Three common mistakes of every beginner Facebook advertiser
Aloha guys! My name is Eugene Chumak. Here are just a few words about my experience with the Facebook advertising platform. I’ve been using facebook ads over 2 years with my previous teams on very different projects (from simple shoes online stores for teenagers, to difficult B2B/B2C services, such as printing ID cards for a corporation like Google, Amazon, HP; digital content marketplace, which was sold to Freelancer.com). If put all numbers together, I had personally spent over $30k on facebook marketing, learn a lot of things, tips, made dozens mistakes.
I guess, according to info which written above, I have a little right to teach how to Advertise on FB. I would like to share with you the most stupid mistakes, which were done by me and give some helpful advice, how to avoid them. Let’s get started.
Facebook has built one of the most powerful advertising platforms the world has ever seen. If you’re going to use FB in the right way, it can be one of the best ways to get more clients and grow your business. But if you use it wrong, Facebook basically will swallow all your hard earned money like Sarlacc ate Boba Fett in the Star Wars movie. Just avoiding these 3 common mistakes and I believe that you’ll get faster results from Facebook Ads.
- Not picking The Right Audience
For me, it was very hard to accept. When I was a noobie, I used to want to reach so many people, as much as it possible. But the sad truth is that with FB advertising you need to leave most people out of the party. Custom (e.g. your customer/client email lists), lookalike audience based on your current website visitors are great for this purpose. 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.
Too many time I see people targeting very broad interests or no interests at all (my eyes usually hurt so bad when I see it. Auch). Ideally, your target audience should be 100,000–300,000 people. You need to throw some people out of the party. The best audiences are a combination of your competitors’ FB fan pages and a lookalike audience of your own clients or website traffic.
Beside of it, you should be able to TEST everything. Yeah, that’s right, test absolutely everything, which might be some way related to your target audience. I call this a “Shotgun approach”. Basically, it’s when you set up a new campaign with a lot of Ad groups, where you’re using only ONE suggesting keyword. You should test one audience against another with the same ad to see which one works best for you. Here’s a great video about “Shotgun approach”
2. Not using conversion pixels for tracking
Most campaigns I look at are just trying to build up likes for their fan page (without any strategy) or sending the cheapest clicks possible to their website. If you think likes can build crazy sales for your products/services, you probably should change your mindset. What if I say that Facebook can actually look at people who are converting for your offer and find similar people that are also likely to convert?
It works amazing and well. But how FB can help you out, if you do not even tell him what are you want from him (by telling it what a conversion is for you).
Cheap clicks might works for you in a very-very-very specific cases. They don’t mean that any of those people will ever become your client/customer. It’s much better to focus on real fish — 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”. From the moment you left FB to know when they have gotten you a new lead or client then they will do the better job finding those people for you.
Make sure your facebook pixel installed in the right way and set your campaign to “optimize for conversion” too. If not, in most cases you just wasting your money on colorful (vanity) metrics like lots of clicks, likes, and web traffic with no sales or leads.
3. Not diving deeper into your reports and not using the PowerEditor to manage campaigns.
For some reason, people don’t want to dive deep into reports (mostly because they too scared to see a lot of different columns and rows with different numbers and digits), they prefer using standard FB reports. Yeah, you might say “We can observe all necessary metrics, such as likes and impressions”, but try to think and ask yourself the only one question: “What standard metrics can say to me? ”. The right answer is nothing (or very much). Sure, it’s nice to see 20 people liked your ad last week, but what is it 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 FB ad reports you will never see this.
Start with the standard report, then remove any columns that are not crucial to your campaign (likes, visitors, etc). There is a lot that you need to remove.
Once you have the least amount of columns possible add a few in. The big ones that you wants are a cost per conversion, Ad score, CPM. Let me tell a bit about these metrics.
- CPC is how much you pay per conversion (lead, sale).
- Ad Score. A high ad score (7,8 or 9) will get you cheaper sales and leads. You should always look at this to be able to remove ads with lower ad scores. FB will show these ads less often because they don’t perform well, but you should be able to see them quickly and delete them from your campaign.
- CPM shows us 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 people. It does not count people liking ’em or clicking ’em. This is just a show your ad in front of 1k people. But many audiences are less $10 ($1-$3). Use this column as a guide to help you find the lower cost per conversions. Audience 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 FB Advertising. Follow my advice and your FB campaigns will finally start working for you.