Facebook began as a social networking site that aimed to connect people across geographic boundaries in 2004. However, its popularity grew unexpectedly and continues to dominate the industry. It is the third most visited site in Australia after Google and YouTube. The prominence of this social media site makes it an ideal platform for digital marketing, especially advertising to reach the target audience effectively. Facebook Ads are views by 16.65 million internet users in the country, which is 62.7% of the total population.
Although Facebook Ads are helpful in gaining traction and increasing conversions, they are quite complex because of their targeting and bidding features and can be challenging to understand. Marketers have to choose the right ad format, create campaign structures, optimise ads and analyse performance constantly to generate clicks. It can lead to making costly errors. Here is a list of 7 Facebook ad mistakes that must be avoided. It can help leverage the unparalleled benefits of this platform for posting ads.
Business owners must understand that selecting the right Facebook campaign objective is significant for campaign success. According to SEO experts in the Gold Coast, the chosen objective must align with the marketing goals. This ensures Facebook uses specific algorithms to display the ads to the audience who intend to take the action desired by the marketer.
The objective gives insight into the action the business owner wants the user to take after viewing the ad. For example, if the chosen objective is ‘website clicks,’ Facebook will show the ad to viewers who are highly likely to click on it and increase website traffic.
Before embarking on the Facebook campaign-building journey, conducting thorough target audience research is vital. It helps identify the demographics and psychographics of the buyers and define the audience correctly when creating a Facebook Ad so that it reaches the right users.
In addition to audience segmentation, the marketer must choose the audience size carefully based on the budget and market size. The entire segment should not be forced into one ad set. The audience must be grouped into different ad sets based on varying interests. Also, the existing buyers should not be grouped with new customers. Test different audience segments to understand how they respond and what is working for them.
Many marketers using the platform for the first time may set the bid without thinking about quality, which does not yield any impressions or results. Businesses leveraging SEO in Gold Coast understand that the bidding strategy should be based on the budget, duration, objectives and the desired result.
To ensure the bidding strategy works, marketers must start with a higher bid to generate better engagement. The lowest-cost bid must have a cap. It is also a good idea to set a daily budget to avoid exceeding the total budget. It can help adjust the spending to maximise the ad spend.
Some marketers forget about the ad’s ability to evoke a positive response in customers and keep repeating it for months. Viewing the same ad repeatedly in their feed can turn off buyers. Thus, it is essential to be creative and create variations of same ad to keep the content fresh.
Imitating the ads of competitors is another mistake that can be damaging to the business. Facebook penalises plagiarised ads. In addition, do not overstuff the content with too much text and heavy images. The ad copy should be clear and concise and should not cause ad fatigue among the audience.
Using just one ad format can be boring for the audience. Gold Coast SEO professionals suggest using different ad formats to reach the audience. However, the format must resonate with your audience and align with your business goals. Videos can make an impressive impact on users because of their ability to attract the audience.
Marketers must hire professionals to create and edit high-quality videos for uploading on Facebook ads, which will generate higher traffic and conversions. This will increase engagement, click-through rates, and brand name recall value.
If the ads direct the audience to unoptimised landing pages, they will not lead to conversions and will waste the ad budget and resources. The content on the landing pages must be aligned with the ad copy and should have similar images, colours, and fonts to ensure synchronisation.
The landing page should contain relevant information and offer a seamless transition from the ad copy to the page. It must also have a clear call to action button and high-quality content customised to meet the needs of the buyers. SEO experts in Gold Coast must optimise the content with effective keywords and social proof to increase credibility.
Monitoring the performance of the ads is the most important part of running Facebook campaigns. Marketers must add the Facebook Pixel code to their websites to determine customer behaviour and actions to improve campaigns. It ensures the right users view the ads and increases sales.
Monitoring continuously allows marketers to check what is working and what is not. It helps them to make necessary changes to the ads to get the desired results. It gives them information about cost per acquisition, click-through rate, return on ad spend, etc.
Making mistakes while creating Facebook ads can be problematic. Marketers must focus on customers, budget, and ad objectives. They should also learn from their mistakes and rectify them quickly to reduce waste.