Basic Fb Ads mistake 2019
Are you struggling to get great results from your Facebook
ads? Wondering if you’re making mistakes that are hurting your campaigns?
We asked some of the industry’s top Facebook advertising
experts to share the mistakes they see most often and how you can avoid making
them.
#1: Optimizing Your
Facebook Ads Too Often Have To Be Avoided: (Major Mistake Done By a Digital
Marketer.
Most Facebook advertisers are constantly touching their ads
(or “turning knobs” as I like to call it) thinking that constantly changing
bids, budgets, and targets is equivalent to making faster progress. What
actually happens is that each optimization resets your ad rank and puts your ad
right smack back to the start of the learning phase.
This is the equivalent of planting a seed, digging it up
after 5 minutes to see how much it’s grown, replanting it, and then digging it
up again 5 minutes later.
I’ve heard this lament in almost every one of the last dozen
meetings we’ve had with Facebook.
In a similar vein, making multiple ads doesn’t necessarily
give you more chances to win. You want to get to 50 conversions per ad set per
week. If you’re frittering your budget across dozens of ads, there isn’t one
single ad with enough power (a strong conversion signal that overcomes
statistical noise) to produce a winner.
That means you need to target larger audiences by pooling
custom audiences and relying upon lookalike audiences of the custom audiences
that convert.
I realize this is 180 degrees from what I preached 5 years
ago. But today, the algorithm is smarter and the cost of traffic is much
higher. Additionally, there are more ad placements on Facebook than we can
manually optimize. You want Facebook to choose the mix for you based on your
setting for your actual cost per lead and cost per conversion.
Facebook summarizes these techniques in something they call
the Power 5. The way we think about it is that you build three-stage funnels of
Awareness, Consideration, and Conversion. Then find your evergreen winners at
each stage and keep putting more money into them.
#2: Falling Back on Imprecise Targeting.
One of the biggest mistakes I see advertisers making is what
I call “lazy targeting,” which results in the wrong ad reaching the wrong
audience.
Beginner advertisers might simply hit the Boost button and
only target fans of their page when perhaps there’s a large number of fans who
are no longer relevant or weren’t relevant in the first place. Instead, it’s
better to go into Ads Manager and refine your audience, ideally starting with a
good custom audience made from your existing customers, website traffic, and/or
people who’ve previously engaged with you.
If you’re a slightly more advanced advertiser using Facebook
Ads Manager, lazy targeting might take the form of not making good use of
exclusion audiences, and therefore continually targeting people who have
already purchased what you’re offering.
Or it might look like picking one interest and assuming
everyone in that audience is a good target. I’ve been on the receiving end of
this, where, for example, an advertiser targets me offering a tool for realtors
as if I’m in the real estate business (which I’m not!). Instead, you’ll find
your advertising dollars will yield much better results with properly refined
demographic targeting and numerous overlapping interests and behaviors.