Common Mistakes When Using Facebook Ads
Facebook is a wonderful place to run ads for your business. You can develop a lucrative business using FB ads if you know what you’re doing and know what not to do. A lot of people make these mistakes. You can learn from those who have gone before you instead of reinventing the wheel.
• Not Studying Metrics – Ad Manager makes it super simple to study the metrics so that you know what is working, what is not working, and what needs more tweaking. Everything you need to know about your ads performance is right there in the Ads Manager.
• Not Doing What Works – The 80/20 rule states that 20 percent of your actions create 80 percent of the results. When you’re up on the metrics you can double down on what is working, and let go of what is not working. It’s important to try new things though, so keep that 80/20 rule in mind. Do what works most of the time and try new things only 20 percent of the time.
• Not Staying Up-to-Date on New Features – Facebook is always updating their system to include even more features and benefits for businesses and for their customers. These improvements can affect you in a bad way if you’re not paying attention to what’s new or different.
• Not Testing, Testing, Testing – Whenever you plan to run a Facebook ad assume you need to run at least two ads. You want to test different headlines, or different pictures, or different calls to action. You might also want to target different personas within your audience.
• Not Allocating Your Budget Correctly – This is true not only with your monetary budget but also your time budget. You don’t want to put all your eggs into one basket and rely only on that one thing to take your business to the next level. If you have a specific ad budget don’t spend it all on Facebook until you’re sure that your ads deliver the results you desire.
• Not Monitoring Ads Regularly – When you create an advertisement that works, it’s tempting to let it ride and never check up on it. The automatic nature of Facebook ads can cause you to fail in this one area. Pick a regular time, weekly is good, to look at how your ads are performing so you cost per conversion never rises above your threshold you set.
• Not Optimizing Landing Pages – When your audience clicks through they obviously go to a landing page that you’ve chosen or created for the FB ads to show. Is that landing page optimized to get the most conversions? Many of the same tips for a Facebook Ad could apply to landing pages too.
Whatever you choose to do when it comes to FB ads, it’s important to go into it with a plan, steps that you need to take each day, and then execute that plan. Don’t skip any steps that you create for yourself if you want optimum results.
How to Get Started
The first thing you need to do to get started with Facebook Retargeting ads is to have a great website, landing page and a wonderful product or service that you know your audience needs. Remember, it’s much easier to sell something that someone already knows they need than to create something brand-new and have to convince and teach your audience that they need it.
• Create an Amazing Product or Service – Solve one problem.
• Create a Business Facebook Page – You need this to run ads.
• Design an Effective & Optimized Landing Page on Your Website – If you send them to a bad landing page your conversions will be low even when your clicks are high.
• Install the Facebook Pixel to Your Website – You can find instructions for installing the pixel based on your website type here. If you have a self-hosted WordPress, you can use this plugin.
• Download Your Email List into an Excel File – If you want to retarget people on your list this is a great way to do it.
• Set Your Ad Budget – Budgets are very important. Take some time to find out how much the average cost is per conversion for products like yours.
• Plan Your Facebook Ads – Sit down and plan your ads so that you know exactly who it’s going out to, why, and what you want them to do. (What’s the goal?)
• Create Your FB Ads – Create the ads yourself or pay someone to do it for you.
• Run Your Ads – Turn them on when you’re ready to test them out.
• Monitor Them – Always look daily at first into your Ads Manager so that you can figure out what needs to be tweaked, later when you get it right, monitor weekly.
• Alter Ads When Needed – Based on what you learn when you monitor your ads, you’ll need to tweak them to improve them. Triggers that prove changes are needed are low clicks, bad comments, high costs.
• Repeat What Works – When you are happy with the performance of a particular ad, try increasing your budget for that particular ad so you can maximize results.
Don’t let perfection stop you either. Remember that there are a lot of people making money already doing what you do; only half as well as you do it. In many ways, you have an obligation to get the word out about your products and services so that your audience can enjoy the quality and dedication that you will provide them with your offerings. Using Facebook Ads is a great way to get the word out. Just make the choice and get started. You won’t be disappointed if you craft a plan and see it through.