You flushed your entire budget on Facebook advertisement expecting to generate more leads to your website, but unfortunately, you end up with little or no conversions. In fact, 62% of small businesses admit their Facebook ad campaigns fail to achieve optimal results? Why does this happen?
As Facebook Ads get more sophisticated and integrate new features, marketers tend to make mistakes that can reduce the effectiveness of the campaign. They may end up losing more money, while not being able to generate the desired ROI. But that does not make Facebook ineffective. Facebook’s advertising reach is 2.11 billion and hence, it isn’t any more an option for marketers.
If you want to make the most of Facebook marketing, here are some common mistakes to avoid:
1. Not Being Realistic When Targeting Your Audiences
Facebook ads reach billions of users, but do they all respond favorably? It is impractical if you think everyone who sees your ad will take the desired action. Therefore, it is important to be specific enough about the number of people you want to target through Facebook advertisements. Setting something unrealistic will exhaust your budget completely and you may not get the desired results.
To avoid this, use the feature where Facebook suggests the potential number of audiences you can reach for a specific ad spend. If you are targeting a wide audience base, filter it by using geographic regions, age ranges, genders, etc.
2. Targeting the Wrong Audience
Another common mistake that Facebook advertisers do is failing to target the right audience. There are examples of many big brands who have become devastated just because they did not research properly who their target audience is. This is exceptionally riskier for paid promotions because every time you target the wrong person, you will waste your ad spend on someone who is not even interested in your brand.
To avoid this, follow a key principle of social media marketing – creating buyer personas based on demographics, age, interests, buying patterns, etc. You can use this information to effectively target the right audience for a Facebook advertisement. You can also leverage Facebook Insights to set your potential ad audiences.
3. Not Choosing the Right Facebook Ad Type
Another mistake you may be potentially doing is spending your time and budget on the wrong Facebook ad type. The giant social media platform has a variety of ad options to choose from:
- Image ads
- Video ads
- Carousel ads
With so many choices available, it may be intimidating for marketers to choose the right type of ad. The result? The type of ad you choose may not help you garner your desired sales figure or ROI.
Choose the right type of ad based on your advertising goals, target audience, and budget.
4. Not Leveraging the Potential of Viral Content
An interesting aspect of Facebook marketing is it lets your brand display its “human” side. And viral content such as witty GIFs and memes can make your brand more approachable and relevant to your target audiences. To put it simply, the ad content should be interesting, out-of-the-box, and share-worthy. If your ad creative is not viral-worthy, it may not generate optimal ROI for your business.
5. Not Monitoring Your FB Ads Consistently
Another common Facebook advertisement mistake that many marketers do is not monitoring the ads consistently. They will create a new ad and forget it for weeks. This is a big no-no. You should analyze your FB ads daily, checking how they are performing and whether they are resonating with the audiences’ needs.
Some of the key performance metrics you should monitor are:
- Ad frequency
- Number of ad clicks by interest
- Number of leads generated
- Click-through rate
- Rate of conversion
- Ad performance by placement and type
When you monitor your ads daily, it will help identify the underperforming areas and ways to optimize them for better conversions.
For a successful Facebook advertisement, it is crucial to walk that extra mile to make your brand stand out in the crowd and build meaningful connections with the right audience. A good SMM company can help you implement proven Facebook advertising strategies that help generate ROI.
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