Advertising on Facebook is getting more complicated. So when you start out with Facebook ads — often because of lack of guidance by Facebook itself — you can end up making advertising mistakes that cost you both time and money. Mistake 1: You Lack a Facebook Strategy The first advertising mistake is having no strategy. If you run Facebook ads without a proper strategy, you won’t see the results you want from your campaigns. They drive those people to your website to take the action we set out as our end objective, such as purchases of a product or inquiries to generate leads. To learn how best use the conversion events in your website, navigate to the Pixels dashboard in Ads Manager. Mistake 4: You’re Only Testing One Ad The next advertising mistake is creating only one ad in your campaign. A new ad will appear. It is during your strategy development that you set realistic targets you want to achieve. To avoid those simple mistakes, before you run your next campaign, take a step back and make sure you have a proper strategy with realistic expectations of the results you want.
Advertising on Facebook is getting more complicated. The team continues to change existing features and launch new ones seemingly every other week.
So when you start out with Facebook ads — often because of lack of guidance by Facebook itself — you can end up making advertising mistakes that cost you both time and money.
Here are 5 advertising mistakes that are destroying your campaigns and reducing your Facebook ad effectiveness (and tips for avoiding those mistakes).
Mistake 1: You Lack a Facebook Strategy
The first advertising mistake is having no strategy. If you run Facebook ads without a proper strategy, you won’t see the results you want from your campaigns. You might as well be burning the money in your business bank account.
You wouldn’t run TV or radio ads without a strategy. Treat Facebook advertising with the same level of planning and attention to detail as you do any other marketing channel.
The issue with Facebook advertising, in particular, is that the barrier to entry to start advertising is so low that people jump straight into it without a second thought.
You are making this mistake if you simply boost your posts from your page or run campaigns every now and then.
Before you run your next campaign, develop a proper strategy.
Here’s how to start:
Outline your end objective and work backwards. What do you want to achieve from your Facebook ads? More product sales, more leads, more webinar registrations?
Next, break down your audiences into the three different temperatures: cold, warm, and hot.
Plan your campaign accordingly based on your audience temperatures. The ALL Framework strategy (Awareness, Level 1, Level 2 re-marketing) helps to make this process easier.
Awareness campaigns are content-based and target cold audiences. The goal is to convert them into warm audiences by capturing their engagement with ads either by video views or ad engagements.
Level 1 campaigns target the warm audiences who have previously engaged with your Awareness ads. They drive those people to your website to take the action we set out as our end objective, such as purchases of a product or inquiries to generate leads.
Level 2 campaigns target hot audiences. These campaigns are aimed at people who have visited your website but not taken that end action that turns them into customers or clients.
Mistake 2: You’re Not Tracking Conversions
The second advertising mistake is forgetting to install conversion tracking or installing it on the wrong website pages. (This is not to be confused with the basic Facebook pixel.) I’m talking about the standard event code that you need to install in addition to your Facebook pixel.
How it works is simple: You add a snippet of standard event code below your Facebook pixel on the confirmation pages for which you want to track a specific action.
For example, you add it on your purchase “thank you” page or the next page in your sales funnel after someone has opted in for a lead magnet.
How you install your standard event code on your website depends on what platform it is built on. For example, with WordPress, you can use a…
COMMENTS