5 Facebook Advertising Mistakes and How to Avoid Them
As an advertising platform, Facebook has become the holy grail for marketers. The company has almost a third of the planet’s population(2.7 billion people) as a userbase and 1.59 billion of them being monthly active users as of June 2019. The social media platform’s ad revenue has been growing consistently each year.
The ad spends on Facebook is estimated to reach 25.56 billion USD by the end of this year.
Business is all about numbers. So seeing these statistics should clarify why this social media platform is perfect for running advertisements.
But remember! More advertising spend means a higher cost and increased competition to grab the audience’s attention.
Many marketers fail to keep this in mind and end up spending a large sum of money on ads and end up with little to no returns wondering whether social media ads even work.
To avoid such situations, here are 5 mistakes and how you can avoid them to maximize your ROI.
A Mismatch Between Your Objectives and the Type of Ad You Choose for It
Every ad campaign you create has an objective or goal you want to achieve through it. It might be to get visitors to your website, get page likes, get them to install your app, engage with your social media posts, etc.
All this is fine, but where marketers tend to go off track is while choosing the type of ad. There is often a disconnect in this area. To avoid this, you can take help using this chart made by iCrossing provided below.
Conflict Between Audience And Ad
As you read before there are a lot of people using Facebook. Meaning a lot of potential customers. You need to make sure that you target the right audience with the right ads. Here is where a lot of rookie marketers tend to make a mistake.
For example, an ad showcasing a product with a ‘Buy Now’ button won’t work if it is targeted to a user who is unaware of your business. Why would anyone want to buy anything from you when they’ve not heard of your company?
This is just one example where the marketer fails to identify the right kind of audience to be targeted with the correct advertisement.
To avoid this, you need to learn how to divide your audience into different segments. The easiest way to do this is to separate your audience based on where they fall in your sales funnel:
- The top of Sales funnel – These are individuals who have never come across your brand before. Trying to pitch an ad at them asking to buy your products just won’t work. It’s like meeting somebody for the first time and asking them out on a date. Why would they say yes? There’s no trust at all. Instead, you should let them get to know you first by putting out content such as blogs, videos, podcasts, product details, what is special about your brand, etc. to start building a relationship with them.
- Middle of the funnel – This segment includes users who have already come across your brand and engaged or interacted with you on Facebook before, but are not yet ready to buy from you just yet. In this stage, it is a good idea to target them with low-cost investments such as a trial, newsletter signups or prompts to download an app.
- Bottom of the Funnel – These are the users who have already bought from you or have shown a keen interest in your business through ways such as opting for trials and consultations. Now is the time to use those ‘Buy Now’ creatives.
Targeting an Audience Size Which Is Too Big or Too Small
When targeting a particular cohort, you need to find a balanced number to be targeted with your Facebook ads. If you go too high, a majority of your budget will be wasted on unfit candidates. Go too low, and you won’t get any tangible results and no data to work upon.
The trick here is to find a sweet spot for each of your campaigns. You should also consider segmenting your audiences based on interests, demographics and location. This will give you a good idea for what kind of ads work for different users.
Images that are… meh
The human brain processes image 60000 times faster than text. The ad image is the very first thing a user will notice. Being able to grab their attention at this point is incredibly important.
Users are continuously bombarded with tons of information which has decreased our tolerance for mediocre content. Lacklustre images and graphics are just not going to cut it anymore.
You need to ensure that you use captivating pictures, eye-catching graphic elements and incorporate colour theory.
Reading long texts is something not everyone enjoys; Especially not in Facebook ads.
The social media platform itself recommends using less text in images to help your ads reach its full audience. A great way to judge whether your ad has the appropriate amount of text and whether it is arranged properly is to use Facebook’s Text Overlay Tool.
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