Facebook is the most used social media platform in the world with over 2.9 billion active monthly users. In Ireland, people aged 25-34 make up the majority of users with 24.2% of the userbase. Facebook is still to this day a highly relevant platform and your business shouldn’t take its online advertising platform for granted. However, mistakes can be made when utilizing Facebook ads so here are three mistakes you should avoid at all costs!
1: Targeting Too Broad or Too Specific Audiences
Who are you targeting? Defining your audience is crucial for success using Facebook ads. You only want to showcase your product/service to people who actually may be interested in it in the first place. Demographics, interests and behaviours are the best way to think about your audience.
Putting your content in front of the relevant audience will see higher click-through rates (CTR), conversion rates and lower cost-per-click (CPC). So you do not want to set your audience too broad as more eyeballs do not necessarily translate into more conversions. Narrowing your audience too specifically is not good either. You can be missing out on more relevant traffic.
For example, if you sell bikes online for the Irish market, do not set your location as worldwide. Additionally, don’t set the location for one particular county. Target people who also have an interest in cycling.
2: Not Setting Up Tracking
Ensure that your Facebook Pixel is set up properly and ready to go. Without the Pixel, you have no idea what people are doing on your website or how well your campaign is actually doing. Are they making purchases on your website as a direct result of the specific advertisement from your Facebook?
This will also show which people are interested in your products/services and therefore you can create custom audiences based on this information. The Pixel collects data that helps you track conversions but you can also remarket to people who have already taken some kind of action on your website.
3: Not Utilizing Testing
Once you’ve established the basics, experiment. Testing is a critical element of online advertising. Test segments with different interests and behaviours, and in turn you can create different ad sets which is a fundamental part of Facebook ads’ success.
Copy and paste your ads into different ad sets that target certain segments. Delivering the same content to similar but slightly different audiences helps you to gauge what’s working. It will also help you to build future campaigns from a stronger starting point based on data collected from these tests.