Facebook Paid Ads: 8 Mistakes to Avoid at All Costs

Not Focusing on the End-Goal

While some may think that the first step to creating profitable Facebook paid ads is creating the ad itself, when it’s the opposite.

The real first step comes before you start on your ad. It’s about choosing your marketing goal or objective and being absolutely clear about it. Since you’ll find more than one option to select, the whole experience can get confusing and you may end up going for the wrong one.

Facebook advertisers, especially the ones who are new to the platform often make the mistake of starting a new campaign without knowing their end-goal. Which will obviously impact your ROI.

Targeting the Wrong Audience

There are many social media marketing techniques out there that can help you get exposure to your business. However, Facebook paid ads have carved a unique place in the social media marketing arena, and they continue to grow in popularity. Mainly because of Facebook’s superior targeting features that let advertisers work on a budget and still reach out to specific audiences.

However, the sheer size of Facebook’s user base can be defective, especially when it comes to choosing your audience. You cannot and should not target anybody and everybody with your ads just because it’ll fetch you more eyeballs.

Doing so may let you generate a lot of engagement and a ton of paid clicks. But what’s the use if the people seeing your ad if they aren’t actually interested in your offer? Even if they engage and click, they won’t convert because they cannot benefit from your service or product.

So how do you go about targeting the right people?

You need to learn and understand your audience more effectively. Here are two ways to do that:

Use Audience Insights: Right above your Page Insights, you’ll find Audience Insights, which you can use to gauge the interests of your target audience and the common demographics they share with each other, such as the pages they like, how active they are on Facebook, etc.
Carry out a Customer Survey: In order to understand your buyers better and also to effectively filter through your Ads Manager, you can do a basic survey to learn about your existing customers demographics such as location, gender, age, job position, etc.

Not Testing Variables Individually

Every marketer knows the value of having insight into what’s working and what’s not. In order to to get this insight, testing and experimenting with different versions of your ad is what you can do.

However, you can only gain true clarity if you test one variable after another instead of testing multiple variables. Effective testing involves the isolation of each testable variable to find out what changes to the ad are making the most difference.

Without isolating the ad variables, you’ll get mixed results. And you’ll have a hard time figuring out which factor worked for your campaign, and which factor worked against.

Let’s say you test three different audiences, along with three different ad copy headlines. And end up getting positive ROI from your test campaign. Even though you’ve created a winning ad, the question is, what made it work? Was it the audience or the ad headlines? Or both?

You should try to isolate each variable and test it out before moving on to the next so that you know exactly what changes worked.

cloyen

Wednesday, April 28, 2021