A few months back, my business partner Neil published a post revealing the top 3 PPC mistakes and how to fix them.
Neil got very good at Adwords and can now run very targeted traffic to new offers whenever he pleases.
As a result, we can help business owners to spend their ad money more wisely.
But Adwords isn’t the only place where advertisers and business owners are making mistakes…
If you’re a regular reader, you’ll know that I used to run the Facebook Ads for RoarLocal. I now oversee the Facebook Ads team and teach them the best practices to use for our clients.
Over the years (and even just recently), I’ve met business owners who are making Facebook Ads mistakes that are costing them dearly.
These are the three biggest offences against advertising budgets:
1) Not Using Power Editor To Test Placement
If you’re still only using the regular Facebook Ads Manager to run your ads, you might as well throw your money out of the windows of your business. Chances are that you’ll reach more people and create more buzz that way than you will with your Facebook Ads.
Power Editor allows you to get very specific with your ads, targeting different placements within Facebook.
The main placements are:
- News Feed on desktops
- Sidebar on desktops
- News Feed on mobiles
- Within partner mobile apps
You can use Power Editor to test which placement works for your market or niche… And there are still so few people taking advantage of that.
In my experience, it’s always best to start with testing a few different images on the News Feed only.
Once you know what gets the most conversions in the News Feed, roll that out to the sidebar so that you can maximise the exposure of that image to the target audience.
If you run mobile ads, they should be through a separate campaign until you can determine whether or not they work for your market.
From my own experience, I’ve only ever found one niche where mobile ads worked better than desktop ones. In case you’re curious, it was running ads for a gym.
Generally speaking, desktop ads convert better, despite getting a much lower click through rate.
But your market or niche could be another one that flouts that rule, so use Power Editor to test placement.
2) Not Using Facebook Insights
Facebook collects an awful lot of data about every user it has, from their preferred browser to their friends list.
As an advertiser, you can tap in to at least some of this data thanks to:
- Page Insights
- Audience Insights
Page Insights can be found by clicking on the Insights tab in the Admin view of your fan page.
They’re incredibly useful for telling you some very specific data about what’s working on your fan page. If you’re not using this data to back up your ad campaigns, then you’re missing a whole dimension of Facebook advertising.
In Page Insights, you can determine data such as:
- When your fans are most active on your fan page (down to the hour)
- Which days are best to post content
- Which of your competitors posts are the most successful (makes very interesting reading in any market!)
- Clear demographic data about your prospects/fans
Just one of the many insights I get from the Roar fan page is that the very worst time for me to publish a blog post on the page would be Tuesday, early in the morning (which was exactly when I was posting them! D’oh!).
I now know that I’m far better publishing content on the fan page on Mondays and Thursdays, and even better on both days of the weekend.
Making similar changes in your business could mean that you’re able to reach more of your fans organically, which can only be good news.
Audience Insights are a more complicated affair but no less valid for targeting your prospects.
If you have a clear client avatar, then you can hone it using the data found in Audience Insights.
But far better than that is using Audience Insights to create very specific audiences to advertise to…
For example, wouldn’t it be great if you could get in front of only the most responsive online buyers from within your mailing list?
Well, upload your list to Facebook, use Audience Insights to narrow down their buying data online, even find out what they’re most likely to be in the market for(!), and then create an ad based around that!
It really is that simple. You can save the group (called, rather brilliantly a ‘Saved Group’) and then use it in your ad campaigns.
3) Spreading Your Budget Too Thin
This is a quick and easy one to solve.
Most people look at all these amazing possibilities and then get a bit daunted.
They take a meagre budget and spread it over every different type of ad possible to see what works.
The problem is, nothing will work if it’s not getting in front of enough people. It’s usually at this point that I see people deciding that Facebook Ads isn’t for them, or that it doesn’t work.
The truth is, you strangled your campaigns so they were never going to work.
If you have a limited budget and you want to focus on what’s most likely to work, here’s what to do:
- Upload your mailing list as a Custom Audience and then create a Lookalike from that.
- Use the Lookalike as a target for your ads.
- Set the bidding using Facebook’s Optimised Cost Per Mille (oCPM).
- Run ads only in the News Feed on desktop for the time being and see how they do. You can roll out to other placements later once you start getting a return.
- Use Facebook Insights to create other audiences as more data becomes available (see above).
Doing things this way gives you a great ‘jumping off point’ without spreading your budget too thinly.
If you’d like more insights into Facebook PPC marketing for your business, then make sure you download a copy of our Facebook Leads Report here.
Would you like more training on how to use Facebook data to improve your ads? What about a video blog post? Leave a comment below and let me know if you found these Facebook Ads mistakes useful and if you’d like to hear more tips to improve your marketing.