So you compared Google Ads with Facebook Ads and you decided to use Facebook Ads. Now, it is time to invest and launch your campaigns. However, before you do that, you should be aware of the most common mistakes that have to be avoided in 2021. Every single one can make you lose a lot of your advertising budget on campaigns that are simply not going to be effective.
Not Defining The Buyer Persona
When you write Facebook Ad campaigns, your main goal is to improve conversion rates. It is practically impossible to do this without defining the buyer persona. This means you need to know who your ideal or typical customer is, all done through a highly detailed audience research.
One of the most common mistakes we see is launching campaigns that target literally everyone. When you do this, it is a certainty you lose money.
Remember that Facebook gives you access to countless targeting criteria, including interests, behaviors, and demographics. Buyer personas help you choose appropriate targeting.
Using Facebook Ads Like Other Available Channels
It is so often seen that marketers expect the exact same results they have on other channels when they use Facebook marketing. This is just a very bad way to monitor performance.
Just think about Google Search Ads. The results you get there are based on matching an audience with buyer intent. On Facebook, audiences are matched base on interest. This is why different results are delivered.
The Wrong Objective
No matter what year it is, this is a mistake that never seems to disappear. Remember that when you use Facebook advertising, you practically use a sales funnel. This naturally starts with awareness to then end with conversions.
Creating holistic Facebook marketing strategies is very difficult when you fail at understanding what your ad objective is. Before you create your ad, you will be asked what the objective is. Are you looking for increased brand awareness, engagement, more traffic, lead generation, or event responses? Regardless of the selected objective, in order for your campaign to be successful, it needs to align with business objectives.
Focusing On The Wrong Metric
There are so many metrics that you could look at when you run a Facebook Ad campaign. This includes clicks, reach, views, cost per click, conversion rates, and impressions, just to mention a few.
The marketing goals have to dictate the metrics that are measured. Do you want to optimize ads to get higher conversions while bringing down costs? In this case, you do different things than when your budget is higher and you are interested in just generating awareness.
Not Using Facebook Pixels
Even if Facebook pixels have been around for a very long time now, most campaigns running in 2021 still do not use them. They are simply ignored by marketers. As a result, campaigns are not as effective as they could be.
Pixels are very important because they allow the social network to measure what is happening on the site. At the same time, it makes it so much easier to adjust your audience in future campaigns. Basically, Facebook pixels let you build much more effective marketing campaigns.