10 Common Paid Facebook Advertising Mistakes Companies Make
Facebook has dominated the social network scene worldwide, which makes it no surprise that the platform has become a rich source for advertising. In a span of just four years, Facebook ad revenue jumped from under $2 billion in 2010 to $26.8 billion in 2016, according to Statista.
What makes advertising through Facebook so effective is the unique ability to target incredibly specific demographics. This specificity allows businesses to get their message to the right audiences, by pinpointing specific data ranging from their location and age to their coinciding interests.
While Facebook is undoubtedly a powerful resource for targeting demographics, advertising on the platform isn’t very welcoming to newcomers. The plethora of ad options can make it difficult for first timers to make their paid advertisement as effective as possible. The following are 10 common mistakes newcomers make when advertising on Facebook to avoid for your campaign:
1. Ads without specific goals.
Tracking metrics is crucial to determine if your Facebook ad is working or not. There are a number of different areas you can focus on, but what’s most important are the metrics that coincide with your individual business goals.
A new business looking to increase their brand awareness may focus on new likes and page visits while the more established may focus on lead generations. These goals will help you understand if your advertisement is doing what you set out for it to do.
2. Using the wrong ad format
Facebook is constantly updating their ad formats, which can make it tricky for newcomers to know which will be the best match for their audience. It’s important to keep tabs on long-running ads to make sure they still adhere to the most effective format.
Different ad types can be effective for different reasons. It’s important to research each format to guarantee you’ve chosen one that’s optimal for your intended audience. With the continually changing nature of ad types, maintenance is required to ensure you’re getting the most out of your advertisement. Facebook’s Ads Guide is the best place to find this information. Take a few minutes to review it before placing your ads and you’ll find that it’s worth the time.
3. Having only one ad set
Facebook uses ad sets, which enables you to group ads according to specific criteria. These ads share the same “daily or lifetime budget, schedule, bid type, bid info, and targeting data.” Having everything in one set is convenient, but will affect the reach of each ad.
While you can put a ton of ads in one group, Facebook is most likely to only give one the most reach. This won’t give you proper insight to which ad is working best. To get the most out your ad set, you have to keep the individual ads somewhat separated. It’s best to limit your ad sets by grouping together no more than five ads.
4. Targeting too broad of an audience
Trying to be too all Go to the full article.