There are three costly Facebook advertising mistakes that business owners are making every single day.
If you are paying for ads, but you’re not getting the results that you want, maybe you’re making one of these mistakes yourself?
Numbers 2 and 3 on this list aren’t exclusive to ads either… they apply to any form of marketing – online and offline.
They’re just more costly if you do either in your paid advertising.
Facebook Advertising Mistake #1 – Choosing the Wrong Campaign Objective
When you set up your ad campaign, you have to choose an objective.
When you choose your objective, you are telling Facebook that you want to pay them to do the thing that the objective says – e.g. get post engagement, video views, etc.
One such objective is ‘boosting your post’, and it doesn’t matter whether you boost your post directly on your page, or within the ads platform.
When you boost your post, you’re saying, “Facebook, please go and get people to like or comment on my post.”
You are not saying, “Please go and get me leads and sales.”
You’re paying Facebook to benefit Facebook because all of the interaction stays within Facebook.
If you were to lose access to Facebook tomorrow, any ‘benefit’ of this type of ad will be lost, along with your account.
I’m sure you never set out to pay just to have a popular post.
You’re running your ad to achieve a result that you expect, but don’t achieve – more leads and sales.
Another objective you can choose is ‘video views’. Video views are really cheap – often about £0.01 per video view.
View a video is not that same thing as watch a video. The objective description is telling you that your money will get you views of your video. It doesn’t say it will get people to watch your video.
When you set up an ad with the objective of video views, you’re saying to Facebook, “Go and get lots of people to see my video.”
If you’ve ever watched any video on Facebook, whether it’s a live video or a pre-recorded video, immediately you finish watching that video, you’re shown other videos.
Those videos are sponsored videos. People have paid to get views of their video, and what do we do? We finish watching the video that we wanted to watch, then close the page.
Facebook did its job in getting that advertiser views of their video, but a vast majority of those people haven’t watched the video.
The default campaign objective is ‘clicks to website’. This one sounds better because you’re paying people to click through to your website. However, Facebook isn’t being discerning about who it gets to click on your link.
It’s still not putting your ad in front of people who will become a lead, an enquiry, or a customer.
In almost every single case, the optimum objective is ‘website conversions’.
However, as is often the case with getting results, it is the most difficult objective to use. It requires careful planning on your part and a clearly thought out process in place before you even get to setting up your ad.
There is more work involved to optimise for conversions than any of the other objectives.
It’s quicker to choose the easy route, but easy isn’t a route you want to go down if you want results.
When you choose your objective, ask yourself, “What do I want to pay Facebook to do for me?”
Then choose the objective that will deliver the outcome you want.
Facebook Advertising Mistake #2 – Promoting to the Wrong Audience
Don’t attempt to attract a sale from an audience who have never heard your name before. You might get ‘a’ sale, but ultimately, you will not get a positive return on your spend for that ad campaign.
Have you delivered enough value to this audience that you’re promoting to before you ask for the sale?
Unless your ad is targeted to a custom audience – an audience you’ve built inside Facebook from people who have already taken one or more actions on your website, the answer is likely no.
If you haven’t made enough ‘value deposits’ into that audience’s ‘bank’ before you ask for the sale, they won’t care enough to take any notice of your ad.
Facebook Advertising Mistake #3 – Making Assumptions
The third mistake is using the language that you use, not the language that they use.
In other words, offering what you think your audience wants, and not what they say they want.
A really extreme version of this is the marketing that the government is doing around the EU referendum.
In every piece of marketing, their core call to action is to ‘register to vote’.
In their world, they know that registering to vote means being on the electoral roll.
The mistake that they’ve made is assuming that their audience knows that.
When we hear, “You must register to vote in the EU referendum,” we hear it as, “You must register to vote separately if you want to vote in the EU referendum.”
Imagine that as your Facebook ad.
Your ad would get millions of clicks because your audience will see it and think, “I need to register separately to vote in this referendum.”
Then, when they click on the ad to go and register to vote, they realise that they don’t need to register to vote separately, after all.
All of that money spent, and very few of the people who click on that ad will convert.
If they’d said, “If you received your vote for the recent, local elections, you’ll get your EU referendum vote automatically if nothing’s changed”, it would be clear that most people don’t need to take action.
But they just assumed that we know what they meant.
Marketers are doing this all the time.
If you’re making assumptions about the language your audience use, or the level of their understanding, you’re sabotaging your results.
Your goal should be for the people who click on your ad to convert into a lead or sale.
You’ll never achieve 100% obviously, but my lead generation campaign is getting a 46% conversion rate. From every 100 people who click on my ad, 46 of them are opting in to receive my lead magnet.
I get results like this because when I’m talking to my clients, or I’m reading what they post online, I make a note of the language they use.
Then I quote their words in my ads and landing page copy.
Are you taking notice of what your audience are telling you?
So, to recap – when you advertise on Facebook:
- Choose the optimum campaign objective, so you are telling Facebook to get you the results that you want to achieve.
- Get clear on the journey that each audience has already been on with you, so you’re not trying to marry them before you’ve had your first date.
- Don’t translate their words into yours. Hear their words exactly as they are spoken (or written), not as you speak and use their language when you communicate with your audience. (This one applies to any form of marketing you do, not just paid advertising).
Now, when your ad appears in your audiences’ newsfeeds, they will stop what they’re doing and take the action you want them to take because your ad has grabbed their attention.
And you’ll see a significant increase in the leads and sales you generate from Facebook advertising.