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12 Biggest Facebook Ads Mistakes To Avoid in 2020

7 Most Common Facebook Ad Mistakes to Must Avoid in 2020

Does this sound familiar?

You invest a massive budget on a Facebook ads campaign hoping to generate a lot of opportunities but end up with little to no conversions. It appears to be that you just flushed your marketing budget down the drain and you even lost a lot of money doing this and that is a big waste.

But hey….

The good news is, you are not the only one and you can also learn your mistake from here!

I have heard so many people complain that social advertising doesn’t perform. And most of the times, the follow up complaint is that the campaigns were too expensive, they did not achieve the business goal they were trying to accomplish, and the campaign did not reach their key audience and they just waste their money but that not all they are some mistake that you just have to avoid like for example in life their are mistake you usually make. 

With 2.45 billion active monthly users, Facebook still remain an advertising giant. If Facebook were a country, it would definitely be the largest in the world i guss.

57% of consumer says that social media influences their decision making process. Hence, every business wants to run ads on Facebook. Its active user in billions, coupled with great targeting criteria, make it a magnet for advertisers.

Recently, there has been a massive decline in Facebook organic reach and ad impressions on the increase. This has made the competition steep for advertisers to keep up by ensuring ads are engaging and relevant. 

Hence the reason I am sharing with you 12 Biggest Facebook Ads Mistakes to Avoid in 2020 to make you great in your business.

1. Not Defining Your Buyer Persona

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A buyer persona is a prototype of your typical or ideal customer, based on detailed audience research.

OR

A buyer persona is a representation of someone who will spend money with you but who may not be the end-user

When you target everyone, you target no one. Still trying to sell to ‘everyone’ in 2020? Mass marketing is the 90’s tactics and just doesn’t work anymore. This one common mistakes advertisers make with Facebook ads that you must avoid in 2020.

You need to define your ideal customer. If your ideal customer base is too broad, streamlining it into a few buyer personas is essential. Important questions like who needs this the most, what age bracket do they fall in, what interest them, where do they live? Have a well defined buyer persona. As this is the first step to effective marketing strategy for an y business. 

Perhaps, you are wondering what benefit this is. Facebook offers wide range of targeting criteria based on demographic, behaviour and interest options. Throwing your ads to everyone will not only be ineffective, but it will also cost your hard earned money.

2. Expecting Facebook To Work Like Other Channels

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This is another popular mistake among advertisers. Expecting Facebook to deliver results in the same way search ads or display ads do is a wrong way to monitor campaign performance. You need to always bear in mind that Facebook delivers your ads to people who are most likely to be interested in your offerings.

Google Search Ads will deliver different results as they great for matching audience based on intent. Facebook matches audience based on interest. Hence, they will typically deliver different results.

3. Setting The Wrong Marketing Objective

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This is a prevalent Facebook ads mistake among beginners. Facebook advertising is crystallized into a sales funnel. The sales funnel starts with awareness and ends with conversion and within it, you have the marketing objective.

It’s difficult to develop a holistic Facebook Ads Strategy if you lack understanding of your ad objective. To avoid this Facebook ad mistake that could cause your your ad budget, you must choose the right Facebook Ads objective that aligns with your business goal at every point in your marketing journey. 

The Marketing objective is the first level of the Facebook campaign structure. Just before you start creating your Facebook ad, the ads manager asks you what your objective is.

 What is the goal of my campaign?

Am I looking for event responses, awareness, engagement with consumers, traffic to my site or lead generation?

Whatever objective you select must align with your business objective and where your business is in the marketing journey. The wrong Facebook campaign objective is synonymous to building castle in the air. Hence, this is the first step to any successful Facebook Campaign. 

4. Measuring The Wrong Metric

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When your Facebook ad campaign is active and delivering, there are a ton of metrics at your disposal within the ads manager. Some of them are reach, clicks, landing page view, impression, cost-per-click click-through rate, conversion rate and others. Again, your marketing goals informs the metrics you measure — are you trying to optimize your ads for higher conversions and bring down costs or do you have a really large budget to test?

READ ALSO: How Businesses Can Measure And Improve Digital Marketing ROI

5. Forgetting To Use Facebook Pixels

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Tracking and reporting are vital elements of any marketing strategy. How are you able to ascertain that what you are doing to drive opportunity to your business is working?

Facebook pixels are snippets of java script code Facebook uses to monitor users behaviour on your website. It is simple to install. However, if you’re not techie, you might need to get website developer to assist with the Installation.

Most advertisers seems to ignore this important step and proceed with running a campaign. Pixels not only help Facebook measure who’s doing what on your site, but it also helps you as an advertiser define your audience in the future and also optimize effectively.

Also, you could decide to exclude certain audience segment people who have already visited your website from a new campaign or remarket to those who are your existing customer. Facebook pixels is a very useful tool and must never be ignored.

6. Ignoring Facebook’s Analytics

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Google Analytics, SEMrush and Crazy Egg. These tools are some of the most famous website and app analytics tools out there. It’s easy to rely on the robustness of these tools out there and forget that Facebook ads manager is a great analytics tool in itself. It can help you get a deeper insight to where and how people interact with your business across your multiple channels. Then, optimize and grow.

 

7. Forgetting to Exclude Those Who Have Already Converted

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This mistake often happens with Facebook ads, and making it has real implications for both your budget and the customer experience.

Imagine seeing and ad over and over again of a product you got few days ago from the same business, how would you react?

It is important that you look at the offer you are about to promote in your ad and ensure that you have exclude individuals who may have already converted on it.

The easiest way to avoid this as one of the mistakes in Facebook ads is to create a list of those that have visited your offer’s Thank You Page, completed a purchase, or filled out your conversion or sign up form.

Then use Facebook’s Custom Audience option to exclude these individuals from seeing your ad. This way, you’re not wasting mad budget or annoying your prospects and customers.

8. Too Much Text on the Ad Image

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Do you remember the Facebook Ads 20% Rule that signifies that only 20% of the ad creative may contain text? Otherwise, Facebook could limit the distribution of your ad.

Well, the times, they’ve changed. Facebook isn’t as strict about text rules lately.

Instead of getting a “Yes” or “No” from Facebook, your ad’s text density will fit into one among the four classifications:

  • Ok
  • Low
  • Medium
  • High

Importantly, you can test your ad’s classification by using Facebook’s Text Overlay Tool.

Having a High Text Density on your ad images doesn’t mean that Facebook won’t deliver it, but it will deliver it to fewer audience members.

Facebook also notifies advertisers by email, guiding their attention to text-heavy ads.

9. Making Your Target Audience Too Broad (or Too Narrow)

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Not ‘everyone’ is your target audience. No matter how good your Facebook ad copy, design or ad placement is, making a targeting mistake that should have been avoided, can ruin your campaign success

When creating a Facebook ad, be sure to look at the audience size to see if your targeting is broad — or too few — people. To get this done, look at your potential reach in Facebook.

The more defined your target audience is, the better your ads will perform. This is what effective marketing is about — getting the right message out to the right audience and at the right time.

PS: You will need to test your targeting to get the fit that is just right for your business. 

READ ALSO: How To Target Wealthy People With Facebook Ads

10. Poor Ad Bidding In Facebook Ads

Facebook ads work similarly to Google ads. It deploys an auction-based system. Applying the right bidding strategy can give your ad campaign a significant boost in performance. Budget is one key parameter that determines the performance of any campaign.

It is important to know that if you set a really small or inflated ad budget, the Facebook delivery system will have an inaccurate indicator of the people for whom the delivery system should optimize the campaign for. Provide budget large enough to generate at least 50 total conversions and avoid frequent budget changes (which can cause an ad set to re-enter the learning phase).

There are four bidding options:

  • Impression
  • Conversion
  • Link Clicks
  • Daily Unique Reach

To get started, you would have to go to the “Budget and Schedule” section in the Facebook Ad Manager.

11. Running Conversion Campaigns Without Enough Data

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I know that you’re really excited about making massive sales from your Facebook ads. And the best way that comes to mind is to create a campaign using the Conversions (especially when set to purchases) ad objective.

However, if you haven’t made enough sales, this campaign simply will not perform as you’d like it to and this is a massive Facebook ad mistake. It takes a minimum of 50 conversion for the delivery system to optimize any campaign effectively. 

When you set up a Conversions (purchase URL) campaign, you tell Facebook to target your ad at the people who are most likely to click ‘buy’ on your landing page. When your pixel has gathered enough data, these can produce a remarkable ROI.

And this is why so many beginners rush into a Conversions (purchase custom conversions URL) campaign, only for it to fail, waste their budget (which would be better spent elsewhere) and put them off Facebook ads for life.

As mentioned earlier, Facebook need at least 50 conversion per week to fully optimize their conversions algorithm. Avoid one of the common mistakes of jumping into Conversion for purchase campaigns before your pixel has enough data optimize your Facebook ads. For some of you, this may mean running other Facebook ads campaign to funnel your audience until you are able to increase your ad budget to generate enough conversions for this type of campaign.

12. Forgetting To Retarget

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Studies have shown that campaigns that are retargeted have a 10X higher Click-Through Rate (CTR) than regular ads. This is so as a person that has landed on your website and knows your brand is more likely to click an advert than someone who has never heard about what you’re selling or your brand.

At this point, Facebook pixel is most useful. You could use it to promote new content or new products on your site to an old visitor. You could also use it to reach someone who added a product to cart but did not checkout. The opportunities in retargeting are endless.

Retargeting can be segmented into two main types: pixel-based and list-based.

  • Pixel Based: this is a way to re-display your material to any anonymous website visitor.
  • List Based: works after you already have someone’s contact information in your database.

Facebook advertising is all about deploying the right tools, creative format, messaging and content. Always test different audiences, content and messaging when managing a Facebook campaign. The best way to learn is still through experimentation. Take advantage of the tools Facebook has made available to you as an advertiser.

Conclusion

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Facebook ads can be a useful tool in growing your business, creating awareness, lead generation and driving sales to your product or service. However, there are common Facebook ads mistakes that you can make that can crush your business growth if you don’t avoid them.

You can avoid these Facebook ads mistakes. To do so, you can use these tips highlighted in the article above to get started and avoid making the same common Facebook mistakes made by marketers.

Be proactive by tracking your ad spend and campaign performance on consistent basis. Also, sharing that data with stakeholders so that they understand the results you’re getting.

Stick to your plan, test, and optimize. Once successfully master your first campaign, then take the time to consider other options

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