Critical mistakes new advertisers make with Facebook Advertising
You’re trying to drive more leads and money into your business. You heard that the Facebook ads platform is a great option.
Like any other advertising method, Facebook comes with its own risks. If you’ve lost all hope, you might be interested to know that many marketing professionals and business owners experience a great amount of success using the Facebook advertising system.
Avoid the following five mistakes when advertising on Facebook:
1. Setting Incorrect Goals (or no goals at all)
What are you trying to accomplish with your Facebook advertising campaign? While the obvious bottom line for every business is to make money, your advertising goals should be directed at smaller, more manageable goals that ultimately lead to an increase in revenue.
Consider the following list of possible goals and how they pertain to your business:
- Website Clicks – When using this goal, you need to measure the cost per click.
- Page Likes – If your goal on Facebook is to increase your fan base, then you need to measure how much it costs to obtain every like.
- Post Engagement – Engagement is crucial on Facebook, especially when trying to spread a message or piece of content. You can measure engagement by dividing the total cost of one advertisement by the amount of shares it received.
- Conversions – is the CPC (cost per click) investment less than EPC (earnings per click)? (Facebook have many options to track conversions, but it gets down to ROI / ROAS)
Setting and tracking every goal correctly will help you measure your success, help you manage your ad spend and respond effectively to any campaigns that are ineffective.
2. Creating Only 1 Ad
Business owners who only create one advertisement will likely fail and lose potentially big dollars over time.
Not every ad you create will work. While there are proven ad formats and direction you can take, ads must be tested, and against each other.
In fact, the majority of your ads will likely generate less than 10 percent of your conversions. The easiest way to solve this issue is to create between five and ten different advertisements and perform A/B testing on them. This will allow you to determine the handful of ads that net you the greatest return. There is an easy way to do this in Facebook, but there are many options.
3. Poor Landing Page with No Call to Action
Have you ever dealt with a car salesman that took you on a test drive and then never asked you to buy a car? He did all the hard work but never asked for your business.
The same principle can be used in Facebook advertising. You created so much hype for your product with your awesome advertisements and then led potential customers to a horrible landing page and with no action.
The best solution to this problem is to create a Facebook approved “squeeze page” for your landing pages. Squeeze pages are there simply to ask a customer to perform an action. Whether it be an email opt in or to enter information to receive a free e-book or special whitepaper – your landing page must directly ask the customer to complete one simple task, or your clicks will be wasted.
4. Incorrect (or lack of) Targeting of an Audience
Facebook geographical targeting tools (Insights) are available for a reason. If you create an advertising campaign and then simply let Facebook show it to every single person in the United States, or men and women between 18 and 65+ you’re going to waste a lot of money with no results.
Facebook advertising isn’t the same as broad-based television or radio advertising. That’s “branding” money tax for big budgets. You are smarter than that.
You must perform research on customers who you think (survey your list!) might be interested in your product and use that information to geographically locate your demographics and more. While your total overall reach is much smaller, your CTR and conversion rates will dramatically increase – and they will/should respond better to your advertising and offers.
5. Neglecting Your Ads
Never set your campaigns up and then forget about them. As a general rule, you should check your Facebook campaigns at least twice per week to see how they are performing. If one ad is failing, replace it with another ad and test your landing pages (A/B testing). If you spend more than $100 per day, you should check it at least daily (several times when you are first starting out) to make sure you’re money isn’t being wasted and that your information is truly serving your audience. TIP: push advertising dollars towards you articles, blog posts and create call-to-action buttons on the resulting pages. More trust, good will and engagement will be had, and Facebook and your users will love you for it too!
Want to learn more?
Here’s a great way to learn more about how to avoid these mistakes and to implement a proven process. (register for our free, live webinar)