September 7, 2015
Have you tried Facebook advertising for your business? Depending on your strategy, advertising on Facebook can be hugely beneficial for your business or just a complete waste of time and (more importantly), money.
For some reason, the individuals who have not had success with Facebook ads think there is some secret formula or methodology to “cracking” the Facebook code and having great results. The truth is, there is no secret code or methodology for having success with Facebook ads. Management companies don’t have any special privileges or shortcuts that the average advertiser doesn’t have.
People that have success with Facebook ads take their time, plan a strategy and more importantly, they don’t advertise on Facebook the way 95% of the other Facebook advertisers do. In this article, we are going to give you the 5 biggest Facebook advertising mistakes that most people make. If you avoid these mistakes, you will have a successful, lucrative experience with Facebook advertising and really kick your digital marketing into high gear.
5) Choosing the wrong destination page
No matter what, when it comes to advertising with Facebook, most people don’t look past their actual advertisement. They think that the destination page doesn’t matter. Well guess what, it matters just as much or even more than the actual ad you just built! If your destination page (most likely a landing page) is not congruent with your Facebook ad in terms of messaging and imagery, you will have a much lower conversion rate.
If you work or even just talk with a social media management company, they will tell you the three most important aspects to a Facebook ad are the ad itself, the targeting and the landing page / destination page.
4) Using “Broad” Interest Targeting
Most Facebook advertisers don’t realize how specific and laser targeted they can get when it comes to choosing the targeting on their ads. The majority of advertisers scroll down to the “Interest” targeting box and type in the main word for the industry they are looking to target without putting any thought or effort into the targeting. For example, if we had a golf product and our goal was to target golfers, most advertisers would go to the Interest section and type in “Golf.”
The problem with targeting this interest is that it is WAY too broad. There are people included in that interest group that most likely do not even play golf. They might enjoy following golf, or might have a friend who likes golf, but they themselves do not ACTUALLY play the game.
Instead, what you need to do is narrow down the interest group to something much more specific. We want to target the “die hard” fans of golf. The people that follow golf daily and play at least on a weekly basis. What we first do is go to Google and use that as our main research source to try and find interests.
After we do some research on Google, we then head back to Facebook and begin to see if these keywords turn out to actually be Facebook “interests.”
People that follow or “Like” Golf Magazine and United States Golf Association are much more precise and would most likely be suited for a golf product rather than someone who may just watch it on TV from time to time.
3) Poor Ad Images
When you are building a Facebook advertisement, you need to keep in mind where your ad will be shown. Will your ad be displayed in the news feed on desktop or mobile? Will it be on the right hand side? These are all factors you need to decide before you even begin to design your image. The image for your ad is more important than any other aspect of the actual advertisement.
Because that is what every person will see first before any other part of your ad. Some advertisers don’t take the time to design clean images with high contrast colors that will “stand out” on Facebook. Trust me when I say, if you have a bad image you’re CTR (Click-Through Rate) will be horrible. This will lead to higher cost per click and lower conversion rates.
2) Scaling Too Quickly
Once you have a campaign up and running at the recommended $5-$10 per day budget you might ask “how do I know when to scale up my budget?” It seems so simple; yet, so many advertisers completely tank their own ads when they try to scale. Facebook does not respond well to high jumps in advertising budget.
If you are running your ads at $5-$10 per day and you bring in a few sales, the worst thing to do is get excited and turn up the budget to $50-$100 per day. This will dramatically increase your cost per click, which in return will increase your cost per sale. If you are acquiring sales and your ads have a good ROI, I recommend that you begin to scale by doubling your budget by the day. If you are at $10 per day, the next day go to $20, then $40, then $80 and so on.
This will not dramatically increase your cost per click and you will see a slow and steady scale for your ads. I have spoken with a social media management agency who manages multiple six-figure monthly Facebook budgets and this is the exact process they use to scale campaigns, keep in mind it’s no different for you.
1) Not Tracking
The number one biggest mistake we see advertisers make on Facebook is they do not track anything. Facebook offers advertisers amazing opportunities for tracking conversions, which can be anything from a lead, sale, webinar signup and much more. If your goal is to drive leads to a landing page and your only traffic source is Facebook ads, then sure, you will know just by looking at the back-end of your landing page how many leads you have coming in on a daily basis. You will probably even be able to figure out the conversion rate.
But if you built 5 different Facebook ads to drive traffic to that destination will you know which exact ad is driving those conversions? If you have conversion tracking set up then yes, you will. Running traffic completely in the dark without knowing which ads are performing the best is a complete waste of your advertising budget.
The reason is because not every ad that has the lowest cost per click is the one that drives the most conversions. If you have 2 ads running at the same time, the cost per click on one ad might be significantly lower than the cost on the other, but you will never know which ad is actually bringing in the leads if you do not have tracking set up.
If you avoid making these 5 Facebook advertising mistakes you will be better than 95% of all other advertisers. I hope you use these tips to improve your campaigns and please tell me about it below in the comments.
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