Social media allows companies to market their brand in an effort to increase general awareness and engagement with their target audience. Compared to those on similar sources, the Facebook ad platform is potentially the best outlet for staging a campaign due to its unique features and tools. However, if you host your campaign there, make sure you avoid these common mistakes.
Facebook Ad Blunders that are Easy to Avoid
Misdirecting your Targeting
One of the best Facebook ad features is its comprehensive targeting capabilities that allow you to broadcast your content to a select group of individuals. You can target specific details like:
- Age
- Location
- Gender
- Interests
Unfortunately, many companies are not being specific enough with their parameters to make any real difference. When you’re not targeting the right audience, your level of engagement will inevitably suffer.
Why even have ads in the first place if they’re not reaching those that they’re most relevant to? As a way to fix these mistakes, try implementing small changes to your targeting parameters. Then, record the results and go forward with the format that you determined to be most successful.
Your Images are Lacking
Eye-catching, interesting images are an essential element of successful Facebook ads. However, there are several common mistakes that companies fall for without even thinking. Images are often what draws the attention of users, so it’s important that you don’t overlook this step.
- One of the biggest problems with this platform is that ads can be rejected if they contain too much text. The general rule of thumb is to keep text coverage to under 20 percent of the image.
- Many companies are finding difficulty with images that are not optimized for Facebook. When you use the wrong dimensions for your images, they’ll often appear abnormal or distorted. To make sure your images are always suitable, consult this handy guide from Facebook.
- If you want people to click-through your ads, they’re going to need to be eye-catching. Make sure you’re choosing attention-grabbing images and colors that pop.
If you follow these simple rules, your images will be perfectly set up to be featured prominently throughout your campaign. Just make sure that they always accurately get your message across.
You Have No Goals
It’s beneficial to pay attention to the metrics that quantify your ads’ effectiveness. However, several companies ignore their analytics entirely. This isn’t a wise practice.
Successful ad campaigns are always better served when you set attainable goals prior to creating Facebook ads. How else are you going to know if your ad is performing well or not? Some of the key metrics that are tracked include:
- Likes
- Engagement
- Website click-through
- Lead generation
It’s up to you to decide exactly which metrics your company should focus on, depending on your goal. Campaigns that go unmonitored and are left to their own devices oftentimes fail. Don’t let that be you. Set goals, monitor your results and use them to better inform future campaigns.
Facebook ads provide an unbeatable opportunity to transmit your company to an endless, global audience. Just make sure that you aren’t making any mistakes that can jeopardize the success of your campaign.
