Facebook Advertising (Facebook Ads) is one of the best tools available for all those who are looking for a way to promote content or a brand on the platform, either to sell more or to publicize a new project and gain followers.
Running a Facebook Ads campaign is cheap and usually gives important results, unless you fall into basic mistakes
Although Facebook Ads are very easy to set up, some experience and in-depth analysis of ad performance are required to fix errors, which can harm conversion.
For all those users who want to improve the performance of their Facebook ads, here are some common mistakes to avoid:
-There is not enough data: Unlike Google Ads , Facebook ads require the user himself to analyze the visitor data to create an audience to which the ads will be directed. Many opt for a broad audience, although it is not a bad option, the truth is that it is easy not to choose the most appropriate one, which will affect conversions. One solution is to use data from other tools like Google Ads or data from other real-time analytics tools.
-Facebook users are not buyers: Most Facebook users do not use the platform to buy, but to have fun and talk with their friends and family. It is possible that users click on the ad out of curiosity or even interest, but they will not buy at that moment. When this happens, it is usually best to try ad formats such as “lead ads”, video ads and also dynamic ones, formats that seek to offer value to the user instead of creating a sales opportunity.
-Do not segment: This may be the most common mistake made in Facebook Ads campaigns. If a campaign receives a lot of impressions, but few clicks and almost no conversions, it may be time to implement an A/B test. In this sense, it is necessary to experiment by changing various aspects of the ads such as the message, the creative, the images, the landing page or the segmentation of the audience.
-Optimize the audience: The creation of the audience is the most important part of any Facebook Ads campaign. An audience that is poorly optimized, created with little data, and poorly targeted will cause poor performance. The audience of the Ad must be hyper-focused on the “buyer personas” of the business. To do this, it is necessary to use all possible information on demographic data (age, gender, race, income…), psychological data (Interests, tastes and lifestyle) and behavior (likes, comments, engagement and buying habits).
-Problems: If Facebook users click on the ads, but they do not convert, there may be problems in another part of the sales funnel. The problems may have something to do with inconsistent messaging, thin content , offering no value, or having a slow or poorly designed landing page. To find these problems, you must correctly configure the conversion pixel and analyze the bounce rate in Google Analytics.
