Part:1 — Common Facebook Ad Mistakes and How to Avoid them

As you know Facebook ads are very powerful if you compare with other platforms. There are so many options for marketers and advertisers. In this article I’ll try to explain some common mistakes and how to avoid them.

But before the start….
Why Facebook Ads are so effective?
Briefly would like to show some numbers. Below you’re gonna see some numbers about Facebook Reports First Quarter 2016 Results.

  • Daily active users (DAUs) — DAUs were 1.09 billion on average for March 2016, an increase of 16% year-over-year.
  • Mobile DAUs — Mobile DAUs were 989 million on average for March 2016, an increase of 24% year-over-year.
  • Monthly active users (MAUs) — MAUs were 1.65 billion as of March 31, 2016, an increase of 15% year-over-year.
  • Mobile MAUs — Mobile MAUs were 1.51 billion as of March 31, 2016, an increase of 21% year-over-year.
  1. Objectives / Goal

Advertiser should have to define goal or object clearly. Decision is important? Before the open any campaign carefully you should evaluate the objectives. What do you want? What do you need? Simply: Define your advert objectives and goals.

There’re3 different objective for before the start any campaign.

Each ad should have a goal, and you need to know what metric measures your success with that goal. 
For example: 
-Clicks: measure the cost per click (or cost per conversions if you have FB Pixel) (sent people to your website)
-Conversions: Measure the cost action (increase conversions on your website)
-Engagement: Measure the cost per engagement (boost your posts)
-Likes: Measure the cost per like (promote your page)
-Video View: Measure the cost per video view and

Typical Marketing Funnel

2. Don’t think Interest and One Ad Enough
Biggest mistake is to go in and create just one ad and think you’re okay. No, not at all. If you only create one your chance in terms of action (install, engagement, conversion) could be lower than you expected.

You need to test different objectives, headlines, images and targeting.
For Instance, assume there’s a football app and you want to create a campaign for that. I would strongly suggest to start this kind of campaign with instead interest groups, connections. (Friends of people who are connected to App or Page) Afterwards Interests, Lookalike Audiences (Based on App Install, App Launch (%1, %2 etc) or different type of events if you have Facebook SDK on your App)

Reach people who have a specific kind of connection to Page, app or event. This will narrow your audience to include only people with that specific connection who also meet the other targeting categories that you’ve selected.

Besides that you should consider Ad side as well. Not just Advert set and Campaign perception you should absolutely consider and think ad side. For every ad idea you have, you need to create couple of versions of them. So, for just one headline and copy idea, you could test 3 images, and couple ad targeting options, that means 9 ads (1 headline x 1 body copy x 3 images x 3 targeting option)

3. Use Exclusion and Save Money
Simply:
Use exclusions to avoid targeting the same people twice. 
For instance, if you’re looking to drive sign-ups for your newsletter, you can exclude existing subscribers. Or, let’s say you’re a mobile app If you’re running a campaign for install, you can exclude people who have recently installed from seeing it.
-Use Facebook Custom Audiences (Upload your existing customer/user list)
-Use Facebook SDK for your Mobile App’s. (Create audiences for certain amount of time with Standar Events (App Install Last 7 days, App Launch last 15 days etc)
-Use Connections again but this time for Exclusion (Exclude Everyone)
-Use Website Custom Audience (Based on Events use Exclusion)

Examples

Example-1: Create Custom Audience based on App Installs in the last 30 Days
How to use that Audience in Advert Set
Instead of Custom Audiences there’s always a chance to use Connections as well for exclusion.
Exclude who completed registration event on Landing page (Who have signed up) in the last 180 days.

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