piranha solutions are a digital marketing and media advertising agency in Preston, Manchester, Blackpool and Warrington

Posted on
April 20th, 2017    

Are You Making These Common Facebook Ad Mistakes?

There is no doubt that social ads have become one of the most important tools, not just in the world of advertising, but marketing in general. More and more businesses are using them each year, whether it’s to raise brand awareness, maintain existing relationships or help sell more products.

But there is much more to it than simply setting up an ad. Not only will you need to create an engaging ad but you will also need to monitor its performance and make improvements to the campaign. If you don’t get this process right, you’ll end up wasting hundreds or even thousands of pounds; something which no business can afford!

Here are some common Facebook ad mistakes and how to avoid them.

Poor targeting

Have you set up the ads to target your customers? If you haven’t thought about the audience when planning your social media ads, you will probably waste a lot of money when it starts running. Facebook has lots of useful audience tools which allow you to pick the age range, gender and even income of the people you want to see your ad. One common misconception is the more people that see it, the better. But this really isn’t true. It’s more important that the people who see your ads are interested in your services and products, as it means they are more likely to covert, which is why targeting is so important.

Using too much image text

If you haven’t used Facebook ads before, you may not realise that the amount of image text used on your ad will affect how well it does. Ads that with more than 20% image text will be shown to less, meaning that you miss out on the chance to connect with even more customers. When creating your ad, Facebook will tell you if you have used too much text. They use a rating system of ok, low, medium and high, giving you an idea of what changes you need to make. If you get a high rating, your advert may not even run, which is why it’s extremely important to get this bit right.

Choosing the wrong images

It’s all well and good having engaging content but it’s equally important to spend time choosing the right images for your ad. Not only should the image represent your brand but it also needs to stand out to your audience. You may want to consider using bright colours and high-res images as research has found that they lead to higher conversion rates. And don’t forget, many people log in to Facebook on their mobile, so the image will need to look right on these devices too!

Not understanding bidding options

One of the main things that people struggle with when setting up a Facebook ad is the different bidding options that are available. Facebook recommends setting a conversion bid (CPA), which means they will only show your ad to users that are likely to convert. Other options include cost per click, cost per impressions and cost per like. Which one you need to use will depend on your goals, whether it’s to get more sales or likes on your page.

Leaving your ad to run by itself

One common mistake that businesses are making is that once they have set up their social ads, they leave them to run by themselves. For your Facebook ad(s) to be a success, you need to regularly assess how well the campaign is doing. This will give you an opportunity to see what’s working and what isn’t, so that you can make changes and improvements.

Ignore A/B testing

A/B split testing is a great way see how well each individual ad is performing. If a certain image, line of copy or headline is working well, you will be able to see this. From there, you can create one streamlined advert that is guaranteed to perform well. Alternatively, you could run this ad alongside a similar one, perhaps with a different image or landing page, to see if it is even more successful than the original.

Piranha can help you to avoid these common advertising mistakes. If you would like help managing a current campaign or want us to set one up on your behalf, we would be more than happy to help. Please call 01772 888 331 or email becreative@piranha-solutions.com to speak to the team.

 

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