Digital marketers create to run targeted ads on Facebook for heightening all chances to appear before the prospects. They target the audiences on the basis of their age, demographics, interests, gender and similar consumer behaviour aspects. Now, the concern is targeting the audiences who are going to be interested in the company offers. Digital marketers should find a faster–converting group to easily find new leads.
Nevertheless, Facebook ad mistakes are common. Herein, figuring out the exact reasons become a big challenge to overcome, where most marketers are confused. To be safe from failed efforts, being aware of Facebook ad mistakes is highly significant. It is only then that the mistakes can be repelled for exploring the real potential of Facebook ads.
Now, let us come to the core and find out the Facebook ad mistakes to avoid and ensure the campaign success.
1. Implying the Wrong Objective
At the start of the ad campaigns, make sure to take time and choose the correct objective. Unless the objective is in right place, the Facebook ad campaign might not work. As your objective drives the entire Facebook ad campaign, it works out by informing the platform what should be achieved out of the campaign.
Keep this list of 11 Facebook ad campaign objectives in mind –
i. Increasing Brand Awareness By Promoting the Brand, Business, Products and Services.
ii. Reaching the Ads to a Wide-Scale of People in the Target Audience.
iii. Sending Traffic from Facebook to the desired URL, like the blog post, the website's landing page and the app.
iv. Reaching Out To the Prospects for Engaging Them with the Posts.
v. Directing the Audience to the Play Store or App Store for Installing the Business App.
vi. Sharing Videos With Facebook Users.
vii. Creating Ads for Lead Generation, that is for Collecting User’s Information who are Interested.
viii. Connect With Audiences on Facebook Messenger, Whats App and Instagram Direct.
ix. Encourage the Leads to Take Action.
x. Show all Listed Products From the Catalogue for Generating Sales
xi. Promote the Business’ Locations to Nearby People to Earn Better Store Traffic.
2. Not Making Use of the Facebook Pixel
Facebook Pixel is the tracking code added to the website for tracking and analyzing site visitors' behaviour and actions. By working constantly, the Pixel collects all valuable audience-oriented data.
The Pixel-collected data is much more lucrative at tracking events, retargeting users as per their actions, creating custom audiences, optimizing conversion campaigns, creating lookalike audiences and more.
3. Without A Clear Value Proposition
Overlooking the value proposition of the Facebook ad campaign means ignoring the answers to several questions. Focus on the value proposition to get the answers for why should the audiences enter into business with you. Answers to this question are a must for the ideal and impactful Facebook ad to convey the immediate moment.
Now to get a clear value proposition :
- Describe how uniquely will the users benefit after they have clicked through the landing page.
- Use the relevant images.
- Write concise and easy-to-understand copies.
Now conducting A/B testing for the ad types, visuals and copies; is the best way for understanding the value proposition across the audiences.
4. Selecting the Wrong Facebook Ad Type
Excessive options in Facebook Ads can cause confusion and leads to a selection of the wrong ad type choice. Facebook has allowed for a list of options, which are –
- Photos (with proper size options)
- Carousels (Videos and multiple images in one Facebook ad)
- Collections, that is a single ad showcasing multiple products
Next, Ad placement and positioning are to be decided based on goals that determine the ad type, which are –
- Lead Ads – Use a Pre-Populated form for capturing audience information.
- Link Ads – Use CTA, like Download, Sign Up, Shop Now, Learn More, Talk to Us and more for linking back to the website.
- Dynamic Ads – Use a template with automatically customized ad creative according to audience-viewed products on the website.
5. Using Excessive Texts On Ad Images
More than 20% of texts on Facebook Ad images were normally disregarded by Facebook, and it sends an email to the business informing the ads should be fixed to be approved.
But now, Facebook is using the categories (Low, OK, Medium and High) for classifying the text-in-images rule. Nonetheless, the Ad is not going to be declined with Facebook's new application of the text-in-image rule; but the ad's reach will be reduced. A low text-in-image classification would have just a normal reach, but reach will start decreasing if the ad is having a higher text-to-image ratio.
Keeping minimum text in ad images is the ideal solution to get past this mistake.
Using the Text Overlay Tool of Facebook is rather a preferred way for ensuring Ads are not having excessive text.
6. Facebook Ad Campaigns Are Working, Still Creating New Set of Facebook Ads
After the Facebook ad campaign is running, audiences are responding, and leads coming in and getting converted - these are all positive sides of the campaign. In this stance, should a new ad be necessarily created? A well–performing ad should be given time for being analyzed. What should be done to further optimise the ad?
How differently can it be tested?
Analyzing, optimizing and split testing the functioning Facebook ad are wiser efforts than creating a set of completely new ads.
7. Forgoing the Use of Viral Contents
In social media, the brand’s human side is displayed. To make the brands more relatable, approachable and rather clickable – original memes and funny GIFs as ad visuals are super-effective. Memes are largely shared. By trying out viral-worthy content in ad creatives, the success path is better carved.
8. Taking Just the Bottom of the Sales Funnel To Account
Facebook Ads are indeed the mediums for higher sales, but the audiences will lose interest if the brand continues pushing its products. Since investment is for the paid ads, the focus must not be limited to the end of the sales funnel, which is the Decision Stage or the "Ready to Buy" stage.
The smart way out is aligning the Facebook Ad Campaign with the whole sales funnel. The safer and better working procedure is the 3-step ad sequence with the separate creatives for funnel stages -
- Awareness (Checklists, Guides, Videos and More),
- Consideration (Demos, Free Trials, Case Studies and the Like)
- Conversion or Goal (Retargeting Abandoned Carts, Limited Period Offers, Discounts For Short Time and such).
9. Committing Facebook Policy-Related Ad Errors
Facebook could disapprove of the ads, and it should be accepted. Facebook has laid down a list of policies that clearly state those ads are restricted from running on the platform. Prohibited and restricted ad content are strictly forbidden from publishing, which includes illegal drugs and weapons, political controversy, sexual exploitation, sensational and controversial content, and the like.
At the same time, Facebook prioritizes user experience. Linking a non-functional landing page or else a landing page not matching the offerings as shown in ads is subjected to Facebook disapproval. Adding high-quality, original content is a compulsion. The word "Facebook" should not be used in the ad. Facebook is least interested to build a partnership with a brand.
When done effectively, Facebook Ads are the potential to deliver magnificent results. By taking some additional steps, the ad campaign's effectiveness can be ensured, that in turn earns the business trust of achieving the desired success. When marketers invest their efforts to create a perfect and comprehensive ad strategy, they will have to reap the outcome of a potent ad campaign in the form of converted leads and maximum sales.