It is no longer a secret that Facebook offers a good way for either small or big businesses to easily connect to their target market. But on the contrary of most of the businesses’ perspective that Facebook is just a basic online stuff, there’s a fact that it is complicated to use.
If you are a businessman, and you’re trying to work on your Facebook page, can you imagine how much trial and error do you have to go through to learn the art of Facebook? Basically, it is a waste of time—and of course, money.
So, to shudder these things, here are some of the common—that are sometimes, costly—Facebook advertising mistakes and how do we fix them.
Targeting too Broad Audience
One of the most common mistakes with regards to advertising—not just only on Facebook but also with most of the advertising schemes—is reaching out too broad target market.
It is not recommendable to think that everyone is a potential consumer. Basically, you are paying for your ads for your page’s or post’s reach and when you target your audiences broadly, perhaps, you are paying for the wrong persons.
If for now, you are taking a large target audience, you might want to consider narrowing it down in consideration with their interests. On the other hand, if you are currently targeting a too small market, maybe you have to try incorporating interests in order to reach larger number users until and from there, you may have the chance to find your sweet spot.
Being too Impatient
This is a problem of many—impatience. Ringing your brand online through Facebook is not just an overnight process. It really takes time.
Sometimes, when we can’t see positive results right away, we tend to do something that’s not really necessary because we think we are just wasting our money. But to tell you, at first, it is really hard. But the main thing to put your focus on is the gathering of data and insights. That’s why; you have to know how much you are willing to spend to obtain even a single customer.
You might have to work out to not make decisions about your ads. Refrain from pausing, or tweaking them until such time that you have already reached at least 1000 people. By that time, you would have enough data to be analyzed if your ad is really working—even if it doesn’t manifest yet on your sales.
Not Isolating What You Test
When it comes to marketing, insights are somewhat, somehow not being valued unlike the other aspect of marketing schemes. Of course, it is highly encouraged that you do experiment with your ads for you to be able to learn. Not to mention, learning will just take place when you came to the point that you test one variable at a time.
As much as possible, consider separating an ad before working out another. Test one variable at a time. This is for you to go forward with enough knowledge you can act upon.
At first, specifically, you must test at the Advert Set level with your targeted audiences.
Always remember that it is possible for you to change and test at each level of your Ad Manager account:
Campaign: Your goal where Facebook will base its optimization. Some of its examples are add to cart, purchases, etc.
Advert Set: These are your targeted audiences, the placements, and schedules.
Ad: The prime examples of this are the links, format, creative, etc.
Disregarding Some Relevant Effects of Your Ads
For most of the business owners, of course, the basis of the success of a campaign is its manifestation on the sales. But, sales is not the only thing that could possibly be brought to you by your ads.
Actually, there are lots of underrated values of ads that we tend to miss because the only thing that matters to us is the customers brought by our ads.
But, not to mention, here are some of such:
- You can collect emails from those people who visited your profile.
- You can gather a number of likes and comments on your posts to create social proof for your ad as time goes by.
- You can actually reach for those people directly who left a comment on your ads and aid them to complete a purchase.
- You can invite people who have liked or reacted to your post to actually like your Facebook Page buy just clicking the invite button at the side of their names.
Also, if I am to recommend something on this matter, perhaps, it is to set up your Google Analytics and Hot Jar which are both free to access. Using those, you can take a look at the behavior of your website’s traffic. This will also lend a hand for you to actually identify your real problem—maybe your audience, your website layout, and the like.
Ad Creative for Attention and Clicks are Not Optimized
When you came to the point that you already have identified your target market, a good creative for your ads is a good help to make the results somewhat overwhelmingly better.
It is not easy to create a good ad. Of course, there are lots of good things about it but there are difficulties that you have to go through before you could simply say that you did a great job.
Nonetheless, here are some things that might help:
- Create in your image, copy, or video thumbnail a good point of convergence that would really be an eye-catcher.
- You might want to use emojis to incorporate feeling, personality, and visual elements to your copy.
- Gather social proofs such as likes, comments, shares every time you run an ad. It would make your ad stronger, impactful, and successful.
- Do an experiment and make various ad formats over the same Advert Set. You might want to consider creating a video since Facebook is known for this kind of format.