Facebook Advertising can significantly impact marketing budgets. If you’re getting results, but too many marketers advertise on Facebook without following a method. When that happens, they run into the same pitfalls.
1. Overlooking Video as a Marketing Method
Engagement rates for various content types are on the decline, according to BuzzSumo. Each time a person logs on to Facebook, up to 15,000 pieces of content may appear in their feed. It is impossible to consume all this content in a short period.
Video posts, however, experience a decline in interactions despite a decrease in interactions for posts with images and links, according to BuzzSumo. With these types of posts, engagement increased by 10 percent over the past year.
Video posts on Facebook are still far less prevalent than other types of content. Creating video ads provides marketers with an opportunity to fill the void and gain traction.
2. Lack of specificity in targeting
Twenty million people in some Facebook advertising campaigns in the U.S. There is no surprise that many who see those ads don’t respond positively. Marketers should be realistic when determining how many people they will target with their products, services, or brands.
In addition to providing suggestions about how many people can be reached with a particular ad budget, Facebook can also provide information on potential reach. For example, it’s better to narrow the audience by targeting specific age groups, geographic areas, or genders if the audience is too large.
3. Failure to consistently monitor ads
Facebook’s automation tools make campaign monitoring simple so that you can monitor your movements easily. However, marketing agencies can be tempted to rely too heavily on them. For an accurate indication of whether a campaign has resonance with your target audience or is irking them, read the comments on your Facebook ads. It’s also important not to repeatedly target the same people with the same content- an effective way of frustrating a target audience.
4. Ads that are not appropriate for their intended function
Depending on the type of advertisement, Facebook can be problematic. A marketing professional could make a common mistake by choosing the wrong form of advertising without first ensuring it’s the right type for achieving the desired response. Advertisers can choose from various options, including ads meant to boost attendance at events, drive people to a website, and convince them to download an app. If you become familiar with the different types and their purposes, you’ll be less likely to select an advertisement that won’t connect with your audience.
5. Running too many tests at once
Your goal is to test different types of Facebook ads with your intended audience, especially those that include images. Thus, testing should be conducted carefully and include adequate isolation to identify the characteristics of advertisements with the most significant potential impact on viewers.
Including too many variables in a Facebook advertising test is another common mistake. You won’t be able to determine effectively (or at all) which part of your advertising created a more positive response than usual if you don’t isolate your variables.
6. Reacting to other Facebook Advertising Plans too quickly
Marketers tend to assume that there won’t be significant changes in audiences’ opinions of a brand or their attitudes toward an advertising platform once a campaign ends. It is too far in advance for them to plan their advertising campaigns, which could cause problems. The Cambridge Analytica scandal caused many users and brands to second guess using or advertising on Facebook after the third-party firm acquired millions of Facebook profiles without consent. Many brands reevaluated whether to continue using Facebook to reach customers after the Facebook news broke, including Sonos, Mozilla, and others.
Only 41 percent of respondents to a recent Reuters/Ipsos poll trust Facebook with their data. Brands that have already stopped advertising on Facebook may view their decision as proactive and believe that Facebook will soon become obsolete.
Other brands did not feel under an immediate obligation to stop advertising. For example, a representative of Facebook pointed out that it is not the only company that collects data about its users. They believe that countless other social media companies could have been in Facebook’s current position.
Most marketers believe there are more legitimate reasons for advertisers to continue advertising on Facebook rather than switch to another platform. However, a lesson to be learned here is that unforeseen events can undermine the perceived stability and effectiveness of any marketing campaign.
Marketing requires flexibility and restraining the urge to make drastic changes. It is no different when constructing individual Facebook campaigns. Those who don’t see immediate, positive results often pull the plug on advertising campaigns. However, patience can yield greater rewards than expected.
Marketing budgets are still being allocated to Facebook ads by brands. By avoiding these common errors, you will maximize your chances of publishing highly effective content.
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