Facebook Ads - Common Mistakes:- www.deekpay.com

On the exclusive fashion website you run, you want to use Facebook to advertise upcoming promotions to your target audience. What should you do next? The answer is simple; don't make the following common mistakes!

advertising placement

At first, this may seem like a breeze - put together copy (text), images and links and presto! But here's the catch! Just when you think you're done, you're actually just getting started. It's vital to understand the mindset of your potential customers. Which advert to place where will grab people's attention and get them to click on the link you've provided.

With the rapid growth of business and marketing activity on Facebook, it is ready for merchants through technology and promotional options.Facebook offers the following ad placement positions for merchants:

Photo credit: Facebook

Here is a simple distinction:

News feed ads vs rotating ads

News Feed adverts appear on the main part of the Facebook homepage. Its main drawback is visibility. Here's why:

Users will smoothly scroll through their homepage content and may end up ignoring your adverts.

The size, look and feel of the advert is exactly the same as any other update on the Facebook homepage.

News feed adverts. Photo credit: Facebook

Rotational adverts are a type of newsfeed advertising, but there are still differences. In a rotating advert, you can upload multiple products, thus giving your audience some time to form an opinion about your product. Rotational adverts provide more information about the product, the price and your business (through call-to-action phrases).

Rotating adverts. Photo credit: Facebook

Right Sidebar Ads

These are adverts with limited text and images. They appear on the Facebook homepage but tend to go unnoticed. According to a recent update, Facebook has recognised the problem with the right sidebar ads and has indeed concluded that these ads will be given a facelift and transformed into a more eye-catching and favourable style for advertisers.

Right Sidebar/Sidebar Ads

Instagram Ads

Since Facebook and Instagram strengthened their friendship with a $1bn handshake deal in 2012, Instagram will get data from your Facebook adverts (copy, images, links). Therefore, as an advertiser, you can exponentially increase your reach by expanding your customer base to Instagram.

Instagram rotation. Photo credit: Facebook

These are the ad formats or placements that are commonly used by merchants to engage potential customers or users. Whether it's for app installs, engagement or lead generation, they serve multiple purposes for both mobile and desktop.

Wrong target audience

The importance of ad placement cannot be overstated, but the choice of target audience is even more critical. There are over 1.94 billion active monthly Facebook users worldwide and even more brand pages. Imagine every brand placing an advert to every one of those 1.28 billion people every day without considering or ignoring them:

(a person's) age

distinguishing between the sexes

office

interest (desire know about sth)

geographic location

Website visitors

Past kudos and all that.

Facebook Target Audience Mapping

Tip: Randomly targeting audiences will also be reflected in your advertising costs and reach. So, to make the most of your budget and business, choose the right audience that fits your strategic plan.

The key to Facebook marketing is choosing the right audience group and type. For example, if your business is involved in the sports category, targeting adverts to men will be more conducive to showcasing your adverts and promoting your products.

In addition, the following information is worth noting:

Regular retargeting -- in short, winning back your previously targeted audience. With custom audience targeting, you can reach people who missed your adverts - either intentionally or unintentionally. Here, you can upload your own customer database (email addresses, phone numbers, etc.) and target specific segments.

Dynamic Retargeting -- And in dynamic retargeting or remarketing, you have the freedom to promote your products to your entire target market.

Audience retargeting or remarketing is easy with the Facebook pixel feature.

Expensive advertising

Advertising on Facebook is certainly more economical than any other traditional medium, but the key is to spend wisely. All too often, advertisers spend a lot on their first ad placement due to a lack of knowledge, which may or may not work in their favour.

Tip: Test your market first. This isn't about doubting your audience targeting plan. Rather, it's about how your target audience receives adverts. Create 4-5 adverts and run them at low cost first. Understand and analyse the results and then move on to ads with a wider reach. This will help you save time and effort. Now, the question arises: how to do all this? Simply by gaining insights!

Preview of anonymous FB page insights.

Wrong advert copy

Pictures convey a thousand words, but in Facebook Ads, the text on the advert image or creative is limited to 20%. this means that if there is a promotion, then all the information about the promotion cannot be mentioned in the image. Often, the text characters in the entire advert exceed the limit, making the advert look incomplete. Sometimes the right choice of call-to-action buttons can also confuse the audience as to what exactly you want them to do - "Buy Now" or "Like Page".

Tip: Text and headlines followed by a link that redirects the audience is essential. These elements will round out your advert. Yes, Facebook ad copy has a character limit. But what really matters is its relevance. A well-written copy will convince users to visit your website and check out your products.

For example, give the best:

Advert text. It does not have a specific character limit, but on the timeline it will only display about three lines, the rest of the text will be displayed under the "read more" heading.

The title of the advert, such as "Sell on Facebook" or "Facebook Business", is displayed in bold so you can see the content of the advert.

The link description is mentioned in small font and does not appear anywhere else but the FB timeline. Write a nice description but it is advisable to keep it short as leading social media sites do not display full descriptions.

The CTA (call to action) also needs to be more relevant than the best relevance. If it's a "Like Page" campaign, then only use the "Like Page" tag, and if it's a "Sale" campaign, then use "Buy Now! ".

Bad Pictures

Irrelevant advert images and copy. Image credit: Adespresso

In this advert, neither the image nor the copy explains the purpose of the advert.

Images are key to audience connection and engagement with your ad copy. Using irrelevant or low-resolution images can cause your audience to lose interest, leading to low engagement.

Tip: Use relevant and high quality images. As mentioned above, images with too much text rank lower on Facebook, thus reducing the reach of the advert. The less text the better.Facebook is shifting to dynamic content such as video adverts. Instead of placing all your ads on images, try placing videos in one or two ads. The insights should be good!

video advertisement

Leading social media sites are making the shift to video adverts as their rigorous research shows that more than 100 million hours of video are watched on Facebook every day. This evidence is enough to open your mind to consider using video adverts on Facebook to boost your business. Video advertising is not just a "trend", here are its benefits:

Instead of writing about your product or brand, show people what you have to offer in video format. This helps your audience understand your product range better.

Considering the above statistics, video adverts have a higher recall and recognition value.

Photo credit: Facebook

Incorrect link

This is a rare phenomenon, but it does exist. Advertisers, albeit out of negligence, tend to associate link descriptions with the wrong landing page links, thereby driving audiences to unrelated sites by default.

Tip: Accurate links to redirect your audience to the correct page are vital. If you want your audience to be redirected to the correct registration page (event, app, etc.) then make sure the link is working.

Facebook adverts are one of the most powerful and cost-effective ways to reach your audience. By avoiding some of the small mistakes mentioned above, its effectiveness can be significantly improved.

Now that you know how to make good ads on Facebook, the next thing you should know is how to optimise Facebook ads.