Top 5 Mistakes Most People Make Using Facebook Ads 

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June 23, 2021

Have you found yourself giving up on Facebook ads because you’re spending too much money on seemingly no results?

You’re not alone.

In fact, up to 62% of small business owners are experiencing this same problem.

If you’re a part of this statistic, you’ve likely wondered if Facebook ads are just a scam.

Don’t worry, we’re here to affirm that they’re not.

Facebook ads that aren’t generating leads are likely falling victim to one of these 5 money-milking mistakes.

1. Leaving out your value proposition

Your value proposition is one of the most important facets of your marketing strategy. Neglecting it can be devastating to your campaign.

Don’t know what this is? Don’t fret.

Your value proposition is what will convince your ideal customer to do business with you, rather than a competitor. It should clearly display the benefits you offer as well as how you’re different, and should not be filled with meaningless slogans or buzzwords. 

Many failing Facebook ad campaigns are a result of businesses leaving their value proposition out of their ad copy. This proposition should never be kept to yourself. If you don’t include it in your ads, no one will ever know how you stand out. 

2. Using your ads only as a means to sell

Contrary to popular belief, Facebook ads have a greater purpose than just to sell. 

Let’s be honest, no one likes a sales pitch. So why would your customers?

Your ads should TELL, not sell. 

Your copy should tell a story that your audience can connect to. This connection will be ideal in helping you generate leads that convert, and these stories can include anything from success stories and testimonials, to industry recognitions and customer pain point narratives.

3. Utilizing the wrong ad type

The ad type you choose will depend on the goal you want to accomplish, such as: 

  • Offer claims ad type– best for promoting deals or discounts

  • Website conversions ad type– ideal for encouraging a specific action, like downloading an eBook or completing a purchase 

  • App engagement ad type– should be used for increasing engagement of users who have already downloaded your app

  • Clicks to website ad type– best for increasing the number of visitors to a certain page on their website

  • Page likes ad type– ideal for increasing page likes

  • Page post engagement ad type– should be used when boosting an existing post in order to reach users that are outside of your current follower base

  • App installs ad type– best for increasing app downloads

  • Event responses ad type– ideal for generating RSVPs to a Facebook event

Selecting an ad type that doesn’t align with your objective and value proposition is one of the quickest ways to waste your money. Choose wisely.

4. Failing to target the right audience

With billions of users on Facebook, it’s easy for your content to get buried. Not only are you competing with other marketers, but you’re essentially competing against the family and friends of your target audience–fighting to get your posts seen first over the people they interact with the most.

This is why it’s so important that you target the appropriate audience. When you reach the right people, you’ll lower your ad costs and increase your success rate. In order to find people who will convert, you need to create an offer that not only addresses their pain points but also proposes a solution that will change their life.

Fortunately, Facebook has the tools necessary to help you target the right audience. You can target people based on their demographics, behaviors, location, interests, and/or engagement. 

The best tip we can give you is to not make your audience too broad or too specific. Rather than aiming to show your ads to millions of people who don’t care about your product or service, your best bet is to shoot for a smaller audience of people that will actually be interested in your product. 

Make your audience too small, however, and Facebook might not deliver your ad at all. Thankfully, you can find the perfect middle ground by monitoring Facebook’s audience meter tool. This tool will show you where you fall on the audience size spectrum and what your potential reach will be. 

You can also target an email list or personal customer base by uploading them into Facebook and creating a lookalike audience. 

A lookalike audience is a group of people that Facebook handpicks who share similar characteristics with the people in your email list or customer base.

5. Stretching a small budget over too many ads

One of the easiest mistakes beginners make when starting out with Facebook ads is trying to stretch a small budget over too many ads. This just leads to confusion and reduced efficiency. The more complex your ad account is, the harder it will be to keep track of everything. 

You should expect to start out with a pretty healthy budget and just a few ads. The bigger your budget, the more results you’ll get. Once you get the hang of things, you can create more ads based on those that are working and increase or decrease your budget as needed.

Facebook ad mistakes can cost you an exuberant amount of money. When you hire a professional marketing team like Bizzuka, you’ll never have to worry about these 5 mistakes. Our experienced marketers are highly skilled in crafting ads that convert–without draining your bank account. Schedule a free strategy session with us today for help optimizing your current marketing efforts.