Facebook advertising shouldn’t be something you go into blindly. By not giving enough thought to the advertising medium, your business runs the risk of wasting money on unsuccessful campaigns. Sometimes, we need to identify what doesn’t work before we can know what does. These are the key mistakes to avoid in Facebook advertising.
- Choosing the wrong objective
‘Boosted’ posts aren’t the only way to advertise on Facebook! Actually, they are arguably the least useful option. Facebook Ads Manager gives advertisers eleven great marketing objectives to choose from, from brand awareness and lead generation to in-store visits and app installs. It’s crucial to choose the correct objective that aligns with your business or campaign goals. For example, if you’d like to drive visits to your latest blog post, Traffic is the best objective to go for. In comparison, if your goal is to increase sales on your online store, the right objective would be Conversions.
- Ignoring custom audiences
Custom audiences are a great way to increase your likelihood of reaching high-converting users. This involves creating an audience of people who have already shown an interest in your business, such as past customers, current Facebook followers, website visitors, and so forth. Besides for remarketing your offerings to these highly relevant audiences, you can also create a lookalike audience of prospects who exhibit similar demographics and interests to existing customers and followers.
- Forgetting to include a call-to-action
Every successful Facebook ad strategy factors in one important element – a relevant call-to-action (CTA). CTAs are short phrases that tell prospects what to do next, such as ‘Shop online now’ or ‘Claim your free trial’. Advertisers shouldn’t assume that users will know exactly what to do after reading an ad. Often, they will need a nudge in the right direction. Including a clear and simple CTA is crucial to enticing them into carrying out a valuable action.
- Neglecting the landing page
Even the greatest of Facebook ads can fail if the landing page isn’t optimised. Remember, getting customers to click on your ad is one step of the sales process – your landing page can determine whether they decide to take that next step. As far as possible, make sure the imagery and copy on your landing page are aligned with those of the Facebook ads. A simple mistake many advertisers make is linking to a general page on their site, rather than a specific landing page filled with information that is relevant to each ad. This is one way of reducing website visitor bounce rate and increasing the chances of conversion.
- Not utilising the Facebook pixel
The Facebook pixel is a must for every advertiser with a business website. It is a piece of code that, when installed on your site, collects important information which will help you measure and improve the success of your campaigns. For example, you’ll be able to see how many conversions took place directly as a result of each Facebook ad. You’ll also be able to build up a remarketing list of people who visited your site.
Need help with optimising your Facebook ads for success? Speak to the skilled digital team at Online Innovations for a Facebook ads strategy that meets your needs and marketing goals. Call us on 041 365 4919, mail firstname.lastname@example.org or visit our website at www.onlineinnovations.com to discover more about our services.