Facebook advertising is one of the best ways for you to bring attention to your business. It’s a massive platform with a handy audience targeting tool and a massive reach potential. But if you’re not paying attention to the pitfalls of Facebook advertising, you could be spending money for naught.
Here’s where you might be going wrong, and how you can fix it:
1. You are targeting too broad of an audience
If your audience is too broad, you’re wasting your budget. It's a simple as that really.
When you send ads to an audience that’s too broad, you’re making it harder for the people that actually have an interest in what you’re selling to see it. The solution for this is pretty simple - narrow down your audience.
Use more specific targeting, perhaps leaning on a location or interest-based targeting to make your group smaller.
2. Targeting the wrong audience
I know we rave on about this a lot, but you really do need to know who your potential customers are. For example, we had a company target us the other day for social media management...i.e. they were trying to get us as a client...and not just us. Several other social media companies received the same ad, and guess what, we all thought dude you have failed your audience targeting with that ad!
Fortunately, the fix isn’t difficult — it’s pretty similar to what you do if your audience is too broad.
Get that customer avatar sorted so you know exactly who to target. We walk you through is process in our free digital marketing guide.
Go over your previous ad results...check out the statistics and demographics and find out who your potential customer base is, then re-target your ads more specifically. Try going more specific with your geographic or interest profiling. The more fine-grained you can get, the more likely you’re actually hitting the audience that you want.
3. Your budget is wrong
Especially if you’re just starting out with Facebook advertising, it can be difficult to figure out how much you should spend on your ads. It’s suprisingly easy to rapidly use up your budget, or set a budget that is too low to actually get your ads seen.
It is a bit of trial and error. Start low, then see how it does. Change it by increments, and once you start to see your cost per click get unsustainably high, dial it back. As a rule, start low – say $2 a day - and see how your ad performs over the course of a week. You may need to raise the budget for your ad to run properly.
And a couple more tips: local campaigns are generally cheaper than national ones, and generally Sunday and Monday are the cheapest days of the week.
4. Not excluding past converters
This one’s pretty common with new advertisers.
You’ve gotten someone’s attention, and brought them to the point where they want to click on your ad. They went to your site and converted - they downloaded your e-book, joined your mailing list, bought your product. Great.
Now what do you think happens if the same ad campaign follows them around more?
Ad fatigue and decay are real factors that can hurt you - people can get annoyed by seeing the same ad over and over, and you’ll be wasting money on someone that’s already converted.
Make sure you drop these people from your targeted audience once they’ve converted. Use Custom Audiences to exclude people who’ve visited a specific web page - one they can only get to by converting.
5. Not measuring your results
You’ve probably heard the phrase “What gets measured gets managed.”
Effective advertising is a process. Every bit of data you get makes your advertising better - that is, if you’re keeping track of it. It sounds simple. It is simple. But too many people, especially small businesses, don’t invest the time to do it. Don’t be one of them.
Facebook advertising has plenty of pitfalls to avoid, but if you’re aware, you can skip over all of them and drive traffic to your business. Use these tips to make your 2019 Facebook advertising campaign as effective as possible.