Using ads to boost click-through rates and conversions is usually a very cost-effective strategy. That is until it isn’t. Sometimes running ads on platforms like Facebook can eat up your advertising budget in a matter of days with not much to show for it. This isn’t because ads don’t work or because they are expensive. It’s usually because you are not running a good Facebook marketing strategy.
Running ads can be quite confusing and you are prone to making some common mistakes if you are new to it. There is little reason to make those mistakes as long as you are aware of what they are. In this article, we will go over several mistakes to avoid for a successful Facebook ad campaign.
1 – Not targeting the right audience
One of the greatest things about using the Facebook ad manager is that you can choose the audience that you want to target. You can then use the right Facebook ad template that will best resonate with those people. The problem is that if you don’t have the right audience then you will be paying for ads that don’t give you an ROI.
This usually happens because people fail to identify who their ideal customer is. This involves creating an avatar of the person most likely to buy your product, sign up for your service, or add themselves to a group.
Try to think of one type of person and what their life is like and write it all down. Then when you use the ad manager and create an audience it will be the most likely to respond to your ad.
2 – No identifiable value proposition
It is a valuable thing for you to have the right people click on your ads since it will help you build a brand or increase revenue. The problem is that this isn’t always a valuable transaction for the people who are seeing the ads. If you aren’t providing a reason for them to click aside that you simply want them to then they won’t.
You have to make it clear that they are going to get something of value by clicking. It could be a solution to their problem or something they will be delighted to consume.
What the value depends on what it is that you are trying to get them to do. Just remember that it is where you should start before you pay for any ads.
3 – Not testing enough
A very common mistake is when an ad isn’t working and is getting expensive to continue to run. The ad manager will assume that ads on Facebook just don’t work and abandon the campaign. The reality is that the ad itself was likely the problem. The solution to that is to run split tests. This involves having two versions of the same ad so you can compare them. If the metrics are bad for one then they might be good for the other version and that is the one to run with.