6 errors you make with Facebook advertisements

The 6 errors you make with your Facebook ads (you have not noticed)

Hi Marketer!

Today, I’m going to tell you about one of the subjects that are most important to me….

Facebook ads!

Zuckerberg’s advertising system is one of the most profitable for advertisers around the world, despite its success to build and manage campaigns cannot be defined as a children’s game (anything else, if necessary).

The uncomfortable truth is that the results you get are almost always directly related to your ability to create, manage and climb your campaigns, always keeping in mind the customer journey of potential customers and the type of product or service you offer.

Now let’s see some of the errors most underestimated by many advertisers, to avoid (and understand) at all costs to avoid wasting our budget and compromising the results.

Ready? Let’s start.

Your ads have been online for a long time, too much time.

This error is generally divided into two parts:

• Advertising fatigue: The first is to keep campaigns online for several weeks or months by completely ignoring the phenomenon of advertising fatigue, this condition which is created when your creativity has been seen several times from your audience.

Although a very high frequency is necessary in the recimbing phase, when we talk about high frequencies for a cold audience, we must be very cautious, certain quick solutions could be: constantly change creativity (weekly, if possible) by removing those which work less – continuously testing the new audience to show your insertions to public «virgins» – increase the thickness of the affected public.

To avoid crazy with the business manager, I recommend that you define automatic rules to stop less efficient advertisements when carrying out certain conditions, such as a frequency and a too high CPA.

• Conversion time optimization: The second is to ignore certain hours of the day when conversions are more frequent, for example, you could realize that in the evening, your CPA is lowered considerably and that conversions increase, why not use this information to create a test campaign, active only in the most profitable period for your business? In this way, you could get more sales and less budget waste.

If you do not use this technique so as not to see it necessarily as an error, see it rather as possible optimization that you have not tried yet!.

Think only of your ads, never on connected landing.

The customer journey of your potential customer, from the moment you click on your advertisement, must be solid, consistent and compact.

If the destination page has problems, your campaigns will not go far.

There are many factors that you can keep in mind to identify this problem, for example:

• Extremely high appointments
• Permanence time on your rare page
• High loading time of the same
• Different communication between advertisements and the destination page
• stylistic inconsistency
• Small authoritarian or well -maintained page (scam alert)

Try to think how your user would do: click on your advertisement, land on the destination page and ask, What I see is in accordance with the announcement message?

What could create frictions, what is not clear?

Is the value proposal that I offer on Facebook also specified on the destination page?

Answer these questions and make changes to the page, modifying the copy or clarifying the images that make up the landing.

Thinking that the success of your campaigns depends only on the ads is crazy things, analyzes the destination page and optimizing it!

On the advertising panel.

Often, it happens that our desire to bring results is transformed into an over-management of the countryside.

What do I mean?

Facebook Algorithm uses an automatic learning system to provide the best results at the minor cost to advertisers.

To do this, however. He needs a budget and … I can a little time, time!

It is not a coincidence that Facebook gave a real name to the campaign which has not yet stabilized, from the moment of creation, they enter the «learning phase».

At that time, the big advertising mechanism works to search for the best audience and to show your ads, think about your copy and your creativity like the weapons you provide to this gigantic algorithm, your task is to send it to the ready and teeth war!

But what happens, when we try too much to help our soldiers, we risk bringing them in the wrong direction:

In a word, so shortly after the launch of the campaign, you do not see the results, do not deactivate or do not change what you have created, it is not necessarily a red alarm.

Take time and help the algorithm to do its job, be sure to do the previous phase, namely that of copying and creativity, audience, objective and optimization of the destination page.

What does Facebook say about the «learning phase?:

“The learning phase is the period when the delivery system still has a lot to learn about a set of ads. During the learning phase, the delivery system explores the best way to deliver your advertisement – so performance is less stable and the cost per share (CPA) is generally worse. The learning phase occurs when you create a new set of ads or ads or make a significant modification to an existing learning phase.

According to the Klientboost agency, leaving aside the learning phase, Most Facebook campaigns need approximately 48 hours to optimize delivery And start bringing results.

What can you learn then? Don’t be impatient marketing!

Learn to understand the moment of your campaigns, think about it twice before deactivating or modifying a campaign in the learning phase (you will only restart this process, entering a small Dante group)

If a campaign does not really bring results, the questions you will have to ask yourself many, here are some which, I hope, will be able to help you reconsider your activities:

• Do I use the right goal?
• Is the target that I chose is correct?
• Copying and creativity attract attention and «sell» my service well?
• Is my brand known?
• Am I using a sufficient budget?
• How many competitions are there at the moment?
• Is the campaign consistent with the customer’s customer journey?
• My offer or my value product?
• Is my destination page optimized?

I underestimate automatic rules.

Are you ready for a burning truth?

Your best campaign you have online today will stop performing in a short time.

Read this sentence and try to absorb it.

This will happen and you can’t do anything to avoid it.

Or rather … The biggest error is to think that a campaign will constantly bring you results over time, now and forever.

So how can we avoid this disaster?

Given this supposed concept, to avoid checking the announcements every 5 minutes with terror that your campaigns can stop performing, I recommend using automatic rules.

Automatic rules are helpful, but you will have to work on your campaigns constantly to continuously test new variants and give petrol to your account.

For example, with automatic rules, you can tell Facebook to deactivate – automatically – the campaigns they stop making.

You can stop your campaigns when the CPA is too high, or when it reaches a certain expenditure limit or when the frequency reaches a certain value.

What does Facebook say about these rules?

«When you create automated rules in Ads Manager, they automatically check your campaigns, advertisements of ads and announcements, then update or inform you of any modification. In addition to these automatic checks and notifications, the tool will also take the necessary measures for you.»

The possibilities are practically endless and each action is automated.

This will not only save you a lot of time, but will increase your ability to manage several accounts and projects together.

What are you waiting for? Try immediately!

Target Who has already bought you.

This is one of the most common errors that I have seen many marketing or companies specialists.

The campaigns on cold and recibing traffic are designed for two different awareness states but have one thing in common, which is not interest that our client is already!

The suggestion is as simple as it is effective, you always exclude customers they have bought from your campaigns, in this way, you will optimize general spending.

How can you do to exclude them?

Create a personalized audience using purchases recorded by the Pixel or load a CSV with all of your customers.

Now, all you have to do is exclude this personalized audience from your campaigns.

Bonus: Do you always want to use the public made up of your customers?

Creating a campaign that offers a coming or a cross to the service or the product they bought is one of the best ways to exploit this type of audience and increase the life value of your customers.

Your creativity has only one format.

Remember that each user on Facebook reacts differently to each content compared to it before his eyes.

Why did you only use images in your last campaign?

In this way, you lose the possibility of hiring these most predisposed users to interact with videos or carousels.

The question is simple, if you do campaigns on Facebook and Instagram and use a single format, you leave money on the table.

So what can you do?

Create your campaign and your audience, for creativity, choose the best message and best creativity and adapt them to each format on the platform (for example: Image – Brief Video – Long video – Carosllo – Canva – Collection).

It will take you time, but you will give Facebook weapons to perform the best A / B test compared to all formats in your campaign.

Not only the formats, but the discussion also applies to positioning, in fact, I recommend using the standard Facebook suggestion and therefore transmitting your campaign on all the positioning.

Facebook will regulate the budget accordingly by directing it to the most efficient positions.

What if I already know what is the best positioning?

If, from your historian data, you already know that the best positioning is the news feed, try to use this information by creating a campaign that acts only on this placement.

In this way, you will evolve the campaign by going to focus everything on a positioning that has already confirmed in the past.

The test possibilities are endless, try to follow these simple rules and let me know how you are.

And you, do you make one of these mistakes? If you need advice on Facebook ads, do not hesitate to contact us!

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