With an interface designed to make you spend more cash (and a seemingly endless list of variables) – Facebook Advertising can quickly become a lot of work with a measly payout. Just like any larger scale marketing campaign, you need a rock-solid plan or you could face the very real risk of burning through your budget in record time.
Here are three common mistakes small businesses make with Facebook Advertising, and how to avoid them.
Automatically running ads on all networks.
You’re probably thinking more networks means a larger audience, which can only be a good thing right? Facebook itself even recommends its automatic ad placement – promising that your ad will be shown in places likely to perform best. Well, nope, nay, no dice – this is not the great deal it appears to be and not always the best move for your business. Are you sure your Facebook ad will look as good on messenger and Instagram? Because that’s where it will appear through automatic placement. Optimising a single ad so that it looks good and has the desired impact across multiple platforms is tricky, and pushing out an ad on a platform it’s not suited too can deplete the quality – making your brand seem sloppy.
Through automatic placement, Facebook will also feed your ad to other apps and mobile websites through its ‘Facebook Audience Network.’ This gives you little control over whether your ad appears on third party sites that ‘clash’ with your brand’s offerings or values.
Not knowing your audience well enough
Being too inclusive doesn’t boost your reach, it hinders it. Outlining your target consumers as women between the ages of 18 and 35 isn’t quite going to cut it if you want to increase those conversion rates. Facebook advertising allows you to create target groups based on interests, occupation, fields of study, location and online behaviours so to get the most out of it; you really need to dig deep and think about your audience as real people.
Poor ad copy
Facebook is a sensory overload; it’s the equivalent of having 500 people talking at you all at once. So, to make an impact, you need to create sharp, snappy copy with a strong call to action. Think about what your audience will gain from clicking through on your ad, how can you create real intrigue without seeming ‘spammy’? And remember, your text should cover under 20 percent of your ads image or Facebook may choose to run your ad to a limited (or potentially non-existent) audience.
According to the Association of National Advertisers, only one-quarter of all digital ad spend ever reaches actual people. So make sure you know where your money is going!