Machine learning is an overwhelming field
Facebook Ads: 5 Common Mistakes And How To Avoid Them
Facebook is one of the largest social networks in the world. Placing ad campaigns on the platform therefore has many advantages for advertisers. Because these can not only increase brand awareness in a comprehensible way, but also the sales figures. However, not all Facebook ads have the same structure and overlooking a simple setting can not only cost the campaign a success, but also cost a lot of advertising budget. We'll show you the five most common mistakes advertisers make on Facebook and how to avoid them.
1. Show Facebook Ads with high traffic
Just like a TV or radio advertisement, the ads on Facebook shouldn't be played continuously. This happens when advertisers do not set a limit on how often the ad should be shown to users. With this, advertisers risk oversaturation of their target group. In fact, a study by the marketing platform The Drum shows that users can be saturated with a campaign after just three days. The desired effect - increasing brand awareness and sales figures - then usually fails to materialize or even turns into the opposite. The potential customers are annoyed by the advertising or no longer pay attention to it.
How to avoid the mistake: The easiest way to get around this error is to set up a customized schedule for your Facebook ad campaign. This allows you to display your ads at the times of the day when your target audience is most active. You can also limit the frequency of the advertising material display. Some advertisers can combine the booking type “reach and frequency” with various advertising goals - such as video campaigns. But Facebook states:
Note: The booking type, reach and frequency ‘are reserved for qualified advertisers and may not yet be available to you. If you do not have access to the booking tool for reach and frequency, the steps given here will not work for campaigns that you book via the Facebook auction.
2. Links to irrelevant landing pages
Placing appealing Facebook ads is only the first step in convincing the user of you. If you want to advertise successfully on the platform, you also have to think about what happens after the click. With many brands, users are redirected to a landing page. On this, the promises made in the ad must then be kept in order to convince a potential customer to buy. Unfortunately, many companies make the mistake of linking to irrelevant landing pages. Some advertisers even go so far that they advertise a certain product in the ad, but then send the user to a completely different landing page. This can lead to frustration and a bad user experience (UX) for users. If the user sees an advertisement from this company again after such an experience, they will most likely not click on it again.
How to avoid the mistake: Make sure your ad is linked to the correct page. In this way, the user not only associates a positive experience with your brand, but you can also avoid wasting ad budget.
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3. Constantly tinkering with the ad campaign
Facebook offers advertisers many possibilities and with its large reach it can become an effective marketing tool. However, not all Facebook ad campaigns bring the desired success. One reason for this is that many marketers revise their own campaign a few hours after starting it. As Facebook's ad system uses machine learning to optimize campaigns, this could become a problem. Because the machine learning system needs time to analyze the user reaction and adapt the campaign accordingly. Facebook explains this learning phase as follows:
"The learning phase is the period when the delivery system still has a lot to learn about an ad set. During the learning phase, the delivery system is exploring the best way to deliver your ad set - so performance is less stable and cost-per-action (CPA) is usually worse. The learning phase occurs when you create a new ad or ad set or make a significant edit to an existing one. "
Another study found that it can take between 24 and 48 hours for Facebook's system to optimize the ads based on the data collected. If a campaign does not run long enough or is changed again after a few hours, this point will never be reached and the ad campaign cannot be displayed as effectively as possible.
How to avoid the mistake: Patience is a virtue - and in this case one that pays off. Therefore, do not tinker with your campaign after a few hours and make sure in advance that the ads and the settings are optimized as far as possible.
4. Do not use the automatic check in Ad Manager
Even the best campaign loses its effectiveness at some point. Even advertisers who regularly check their ads for their performance are very likely to overlook some problems and errors in the long run. This can lead to a rise in the cost per acquisition (CPA), which puts a strain on the marketing budget in the long term. The reason for this is a mistake that can be eliminated very easily. Because Facebook already offers a feature in the Ad Manager that is supposed to help advertisers avoid unnecessary ad spending: automatic rules.
These enable brands to easily start and end their campaign or ad on Facebook or to adjust their budget. Facebook explains the automatic rules as follows:
When you set up automatic rules in the Ad Manager, they automatically review, update, or notify you of any changes to your campaigns, ad groups, or advertisements. In addition to the automatic checks and notifications, the tool also takes the necessary measures for you.
How to avoid the mistake: Use the automatic rules to review your ad campaign. With these you can, among other things, set the CPA and the number of impressions or limit the daily expenses for your campaign.
5. Don't dare to experiment
Every target group is different. This means that they also react differently to ads or interact with them. It should therefore come as no surprise to advertisers that different types of ad are required for the different target groups.
Many brands stick to the classic Facebook ads in the news feed and thus give away the potential that GIFs or videos, for example, would have in certain cases. A case study published by Facebook shows how effective, for example, short video clips in Facebook Ads can be. The study states:
In this case, the 6-second ads delivered an 11% increase in estimated ad recall, 12% increase in return on ad spend and 271% increase in video completion rate - proving to be most effective in driving results for the brand. The 6-second ads also resulted in incremental lift across several other key metrics including conversion rate, average purchase value and click through rate.
How to avoid the mistake: Experiment with different types of ads on Facebook. Do an A / B test with different formats and see which ad type best suits your target audience. In this way you can not only design more successful campaigns, but also save advertising budget.
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