You’ve spent a lot of money on your Facebook Ads but all that seems to be coming from them is likes and comments.
Does this sound familiar to you?
You’re not the only one…
In this article, we look at the 4 biggest mistakes small businesses make with Facebook Ads.
1. Boosting Post’s
The single worst thing you can do as a business is hit that “boost button”. If that statement just confused, you. STOP. Go to your ads, turn off your boosted post’s and then come back to continue reading this.
I know some of you may be confident in running Facebook ad’s and successfully avoiding this trap, but an overwhelming number of businesses continue to blissfully make this error.
The boost button may look attractive, especially as Facebook prompts you that your ad could be seen by thousands of people. However, what’s actually happening is your ads potential success is being heavily restricted by Facebooks basic “Boost Post” targeting and optimisation.
If this is a mistake you’re making, head over to Facebook’s Business Manager and set up a free account. The biggest benefits of using Facebook’s business manager is the added features and control it gives you over your Ad’s.
2. Not Using a Facebook Pixel
The Facebook pixel is a snippet of code you install on your website which tracks the behaviour of your website visitors. In terms of Facebook, the pixel is one of the biggest assets to profitable campaigns.
Simply put, the pixel allows Facebook to learn about your visitors and the actions they take on your site. The more data your pixel acquires, the more you can do with it, and therefore the more valuable it comes.
Some of the best uses for your pixel include:
- Creating custom audiences
- Remarketing to users based on an action (e.g. remarketing to landing page views or even all website visitors)
- Creating look-a-like audiences
3. Ads With Too Much Text
Historically Facebook has never really liked ads with a lot of text as they believed it took away from the user experience. As a result, they introduced a 20% text rule. The 20% rule refers to the amount of text the image in your ad has on it. Facebook categorises its text in images into 4 categories (Low, OK, Medium, High).
The big problem with this is Facebook won’t necessarily tell you that you’re doing anything wrong, instead, it may even run your ad however penalise your reach or even stall your campaign altogether.
4. Landing Pages (and call-to-actions)
A landing page is a page that someone arrives on once they click on your ad. It goes without saying that you need to have a website to have a landing page. Best practise for that landing page is to have a clear goal for the user to complete, we call this a call to action (above)
Here are a few common mistakes made with landing pages for Facebook Ads:
- You’ve set your home page as your landing page instead of the page the ad relates to
- Your landing page is slow to load
- Your landing page has no call to actions
Need some more help with your Facebook Ads?