When you create Facebook Ads, you’ll be expecting them to bring you good results. When you don’t seem to be getting these results however, it can be disappointing and may make you think Facebook Ads aren’t worth investing in. 
However, there are many common mistakes people make when they create their Facebook Ads, that can have an impact on their performance. 
Here are the Facebook Ad mistakes to avoid. 
Don’t Overlook Video  
Video Marketing has become increasingly popular, especially with the rise of TikTok and Instagram Reels. However, you may be surprised to know that it’s under-utilised when it comes to Facebook Ads. Facebook Ad Reels could reach an audience of over 697m, and in 2022 only 3.3% of marketers were using this kind of content for ads – meaning there’s a huge gap in the market for businesses looking to capitalise on this side of ad creation. 
With Facebook seeing a 10% increase in engagement with video posts, overlooking video content when it comes to your ads could be detrimental, especially if the market begins to grow and you end up falling behind your competitors who have taken advantage of videos for ads just before they begin to grow further on the platform. 
Not Specific With Targeting 
If you aren’t specific with your targeting, you’ll likely struggle to see success with your Facebook ads. If the audience is too big, you’ll be advertising towards people who don’t have an interest in the products and services that you’re offering – which can see you spending money on adverts that don’t work. 
In order to find the right audience, create an audience persona. This will help you create a visual representation of who it is you really want to target. When you’ve done this, start hyper-targeting with your Ads – be super specific. You need to be reaching out to the correct people - so even if you have different audiences to target – then create different ads for these people. Your ads will not work if you use a ‘one size fits all’ mentality when it comes to creating them, as audiences will all require different wording and graphics to get them engaged with your ads. 
Monitor Your Ads 
If you don’t consistently monitor your ads, then you could run into trouble. You need to make sure what is and isn’t working, and rectify any problems that may arise. By monitoring your analytics, you’ll get the chance to see where you could make improvements, and where budgets could be changed or copy/graphics could be edited to draw more of your audience in. 
If you don’t check your analytics, and your ads aren’t performing, you may get the idea Facebook ads aren’t for you – which isn’t the case. As long as you stay up to date with their performance, you can ensure your ads are working to their maximum potential. 
Choose Wrong Campaign Objective 
If you choose the wrong campaign objectives, you won’t achieve the goals that you had set out for yourself when creating your marketing plan. 
Selecting the correct campaign objective will maximise the reach and impressions your ad gets, and boost its performance. These ad objectives work in the following ways: 
• Traffic – Drive traffic to your website and increase your landing page views and link clicks. 
• Engagement – Can select from post views, page likes and event responses – ideal to increase your audience and engagement. 
• Video Views – Will show your ad to people who are likely to watch for at least 2-15 seconds or more. Can also retarget based on the analytics that point to who watched the video for the optimum amount of time. 
• Lead Generation – Add a contact form to your ad to collect information from the audience who have seen it on their feeds. This can then help you further with the likes of email marketing, which can further provide you with a way to contact customers and sell your products/services. 
• Messages – If you want people to get in contact with you and want to engage with your audience and build a relationship with them, you’ll be able to select messaging as your ad objective. Make sure you respond quickly to messages when they come in. You need to mention in your copy why your ad is targeted towards the audience messaging you – this will allow the audience to know that they will get a response from you should they choose to engage with this kind of ad. 
• App Installs – Register your app with Facebook to get the best results. Will be shown to audiences most likely to download the app after seeing your ad. 
Therefore, it’s important you know exactly what response you want from your ads, and how each of these campaign objectives work. If you want web traffic, but select app installs instead, you won’t get the desired outcome from your advert’s performance. 
Test Your Ads 
Testing different ads is a good way to see what could work best for you. If you go straight in with an ad you haven’t tested, you may find that it doesn’t perform well, and instead of making constant changes, issues could have been resolved if you’d tested the ads prior. 
Make different copy and graphics for these test ads and then take the best performing elements from them all to form your main ad(s). However, don’t test too much - If your ad is constantly in the testing stage, you’ll never maximise its reach and engagement. Test your ads for around 3-4 days, and you only need around 4 sets of ads in order to get another information about what is working. 
Facebook ads can take time to get your head around, and it’s important for you to make sure that you understand how they work and what you want from running your ad on the platform. Avoid these mistakes and see your ads flourish today. 
Need further advice? 
Get in touch to discuss your specific requirements and see how we can help you grow your social media presence 
Tel: 07963216248 
Email: chris@chrislondononline.co.uk 
Or join our online Facebook for Business Course by clicking here 
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