Categories: Advertising

Facebook Ads: 5 Most Common Mistakes (And How to Avoid Them)

Facebook is one of the world’s most popular social media platforms with a tremendous reach capable of connecting you with millions of potential customers. Facebook Ads can be a great marketing tool to launch a targeted advertising campaign to great effect. However, Facebook is primarily a social media platform, and its advertising interface can be somewhat confusing. In this article, we’ll detail some common mistakes that businesses make when using Facebook Ads to gain greater visibility for their services or products.

Facebook Ads

Facebook allows businesses to interact with potential customers in a way that’s inexpensive and can be designed to target specific user groups. However, there are dozens of strategies you can implement to get the most out of your advertising dollars. Hiring an expert advertising agency that is fluent in Facebook advertising strategy often more than pays for itself in terms of advertising results. Some common mistakes that are often made when creating Facebook ads are:

Failure to conform to Facebook policies
Failure to refine and experiment with advertisement effectiveness
Incorrect target audience
Infrequent copy revision
Choosing the incorrect objective

Conforming to Ad Policy

Social media sites tend to have very vague policies about community standards. This is done by design so that these platforms can have the freedom to deny any advertisement that they conclude is inappropriate. Because of this lack of clarity, some completely innocuous, inoffensive ads are rejected. An advertising agency has the kind of experience to know what sort of advertising themes run the risk of being rejected by Facebook. It can be extremely frustrating to have expensive ad copy get rejected, with no clear indication of what Facebook found objectionable.

Experimenting With Ad Effectiveness

It is very important to run test ads that vary the elements of the ad to gauge which are the most effective in achieving your goals. During the testing phase, advertising elements can be changed, and the results are analyzed. It’s only by taking advantage of a test period that the advertiser can feel confident in an ad when it’s finally launched at the full marketing budget.

Target Audience

One of the major advantages of Facebook Ads is that they allow you to specifically target individuals by age, geographic region, gender and interests. However, it’s important that the advertiser is self-aware enough to recognize what their true target audience is. Sometimes it can be very helpful to get the opinion of a third party to help designate the parameters of a target audience.

Copy Revision

It can be tempting to stick with an effective ad that has gotten good results in the past. However, repetition of the same ad can lead to diminishing returns because of Ad fatigue. It’s important to update your copy and introduce elements such as videos or GIFs to ensure your copy continues to jump from the screen and drive customers to your products.

Objectives

Facebook offers a large variety of advertising objectives which range from selling a product, to downloading Apps, to increasing mailing lists. It’s important that you pick the correct objective for your advertising campaign and then conceive your whole campaign to support that objective. Choosing the right objective can be counter-intuitive, and the guidance of a professional in this step can be highly beneficial.

Navigating Facebook Ads

Facebook advertising can be very effective, but it’s not in Facebook’s interest to make their interface highly intuitive. You will get positive results from most Facebook Ad campaigns, but it’s in Facebook’s interest that you spend more money than is necessary. Digital advertising agencies can help you navigate the minefield of the Facebook Advertising interface and help you get the greatest possible results from minimal advertising budgets. With a little bit of professional guidance, you can use Facebook Ads to greatly increase the visibility of your product or brand.
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