Facebook is no less than a gold mine for today’s digital advertiser. Advertising expenditure expected to rise by 60% in 2017 on Facebook, as results of Facebook Advertising are apparent.
But even experienced advertisers who are spending significant budgets tend to lose out on opportunities by committing reasonably common mistakes in their campaigns.
While there are more cost-effective social media advertising platforms than Facebook, few can boast of such a vast audience. But many brands are unable to utilize this to their advantage because of making common yet avoidable mistakes. You will be wise to understand that – practice makes perfect, as it can make you overcome many errors that are enough to spoil even the best of strategies.
Since the first step in overcoming mistakes is to understand and stop making those errors, let’s look at the top Facebook advertising mistakes brands make.
We’re not talking about beginner mistakes like not tracking conversions with a pixel on Facebook or too much text on Ads or oversaturating the audience with same messages. There are more strategic oversights which hurt the performance of important, sophisticated brands.
- Making A Targeting Mistake – Your Facebook Ad copy, design, placement may be the best, but if an indifferent audience sees it, it won’t get you results. Statistics from 2016 Q3 Facebook Ads show that there can be a 1000% difference in the ad’s cost per click, depending on the audience you’re targeting. So it would be a smart move to start your Facebook Ad campaigns with customer research to make sure you’re targeting the right audience.
- Using Wrong Ad Type – Facebook allows advertisers to experiment with many different Ad types, you shouldn’t overlook different kinds of ads :
Newsfeed Ads – First choice of Facebook ad beginners, simple and easy to create.
Right Column Ads – These come with headlines, descriptions and a single image.
Lead Ads – Recognizable by the “download” call-to-action button.
Carousel Ads – Allow you to showcase up to ten images or links in a single Ad.
Dynamic Product Ads – Target users based on past actions on your site.
Page Like Ads – Goal is to get more likes on your brand’s Facebook Page.
Canvas Ads – Mobil optimized animated ads that help tell your brand’s story
- Advertisements That Fail To Draw Attention – Ads that fail to draw attention might be guilty of their photography resembling amateur photography in news feed doesn’t use bright colors which reduces viewability or contains confusing elements and doesn’t match the offer. Creating more colorful ad images helps get more people to notice your ad, read it and take preferred action as research shows that people make up their minds within 90 seconds of their initial interactions with products and people. About 62-90% of this assessment based on colors alone.
- Confusing Ad Copy – An Ad copy should be crisp and clear. Too much text distracts the audience, while too vague content leaves people wondering about your purpose. Pay attention to the headline of your ad, this part is most visible and responsible for attracting customers. It determines whether your full Ad will be read or not, use only one call to action and tie it to the image you choose.