Is your business using Facebook advertising? In this article, we’ll take you through some of the most common advertising mistakes on Facebook and how to avoid them.
Targeting the wrong audience
One of the easiest mistakes to make with Facebook advertising is targeting the wrong audience. Audience targeting is probably the most important element of a Facebook campaign as without the proper targeting your advertising will not reach the right people. This is why it is so important to create buyer personas for your target audience.
If you are an established business then you will likely know who your ideal customers are and this can help you when it comes time to create your audience on Facebook. Remember with Facebook you are paying to get your advert shown so it’s important to take the time to create audiences that are relevant.
For local businesses don’t forget to add locations to your targeting to help you refine your audience. So if you are a plumber in Manchester then you probably want to limit your adverts to being shown to people within Greater Manchester rather than UK wide.
Not using scheduling
Many advertisers leave their Facebook campaigns running 24 hours a day without realising they have the option of scheduling their adverts to be delivered on certain days and times. You can improve the effectiveness of your campaign and make your budget last longer by using the ad scheduling option when creating your campaigns.
Ad scheduling will also help stop Facebook ad fatigue by stopping people from seeing your adverts multiple times a day. You can also optimise your ad delivery by selecting Daily Unique Reach under the Optimization for Ad Delivery section.
Failing to experiment with different ad types
Facebook offers a broad selection of different ad types which can really help your business to reach the right audience and create a message that resonates with your customers. Most amateurs stick to Newsfeed or Right column adverts which are available through boosted posts directly on your newsfeed. Experimenting with different ad types will help you see what type of adverts resonate with your audience and which deliver the better return on investment for your business.
Depending on your campaign goals and objectives there are a whole host of advert types available to help support your goals and get the performance you want from your campaign. Some example ad types include lead ads, carousel ads, canvas ads, event ads, mobile install ads and dynamic product ads. Just pick the ad type that matches your campaign goals and get started experimenting.
Not matching your advert with your landing page
You’ve spent the time to create a highly targeted Facebook campaign, created a brand new audience based on what you know about your customers and put together the perfect advert with a great image and killer text, but does it match your landing page. This is one of the most common mistakes that businesses make and instead of using a highly relevant landing page a lot of companies simply land people on their website homepage.
Failing to tie in your advert with your landing page not only confuses visitors but it forces them to navigate to what they are looking for. The majority of people will simply leave your website without taking any further action. So no matter how relevant your advert and targeted your audience you could be failing at the last hurdle.
Try to use the same messaging in your advert copy as you do on your website and this includes your calls to offer. That way you can match expectations with your ad content and give people a clear indication of what action you want them to take on your website.
We hope that you’ve found these tips useful and that they help you improve your Facebook advertising campaign. If you’ve got any tips of your own feel free to share them in the comments below.