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How to Avoid the Pitfalls of Facebook Advertising


Tuesday August 20, 2019

Facebook Advertising
Reading Time: 8 minutes

Deciding to invest in your digital presence is one of the most pivotal moments for any business in 2019. When done correctly, allocating a portion of your budget to online advertising can be transformational, bringing in a host of new clients and excited fans. However, many first-time marketers find themselves frustrated by the process of running ads on Facebook or elsewhere – how do you achieve a positive return on investment? Why does it feel like I’m wasting my ad spend?

With over 2.4 billion monthly active users, Facebook is the first stop for any business owner trying to make a splash online. While this marketplace may feel overcrowded, you can’t afford to sit it out – odds are that your competition is already there. It’s not too late to learn the ins and outs of Facebook ads, or to learn which pitfalls to avoid. Read on for some of our top tips.

What’s the Point of Facebook Ads?

The most critical aspect of any marketing effort is its goal. Without a clearly defined marker of success, you’re not going to see real results or feel that your ad spend was worth it. Do you want more phone calls inquiring about your services? A bunch of page likes to boost your brand image? Website visits where people learn more about your company? There’s an ad type for each of these objectives – be sure that the method you choose fits in with your overall goal.

Are You Targeting?

Even the most experienced users have more to learn about the nuance of Facebook’s ad targeting; however, the biggest mistake new advertisers make is neglecting this robust feature altogether. Facebook allows marketers to create hyper-specific audiences tailored by location, occupation, demographic data, and hundreds of qualifiers in between. You can even upload your own list of past clients and create audiences that are similar to people who have already used your services. The options are limitless, which is why it’s vital to ensure you’re serving ads to the right people.

Don’t Give Up

One of the little-known secrets of Facebook advertising is patience. Many people will become frustrated that they’re not seeing immediate results from an ad and will take it offline within the day. This is one of the biggest mistakes you can make! The algorithm requires some time to optimize, meaning that you may need to give your ad a few days before it acquires enough data for you to make that decision. Bide your time before stopping the ad – you won’t regret it.

Test, Test, and Test Again

Another common error is putting all your eggs in one basket: running just one mega ad and putting all your spend behind that effort. While you may be seeing some measurable results, odds are that you have significant room for improvement. All aspects of your ad should be A/B tested for each audience – the headline, body copy, image, and call to action. This process may seem tedious, but it’s what separates stellar marketing from low-effort campaigns. By pitting these versions against one another, you can make a confident decision about which tactics are most effective for which potential clients.

Don’t Set It and Forget It

This is by far the biggest culprit for wasted ad spend. After tackling a few how-to articles, you may feel confident enough to set up your first campaign. Then life gets in the way, and your attention is called back to the business… until the billing period concludes, and you receive a massive invoice for Facebook advertising. Beyond losing money that you didn’t intend to, the larger concern is that your budget wasn’t used to effectively reach customers – and it could have been. Facebook ads require active supervision, which means that you should look in on them every day or two to see what needs tweaking. Be sure you’re consulting the reporting feature for a complete understanding of your ad activity.

Make Facebook Ads Work for You

Social media advertising is a crucial component of any digital strategy, and it’s important to ensure your approach is informed by best practices. Through dedication and a little effort, you can make Facebook ads a profitable marketing channel.

Webconsuls is a digital marketing agency located in Nashville, TN and Los Angeles, CA.

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