Facebook is one of those social media platforms that people sleep and wake up with, and thus, a potent medium for advertising your products and services. Today, Facebook ads make a vital part of every great PPC marketing agency’s marketing strategy. The importance of this means of digital marketing can hardly be undermined.
But, since everyone isn’t a pro, there could be some blunders in your Facebook ads staring in your face and you might still be failing to see them. Here are 6 deadly mistakes that you need to avoid.
1. Going Too Liberal With Your Budget
It’s plainly easy to commit this blunder. Facebook ads run like any other ads. It takes a couple of days to track down the result. What unseasoned marketers end up doing is running the ads in the campaign too quickly and exhausting the entire budget almost immediately.
No matter how big a budget you have, PPC marketing needs time. For any ad impression that you publish, it will take you at least 3-4 days to see if you are actually achieving your objectives. Facebook actually ends up tweaking the delivery of your ad impressions based on the results that they have already achieved.
Suppose, your ad is doing well with users of age group 18-25 years, Facebook will make it appear more often to the users of the same group. So, if you do not take time to let this happen and observe it, you will end up using up the entire budget too quickly in running all the ads at once. You will not get a chance to optimize your ad campaign.
Makes sense? Wait for 3 to 4 days after each ad before you can add a new one, or pull down or edit the old ones.
2. Creating an Audience That’s Too Large
Facebook ads give the precision of focus that no other platform can. However, most people, while targeting an audience, end up aiming for MORE, even if it is too general to generate any results at all.
Now, what this strategy does is, it makes you spend substantially on reaching more people but gets you comparatively very few conversions. You reach a lot of audiences, out of which, unfortunately, not many are relevant to what you are selling. You clearly miss the RIGHT audience in that case.
Here is a broad estimate in numbers of how you should go about aiming at your audience base:
Cold audience – the ones who do not know of you – 500,000 to a million people
Warm and Hot audience – the ones that are in contact with you one way or another – depends on your email lists of users or Facebook fans and followers.
3. Forgetting that Most People Access Facebook on Mobile Devices
There can be no bigger blunder than failing to consider that a majority of Facebook users are going to access it on mobile devices like smart phones, tablets and iPads. If we look at statistics, in December 2016 there were 1.5 billion mobile DAU (daily active users). 2015 reflected a good 23% fewer of such users. Creating an ad copy that is too big or lengthy for a mobile device is a fatal mistake.
ALWAYS remember this – Facebook is not restricted to personal computer. Mobile devices are a big champion when it comes to Facebook and other social media. So, it is essential to create a copy that you preview on the desktop version as well as the mobile version before it can be published. Make sure that the ad is compatible within the scope of the mobile screen without having to scroll up or down, left or right. The text especially, shouldn’t appear cut off.
The best way to achieve a compatible copy is to keep the text short and sweet, accompanied by a compelling call to action – a great sight for any user’s quick glance.
4. Falling Prey to Information Overload
So, your product/service has a lot of benefits and you want to put them all in your ad. Go ahead and do it, only if you want to dig the grave for your Facebook ad campaign. Information overload is what a lot of ads are flawed with. Ads that read too long, congested with paragraphs that run for donkey’s years are bound to push the viewer off your ad at once.
The user is not there looking for your product/service on Facebook. You just happen to be there. When your ad has too much text to read, or worse, has images that contain long texts, you’re doomed. The user will not stay to read the ad. It acts like a viewer repellant instead to acting like a viewer magnet. There are ads that flash the “read more” prompt. Do you click on them? Probably not! So, how can you expect Facebook users to actually make that Herculean effort of reading the entire text for something they probably weren’t even looking for, in the first place?
Your ad should read like you are taking important bullet point notes of it. Leverage the USP of your offer in the ad, and that is what will get you clicks as well as conversion later. Capturing the attention is half the battle won already.
5. Driving the Audience to the Home Page
Ooh! Here’s a cool fidget spinner on Facebook. Let me click the ad and buy this great spinner for myself. But, uh oh! They led me to the home page.
Yes, that is a terrible mistake. Whether you want to sell a product/service, or get a sign up, or looking for a referral, sending your audience to the home page is like kissing your audience goodbye forever. It’s too much effort for the user to go any further.
The URL that your ad must contain is that of the landing page on which you wish your audience to complete the action – sale, sign up form, newsletter, referral form – no matter what it is.
6. Missing a Call-to-Action
Please believe us if you will, but there are ads that miss a CTA. What, in that case, is the viewer supposed to do? You have a sale going and you want people to click now to get a 5% extra discount. Did you mention that they should click right here right now to avail that discount?
Well, you may argue that the consumer is intelligent enough to use common sense and click the ad. Well, that is true. However, a final CTA is what pushes users to click, especially if they are sitting on the fence. A compelling CTA provides the viewers a direction to head in, so don’t miss your opportunity to turn them into your customers.