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5 Mistakes New Businesses Make with Paid Facebook Ads Part Two

Last week we gave you 5 mistakes new business make with Facebook ads, these included:

1. The targeting is too broad

2. Your ads aren't clear

3. Creating ads in the wrong format

4. You don’t have any goals

5. You're just using one ad set

This week we complete our list with a further 5. It can be a bit of a minefield trying to work out the dos and don'ts of social media marketing. So, we have been busy bees and compiled a list of common mistakes small businesses make when creating ads on Facebook and even have some tips on how to overcome these.

6. Your images are not optimised for Facebook

A lot of new businesses find it hard to set up ad campaigns, maybe that is because inputting the incorrect-sized image can cause your ad to display in a unprofessional way. Since unoptimised images can sink your engagement rates, try to stick to the list of ideal image sizes provided by Facebook. There a loads of free websites that you can upload your images to and they resize them for you instantly.

7. You're not using Facebook Pixels

Reporting and tracking are major parts of any marketing strategy. How else are you going to be able to prove that what you are doing to drive opportunity to your business is working?

This is where Facebook Pixels can save the day. Essentially, a pixel is a way to track interactions with your ad all the way back to your website, using analytics. Not using Pixels means you could be missing out on retargeting ads to people who have been to your website before. This means these users are highly engaged and already familiar with your brand, an ad targeted to them will only increase your chance for conversions.

8. You aren’t testing your ads

Trial and error is a necessary part of the process when it comes to finding what works and what does not. Be sure to keep the results of any tests you do so you keep a track on everything you should be repeating or getting rid of. Test the images you use in your ads, your headline cop, Call To Actions, targeting approaches and even your landing pages. Basically, there should never be a time when you’re running a Facebook ads campaign without an active test!

9. You’re posting too often

You’re are probably extremely excited to get started with Facebook ads (I know I always am), but please keep in mind that it’s possible for an audience to become oversaturated with too many messages. Users generally browse Facebook as a social experience; not to be sold to. If they start to see yours too many times, they might start tuning you out (or worse, start thinking negatively about your brand). A warning sign this might be happening is diminishing engagement that doesn’t change when you narrow down your targeting criteria. If you suspect saturation, simply pause your campaigns for a while and come back only when you have something truly valuable to offer your audience.

10. Your images are a tad boring

You made it to number 10! Thanks, I hope this means you are getting some valuable insight from this. It is a bit of a no-brainer that eye-catching graphics get more engagement than a block of text. Have a play around at running ads featuring reds, oranges and greens to naturally contrast with Facebook’s white and blue color scheme. Ensure you only use high quality images and maybe even throw in a video (less expensive to create than you may think).

I hope you found these tips helpful, let us know in the comments section what mistakes you've made in the past that you have learnt from or any tips you'd like to share!

FYI These tips can be used across all ad platforms.

Have a great day!


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