Facebook ads have revolutionised online advertising. When used properly they can be a powerful tool to build brand awareness, increase traffic and ultimately drive sales. However, many Facebook advertisers are making simple mistakes and are wasting resources on inefficient campaigns. With that in mind, here are three common mistakes Facebook advertisers regularly make and how you can avoid them.
1. Targeting too many people
The golden rule of advertising used to be that the more people you could reach, the higher your sales would be. That doesn’t hold true anymore, especially when it comes to Facebook ads. It can be tempting when you’re setting up your campaign to cast a wide net but you need to resist that temptation, because on Facebook, targeted ads are where the money is. Remember, with Facebook ads you pay per click or per view. You don’t pay for the total amount of time your ad is live. This means you may as well only advertise to those likely to make a purchase because it doesn’t cost you anything extra, it just might take a little longer for the ad to reach the same number of people. Advertising to non-target audiences is a waste of your budget because you’re paying to show your ad to people who will have very little interest in it.
2. Not testing enough
There is no such thing as the perfect Facebook ad. It can be difficult to predict with any accuracy which ads will do well and which ones will flop. That’s why it’s super important that you don’t just set up and leave your Facebook ad campaigns. Too many first time advertisers give up too quickly when their first ad performs poorly. What they don’t realise is that the product they were selling may not have been the problem, it may well have been the ad itself. In order to succeed with automating Facebook ads you need to be constantly changing them up and experimenting to find what works and what doesn’t.
3. Relying solely on one type of advertising
While it’s true you should try and focus on the types of Facebook ads which convert well, it’s also true that you shouldn’t put all your eggs in one basket. The problem is that if you over-saturate banner ads for example, people will start to become oblivious to them. Your ads will just blend into the background because the viewer is so used to seeing them so often. The better strategy is to use a wide range of different types of ads because you avoid over-saturation and because you keep your ad popping up in different places where the viewer isn’t necessarily expecting it.