Facebook is growing to nearly 3 billion active monthly users. There are only 7.6 billion people on the planet. Let that sink in!
You can therefore understand why businesses across the world have turned to the social media platform to advertise their goods and services, and with Facebook collecting an immeasurable amounts of customer data, it has never been easier to get your ads and content in front of a target audience. That is, when your ads and content are created properly.
Just like Google, Facebook has its own algorithms and ad types, and without the appropriate combination of industry knowledge, creative flair, and analytical refinement, businesses can fall into some common mistakes hindering their performance.
Wrong or Undefined Objectives for Your Campaign
Facebook ads can help you achieve wonderous things, but without a clear objective behind your campaign(s), there’s a good chance you will spread your resources too thin without a healthy ROI. Ask yourself whether these ads are best suited to bring awareness to your brand, help existing followers or those aware of your brand to consider your goods/services, or whether you are ready to make the hard sell for a conversion. The subtle, but effective campaign features tailored to each of these specific goals is what will deliver success to your brand, rather than trying to achieve all three at once.
For example, conversion ads are best targeted to those with a pattern of offering an email address, whereas you would be better suited for traffic-building ads targeted to users who click through from ads on Facebook.
Selecting Ill-Fitting Ad Types
Facebook ads can come in a variety of designs and types. Various photo size options, videos, carousels, slideshows, canvases, and collections to showcase a range of products. A common mistake made by those new to Facebook advertising is selecting the wrong ad type, contributing to poorer performance of your overall campaigns.
Again, think about your objective, how you want to position your ad with your audiences. If you are trying to build leads into your business, opt for a pre-populated information capture form, or if you want dynamic ads, you should use a template automatically customising the ad creative given product views on your website.
Simply put, you want to find the ad that complements your end goal within a target audience.
Failing to Capitalise on Pixel
Digital marketers will be aware of the importance behind campaign creation, tracking, analysis, and adjustment. It is how you measure performance, highlight the underperforming areas, and making necessary changes to boost return on investment. And when it comes to Facebook Ads, this begins and ends with Pixel.
Pixel is a small piece of code that you include in the back end of your website to better analyse the behaviour of people visiting through your Facebook ads, providing valuable insights on what engages your audience. While Facebook provides decent instruction on setting up Pixel, they do fall short in providing guidance around the more advanced settings. For example, recent moves by browsers such as Google Chrome and Safari require you to have your cookie settings on first-party, rather than third-party, in order to prevent browsers excluding your site. It is also prudent to review that within your account, Automatic Advanced Matching has been switched on. This function allows you to track ‘microdata’, improving the attribution of actions to campaigns.
Inadequate Audience Targeting
We talk a lot about having a ‘target audience’, but what does this mean for your Facebook ads? Well, hundreds of thousands of comments, photos, and status changes are posted every minute, meaning whatever you put onto the platform has a good chance of being swallowed up and missed. By using the data collected by Facebook on user activity and focusing on a target audience, you give your content and ads more of a chance of being seen and engaged with by people appreciating it!
Facebook will often give you an idea of the competition you may experience with your ads, allowing you to adjust and home in on several key features to outline your target audience, including:
- Demographics (age, sex, income, marital status and so forth)
- Geographics (where do your target audiences live, work, holiday?)
- Common interests (considering a similar interest of your target audience can help reach them across related fields)
- Engagement (ads will be presented to people recently recorded liking, commenting, following, or engaging with your platform)
- Automatic Optimisation (Facebook also offers a tool to assist in automatically optimising your ads for your audience)
We hope that now armed with these tips, you can avoid some common mistakes with your Facebook ads and launch your business to new success!
The social media giant collects a mass of information on your audience – so use it!