5 Facebook Ads Mistakes You Need To Stop Making Right Now
Oct 01, 2022FACEBOOK ADS MISTAKES TO AVOID
If there is one thing I know for sure when it comes to Facebook Ads, it’s that if you don’t adjust your strategy when big changes happen in the digital world A.K.A iOS 14, you’re going to continue to line the pockets of Zuckerberg instead of your own.
Competition is fierce out there, particularly on Facebook Ads.
Nearly every biz owner you speak to has tried their hand at them.
The things that once worked pre-iOS where you merrily wing a campaign and skyrocket your sales, no longer do.
Given my experience running my own ads, that of clients and teaching students from all over the world, I have SEEN what works and what doesn’t.
Today, I am sharing with you 5 Facebook Ads mistakes you need to stop making along with our best tips for running successful Facebook Ads campaigns
So, here they are…
1. Stop Using Complex Funnels
When Facebook Ads first came out, we were using complicated sales funnels within the platform, and they worked. For example, show users an engagement ad, if they engage with this ad, then show them a traffic ad and if they engage with this ad, show them a conversion ad.
Post iOS 14, these complicated sales funnels don’t work because we no longer have full visibility over the actions people are taking online. This means there would be too much drop off and you would barely sell to anyone.
Instead, employ a direct-to-offer set-up – go straight in with a conversion campaign to get leads or sales otherwise you will spend a lot and make very little money at all.
2. Optimising For The Wrong Campaign Objective and Conversion Event
Stop choosing the wrong campaign objective – select the one that matches what you actually want.
If you want leads, choose leads, if you want sales, choose sales. This is an error I see more often than not.
Further to that, make sure you choose the correct conversion event.
If you want to make sales, choose ‘purchase’ as your conversion event, not ‘add to cart’ because you want people to purchase. Optimise your campaigns for your final goal.
When it comes to Facebook Ads mistakes, this one is very easy to avoid and has a huge impact on your campaign result.
3. Don't Stop Testing And Optimising Your Campaigns
Stop running a campaign with only one audience and creative variation (e.g., copy, image, headline etc,).
No matter where you are in your FB Ads journey, you should always be testing and optimising your ads even if your ads have delivered results already.
Why?
These results won’t last.
All campaigns experience audience and creative fatigue.
It’s imperative to try new audiences to target and find new ways to entice them so you continue to generate leads and sales and lower your cost of acquisition.
4. Targeting Audiences That Are Too Small
The greater the pool of relevant people that Facebook has to advertise to with your audience, the better. This is because you are giving FB a larger group of people to find prospects that are likely to take your desired action. This therefore increases your opportunity for success.
Post iOS 14, aim for audience sizes of two-three million.
If you’re targeting a local audience or niche, this can often be a challenge but do your best to keep the audience size above 250, 000 here.
5. Making Changes Too Frequently
Stop making changes to your FB Ads campaigns every second day. This includes any part of the set-up from the targeting, the budget, ad placement or the creative.
It works against you.
You need to let your campaigns get through the learning phase first to see if it performs.
Leave the ads for seven days before you assess them for results.
Post iOS 14, there is also a delay with the reporting which means you aren’t seeing the actual results until a few days in (the Apple results are modelled for the first little while).
STRATEGY AND TIPS FOR SUCCESSFUL FACEBOOK ADS
Guess what?
The good news is that if you are willing to adapt and adjust your strategy with the changes that happen in the digital world, your campaigns can still be successful (given your offer is desirable of course).
Facebook Ads are an incredible way to scale your business, but they aren’t something you can just wing anymore.
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