Facebook ads have a reputation for being expensive, but it doesn’t have to be that way. In fact, there are plenty of steps you can take to make sure your Facebook ad campaigns are working as well as they possibly can. Here are some common mistakes made by businesses trying to advertise on Facebook and how to avoid them:
Stop it! Yes just like that, turn off the ad, step back and it’s time to regroup.
Ads are not the only way to get traffic, sales, customers and leads. Ads are also not the only way to acquire subscribers (if you sell a product). If you think they are, then maybe it’s time to evaluate where you’re spending your money and what results this is getting you in each category above.
You’re targeting too broadly.
If your targeting is too broad, you might be wasting money on ads that are only being shown to a small percentage of your potential audience. This means that you’ll get very low click-through rates (CTR) and conversions. If your ad is displayed only to the wrong people, it won’t make sense for them to click on it or purchase from your business.
In addition, targeting too broadly puts you at risk of failing to reach key audiences within your target demographic. For example, if a company sells ice cream during summer months but its ads appear during winter months because they were targeted at people who live in cold-weather states where no one eats ice cream in wintertime, then those ads will be wasted—even if friends or family members see them!
Facebook ads are costing you big because you’re not writing copy specifically for a single campaign.
When I work with clients on their Facebook ads, one of the first things we do is create an ad group or two that includes the products they want to promote. Then we dive deep into writing copy specific to those products and their target audience.
First, do some research to find out what keywords your ideal customers use when searching for your types of products. For example, if you sell software training programs for small businesses owners, then type “small business software training” into Google search and look at the suggested searches that appear below it (in gray).
Use these keywords in your ad headline and description lines so that people who click on your ads will see exactly what they’re looking for right off the bat!
Your ad creative is what’s keeping you from conversion.
We’ve all seen the Facebook ads we wish we could have made. They’re like a dream come true; they have an excellent headline, a clever copy, and most importantly—they convert! But why are some ads so much more effective than others? It turns out that there’s a whole science behind creating killer Facebook ads (and it has little to do with your budget).
The first step to having great Facebook ads is understanding what makes one good:
A good headline will get people interested in reading your ad copy.
A boring or uninteresting headline will not be read by many people.
You want people who are going through their newsfeeds or searching for something specific on Google to see your ad and want to click on it because they think it might be useful or interesting for them—this means having a great headline that immediately delivers value in its opening statement (i.e., “How can I make money starting my own business?”).
Your ad is trying to do too much at once.
It’s tempting to cram as much information into your Facebook ad as possible, but you’ll find that a simpler, more streamlined approach actually works far better. Here are some examples of what not to do:
The biggest mistake you can make with A/B testing is not doing it at all. You need to have a clear idea of what the goal of your ad set is, then test different headlines and images until you find one that performs well enough to justify keeping it as part of your regular rotation.
You’ll also want to track how many clicks each variation gets, how much money they make per click (CPC) and how much money they make per 1,000 impressions (CPM). These are all metrics that will help you understand which types of ads are working best for you so that in future campaigns, when creating new campaigns or revising old ones, you have a good idea where to start.
Have you ever wondered why some of your ads have high clickthrough rates, but others don’t? You’re not alone. Many people are surprised when their Facebook ads don’t perform as well as expected, or worse yet—cost them money without bringing in any leads or sales.
There could be many reasons for this: maybe the target audience isn’t right; maybe they’re too specific and need to be broadened; or maybe it’s just too early in the campaign to tell if it will succeed or fail (and these things take time). One thing is certain: if you want more success from your campaigns, then A/B testing is something you should consider doing!
We hope these 7 tips help you to improve your Facebook ad strategy, and we encourage you to try them out! Many of these points can be applied across different types of advertising, so don’t forget to keep learning from other channels too.
Hi, I’m Steve Bell, I’ve been creating copy for the past 3 years and have also been involved in copy creatives for Facebook Marketing, Webinars sales funnels and webinar presentations, Cart abandonment and VSL’s for 8 years.
Spend 30-minutes with Steve to discuss your plan HERE