Happy New Year to all! I hope 2017 is going to be a great year for all of us.
My last blog post was about Facebook advertising and today, I am going to share with you 3 common mistakes that are made when using Facebook Ads to promote our business.
We had learned earlier that it is not about likes, shares or comments. Instead, the focus should be on the conversion and also the ad objective. So, what else do you need to take note when setting up your Facebook Ads to promote your business?
The most common mistake is targeting the wrong group of audience.
For example, if you are selling golf clubs. Most novices would go for the audience who likes golf stars such as Tiger Woods or Jason Day, the current number 1 golfer in the world. It appears that there is nothing wrong with targeting Facebook users who like these golf stars but do they really play golf and buy golf clubs? It will be more relevant to target the audience that likes country clubs with golf courses and a much better audience could be golf coaches.
Another classic example is if you are providing tuition service, do you promote to the students or to the parents?
You will be targeting the parents instead of their children. This is because it will be the parents that are spending and sending their kids for tuition.
I hope that you are able to get my point here.
Use the Facebook Audience Insights to help you check your target audience.
Here is the link: https://www.facebook.com/ads/audience-insights/
The second mistake is not doing any testing at all. Some of us might think that you only need to start with one or two ads and then wait for the results. That’s not true at all. Advanced Facebook marketers will do split testing and test which image, texts, call to action and color that are the most effective, by setting up many ads and ads sets.
Testing of the image is especially important as it the most critical component of your Facebook Ads. The image is the first to attract the Facebook user’s attention and hence it can make or break your Facebook Ads campaign.
The third mistake is focusing too much on cost and it is related to the second mistake. Facebook advertising can be cheap if you had rectified the second mistake. If you only focus on the cost, you are likely to stop the promotion before you find a winning ad.
Moreover, you also need to consider the niche that you are in and the objective that you are trying to achieve. Are you aiming for traffic to bring in leads and sales or engagement such as likes, shares and comments?
Focusing on cost will affect your judgment and make you lose track of your real objective. However, you still need to aware of your budget and work with it to make sure that the ads is cost effective for your business.
This concludes the 3 common mistakes that people made when using Facebook Ads. Let’s not make these mistakes again.