Tips & Tricks

4 Facebook Ad Mistakes To Avoid

January 6, 2024
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Facebook is a popular platform. In fact, it is ranked as the most popular social platform in the world, with 2.8 billion active users every month, and 60 million of those being Facebook business pages

There’s no denying that Facebook is one of the most effective online advertising platforms available and can play a significant role in a business’ overall marketing strategy. Yet many people still struggle to achieve results - according to Weebly, up to 62% of small business owners say that their Facebook ads miss their targets. 

If you get your Facebook ad campaign right, you can get a very good return on your investment. But if you get it wrong, you will be wasting valuable time and money, and your campaign will be pretty pointless. 

4 Facebook Ad Mistakes to Avoid are:

  1. Failing to use video advertising
  2. Poor audience targeting
  3. Having the wrong campaign objective 
  4. Not analysing ad results 

1. Failing To Use Video Advertising

If you aren’t using video in your Facebook ads, you’re missing out on a huge opportunity. A recent survey showed that most consumers prefer video ads over image ads and around 7 out of 10 people thought Facebook ads were relevant. This is because they are engaging, give you longer time to cover more information, and make viewers stay on your ad for longer. 

When running video ads, you will find that videos can reach much larger audiences than if you were to use images (on the same budget!). This is due to the fact that Facebook will notice people are staying on your ad for longer, which is a strong ranking factor in the Facebook ad algorithm. Video advertising is therefore more important than ever for your business, so don’t make the mistake of not using it! 

To learn more about ‘The Benefits Of Facebook Video Ads’, check out our recent blog, or get in touch to see how our ecommerce video ad service can help you get your videos off the ground. 

woman watching facebook advert
There are multiple studies proving video advertising is one of the most engaging advertising mediums.

2. Poor Audience Targeting

The whole aim of advertising on Facebook is to get your ads seen by a significant number of people who find your ads relevant and who are genuinely interested in your products or service. It’s important to remember that more people seeing your ads doesn’t necessarily mean more people will buy your product or services. 

With 60 million business pages on Facebook, it is crucial you target your audience properly, otherwise the chances of your ads getting lost in the huge stream of content is very high. 

So, for every Facebook campaign, you need to set up the correct custom audience. 

a marketing team targeting facebook ad audience
If you try to accommodate everyone, you'll end up accommodating no one - targeting is essentia

How To Target Your Facebook Audience 

Here are some key points to keep in mind when targeting your audience:

  • Demographics - take into consideration things like age, gender, location, income levels etc.
  • Interests and hobbies - it is also important to consider the interests of your potential customers. 
  • Engagement - this is a great way to get your content in front of people who have recently engaged with your page (via liking, commenting or following you). These people are more likely to already have an interest in your business. 
  • Behaviour - you can even target your ads based on consumer behaviours such as previous purchases and device usage. 

3. Having The Wrong Campaign Objective 

Choosing the right campaign objective shapes your entire Facebook ad campaign and can be a huge step in the right direction. When creating your ad on Facebook, there are a number of advertising objectives to choose from, including brand awareness, traffic, engagement, video views, messages and conversions, just to name a few. 

Need help with choosing the right campaign objective? Check out this video made by Paid Media Pros:  

4. Not Analysing Ad Results

No matter how amazing your campaigns are, it is important to consistently monitor them so that you can learn how to improve them as well as your future campaigns. If you don’t monitor your ads daily, how will you know if your campaign is achieving the objectives you set it up for? 

When analysing your campaign, here are some things to look out for and keep on top of:

Keeping a close eye on these metrics will help you stop any campaigns that could be losing money and move forward with the ones having a positive impact on your objectives. 

Looking to expand further than just Facebook ads? Discover the benefits of Facebook shops to increase your sales.

We are Aura Ads, a unique performance creative agency designed for D2C eCommerce brands. We help clients sell more online and grow at scale with our bespoke video and static creative delivered on a monthly basis. 

Written by Kate, for Aura Ads.

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