5 Mistakes People Make with Facebook Ads
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Let me ask you a question. Have you tried Facebook ads?
The reason I'm asking is because as a Facebook ads strategist and manager, I see many, many common mistakes when it comes to Facebook ads.
Today I want to share with you five common mistakes that people make when advertising on Facebook and then they say, Facebook ads don't work. Well they do, but they need to be done right.
1: Boosting posts
The first mistake that I see is boosting posts. People post something on Facebook and then boost the post. Boosting post is really good for Facebook, because they're making a lot of money from you but it's not really good for you.
It doesn't have all the targeting capabilities, the reports, and it doesn't give you the options that you can use on Facebook to really target the people that you want to serve ads to.
So step away from the boost button and next time you advertise on Facebook, go to the ads manager and set your ads in there.
2: Not adding pixels
The second mistake that I see people making is with pixels. They don't put the pixels on their website or landing page. And I really see that a lot.
Facebook gives you pixels that you get installed on your website or on your landing pages so you can track. You can track everybody who click on your ads. You can also re-target people who have been to your website before, which is fantastic.
Whether you were planning to advertise on Facebook soon or not, just put the pixels on your website. Go onto Facebook, create your pixels, copy them and paste them on your website. Because Facebook can track up to a whole year. They can track who visited your website and then you can re-target those visitors with ads and that's gold.
3: Making offers to a cold audience
One of the biggest mistakes I see is people making offers, and especially expensive offers, to a cold audience, to people who have never ever heard from you.
You can imagine, if you are on Facebook, you are there to socialise, to see photos from your friends and family. You're not really there to buy. It's not a marketplace and it's also not Google.
If you see some ads, usually you ignore them unless they are very relevant to you. Unless you look at the ad you think, "Oh wow, that's what I want. That's what I've been thinking about. How did these people know?"
What happens is if you have been to people's websites searching for a product or service, then those businesses can target you and serve ads to you and you can do the same to other people. And that's why it's so important to have the pixel on your website and also to think about your target audience.
Are you going to make an offer to someone who have never heard about you before? You probably shouldn't. You should think about building brand awareness and taking them to your website or serving several ads to the same people and warming up your cold audience until they are ready to buy from you.
4: Not having a dedicated landing page
Mistake number four is not having a landing page dedicated to what you're offering in your ad, and by landing page I mean it can be a dedicated page on your website. It can also be a landing page that you can build using Linked Pages or Insta Pages or Click Funnels or even in WordPress you can also build landing pages.
What is important is that when people click on your ad they go to a page where everything on that page is about that promotion. It is about what the ad was talking about. If they click and go to your website, to your homepage for example, and then they get a bit confused. They look and think, "Why am I here? What is the product or the service that I clicked on and I wanted to know more about?"
So have a dedicated landing page to the product, the service that you are promoting on Facebook
5: Not having an email strategy for your ads
And last but not least, and I left the best for last, is to not have an email strategy to go with your ads. It's very important that you have different channels targeting the same people who click on your ads. If the only way they're seeing you is via Facebook advertising, well it's going to become very expensive for you to keep promoting the same products and services to the same people.
It's really good if you can have an email sequence that follows your campaign on Facebook. Collecting people's emails regardless of what you are promoting, and then launching a campaign that has both email and Facebook ads can be very powerful.
And if you don't have an email sequence set up, well consider having one, because that will make a huge impact in your results with Facebook ads.
Let me know if you have any questions.
