30 Dec Common Facebook Ad Mistakes and How to Fix Them
This article comes from Social Media Examiner.
Common Facebook Ad Mistakes and How to Fix Them
Are your Facebook ads getting rejected? Wondering how to lower your Facebook ads costs?
In this article, you’ll learn some of the biggest mistakes marketers make when managing their ads on Facebook and how to correct them. You’ll discover Facebook ad errors stemming from objective selection, ad copy, niche targeting, and more. You’ll also get a list of words and phrases that can lead to poor Facebook ads performance.
1. Selecting the Wrong Facebook Campaign Objective
The first big mistake that Facebook advertisers make is running traffic ads when they really want conversions.
Facebook knows all about the people who use the platform including their history of clicking on things and whether they’re likely to convert. If you want to reach people who have a history of providing their email address and phone number, you should be running conversion ads, not traffic ads.
Traffic ads are meant for reaching people who have a history of clicking things on Facebook but maybe not taking action. The traffic campaign objective can be well-suited for running ads to a podcast or your most recent blog posts, for example.
2. Boosting Posts for Conversions
The second big mistake that Facebook advertisers make is running a boosted post and thinking they’ll get a lot of conversions. You’ll see a lot of engagement on the post but not necessarily large numbers of people leaving the platform, visiting your landing pages, and performing the actions you hope they’ll take.
So save your boosted posts for times when you want to increase the engagement on your post. Put the majority of your Facebook ad budget toward conversion ads.
3. Using You and Your
I’m putting this next big mistake into a category called the “unspoken rules of copywriting.”
Let me start with an insightful quote from the Harvard Business Review: “When it comes to ad personalization, there’s a fine line between creepy and delightful.” If you take that to heart, you’ll understand why Facebook wants ads that are relevant but not targeted.
In your Facebook ad copy, avoid using the words you and your too often. While those words work well in email marketing, the Facebook algorithm doesn’t favor ads that are full of them.
So instead of saying, “Do you want to scale your business with ads?”, you could reframe it as, “The fastest-growing businesses are scaling with ads. Click here to learn more.” See the subtle difference? When you scale back the use of “you” and “your” in your Facebook ad copy, you’ll likely see a big difference in your success rate.
4. Lacking Sensitivity to Certain Niches
Some advertisers don’t have a good understanding of the sensitivities around Facebook’s niches, which include money, health, and relationships, among others.
Suppose you’re a franchiser looking for new store owners for your frozen yogurt shop. If you say something like, “You can earn an extra $10,000 a month with our franchise” in your Facebook ad copy, that would be a mistake. The issue is that Facebook doesn’t like advertisers using specific numbers in their copy.
A better ad would be, “Learn how our franchisees are building great businesses with our frozen yogurt stores.” You’re scaling it back a little bit and not making big promises or mentioning specific numbers.
Bonus: Avoid These Words in Your Facebook Ad Copy
I want to share a list of words I’ve found to create the most trouble with Facebook and Instagram ads. If your ads aren’t performing well and you have some of these words in your ad copy, try removing them and see if that improves your situation.
In addition to the problematic words “you” and “your,” you may have issues if you use gender identification in your ads or reference age, religion, or political leanings. Even the words “Facebook” and “Instagram” often cause trouble when used in ad copy.
Also avoid using curse words or fake curse words. They sometimes slip by the algorithm but they usually get caught.
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