5 mistakes you are making in your Facebook Ads strategy and how to avoid them.

Facebook Ads is a fundamental tool within any online marketing strategy in recent times. It offers so many advantages for the companies that use it, but the one that stands out the most is its great capacity for advertising segmentation. It gives you access to segment advertising campaigns so specifically that you can reach your target market effectively and profitably.

Although it is one of the best tools for digital marketing, the process of using Facebook Ads correctly can become tedious.

Often, brands do not know how to handle it in the best way, resulting in inefficient outcomes or, worse, a loss of investment. In this blog, we have compiled and analyzed the common mistakes that are affecting the positive performance of your Facebook Ads campaigns:

1. Not having your target audience defined

It sounds simple, but what happens when you start? You realize it’s not; there’s a lot of work behind it.

When you have a business, in any field; it’s clear that you want to reach men and women who want to buy your products or services. But defining your audience goes beyond “I want to sell to everyone.”

You should know that in the next 24 hours:

• The heart of your ideal customer will beat 103,689 times.
• Your target user will speak using more than 4,500 words.
• Their lungs will inhale 23,240 tons of oxygen.

Prospects are people with problems, joys, and all kinds of emotions, not just a number. That’s why, when starting to work on a project, you need to imagine the audience in three dimensions with their subdivisions:

1. Demographic

What you probably already know: location, age range, gender. Others you may not have thought about as much: what job they have, the price level of what they usually consume.

2. Psychographic

Segmenting using psychographic traits can make a difference in your marketing strategy. These refer to the lifestyle, personality traits, and social class of your potential customer.

3. Behavioral

Digital behaviors such as device usage and occasions for digital purchases. Also physical behaviors such as the areas they move in, the distance between your store and their home or office, and others.

2. Using the “Promote Post” button

The easiest way to lose money on Facebook Ads is by using the promote post feature. Why do we say this?

To understand it better, let’s tell you how this form of advertising investment emerged within the platform.

Before 2012, Facebook had a more complicated system for creating and managing advertising campaigns; that’s why in that year, the “promote post” feature was implemented. This way, entrepreneurs who didn’t have the time or budget to hire a professional or agency could create their own ad campaigns within Facebook.

What’s the problem with all this? Facebook optimizes these “promote post” campaigns with the goal of interaction. So if your goal is to have conversions, traffic to the site, sales, or messages; you won’t get the expected results, and you’ll waste your time and money.

The solution to this problem is: train yourself to manage advertising campaigns from the business manager like a professional, or hire a marketing agency that knows how to do it.

3. Non-specific Call to Action (CTA) in your posts

Generic CTAs rarely help unless they are special cases.

The CTA has a transactional communication component within your ad.

What does this mean? That the user has to:

• Understand what that verb means in relation to the ad they are seeing
• Know where they will go if they click (not necessarily what they will see or how it will be presented)
• Feel that there is a clear and transparent intention on your part.

The key is to connect the value of what you offer, the awareness you generate with your reason for being, and your company’s ideal. That connection itself will be your CTA; even in the most emotional content promoted for the campaign.

4. Are you neglecting remarketing?

According to a study, we need 7 or more advertising impacts to remember a brand. Do you remember the advertising banners you see every day on your way to the office? Maybe yes, some of the brands that are promoted in those formats invest thousands of dollars to keep them in your “top of mind.”

60% of your conversions (average for Latin America) will come from your remarketing campaigns.

These will reach your most valuable audience, and that’s where you need to extend the buyer's journey. So, it’s worth reaching those people who have already interacted with your brand but are not yet customers; invest time and money in them, and you will see the results.

5. Not using videos in your content strategy

Social media is a place with a lot of noise. There’s content for everyone, about everything. How do you stand out among so many ads? Video might be the answer.

Since the emergence of YouTube, video content has continued to grow. 94% of people watch explanatory videos to learn more about a service or product.

Has this changed during the pandemic? Yes, YouTube has recorded a 500% increase in video views with the keywords “at home” and “with me.”

Start seeing results

Creating and managing successful Facebook Ads campaigns is a real challenge. At first, you will have a lot to try and learn. If you decide to hire a professional agency, you will see results in less time and also be part of exponential growth from the very beginning.

From your experience, what other mistake have you made that you can share? If you want to ensure that your business meets all the best practices in the industry, contact us, and we’ll lend you a hand.