With over 1.3 billion active daily users, Facebook is one of the most powerful ways to reach your ideal audience and create leads, drive sales, or create traffic for your website. But just because it has one of the widest and most in-depth customer analytics does not mean that’s necessarily intuitive. Many first-time users, and even veterans, make regular mistakes that cost them hundreds or even thousands of dollars in fees that generate zero return.
Mistake #1: Only Using One Ad Set
For many people, it makes sense to organize all of your ads within a single ad set, setting a lifetime budget, schedule, type of bid, etc. This makes it easy to navigate and keep track of all the ads you may be running, but, unfortunately, it also makes it nearly impossible to split test and find out which ad is performing.
If you’re running A/B tests on your ads (and you should), then you need to be aware of which ad is returning results. When you use only one ad set, it allocates the ad budget amongst all the individual ads but will give preference to some over the other, which . means there’s a good chance not all of your ads are being seen.
Mistake #2: Not Including a Call-To-Action
Nobody runs Facebook ads simply to “raise awareness;” they’re almost always there to generate leads, drive conversions, or something else. But while that may be common knowledge to most, what’s also common is advertisers that fail to include any kind of CTA within their ad copy. There’s no appeal to sign up for a mailing list, no request to “buy now,” or anything beyond simple awareness.
For best results, use about 15 words for your ad post and 20 words for your link description. Keeping these words to a minimum will reduce the comprehension time for your readers and drive them to the point where they can perform some action.
Mistake #3: Using Images That are Not Optimized
At first glance, every picture that you include in your individual ads will look slightly ideal. The problem is that many people who look simply at the ad creation stage and confirm that everything looks top-notch fail to consider how it could look on other platforms, like mobile or Instagram. Pay attention to the suggested sizes that are listed during the advertising process, and stay within those parameters to maximize your effectiveness.