Despite its popularity, many businesses are still hesitant when it comes to utilising Facebook’s powerful advertising platform, especially small and medium-sized enterprises. In our experience, one of the main reasons for this is that Facebook advertising is still highly underestimated and undervalued by businesses who have yet to understand the influence social media is capable of exerting.
Analytical data shows that those aged 25 to 34 make up the majority of Facebook users, but at approximately 29.7% there is still a hefty 70.3% of users belonging to other age demographics. Through Facebook Ads, businesses are given the opportunity to accurately target these demographics, as well as others, and will only get charged for doing so should users interact with the advert. This last point alone ought to make Facebook advertising appealing to businesses, as unlike many other forms of advertising, payment is necessary only after adverts have been seen or clicked on; which depends on whether the bid strategy specified has been optimised for clicks or impressions.
Take a moment to think about it. As you set up a personal Facebook account you provide a significant amount of personal information; including age, gender, marital status, where you live, where you work, what you’re interested in, where you’ve been, where you’ve visited, the music you like, the restaurants you eat at, and much more. Any one of these pieces of information is invaluable in the hands of marketers, so imagine the precision that is achieved by combining these details to create laser-targeted campaigns.
For example, if you ran a Mexican restaurant in Birmingham and want to start up salsa dancing classes targeting couples over 40 years old, then you could set up a campaign through Facebook that only targets individuals that adhere to or have expressed interest in the criteria you have laid out. This effectively ensures your budget is only spent on showing ads to those most likely to find the classes appealing, and you’ll also be provided with analytical data that can be used to refine existing campaigns and inform future ones.
Like Google AdWords, Facebook advertising uses a bidding system to determine the placement of an advert and how often it is displayed; if it is displayed at all. When a campaign is being set up, an overall budget is specified as well as a maximum bid limit that cannot be exceeded (unless stated otherwise). It is important to note that Facebook will only ever charge the minimum amount necessary to trigger the advert, thereby ensuring the cost to businesses is kept as low as possible.
5 Common Facebook Advertising Mistakes
There is no doubt that Facebook Advertising is perfect for businesses, however, whilst the campaign set-up process is streamlined and simplistic, it is still far from foolproof. Here are five of the most common Facebook advertising mistakes that we’ve come across and how you can avoid them.
Mistake #1: Being Too Broad
As we discussed above, one of the main benefits of Facebook Advertising is that it is possible to target very specific demographics. Occasionally, however, you will see adverts that are clearly targeting multiple demographics, be it gender, age, location, etc. This is a squandered opportunity, and those running the ad would be much better off creating separate ads for each group in order to appeal them more effectively.
Worst case scenario, you spend a little longer setting up more campaigns and you end up with more accurate data to work with in the future.
Mistake #2: Not Testing Multiple Facebook Ads
Split testing adverts before dedicating funds to promote them ought to be common practice, but it is an often overlooked part of the process. There is always more than one way to present an offer, service, product, or website, and A/B testing allows businesses to explore these various avenues in order to find the one that resonates most with their target demographic.
An advert’s content makes all the difference, so it is worth taking the time to try out different text, images, videos, and so on to see which combination works best.
Mistake #3: Failing To Check Grammar & Spelling
Creating Facebook adverts is an incredibly simple process, but as a result, it is very easy to get complacent whilst writing text for them. Nothing knocks consumer confidence more than publicly publishing an error for everyone on Facebook to see, as it cannot help but insinuate a lack of care and attention to detail. To avoid embarrassment, make sure ads have been properly checked for spelling and grammar before posting them.
Mistake #4: Promoting Text-Only Ads
Facebook feeds have a lot going on, so it is important even for paid ads to be as eye-catching as possible. Images and videos are great for catching the attention of Facebook users as they scroll through posts, and ought to provide enough of an opportunity for the ad’s content to effectively convey the intended message. The media accompanying text works hand-in-hand with it and by neglecting one you undermine the other.
Mistake #5: Ignoring Data
Whether successful or not, a Facebook advertising campaign shall at the very least provide a wealth of analytical data that can be used to improve future campaigns. If the ad impressions are low then perhaps your demographic targeting is too narrow. If on the other hand impressions are high yet interaction is low, you can bet on your demographic targeting being too broad. This is a very basic example and there are numerous other situations that may arise, however, all can be used to inform future activities.
It is never too later for businesses to get on social media and begin making the most of the opportunities afforded by the various platforms available. If you’re not sure how you can use social media to help grow your business and would like some advice on where to start, feel free to call us on 01752 – 775 – 751, contact us via email at firstname.lastname@example.org, or fill out the contact form at the bottom of the social media marketing service page on our website.
Author: Alem Al-Khamiri
The head of SEO, PPC and digital content at Optimus-PM, Alem is Google AdWords certified and has years of digital marketing & website management experience.