Are you wasting money on ineffective Facebook ads?
Wouldn’t you love to run the best Facebook ads for your business?
Then don’t make these Facebook ad mistakes!
Failure is a terrifying word. It’s an especially big monster in the closet for Facebook advertisers.
As Facebook begins to crack down on platform misuse, there are more rules and guidelines to follow now than ever before.
Some are specifically outlined by Facebook. These are the ones that could get your ads disapproved if you fail to adhere to them.
Others are best practices that affect the overall performance of your ads so even if Facebook approves the ads, they could still flounder if you didn’t implement these practices.
If you’re an inexperienced digital advertiser, you definitely don’t want to dive in blindly. You need to educate yourself about Facebook advertising.
To know what you should be doing to ensure the success of your Facebook ads, it helps to know what you shouldn’t be doing.
In this article, you’ll learn:
- 7 common mistakes inexperienced advertisers make.
- 13 policy-related mistakes that could get your ad disapproved.
These are the typical mistakes you want to avoid in Facebook advertising.
7 Common Facebook Ad Mistakes Newbie Advertisers Make
If you don’t know all the ins and outs of Facebook advertising, you’re more likely to make one of these common mistakes that set your ads up to fail.
1. The Wrong Objective
If you don’t know what a Facebook objective is, it’s time that you’ve learned. Otherwise, you are sure to make the mistake of choosing the wrong one. Facebook has 11 objectives to choose from. Each objective focuses on the particular goal you have for your campaign.
For example, do you want customers to install your app, buy products from your e-commerce store, or provide contact information? For each of these three goals, you must choose a specific Facebook objective. These particular goals would require the app install, product catalog sales, and lead generation objectives, respectively.
Choosing the right objective is vital to a successful campaign because it determines your ads’ results. If you choose the wrong one, you’ll end up wasting time and money on something that won’t deliver the results you really want.
2. The Wrong Ad Delivery Optimization and Bidding Strategy
You should never spend more than your budget. To do this, you need to choose the right ad delivery optimization and bidding strategy for your business goals. The delivery optimization you choose tells Facebook to deliver your ad to users with the highest potential of converting. For example, you may want users to install your app or purchase a product. The bidding strategy you choose lets Facebook know what actions you want to be charged for. For example, you may choose to be charged for every click on your ad, install of your app, or view of your video.
Optimization and bidding strategy rely heavily on the objective you choose for your campaign. So, for example, you’d want to choose the app installs deliver optimization for an app installs objective. Similarly, you’d want to choose the Link Click (CPC) bidding strategy to pay only for clicks your ad to download your app.
Avoid using the incorrect ad delivery optimization and bidding strategy, and you’ll be good to go.
3. Neglecting to Refresh Creatives
Users quickly grow tired of seeing the same ad creative over and over. Your campaigns are far more likely to perform well if you refresh creatives at least every two weeks.
It may take some time, but it helps prevent ad fatigue, which happens when your audience starts ignoring your ad after seeing it too many times. When you have ad fatigue, you will see a rise in costs and a significant drop in frequency, conversions, and return on investment.
But how can you refresh creatives? Here are several ways to inexpensively refresh your creatives:
- Add or remove price details, emojis, product or brand name
- Switch from first person to third person or vice versa
- Change CTA verbiage
- Turn statements to questions or vice versa
- Add filters, text, stickers, quirky backgrounds, among other effects to existing images
- Add or remove brand logo
- Turn existing photos and videos into gifs
Rotate Ad Formats
- Rotate between the different ad formats Facebook offers: single image, video, carousel, slideshow, and canvas.
4. Reckless Spending
When something doesn’t work the first time, you may be tempted to spend a few extra bucks on something slightly different before even identifying the actual problem. Don’t recklessly spend money on your Facebook ads. Choose a bidding amount that isn’t too low lest competitors outbid you. Once your ads generate flourishing results, slowly increase your budget. If your ads start to perform poorly, stop running them and address the issue before running them again.
In other words, spend your money wisely. Invest only in ads that are working. If you don’t, your spending could spiral out of control.
5. Poor Targeting
Audience targeting is everything in Facebook advertising. Who you show your ads to affects the success of your campaign.
For example, you wouldn’t want to deliver an ad for feminine products to older men whose Facebook activity suggests primarily masculine characteristics. It’s very important to understand who your audience is (i.e. who is most likely to respond to your ad) and be as detailed as possible with your targeting.
Detailed targeting is key. If your audience targeting is too broad, you will end up paying for ads delivered to users who are not interested in your business.
Use these three targeting tricks to reach only audiences that will be interested:
- Target existing customers by uploading a customer list to Facebook Custom Audience.
- Target new customers similar to existing customers by creating a Lookalike Audience.
- Target new interested customers by targeting those who have interacted with your Facebook page.
6. Only Static Creatives
Images have their moments for sure, but you shouldn’t use only static creatives for your Facebook ads. If most of your ads are static, try switching it up with a video or gif.
Moving imagery is far more captivating than static imagery, which means your audience is far more likely to click on your ad with the former. One of the reasons video and gif ads are more engaging is that they can help you tell a story, no matter how brief.
As with any story, your audience likes to know what happens next. If you don’t have the time or money to spend on quality video ads, consider gif ads.
You can easily create gifs using apps like:
And many others available in your app store.
7. No A/B Testing
If you don’t A/B test, you’ll receive discouraging results.
A/B testing is the practice of exchanging different elements of your ad to see which version performs best.
You can test call-to-action button against call-to-action button, image against image, copy against copy, and targeting against targeting. For example, an A/B test might reveal that one image helps your ad perform better than another. Or you may find that a “shop now” call to action performs better than a “learn more” call to action.
You’d be surprised at what you can learn from a simple A/B test. The more you test, the more you can perfect the ideal Facebook ad for your campaign.
13 Facebook Policy-Related Ad Mistakes
Until this point, we’ve only discussed common mistakes that lead to poor-performing ads. But there are some mistakes that could lead to Facebook disapproving your ads.
If your ads violate any of Facebook’s advertising policies, you will not be allowed to run them on the platform.
Here are some policy-related mistakes that could get in the way of a successful Facebook campaign.
A Non-Functioning Landing Page
No one likes a landing page that’s slow or doesn’t navigate well. If your ad takes users to a non-functioning landing page, Facebook will disapprove it.
A Landing Page That Doesn’t Match the Ad
Facebook considers a landing page that doesn’t match the content your ad promotes to be clickbait.
Clickbait is content that leads users to think they’re going to see one thing but then takes them to a page with unexpected content. Facebook will disapprove these kinds of ads.
Inappropriate or Offensive Content
Facebook prohibits content that includes profanity, sexual innuendo, and discrimination. You will not be allowed to run any ads that contain this type of content, so keep it out of your copy and creative.
Content That Encourages Illegal or Unethical Behavior
Facebook does not allow the promotion of illegal drugs or unauthorized streaming devices.
If your business encourages illegal behavior, you should not be advertising on Facebook.
Facebook disapproves ads that infringe or violate any third-party’s copyright or trademark. Make sure your creative is honest and original.
Misleading or False Content
Don’t make any false or misleading claims in your ad about your products or services. Your ad will fail if you do.
Content Containing Prohibited Products or Services
Surveillance equipment, payday loans, counterfeit documents, tobacco, unsafe supplements, and weapons are all products and services that Facebook does not allow you to promote in ads.
Explore other platforms if you need to promote any of these to save yourself the time and money on a Facebook ad that will be disapproved.
Low-Quality or Disruptive Content
Facebook frowns upon anything that gives users a negative online experience. If your ad takes users to slow-loading pages, broken links, or pages with incorrect grammar, Facebook will disapprove it.
Do not make a video ad that plays automatically without first giving users the choice to engage with it. If your ad disrupts the user experience in any way, Facebook will disapprove it and your ad will fail.
In light of the Russian interference during the 2016 US Presidential Election using Facebook ads, Facebook is cracking down on content about controversial topics used for commercial purposes. For example, Facebook does not allow ads on topics like abortion or gun control.
Too Much Text in Your Image
Facebook has a 20 percent text rule for ad images, which means your image should not contain more than 20 percent of text. If your ad is disapproved, it may be because it violates this rule.
Copy That Mentions Facebook
Don’t use the word “Facebook” anywhere in your ad. Facebook does not allow it for a few reasons:
- It doesn’t want any companies claiming partnership with its brand.
- It doesn’t want anyone asserting rights over the brand.
- It doesn’t want anyone associating the brand with pornography, illegal activities, among others that violate its policies.
Before-and-after photos can misrepresent real results when someone buys your product. Facebook tries to nip this kind of problem in the bud and therefore does not allow ads with before-and-after photos.
How to Run Awesome Facebook Ads: Conclusion
Your Facebook ads can deliver astoundingly positive results when done right. Don’t set yourself up for failure by making any of these common mistakes.
We covered 20 mistakes that could ruin your Facebook ads:
- 7 common mistakes inexperienced advertisers make.
- 13 policy-related mistakes that could get your ad disapproved.
Before spending unnecessary time and money, check yourself (and your creative) to ensure everything is mistake-free, and you’ll be just fine.
This post was written by Anna Hubbel, writer at AdvertiseMint, Facebook ads company. Edited and designed by Louise Myers.
For more help with your Facebook ads, check out these articles:
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