In this article we will examine some of the common Facebook advertising errors that people commit during the execution of Facebook advertising campaigns.
The announcements ofFacebookThey are one of the most popular advertising options for people who do not know online marketing. However, despite90% of marketers claim to use Facebook Ads, there are still many who try and fail to generate positive results on the conversion rate. If you are a person who often wonders "Why don't my listings on Facebook work?", Then this post is for you!
In this post, we will examine some of the common Facebook advertising errors that people commit during the execution of Facebook advertising campaigns. We will see why most advertising campaigns tend to fail and what can be done to correct a campaign that does not bring any results. In the end, you will have a crystalline idea of what should be done if you want to correct your ineffective Facebook ads.
1. Poor targeting
One of the main reasons why marketers fail with Facebook ads is that they cannot correctly direct their ads. Facebook allows you to create a personalized audience, but many people don't realize it. More than 2 billion people use Facebook every day: it is quite difficult to say that your ads do not work because your reference market does not attend the site.
The main advantage of Facebook ads is that they offer you the opportunity to direct your ads so that they are shown to a very precise audience that will be curious about your offer and will ideally click on a specific destination page. That's why there are more than 3 million companies that advertise on Facebook.
However, the downside is that if your ads are poorly targeted, your ads will be shown on social media to people who may not find them relevant, leading to a horrible conversion of the site. So knowing how to direct your ads to a personalized audience is important. After all, you could fix everything else. But if your targeting is outside, nothing else will work. What is the use of an ad with a fantastic appearance, if the announcement is shown to people who do not need it?
Think about it: if you are not interested in buying dog food, but a poorly targeted announcement tries to promote a little, also aDog food announcementFantastic appearance will not change his mind about the matter. Of course, you may click on the announcement, just out of curiosity. Conversion monitoring will show a positive conversion pixel, but your rebound frequency will provide true story. If you are a marketer, this is one of the worst things that can happen. The "clicks out of curiosity" will be translated into disinterested people who will never buy from you, but by clicking on your ads and, therefore, cost you money. So, knowing all this, what can be done to direct your ads effectively?
If you want to correctly direct your ads, you must first take a look at who your customer is and create a personalized audience profile. Knowing the traits and characteristics of your ideal customer will give you the opportunity to set up your ads, so that they are shown to the right people. Consider the idea of taking you some time to create an buyer. A buyer will trace a "avatar" based on the traits, characteristics and demographic data of your ideal customer designed for the conversion of the site. Ideally, we advise you to write down the following information when you write your buyer character:
- Age and sex
- Position
- Who/what influences them
- Language
- Interests and hobbies
In some cases, you may not know your client as you would like. Fortunately, in situations like this, Facebook offers a tool that you can use to search for your ideal customer.This tool is calledAudience insights.
When you visit Audience Insights, go toPublicfrom the navigation menu to the left. Then selectPotential publicat the top of the screen. You will notice that the esteemed size of your audience is quite high. This is because we still have to filter to meet the needs of our audience. To do this, click onFilterat the top right. You will then see a popup with a variety of demographic filter options. The more data you can provide, the better it is.
While making the selections, you can click onCreate publicTo see your numbers become more reasonable.
2. Lack of data on the public
One of the main reasons why your personalized Facebook audience does not work is that you are using basic demographic data. Buyer personas are fantastic. But when it comes to Facebook ADS, the buyers personas are not enough. They are not detailed enough to find growth and profit scalable. Having said that, I saw many marketers take the data from the buyers personas and use them to create a personalized new audience.
The audience saved on Facebook is fantastic, but not when you limit yourself to the demographic targeting. Simple metrics such as age and sex will not give you qualified buyers. Trying to reach 1.2 million to 1.4 million people from a single advertisement set and a niche product will not take you very far. Why? Because if 1.4 million people were interested in your product, you wouldn't need Facebook to advertise.
You just can't appeal to everyone. And okay! If anything, it's a good thing. The size of the largest audience on Facebook often behave badly because the targeting is not quite specific. You could waste a lot of money in clicks and impressions without ever seeing a penny in return. Part of this is Facebook's fault. He asks you to create an audience when you create a new ad.
And the main options are the demographic data. So, if you see that your Facebook personalized audience does not work, it is probably because you only rely on demographic data. Creating a personalized audience that is not quite personalized is one of the greatest errors you can make when you manage Facebook announcements. Fortunately, there are literally a dozen different ways to create a personalized audience that does not focus on demographic data. These include:
- Website data using a Facebook pixel
- Users' activity on your app
- A list of your customers
- Offline data that collects in person
- People watching your Facebook videos
- People who interacted with your Instagram account
- People who have clicked on your purchasing experiences on Facebook or Instagram
I will touch some of these in a more detailed way, and it does not hurt everyone! However, there is an advertising function of Facebook whose advantage I cannot underline enough, and it is the similar audience. The similar audience is quite simple. Create a personalized audience from your mailing list and Facebook replicate that audience with new people.
Facebook does it by taking your list of existing customers, combining those e-mails to account and therefore finding other users with similar data that would be interested in your products. And it works. It is excellent for quickly creating personalized audience segments without doing the work of interests, exclusions or detailed optimization of remarketing. The similar audience segments give you the opportunity to choose which percentage of the population you want to choose as a target. The interval ranges from 1% to 10%, with 10% that produces the largest public size and the 1% that produces the most specific and smaller public size. 10% will make you earn 10% of the total population in the countries you choose, with those selected that resemble more to your other segments of the public and customers.
Since the Facebook user base amounts to2.96 billion people, you might think that an audience similar to 10% look like a good idea. A wider personalized audience will generate better results, right? In reality, the exact opposite is true.
Adaspresso showed it by spending $ 1500 in a similar audience experiment in 2017. They wanted to test the three most common levels of similar audience: 1%, 5%and 10%. So, they conducted a study for a 14 -day period, using the same ad for each audience.
These were LEAD-based ads that were intended to acquire e-mails through Lead Magnet. They offered offers to customers who had shown interest in the posts or services of their blog, but were not yet ready for conversion. So when someone clicked on the announcement, he had to enter the information to receive free e-books.
Subsequently, they created a new campaign and used the Facebook A/B test function to test their audiences against each other. With Facebook, you can divide the test of multiple audience segments, which is what Adhesive has used to simultaneously evaluate these three audience levels. Their time sequence was 14 days with a $ 1,500 budget, which gave them $ 35 per day to spend.
They set their three targeting percentages. The results showed some significant data on the reason why many marketing operators were not successful with this type of personalized audience. Here are some of the most important information and the final data they found:
The public similar to 10% has been found to have a 70% higher lead cost compared to the 1% public.This could be a turning point to improve the effectiveness of Facebook announcements.
So what is the reason behind the results? The larger personalized audiences are not specific enough to obtain great results. 10% of the public sounds very well in theory because they give you the opportunity to group tons of users, but simply does not provide sufficiently specific results. Targeting for a vast audience usually works, but on Facebook more users mean less than targeting precision.
Creating your audience similar to 1% is easy. Simply go to the sectionPublicUnder your destination business suite and select similar audience. Subsequently, you have to choose the source for your similar audience.
The source could be anything, from a personalized audience to a list of e-mails to a specific page or profile. Then select the location you want to choose as a target. After selecting both the source and the position, be sure to select 1% as a public size.
If you want to perform an A/B test as a sticker, repeat the previous steps twice: one with a 5% size size and one with a 10% size size. Once you create your ads in Meta Business Suite, you will be able to divide the test using the three new similar audiences you created.
Remember, the personalized Facebook audience concerns specificity. Don't make the capital sin of trying to throw a network too wide. The more specific your audience is, the better your conversion rate is.
3. Do not choose the right offer option and offer the right amount
Another reason why Facebook ads tend not to work is because the marketers do not make offers correctly. If you think that your ads do not generate enough impressions or clicks, the offers section could be the one in which you need to make some changes. Now, the good news is that the sectionBudgetof ad manager has been simplified.
If you think that your ad is not receiving any impression on your destination page, although you have made offers within these numbers, you may want to increase slightly.
This does not mean that there are no ways to optimize the budget and expenses, however.
If you scroll up to the sectionConversion, you will notice some additional options for shopping. I am:
- Cost of cost per result:If you aim for a certain cost of cost per result, here is where you can set up this amount. We recommend, however, to use the data on the cost by the result of the previous campaigns with the same attribution settings and optimization event. Otherwise, you could limit the effectiveness of your ad.
- Attribution setting:The attribution setting guarantees that the conversions optimized by Facebook are the same as you want to measure. For example, with a click and 1 -day viewing setting, Facebook would learn from the conversions that took place in one day and would show the announcements to people who could convert within one day.
- When you are charged:For some types of ads, you can choose to be charged by impression (when the ad is seen) or by action (for example, someone click on your website). The most common type is impression and there are many types of ads that only allow this setting.
- Type of publication:Here you can choose between standard and accelerated pacing. Standard is the option that works best for most types of ads as it ensures you not to spend your advertising expenditure too quickly every day. Acceleration is useful for campaigns sensitive to time such as those that advertise a one -day sale.
Of course, all your selections above depend on how much you can afford. So it helps to calculate the value of a customer's life if you want to remain profitable. If, after making a higher offer, find out that your ads continue to generate low impressions, it may be necessary to take a look at the targeting for personalized audience. It could be too precise. Alternatively, it could be that your same ad is not worthy of a click, a concept that we will discuss later.
Note: if you have a well -targeted campaign and that generates many clicks and results, evaluate the possibility of moving on to the investigation based on impressions. This can potentially reduce the cost of a campaign.
4. Impossible to create ads worthy of click
If you have solved the problems we have already discussed, but it seems that your ads still have to be resolved, you could try to change the appearance of your ads. Most of the time, you can say that your advertising creativity has a poor performance if your ad has a low CTR. TheAverage ctr on Facebook varies from 0.75% to 1.5%Depending on the sector, the canalization phase and the type of click. However, if you are publishing an advertisement of the news feed, you will want to over 5% and 1% for an announcement of the right sidebar.
Facebook is a very visual platform and you want to make sure your ads are good at capturing the attention of your personalized audience. If you don't have much experience in creating Facebook announcements, you may want to study what the other advertisers are doing. Keeping a Swipe file is a good way to keep a register of ads that struck you.
What is a Swipe file?
An Swipe file is simply a collection of screens of everything that has attracted your attention or prompted you to act. You can use a tool, such as Evernote, to secure these files safely on a cloud server. Keep in mind that you can also study people who do not fall into your niche. This is because if you find something that works in another niche, there is a good chance that it is transferable to your niche. A different announcement style could also be interesting for the people you are trying to reach, making your announcement even more attractive.
Sometimes, you can make your announcement more worthy of click by entering an invitation to the action inside the image. The use of the text in an image can affect the coverage of your ad. If you use a lot of text, you can reduce the possibilities that your announcement is successful, as shown below. As with many types of online marketing, writing persuasive texts is essential. This is because you have to convince people to click on your ad. You can write better texts by understanding what your customers fear and want. It also helps to know what objections can have, in relation to an offer like yours.
When you know that type of information, you can write a copy that speaks directly to them, also reassuring them that your offer is something that is worth checking. It is essential to always include an invitation to action in the copy of the announcement, so that people know what to do later.
5. Lunch a cold audience
Most people use a personalized audience when performing simple remarketing ads on Facebook. This is because you can quickly set up a new campaign and a remarketing audience based on the visits to the website inside Meta Business Manager. But the publicized audience segments for remarketing often fail for a very specific reason: the 30 -day predefined cookie window is not effective.
By default, Facebook uses the personalized audience of the last 30 days. This is the number of days when you want people to remain in your audience after satisfying the criteria or trafficking goal. Put simply, this means that when someone visits your website, it will remain in that audience only for 30 days after that visit.
Most customers do not make a purchase the first time you see your product. They must first pass through the various phases of the purchase process. In the awareness phase, customers are still trying to understand what their problem is and how to solve it. They are just starting their research. In the phase of interest, they begin to explore various products or services to solve their problem. They have not yet been committed to a purchase and are taking your competitors into consideration.
Subsequently, they decide which activity according to them will help them most. They have not yet made a purchase at this stage. It is only when they finally act that you see a return to the investment and a complete completion of the sales cycle. And that conversion cycle can last much longer than 30 days in many cases. In fact, the research shows that almost three quarters of B2B sales to new customerstake at least four monthsTo end.
If you are lucky enough to convert potential sales in sales in less than 30 days, you are probably fine with the predefined Meta Business Manager settings. If you are like most of us who are unable to convert an unaware user of the brand in a customer in less than a month, you should use a much longer window for your audience. Bigcommerce noticed this error for the first time during the publication of ads for customers and found that the conversion windows were strongly delayed.
Sales of sales for their client did not reach up to 12-30+ days. So a 30 -day window was not the most efficient option. If your Facebook announcement of retargeting does not work, it uses a window longer as 30-90 days.
He experiments with this number by creating two personalized audience segments with different cookie windows to see which one has the best performance over two months. Another excellent way to correct a personalized audience in error is simply adding another parameter: frequency.
In theory, the more someone has visited your site, the greater the possibility that it will buy from you. Visitors for the first time are not inclined to convert. In fact, they can be needed from 2 to 4 visits for a user's conversion. So, if you do not order based on the frequency, continue to risk addressing an too vast audience.
Sometimes more than five ads are needed to convert a customer. And it's like that with your website. If you can't expect the new visitors to buy, you shouldn't waste advertising spending for those who have not visited your site more than once. That's why it is necessary to enable the targeting by frequency during the management of Facebook announcements. Enable frequency monitoring by clicking "Perfect further for" during the creation of a personalized audience. Then, select the frequency from the menu.
Now you can add an additional level of buffer to your personalized audience to give you an even better chance to convert users with less money and less advertising.
We know that demographic data does not cut it. Even the addition of interests and exclusions may not be sufficient. When everything else fails, you have to start your campaign with visitors who are very inclined to buy from you. And luckily, with the targeting for personalized audience on Facebook, you can direct users who perform incredibly specific actions from your website.
6. Lack of experimentation
Experimentation is an important part to correct a Facebook advertising campaign that does not produce the desired website conversion results. Many of the best -paid traffic experts in the world often cannot produce a winning announcement to the first attempt. Many of them must pass through a test process, in order to find an announcement that brings them optimal results. When it comes to your campaigns, take into consideration the possibility of creating more variants of the same ad.
You should let the variations of the announcement be performed for a couple of days and then check the data.
The chances are that you will discover that an announcement produces a better conversion of the site than another.
The images are not the only elements of an advertisement that you can divide. You can also experience the targeting and copy of an ad.
There is also the possibility of seeing what happens when you use different ads formats, such as Instagram ads or the ads of the right sidebar.
When performing the divided tests, it is essential to try to make some radical changes to your existing announcements.
This is because it is more likely that this will bring you a dramatic increase in results compared to small incremental changes.
7. Lack of alignment between destination pages and announcements
If you have solved the above problems and your adscontinueNot to generate conversions, there is another element that is often neglected: the alignment of the destination page.
What do I mean? The destination page that you choose as a URL for your ad can be an important factor to determine whether a user converts or not. When a buyer click on an announcement, he does it with the intention of satisfying his curiosity about that particular announcement. This is usually in relation to the invitation to action (CTA), as "click to find out more" or "click here to see our most recent colors".
If the user clicks and is addressed to a destination page that does not meet the user's intention in any way, it is likely that he clicks out of the site. This does two things:
- It breaks the trust of consumers in your brand;
- It makes you pay for an impression or a wasted click.
So if you are sure that the mechanisms of your ads are set for success, then it's time to examine things such as the URL of the destination page and alignment with your advertising message.
When considering the alignment of the destination page with your ad, ask yourself these questions:
- Does the destination page keep what the advertising message promises?
- Is there a logical connection between the messages of the destination page and the invitation to the action of my ad?
- Would I be frustrated as a consumer if I were addressed to this destination page from this announcement?
Fortunately, align your destination page with your ad is one of the simplest solutions in this list. So, once all the above problems have been solved, be sure to recharge the destination page and the alignment of the ads to obtain the best results.
Conclusion
Facebook ads can be a great way to increase traffic numbers for your website and increase essential conversions. However, if you have not yet seen a return to adequate investment, it is possible that you are making some common mistakes that bring your personalized audience to your destination page.
In this article we have covered some simple corrections you can act on, if you want to repair an advertising campaign of Facebook that does not work. We examined how to make changes to targeting and advertising text. We also touched the importance of testing multiple variants of the same announcement, in order to find a winner.
Source Neil Patel
Published inBusiness, Social Media
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