We consistently see owners of businesses tossing their hard-earned money away on Facebook ads that are ineffective. That makes me very sad, because oftentimes all it’ll take are some small changes to make their Facebook ads explode. We’ve spent thousands of dollars upon Facebook advertisements and learned a couple of things on what’ll work and what does not!
In this post, we will share five of the more typical Facebook advertisement rookie mistakes we notice owners of businesses making as it’ll come to their advertisements on Facebook. At all costs, avoid them!
Amongst the most impactful things regarding Facebook advertisements is the capability of targeting using laser focus. However, we find most business owners will get caught up with reaching MORE individuals, even if the audience is extremely general.
Here is the issue with that strategy: you will wind up spending tons of funds on a bunch of reach, yet see little to no conversions. You might be reaching loads of people, yet you aren’t reaching the proper individuals.
Testing different audiences out for the ads may make all of the difference. For a “cold audience” (individual who doesn’t know you) it is recommended to have a highly-targeted audience size of 500,000 – one million individuals for digital items.
For “hot and warm” audiences the audience’s size is going to be determined by the email list size, the amount of fans on Facebook, or amount of individuals reaching any content piece you’ve pixeled.
We have found those audiences will be more likely to interact with our advertisements… meaning higher conversions and lower cost.
You already likely know you may select what you need the social media channel to optimize the campaigns and ads for. Some instances include clicks, daily unique reach, and actions.
Simply put, what’s optimized for will be different than the goals (that is, your goal may be impressions as you still optimize for clicks).
What that will mean is that as the ad is shown, the social media channel is going to tweak the generation of the advertisement based upon what type of results they are getting. For example, if they notice that your advertisement is performing well with females in the age group of 25 to 34, they will show your advertisement most often to women in this group.
Here is the issue with that: if you allow your campaign or ad to run too rapidly, you might be using your whole advertisement budget up before the social media channel has had an opportunity to optimize the campaign or ad.
How do you fix that? Be certain that you give the advertisements at least 3 to 4 days to run before you spend your entire budget, or before pausing, editing, or pulling the ads.
Be certain you give the advertisements at least three to four days to run prior to you spending the entire budget.
Facebook allows you to select from numerous goals while creating your advertisement, which includes conversions, lead generation, engagement, and traffic.
I find most business owners become sucked into selecting “conversions” as their goal for the majority of the campaigns…because who does not want their advertisements to eventually accomplish conversions?
But, the goal you will pick may have a big impact on how efficient your advertisement is (Check this post out to witness how this company went from a CPL of $7.81 to $1.38 just by tweaking their goal).
Below are a few basic goals you might want to consider if:
The image arguably is the most critical component of the whole Facebook advertisement. However, most businesses are satisfied to use a single image then hope for the best.
A more efficient strategy includes split testing up to six images for every advertisement created. Facebook will make split testing simple by splitting up the audience into segments randomly. They’ll then show six versions of the advertisement (each one using a different photo) to those different segments (notation: All six versions of the advertisement are going to be a portion of the same advertisement set).
They will keep every other ad component (copy, ad, headline, etc.) the same, in order for you to tell for certain how the image is doing.
A few photo ideas to test within your own advertisements include the use of photos of real individuals, using eye-catching or surprising images which will make individuals take another glance and utilizing bold designs in order to develop “pattern interrupt” (to get the advertisement to stand out from all other things within the newsfeed).
If you are a Facebook follower of mine, you might’ve seen that I adore Facebook video advertisements. I think they’re extremely effective, especially as far as user engagement is concerned.
Video advertisements work similarly to regular ads, and you also have the choice to optimize for views (highly recommended!). It’ll permit Facebook to tweak the video automatically based upon who is more than likely to see it.
One other strategy that is recommended to make the most of the advertisement includes creating video engagement customized audiences based upon how long individuals have viewed your videos within the past.
You may opt to have your advertisement shown to individuals who’ve viewed:
You can, of course, also develop lookalike audiences with this exact same strategy.
So what do you think of these tips? Let us know below.