Facebook has a massive user base, and you have a golden opportunity to approach all your potential customers. Many businesses have recognized the full potential of Facebook ads and are generating profitable business results.
However, some businesses are failing to leverage the benefits of Facebook advertising services. The difference is the implementation of strategies; these businesses are might making some mistakes that are blocking the favorable business outcomes.
So, let’s uncover these deadly Facebook ads mistakes that can restrict your fruitful business results from Facebook ads. Moreover, we’ll also discuss the tips to fix these mistakes and earn what you seek from Facebook ads.
1. Facebook Ads Strategy = Search Engine Ads Strategy
This is the most common mistake business owners make while fabricating Facebook ads strategy. You should realize users have different persona while accessing these platforms, and the same ad strategy can’t deliver you the reliable results from both. If your strategy is outperforming Adwords, it doesn’t mean it will work the same as Facebook.
Users go on search engines to browse some information, products, or services, but on Facebook, people have a completely different persona. They don’t need any product/services from Facebook; all they want to know is what’s happening in their online social circle. Hence, you can’t just approach your customers the same way you do on search engine ads. You need to understand the persona, create a different sales funnel, and forge some relevant ads according to funnel to drive the results.
2. Audience and Ads Mismatch
How about when someone comes to you and tells you to buy his product without explaining to you about the brand and product.
It’s quite obvious that you’ll deny his proposal for sure. Moreover, let’s more specify the situation where sales come to you while you are chilling with your friends and you have no intention to buy anything. Bet! You’ll not consider that sales guy for a minute.
The same persona users have on Facebook, and you mustn’t be that sales guy with a direct proposal. Initially, you need to introduce your brand to customers through content and other awareness ads to make them familiar. Next, they know your brand, and you need to comfort your customers with some free trials or negligible cost offerings.
Finally, either they will show their interest, or you can promote your products/services to the customers for final conversion. Always consider this hierarchy; otherwise, your Facebook ads won’t return anything.
3. Improper Segmentation of Audience
As we discussed, the different ads for various positions in the funnel, but all your audience isn’t the same position. Some are in the top funnel, some are in the middle, and the rest are ready to buy. So, you need to segment the audience for your ads to fetch the profitable returns. Facebook offers various audience types like saved, custom, and lookalike, to segment the large potential customers.
Moreover, you can filter the audience through multiple demographics like age, gender, location, relationship status. Job, etc. to target the most relevant audience. You also have the freedom to target the audience according to life events like engagement, marriages, birthdays, etc.
So, segment your audience correctly according to the various ads to get impressive results.
4. Using the Wrong Ad Type
Facebook offers numerous kinds of ads to promote your products in various ways and invigorate the utmost engagement and ad performance.
- Photo
- Video
- Stories
- Carousel
- Slideshow
- Canvas
- Collection
The ads are also for desktop and mobile, so consider the one according to your desired results and audience.
Moreover, the lead ads are for collecting the user info, dynamic ads for showcasing your products, and lastly, the link ads to drive the users to a particular landing page and complete some actions like sign up, book, download, subscribe, etc.
There is no fixed formula of ad types, so run some ads and consider the appropriate combination which delivers the best results.
5. Considering the Unattractive Ad Creatives
A survey says that content created daily is more than the user can grasp. So, there is tons of content, and you can’t have the user’s attention if your ad creatives are not that engaging.
Your ad visuals are the thing that users will see in the first instance, and if it can’t entice the users’ interest, you’ll get nothing, no matter how good your ads are optimized.
So, give ample time and resources to create high-quality visuals for your ads and amplify your ad CTR. And the better the ad CTR, the lower will be the CPC.
6. More Text Content
Text content is essential but at appropriate places. More text content in your Facebook ads limits your reach and results consequently.
Facebook recommends using less text in the images. Facebook’s overlay text tool analyzes your ad images and gives some recommendations depending on the image-to-text ratio. It will give you insights on whether your ads perform well or won’t reach a substantial audience. And you need to improve your ad image accordingly. Try more visuals to depict your message, there is too much text content online, and people can’t read all. So, you need to talk through your image.
Apart from the ad images, the ad titles should also be in an appropriate length to get better performance. Be compact with texts.
7. Improper Landing Page Experience
If you direct your users to a landing page through ad clicks, it should be good enough to engage the users and give them what they are here for. If your lading doesn’t meet the user’s expectations, they will leave your site, which will affect your search engine rankings. When a user leaves your site after without exploring it or browsing other pages, which means you are not useful for users, and search engines diminish your SERP rankings.
So, a bad landing page experience can waste your ad budget and search engine ranking efforts. Hence, keep testing different landing pages designs to give the best possible user experience and earn outstanding business results as a reward.
8. Solely Relying on Interest Targeting
Interest targeting is a great way to filter the potential audience, but you can’t entirely depend on it. People with the same interest may belong to the different sales funnel, and your interest-based ads can’t pamper all audiences. So, instead of interest targeting, consider the other demographics as well to filter your generic audience and boost your ad campaign performance.
9. Being Prone to Ab Blindness
You have great ads, delivering astonishing results, but after some time, your results will start diluting. The reason behind this drop is ad blindness. When your ad appears in front of the same audience multiple times, they start ignoring it, which will decrease ad effectiveness. Your ad quality has nothing to do with it, but now it’s failing to attract the user’s attention. Now, you can overcome this ad blindness by changing the appearance of your ads. You can consider slight changes in layout, color, and background to maintain your ads’ performance.
10. Not Utilizing the Facebook Automation Tools
Facebook ads need continuous monitoring and changes according to various circumstances. You also have to adjust your bids continuously for being profitable and economical. All these things require substantial time, but Facebook’s automation tools can help you tackle all this. These tools can monitor and handle your campaigns while delivering the best results in the given budget. Moreover, you can schedule your ads to run for a specific time, which lightens a substantial burden.
However, you mustn’t rely on tools solely and always keep a track to deter any adverse results. You can also hire a professionals like this Facebook ads agency Toronto if you have a hectic schedule, and you can’t promise regular time for your Facebook ad campaigns.
These are the 10 most deadly Facebook ads mistakes that can knock you down. Hence, make sure you are not doing any, or if you do, then you have, then you know how to fix it.
Happy Growing!!