5 mistakes in advertising on Facebook
Are your Facebook ads ineffective? You do not know how to make your ads work better?
In this article, you will learn about five issues that affect the effectiveness of advertising on Facebook and how to eliminate them.
No. 1: You are competing with yourself
Ads on Facebook are participating in the auction. You pay only when someone clicks on your ad (Cost per click).. The cost of a click is the rate that you define yourself. Depending on what rate your competitors are offering, targeted at the same audience, the rates increase or decrease.
How can you compete with yourself? If you have two different advertising campaigns aimed at one audience, they will compete with each other for a place in the shows.
If this happens, then most likely your campaigns will be ineffective. If you also set a bid limit for your ads, you may even find that ads are not showing at all, since ads are participating in a bidding war that they will never win.
Avoid simultaneously targeting the same audience with multiple ad groups or campaigns. If you absolutely need to do this (perhaps you want to create a sales funnel), you can use Facebook user audiences to exclude audience segments based on their interaction (or lack of interaction) with your ads, publications, page or website.
A great way to create an additional audience is to launch ad campaigns to watch videos, because Facebook can segment audiences based on the videos they have already watched, but cannot segment on the basis of certain posts or ads that people have watched.
No. 2: Your bid is too low.
Setting a bid limit can really ruin your Facebook ads. This feature is used in specific circumstances, and you really need to know the value of your conversion event before contacting it.
The marginal bid is designed to indicate to your Facebook ads the maximum value you are willing to spend to get the desired result (click, show, whatever you choose). You can use them for campaigns that sell a fixed price service or product, but they can also hurt your campaign if you underestimate the value of this desired result.
Here is what you need to do: setting a limit on bids or a limit on bids can reduce the effectiveness of your ads (some audiences are simply more valuable than others). If you have turned on this feature and are faced with a difficult conversion situation, it is best to try to increase the maximum CPC. Perhaps the budget will merge faster, but you will see more conversions.
Note. Some Facebook campaigns with minimum bids will not work at all, especially if you combine this with a low daily budget. If your campaign does not work at all, recheck your budget in conjunction with bidding restrictions.
No. 3: Your budget is poorly distributed
Facebook allows you to evenly distribute campaign budgets across multiple ad groups. It sounds good until one of your bands starts working better than the rest. Regardless of performance, Facebook will continue to share the budget for all these advertising groups equally.
But if you set up campaign budget optimization. This feature will allocate campaign costs based on performance, increasing the budget when needed for high-performing ad groups. This means that your money goes where it should, in advertisements that give you results.
Here is what you need to do: to set this up, you need to make sure that all ad groups have the same goal (for example, landing page views). You can then select the check box at the campaign level in the Budget Optimization section of the Campaign Details section.
No. 4: Not enough conversions to optimize impressions.
When it comes to advertising campaigns in which there are conversions - events (purchases, clicks on links, lead generation, etc.), then you need at least 50 conversions per week for Facebook to be able to optimize the display of ads.
If your campaign is struggling to artificially increase conversion, Facebook will not be able to correctly calculate the optimal conversion cost and stabilize the display. Most likely, you will watch how your commercial is advertised and the budget is merged.
Here's what you need to do: first, of course, you should take a look at conversion optimization (are your ads relevant to your audience? Why would someone want to click a button? What happens if you change your ad?). The second way to solve this problem is to use a betting strategy with a target price instead of a cost-effective strategy. If audience targeting is accurate, you have a choir.
Here's what you need to do: first, of course, you should take a look at conversion optimization (are your ads relevant to your audience? Why would someone want to click a button? What happens if you change your ad?). The second way to solve this problem is to use a betting strategy with a target price instead of a cost-effective strategy. If the audience targeting is accurate, you have a good creative, and you are satisfied with less than 50 conversions per week, you can stabilize your display using rates with a target price.
Campaigns typically set the lowest cost by default (which makes sense because it minimizes your bid), but the target cost can be useful when you really want to stabilize your bids throughout the campaign.
No. 5: People see your ads too often
Fatigue from advertising in social networks leads to increased costs and reduced relevance (as more and more of your audience are beginning to hide your ad). Ads that have a small audience or are shown for a long period of time often come across this.
What to do to avoid this?
1. Exclude an audience that has already passed the sales funnel.
First, set up sales funnel ads using custom audiences based on those who interacted with a particular publication or advertisement, and then exclude these audiences from the initial campaigns as soon as they are transferred to your sales funnel.
2. Set frequency caps
You can set frequency limits for your ad groups to limit your views.
It is important to note that these restrictions must take into account the number of ads in your group. So, if you have three ads in a group, your minimum frequency limit should be 3.
Of course, there are other problems associated with the placement, optimization and audience of your ads on Facebook. But the above errors should give you an idea of how to optimize advertising on Facebook.
What do you think? Which of these tactics will you try? What problems with the effectiveness of advertising on Facebook have you already solved? Please share your thoughts in the comments below.