3 biggest facebook advertising mistakes - facebook advertising tips and strategies

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3 Biggest Facebook Advertising Mistakes www.buildingsocialproof.com

Transcript of 3 biggest facebook advertising mistakes - facebook advertising tips and strategies

3 Biggest Facebook Advertising Mistakes

www.buildingsocialproof.com

Facebook has built one of the most powerful advertising platforms the

world has ever seen.

Use Facebook the right way and it can be one of the best ways to get

more clients and grow your business.

Use it the wrong way and Facebook will gladly take all your hard earned

money.

Avoid these 3 common mistakes and I know you will get faster results

from Facebook Ads.

1. Not Picking The Right Audience

With Facebook Advertising you need to leave most people out of the

party.

Ideally you should create a Facebook lookalike audience based

on your current website visitors (or your customer email list).

Facebook has an amazing algorithm that can look at your existing

customers or website visitors and find people similar to them in a way

that you and I can not do.

It is called a "lookalike" audience.

Too many times I see people targeting very broad interests

(or no interests at all).

Ideally your target audience should be 100,000-300,000 people.

If your target audience is 1,000,000 people or more then you are not

targeted enough.

You need to leave some people out of the party.

The best audiences are a combination of your competitors'

Facebook fan pages

and a lookalike audience of your own clients or website traffic.

Start there and you will have a great audience to start with.

You can test one audience against another with the same ad to see which one works best for you.

2. Not using conversion pixels for tracking

Most campaigns I look at are just trying to build up likes for their fan

page (with no real strategy)

or sending the cheapest clicks possible to their website.

Facebook can actually look at people who are converting for your

offer

and find similar people (like a look alike audience)

that are also likely to convert.

The crazy part?

It works really really well.

But if you do not even tell Facebook what you are trying to do

(by telling it what a conversion is)

then they can not help you out.

Just because you can get cheap clicks to your site does not mean

that any of those people will ever become a client.

It is much better to focus on your conversions and ask the question,

"How much do I have to spend with Facebook to make a sale or get a

new client?"

Once you let Facebook know when they have gotten you a new lead or

client

then they will do a lot better job finding those people for you.

So make sure to set up a Facebook conversion pixel.

Set your campaign to "optimize for conversions" too.

Otherwise you are likely just wasting your money on vanity metrics

lots of clicks, likes, and web traffic with no sales or leads.

3. Not diving deeper into your reports

For some reason it seems like everyone wants to use Facebook's

standard reports.

The problem is these reports usually don't tell you very much.

Sure it's nice to see 20 people liked your ad last week

but what does that REALLY tell you?

Wouldn't it be better to see which age and gender categories are becoming warm leads at the

cheapest price?

You would then spend more money on those people and exclude the ones who are more expensive to

acquire.

The problem is without customizing the columns you are looking at in the Facebook ad reports you will

never see this.

Start with the standard Facebook Ad report (that you are given).

Then remove any columns that are not crucial to your campaign

(likes, number of engagements, etc).

Once you have the least amount of columns possible add a few in.

The big ones you will want are: cost per conversion, Ad score, and CPM.

Cost per conversion

How much are you paying to get a sale or lead?

This is really the most important metric that matters so include it.

Ad Score

A high ad score (7,8 or 9) will get you cheaper sales and leads.

Look at this because you can quickly cut ads with lower ad scores.

Facebook will show these ads less often

but you should be able to see them quickly and remove them from your

campaign.

CPM

How much does it cost you to reach 1,000 people on Facebook?

Some audiences are $10 or more just to show your ad in front of 1,000

of those people.

Many are less.

Use this column as a guide to help you find lower cost per conversions.

Audiences with Higher CPMs usually will have a higher cost per

conversion.

So those are the 3 most common mistakes I see most people making

with Facebook Advertising.

Follow the advice I gave you to fix them and your Facebook campaigns

will finally start working for you.

Facebook is a powerful advertising platform.

But you must use it correctly to get the fastest results possible.

If you want more tips like this

Head on over to

www.buildingsocialproof.com

where I show you

How To Create Your Own

Social Media Marketing Strategy

in 7 days or less