Launching a Facebook ad has the potential to drive traffic to your website and earn your business conversions. It’s become a channel that various companies use because it’s affordable and has such a significant reach. In Q3 2020, the profile reported 10 million active advertisers.

Since everybody’s doing it, why not? Except you don’t want to throw your budget away. Success in social media marketing requires strategic planning and execution. There are several Facebook mistake ads you don’t want to make.

Limiting Your Target Audience or Targeting the Wrong People

You can define your audience on Facebook based on many attributes, including location, demographics, preferences, and more. In determining the audience, it’s easy to go too narrow or simply miss the mark considerably on whom to target.

To avoid this mistake, you should build your audience based on your buyer personas to the best of your ability. If your segment looks too small, then broaden it. The most critical thing to keep in mind is to consider the objective of your campaign and with whom you expect it to resonate.

Putting Out Bland Content

Users on Facebook see lots of ads every day in their feed. How will you stand out? This isn’t just a prompt to try something unique just for the sake of it. Instead, look at your own metrics. What types of content do your followers most engage? Is it certain imagery, videos, or specific types of copy?

Use that as the building block, then weave in the goals of the ad and how those connect. For example, if you’re promoting a product launch and know that your followers like your videos, then you should try a teaser video for your new offering.

Not Doing A/B Testing

A/B testing is a great way to experiment with Facebook ads. You can have multiple versions with minor tweaks to each, then see which one has the best response. What you learn from the campaign can also help you when you develop new ones.

Setting Ads to Auto-Pilot

Managing an integrated social media marketing campaign means you have to do more than just press go. Suppose you don’t have the resources or knowledge to do so. In that case, you should consider a partner because setting ads to auto-pilot can be disastrous.

First, ad fatigue could occur, which describes when someone sees the ad numerous times. They will likely keep scrolling and even find it annoying, which isn’t the type of feeling you want to invoke.

Second, if you set it and go, you will likely sink your budget quickly without positive ROAS (return on ad spend). Managing and monitoring your campaign is necessary for the best possible results.

Running Ads at the Wrong Time

Optimizing when you run ads isn’t a perfect science, but you can get close. There are two ways to look at this: macro and micro. On the macro level, we’re talking about when to run a campaign in terms of seasonality or events. For example, if you’re pushing a product aimed at holiday shoppers, starting it in September is likely too early, while mid-December is too late.

On the micro level, you’re looking at days of the week and times. For example, does it make sense to run an ad on weekends if you have little engagement on those days? Being as strategic as possible with “when” can help you be in the right place at the right time.

Facebook Ads Can Work Well with the Right Strategy

Facebook offers you a great channel to connect with buyers and promote relevant content. Optimizing your ads and avoiding these mistakes can be a challenge. Let us carry the burden while you reap the rewards. Contact us today to learn more.