21 Mistakes Haunting Your Facebook Ad Campaigns

May 5, 2017
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There are four million advertisers on Facebook and the number here is relied upon to keep going up as businesses make conversions, communicate to customers and get more leads all in one place.

This implies advertising on Facebook is just going to get more aggressive and there isn’t much space for failure.

There are a lot of mistakes that cost advertisers a lot of money; however we have picked a few that climb to the top.

The article here will undertake 21 Facebook Ad Mistakes and will offer the cures to get you nearer to your dream campaign results.

Here they come: 21 serious mistakes haunting even the best Facebook ad campaigns and hurting your CTR.

1) Making a Targeting Mistake

You know the importance of right targeting. Because, no matter how great your Facebook ad copy, design or ad placement is, if it’s seen by an unresponsive or indifferent audience, there won’t be results. Your ads’ cost-per-click when based upon the audience you are targeting can bring a great difference.

You can notice below the cost-per-click for some age groups is higher than the others.

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How to avoid it?

Take smart moves & start your Facebook ad campaigns to make sure you are targeting the right audience.

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2) Poor Audience and Offer Match

It’s understood that not everybody seeing your advertisement knows about your brand and there, they can get left with wondering, “Why am I seeing this promotion?”

So, if your Facebook ad bounces straight to the “Click here and buy now!” Evaluating your audience match is the way important.

How to avoid it?

Check your Facebook ad’s Relevance Score: A considered metric to help you recognize how your audience is responding to a specific ad. You’ll be paying less for clicks and conversions on higher ad relevancy. The ad’s score can be seen in Facebook reports by performance.

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3) Not leveraging Custom Audiences

Custom Audience: One of the best ways to win at Facebook Advertising as it helps you reach audience on the hotter side of the scale. At the point when not using this feature; there’s a huge Facebook advertising potential waiting to be untapped.

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How to leverage it?
  • Create a remarketing campaign for collecting leads
  • Remarket to landing page visitors
  • Remarket to past purchasers

4) Not excluding past converters

People frequently make the mistake of forgetting to exclude individuals who have already clicked on the ad and converted. It brings bad results as you continue wasting your ad budget on officially converted people.

It additionally hinders your ad relevancy and makes people get upset when seeing your ads even after making a buy. You may eventually experience ad exhaustion and audience decay.

How to avoid it?
  • To exclude past converters, create new Custom Audiences
  • Use the EXCLUDE feature to stop targeting past purchasers

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 5) Too much text on the Ad Image

Remember the 20% Rule of Facebook ads; it infers that only 20% of the ad image may contain text. Else, Facebook could say no to distribute your ad. Facebook isn’t as strict as this about their text rules anymore.

At present, your Facebook ad’s text density needs to fit into these 4 classifications:

  • Ok
  • Low
  • Medium
  • High

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What to do?

Facebook recommends ad images with little or zero text. If you wish to be 100% sure that your ad image’s text won’t upset your ad results, keep the text density low or use no text on the ad image.

6) Using the Wrong Ad Type

Facebook allows advertisers to experiment with ad types.

While Newsfeed Advertisements are one of the easiest ad types to make, you shouldn’t overlook the various choices such as Video Ads and Lead Ads. Here’s a list of Facebook ad types.

7) Headlines without the exact hook

On an average, we’re enclosed by 5,000 ads/branding messages per day. Accordingly, if your Facebook ad headline fails to catch attention, people won’t keep on reading the ad copy.

How to write better headlines?

  • Emphasize the benefits
  • Keep it short and clear
  • Use numbers in headlines

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8) Stuffing Ads with Too Much Text

Talking of Facebook ads, less is often more. Having fewer diversions in your ad copy may get more people to convert.

This Facebook ad example by Target is moderate in regards to both the ad image and copywriting. Individuals could conceivably like this ad more as it doesn’t need a major push to read.

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                               Target’s Facebook ad is clear as day

9) Not experimenting with various ad copies

One of the Facebook ad mistakes is not taking the time desired to craft excellent ad copy.

To examine whether your campaigns underperform due to inadequately composed texts or some other missing ad components, set up a split test and experiment with numerous ad copies.

For example, DaPulse tests different Facebook ad copies

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How to write your copy?
  • Find the right tone of voice
  • Stick to what’s important
  • Write with the customer in mind

10) Forgetting to caption video ads

As you neglect to caption your video ads, chances are that individuals won’t tap on the “Play” button and watch the whole thing. That is on account of they won’t have the ability to see what your ad is about, just a video without sound or text.

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 11) The 24/7 ad delivery

There are several opinions against running your ads on full timetable. Individuals get tired of seeing your ad all the more quickly and you continue spending parts of the budget on low-traffic hours getting fewer conversions.

How to avoid it?

To stay away from Facebook ad exhaustion and monitor your ad frequency, set up a custom schedule and conveys your ads just on specific times of week.

You can use the frequency capping Facebook feature ‘Daily Unique Reach’ in case withdrawing to deliver your ads to the same individual for too many times in a day.

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                            Deliver ads one per day with Daily Unique Reach

12) Bad decision of ad placement

The choice of ad placement is an important factor affecting your Facebook ad results. One of the prior reasons why you may commit an error when choosing your ad placements is the offer and placement inequality.

The most ideal way to discover which ad placements result in the maximum return on investment, test various ad placements and examine the results. Which ad placements to start with; here’s what Facebook suggests.

How to nail it?

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13) Amateur Ad Bidding

Facebook works on an auction-type bidding framework, similar to Google AdWords, giving your ad campaigns a genuine bump when applied competently. Facebook advertisements have four distinctive bidding options

To modify and see your bidding options in Facebook Ads Manager, go to the “Budget and Schedule” section.

14)  Slow Campaign Take-Off

Sometimes, Facebook ad campaign timelines perform slowly.

For example, here is a campaign and the results are conveying that it failed to start delivering results for nearly 2 weeks:

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Your Facebook campaign fails to take off; these could be the reasons:
  • You’ve made too many ad groups of A/B test variations with low budgets
  • You ad images fail to catch individual’s attention
  • Low relevance of ads (due to bad audience targeting)
  • Using the wrong bidding options
  • Being impatient and rolling out rapid changes
How to avoid it?

To serve your ads to more people at the beginning of the campaign, increase your initial budget and expand the audience size for a week.

15) Leaving Facebook No Time for Optimization

Another Facebook ad mistake is depending excessively on moment delight, expecting a new Facebook campaign to deliver amazing results in an initial couple of hours.

As per Facebook, its ads delivery system takes 24 hours to adjust the performance level of your ad. It can take longer when an ad gets edited frequently.

What to do?

Whenever you make considerable changes to your campaigns, consider waiting for no less than 24-48 hours for drawing any conclusions.

Take a look at this campaign results graph below. It was set live on February 12, and Facebook took almost 48 hours to collect data and start delivering ads on full steam.

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16)  Low Landing Page and Facebook Ad Match

There are likewise numerous Facebook ads that prompt the company’s home page or irrelevant landing pages.

Promising one thing in your Facebook ads and then neglecting to keep the message constant throughout your sales funnel could be an expensive mistake. Your prospect whose interest lies in a specific product and fails to discover it on your landing page may be prone to leave the page.

Use the same messaging throughout your sales funnel, to keep your Facebook ad’s and landing page’s value propositions aligned,

17) Doing the Wrong Kind of A/B Tests

Not all your split testing ideas are relevant; additionally with limited ad budgets, your A/B testing capacity is limited to a couple of tests per month. Here, you need to make your own prioritization rules.

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18) Neglecting the conversion tracking

To neglect the conversion tracking and get your Facebook campaigns up and running is not manageable in the long term. Without correct conversion tracking, you’ll have no chance for analyzing your ad results.

‘Facebook Pixel’ is the tool to track off-platform conversions and to use it; you have to install it to your website.

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19) Poor Landing Page UX

Regarding Facebook ads, you should consider the ad placement when building a landing page.

For example: If you are targeting Mobile audience, ensure your landing page is optimized for mobile rather than desktop.

See this extremely clear-cut ‘Lost Password ‘mobile landing page by Slack:

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20) Leaving Ads unattended

Once you leave ads on their own, they start making trouble. To monitor Facebook ad campaigns under control, go for weekly checkups. It might be worth inspecting your ad campaigns even more regularly after the initial setup.

Monitor these eight Facebook ad metrics:

  • Ad frequency
  • Relevance score
  • Click-through-rate vs. conversion rate
  • Number of leads
  • Facebook Ads customer churn
  • Ad performance by placement
  • Clicks by interests
  • Ad engagement rate

21) Neglecting the Ad frequency

Ad frequency is a Facebook ad metric that shows how frequently people have seen your ad on average. So, the higher your ad frequency, the greater the likelihood that people are drained and exhausted of viewing the same ad over and over again.

Try not to tragically neglect high ad frequency, use it as a pointer that your campaigns might need an update. Also, check other metrics to confirm the fact.

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 At times, we all run into the risk of committing a negligent Facebook campaign blunder.

When you counter best practices, these turn into protection against ad mistakes. The above-listed mistakes can help you get an idea of what not to do while running Facebook Ad campaigns and also, to collect important takeaways.

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