Facebook Ad Mistakes: Introduction
Today, we take a look at some common Facebook Ads mistakes that once corrected will improve your marketing. Facebook Ads are a tried and tested platform for marketers to advertise their brand and engage with their customers. However, all too often, mistakes are costing these marketers customers and dollars.
Quick links to each Facebook Ad mistake if you’re short on time!:
- Not Using Look-Alike Audiences
- Overusing The Same Landing Pages
- Not Testing Different Types of Funnels
- Becoming a Victim of Ad Fatigue
- Not utilising Video
Not Using Look-Alike Audiences
If you aren’t taking advantage of lookalike audiences in this day and age, you’re behind Facebook’s algorithm is really good when it comes to making a list of the people that have visited your site or people who have converted. It seems like a very basic tactic but a lot of people still aren’t doing it. They’re just targeting very narrow audiences and you don’t want to do that, you want to open it up.
Overusing The Same Landing Pages
A deadly mistake that we see people making is sending people back to the same landing page that they already visited and didn’t convert on. If you do a pitch and someone doesn’t convert, sending them back to that same pitch usually doesn’t work. So if your original website copy or video was very logical, and they didn’t convert, you may want to try showing an ad and a landing page that’s more emotional and vice versa. If your original pitch was more emotional, you may want to show an ad and the landing page does more logical when you’re doing the remarketing. This will improve conversions because you’re trying a different message and a different angle versus taking the same approach that didn’t work in the first place.
Not Testing Different Types of Funnels
Another common Facebook Ad mistake is not testing different types of funnels. A lot of people generally will just try to push people to a product and try to get them to buy immediately. For example, higher dollar value products or services have a longer sales cycle. So most people aren’t going to buy straight out the gate. You have to think about the fact that most people don’t know who you are, so there needs to be an element of education or trust-building.
How can you target top of the funnel, middle of the funnel and bottom the funnel top? The top of your funnel might be introductory content like a podcast or a video. You can retarget people that watched that video and bring them to a case study page to help educate them further. What you can do after there is retarget those people to fill out a form for a free consultation or something similar. But you have to think about how you’re basically interrupting people as you’re going through the feed, how can you give them something that might be interesting to them first, and then take them down the journey, and then get them to convert.
Becoming a Victim of Ad Fatigue
Don’t just use one ad over a long period of time. Try running as many that are realistically possible for you to run at one time. Different ads offer a different perspective to different people and therefore produce different results. If possible, produce different types of ads; video, image, carousel etc… If you produce numerous quality ads you create the impression that you’re everywhere and your audience will not get bored or even annoyed with seeing the same ads over and over. Here’s a great article with 10 tips to beat ad fatigue.
We see a lot of people using image and text-based ads because they’re too lazy to create videos. But if you can get good copy in your videos, we’re finding that videos outperform both text and image-based ads. Most people don’t want to do them and test them because it takes a lot more effort to create the videos. There’s also a misconception that videos don’t perform well. They’re not coming up with the right copy in their videos or making them entertaining. If you can hit on problems people are facing and break down solutions within your video and you’re much more likely to convert than if you just have a simple image with some text-based copy.
If you’re attempting to correct these Facebook ad mistakes and stay one step ahead of the competition, you should know about the most important changes to social media in 2020!