If you’re looking for a quick way to drive traffic to your website, you should give Facebook ads a try. They are affordable and easy to run. Also, the network has a very diverse range of users who you can reach by using Facebook’s targeting settings. Almost any business can find their target audience and present them with the right ads to generate traffic and sales.
So, to help you put the right foot forward, I have discussed the common mistakes people make while running Facebook ads and how to avoid them.
1. Not creating optimized landing pages and other conversion elements
Because Facebook only gets paid when people click on your ad, chances are good that if you set it up properly, it will be effective at driving traffic to your site, but if your landing page isn’t optimised for converting, you will be wasting a lot of money.
This is why before you begin running your ad, you should optimise your website for conversions. Here’s how you should do this…
Create special landing pages for the ads: Home pages work great when someone reaches your website organically for the first time, but when running ads, you need to think differently about what you want visitors to experience.As the best performing ads are those created with one single goal in mind. This could be to drive sales or leads or to build a brand impression.
The problem with homepages is that there are so many distractions that divert people to the different pages on the website. Sometimes these distractions can help convert, sincethey give visitors the option of choosing their own path (as you have no clue about their preferences). But when you are running ads you are going after a specific audience. The ad was made for them, which is why they clicked on it. In theory, at least, you already know what they want.
This is why instead of sending them to a homepage you need to send them to a landing page where there are no distractions. Sending them to a page which is designed to achieve just one goal, like getting them to buy a product or sign up for a discount or another lead magnet,will ensure you get more bang for your buck.
This landing page shouldn’t have a menu, links or other distractions that could lead the visitor away.
An example is this landing page from Convert that I came across through a Facebook ad.
As you can see there are no distractions on this page that could lead you away. All they focus on is getting you to click on the download button.
While if you visit their homepage, you will find that it looks like a normal homepage with lots of links and ads promoting the various pages on the website.
Focus on more than aesthetics: Design can play a key role in conversion, but you also need to pay attention to other aspects like the loading speed. As the faster the site loads the more likely people will be toremain on it and convert. The longer it takes, the more likely people will be to abandon it.
Other important aspects include copywriting, call to actions, testimonials, mobile friendliness, etc.
Have a follow up sequence:The landing page will help make the initial conversion. But if you want that conversion to continue to generate results you need to have a follow up sequence which includes a thank you page and a series of emails. You can use them to get people who have signed up for a lead magnet to make their first purchase and to get people who have already purchased to buy more.
Add the pixel:You can also follow up with people who have visited your landing page from the ad, but who didn’t convert by using the Facebook pixel.This is a special code that is provided by Facebook. You should add it to the landing pages you drive traffic to with your ads.
It will help you measure the conversion rate of your Facebook ads and will also track every person who visits the landing page from the ad.
This pixelwill make it possible to run retargeting adswhich can be displayed to people who didn’t convert from their initial visit to your landing page. You can even promote something different to these people if you feel they would be more likely to buy another product.
The Facebook pixel can also be added to other parts of your website like blog posts. So, you can run ads promoting products/lead magnets related to the blog posts. The options are endless.
One company that has had great success with Facebook retargeting is Tyler’s. Running retargeting ads on Facebook and Instagram, along with a few other techniques, has helped them double their conversion rates, according to a case study they recently published.
They are able run these ads with ease because their site runson BigCommerce, which supports dynamic Facebook ads, a solution that makes retargeting ads more personalized and therefore more effective. Dynamic adscan be set up to display promotions of specific products to the people who have viewed them, syncing with your product inventory to serve up automatically generated creative.
2. Adding too much text to the ad image and description:
You can add as much text as you like to your Facebook ad image, but this doesn’t mean that you should go ahead with it, as Facebook limits ad reach if it contains too much text. To get maximum reach, you need to limit the amount of text on the ad to less than 20%. So, make sure you add just enough text to get attention. The rest can be added to the description. You can easily do this by reducing the font size and using fewer capital letters.
Facebook also lets you write a lengthy description, but you should limit it too. This is because the Facebook feed is full of distractions. When people are browsing through, they will give each post as little attention as possible before moving on to the next one. So, if you want to get more attention, you need to use as little text as possible. This will maximize the chances that your ad copy gets read fully.
For best results, use an app like Hemingway to reduce the copy’s readability level to that of a 3rd grader. The simpler the copy is,the greater number of people who will read it completely and follow through with the call to action.
3. Not testing your ads
If you’re investing your entire media budget for your ad immediately after creating it, you are making a huge mistake. This is because there is always the possibility that your ad will not generate a positive ROI (especially if this is your first attempt at creating one).
So, before you begin running the ad with the backing of your full budget, you should run an experiment. This is where you invest a minimum amount, like $5 to $10 a day for a week or two,to check if the ad, the landing page and the follow up sequence generate a positive ROI. If they do, you can ramp up the budget. Otherwise you should make modifications to your ad and begin the test again.
Another benefit of testing your ad before you officially launch is that it will help it generate comments and likes. This will increase social proof, and when youscale up on the media spend, more people will be attracted to it.
4. Not creating multiple versions
Even if the first version of your ad generates a positive ROI, you need to continue testing multiple versions immediately to check if they can bring in better results. Most people don’t do this. So, after you get your first ad right, you should create new versions where you can use different image design, copy and maybe replace the image entirely with a video to see if it will yield better results.
Even minor variants can add up in the long run to make a big difference to performance. So, regularly test out your ads and keep creating newer versions that will help beat out your previous results.
Facebook has a split testing feature that lets you simultaneously run multiple versions of the same ad. So, take advantage of it. It will help you get more accurate results.
But be careful and only make one or two changes at a time to your ad,because if you make too many of them, you won’t be certain which change brought about the positive (or negative) result.
You can also create new versions of your landing page to see if this improves conversion rates.
Now you know which mistakes to avoid
These are the common mistakes people make while running Facebook ads. If you want to convert more of your traffic to leads and sales while spending less on your ads, you should make sure you avoid making all of them.
Another common mistake you should avoid is following the “set and forget” strategy. People might recommend it, but it can lead to the downfall of successful ads. This is why you should periodicallyview your ad metrics and the insights other marketers and Facebook themselves are sharing. This will help you better your ads and continue generating positive ROI in the long run.
What other mistakes do people make while running Facebook ads? Please leave your comments below.