Facebook advertising works, but why? Everyone has Facebook. It’s the most popular website on the internet with more than 1.32 billion monthly active users according to Facebook Statistics. So no matter what product or service you are advertising for and who are targeting, Facebook can help. We already went over how to use Facebook to promote your Business, and now we will be pointing out the common mistakes done by businesses and advertisers.
Facebook campaigns can have multiple marketing goals, so if your trying to promote your page and grow your fanbase make sure to avoid the following:
-Targeting non Fans
If you are advertising for baby products, you need to adjust your target audience accordingly, when it comes to age or relationship status, a guy in his 20s’s will sure to ignore such ad. It is known that an ad that is relevant to your needs and interests, it is most likely you will be clicking on it, which in terms will increase conversions and lower CPC
The following screenshot is for an ad taken from my news feed is targeted for men and not women so it shouldn’t be showing on my news feed, obviously I won’t be clicking on this ad!
-Targeting your fans twice
If the campaign goal is getting “Likes”, then make sure to exclude people who are already connected to the page. Advertisers tend to target their fans who already liked the page which is a waste of your money, all you need to do is add the page name you are advertising for in the section below as shown in the screenshot so the ad doesn’t show up again on the fans news feed.
-Not Performing Split Test
When creating Facebook Ads, you MUST perform a split test when it comes to the caption and image of your ad.
1) Images are considered to be an important element in an ad, that is why you need to be using high quality pictures and you can preview the final ad before publishing. Facebook gives you the ability to use multiple images while using the same ad details to get the best performance of the ads.
The pictures below are screenshots of ads, one showing on News Feed and the other on Right Column. First image is cut from the right, text is unreadable to the viewer and the second image is distorted. Both images do no capture people’s attention thus will not provide the best results .
2) After creating your ad, duplicate the ad, using same image and all other detail then use a totally different caption. The ideal caption includes a call to action, a description to tell people what the page is about, and a website link, location or a phone number.
The screenshot below is an ad for a fitness center that doesn’t include any information or its location, which is redirected to an Instagram tab without a follow button thus the goal of the ad is invalid.
-Directing Ads to non-active Facebook Page
Before launching any campaign, make sure you start posting ahead of the campaign so when people click on your ad and land on your page they will find something interesting enough to “Like” your page.
Check the screenshot below of a sponsored ad, and the Facebook Page content has been added on (((Feb 2011))) and not updated since then, so why would anyone “Like” your page? Add few posts and share some links then launch a Facebook Campaign.
-Directing Ads to Slow Websites
Page loading time is an important element when it comes to user experience. Visitors don’t like to be kept waiting. So if you are redirecting your ads to a website that is slow then you will be losing conversions. ]that took more than according to pingdom. A website’s average loading time is around 7.25 seconds according to data published by Radarware. So any ad that is redirected to a website taking more than the average time to load will not give successful results since a slow website affects page views, conversions, traffic, click throughs and eventually sales.
-Not proofreading Ad Caption
You can’t ignore spelling mistakes, misused words, and grammar errors. It’s just unacceptable. If you’re spending money on ads, you can spend five more minutes and read.
Investing in Facebook advertising is important to promote any business, yet following certain measures when doing so has great significance for a campaign’s success and to make sure the money spent does yield effective results.