singing to the choir. Remarketing can be a good thing, but you also need to find new users. Exclude recent purchasers of your ad when cycling it again. You want new customers, but you don’t want to annoy your existing customers.
- Using the same ad type over and over. Different audiences respond to different types of ads. Make use of A/B testing to see which ad type resonates the most with your target audience. Don’t be afraid to experiment with different types of ads but do your due diligence first.
Facebook can be a powerful marketing tool for your organization, but you need to familiarize yourself with how the Facebook Ads platform works in order to get the most effective results.