Listen, we get it. Facebook ads seem like a marketing holy grail — a chance to reach exactly your target customer and watch the sales roll in. But when you dive in headfirst without a solid strategy, it’s easy to end up throwing money at Mark Zuckerberg with nothing to show for it.
If your DIY Facebook ad campaigns are leaving you feeling more like a frustrated sinner than a marketing saint, you’re not alone. Here are the top 7 mistakes businesses make when trying to go it alone:
1. Casting a Net Wider Than the Ocean
We get it. You want maximum reach for your Facebook ads. But casting too wide a net is like shouting your message into a crowded stadium — lots of noise, but minimal impact.
Imagine handing out business cards at a networking event to everyone, including the caterer and the coat check attendant. You might get a few polite smiles, but your cards are unlikely to reach the right hands.
The same principle applies to Facebook ads. Targeting everyone dilutes your message and wastes your budget. Instead, laser-focus on your ideal customer:
- Get granular: Don’t just target “pet owners” — target specific breeds, ages, or interests.
- Consider demographics: Are your products or services more appealing to certain age groups or income levels?
- Factor in behaviors: Have they recently purchased similar products or shown interest in related topics?
Facebook’s targeting tools are incredibly powerful, allowing you to hone in on your ideal customer profile.
Example: A boutique pet store in Chicago could target:
- Location: People within a 10-mile radius of the store.
- Interests: “French Bulldog,” “Golden Retriever,” “Maine Coon,” “Siamese,” “Natural pet food,” “Dog training.”
- Behaviors: “Purchased pet supplies online,” “Visited a pet store website.”
This level of targeting ensures your ads reach people who are not only interested in pets but are specifically interested in the products and services you offer, and are located near your business.
PS.
Don’t forget to define your target customer persona!
2. Neglecting the Power of Social Proof
Your brand’s voice is important, but it’s not the only one that matters. People trust recommendations from their peers far more than self-promotion.
By incorporating social proof into your Facebook ads, you’re essentially letting your happy customers do the selling for you. Check out this sample testimonial:
Now, imagine someone saying that about your product or service. That’s way more powerful than a plain list of features!
That is the power of social proof, and it comes in many flavors:
- User-generated content: Photos and videos from customers using your product or service.
- Customer testimonials: Written reviews or quotes from satisfied customers.
- Influencer endorsements: Collaborations with influential figures in your industry.
- Case studies: Detailed success stories demonstrating the impact of your product or service.
In your Facebook ads, showcase this social proof through customer testimonials in the ad copy or comments, or by using customer photos or videos in the visuals.
3. Ignoring the Retargeting Goldmine
What’s easier than turning a stranger into a customer? Nurturing a warm lead into a sale! Yet, many businesses neglect the power of retargeting — the practice of showing ads to people who have already interacted with your brand.
Retargeting opportunities include:
- Website visitors: People who’ve browsed your products or services.
- Social media engagers: Those who’ve liked, commented, or shared your posts.
- Abandoned cart shoppers: People who added items to their cart but didn’t complete the purchase.
These “warm leads” are already familiar with your brand and have demonstrated interest. Retargeting ads can remind them of what they were looking at, offer a gentle nudge, or provide an incentive to convert.
For instance, an online bookstore could retarget:
- Website visitors with ads featuring the books they viewed or similar recommendations.
- Abandoned cart shoppers with a discount code to entice them back.
- Social media engagers with an ad promoting a new bestseller or author event.
By strategically using retargeting, you can maximize your Facebook ad spend by only focusing on those most likely to convert.
4. Forgetting the CTA (Call to Action)
Imagine this: You’ve crafted the perfect Facebook ad. It’s visually stunning, speaks directly to your target audience, and even sprinkles in some social proof for good measure.
But when they reach the end of the ad, they’re left wondering, “What now?”
This is where a clear, compelling call to action (CTA) comes in. Think of it as the final push that guides your audience towards the desired action, whether it’s visiting your website, making a purchase, or signing up for your newsletter.
Without a CTA, your ad is like a road that leads nowhere — it might get people’s attention, but it won’t drive them towards a conversion.
Your CTA should be:
- Specific: Don’t just say “Learn More.” Tell them exactly what they’ll get by clicking (e.g., “Download our free guide,” “Shop the sale now,” “Sign up for a free consultation”).
- Urgent: Create a sense of urgency with words like “limited time offer,” “today only,” or “while supplies last.”
- Relevant: The CTA should align with the ad’s content and your overall campaign goals. For example, if your goal is to collect leads, your CTA should focus on capturing information. Encourage users to “Download our free ebook,” “Sign up for our newsletter,” or “Get a free quote.”
Look at the Facebook ad below — the CTA “Order Online Now” is super concise but follows our three criteria above:
By mastering the art of the CTA, you can transform your Facebook ads from eye-catching content into powerful conversion tools.
5. Failing to Follow Through Post-Click
Let’s say a person clicks on your Facebook ad — what now? Where do they end up?
If you do this right, their destination should be a thoughtfully designed landing page that mirrors the messaging and offer in your ad.
A landing page is a special webpage made just for your ad. It’s where people “land” after clicking on your ad and is designed to help them do what you want them to do, like buy something or sign up for emails.
Example: we’ve got a Facebook ad for language courses, with “Join a Class Today” as the CTA. When someone clicks on that, they’ll be taken to this landing page:
See how that landing page feels like a natural extension of the ad? It reinforces the message, provides additional information, and makes it easy for the user to actually register for a language class.
A disjointed post-click experience can leave potential customers feeling misled and frustrated. Don’t squander the opportunity you’ve created with your Facebook ad — spend time and effort on crafting your landing page.
6. Squandering Your Facebook Ad Data
Think of your Facebook ad data like a treasure map. It holds the clues to unlocking a goldmine of insights about your audience, their behavior, and the effectiveness of your campaigns.
Facebook’s Ads Manager is packed with valuable data points, including:
- Click-Through Rate (CTR): How often people click on your ad after seeing it. A low CTR might mean your ad isn’t grabbing attention or isn’t relevant to the audience.
- Cost per Result: How much you’re paying for each desired action (purchase, lead, etc.). If this is too high, it might indicate issues with your targeting or ad creative.
- Frequency: How often people are seeing your ad. If frequency is too high, it can lead to ad fatigue and lower engagement.
Ignoring this data is like sailing a ship without a compass. You might be heading in the wrong direction and wasting precious resources. By analyzing the data, you can:
- Identify winning strategies: See which ads and targeting options are driving the best results.
- Spot underperforming areas: Pinpoint areas that need improvement, such as low CTR or high CPC.
- Make data-driven decisions: Use the insights to refine your targeting, messaging, and creative elements.
The biggest issue here is how much time and effort it requires to sift through that data, gather insights, and tweak your Facebook ad campaigns accordingly.
The Bottom Line
We’ve covered a lot of ground, and it’s clear that creating and managing effective Facebook ad campaigns isn’t a walk in the park.
It takes time, effort, and a deep understanding of both marketing principles and the intricacies of Facebook’s platform.
If you’re feeling overwhelmed or simply don’t have the bandwidth to tackle these challenges, you’re not alone. Many businesses find that partnering with a digital marketing agency like CMC Advertising is the best way to hit their ad goals.
What’s the biggest issue you’re facing with your Facebook ads? Let’s talk about that during your free consultation.
Call 619-337-8088 or send us a message to get started — a member of the CMC Advertising team will be with you ASAP!
