Common Facebook Ad Mistakes to Avoid in E-commerce
Ever heard of the phrase content repurposing? Customized content for different platforms; blog, Twitter, YouTube and all that. Platforms are different and you also have to tailor your content for the particular audience on it. Using the ad strategy you use on Google Adword that fetches you great results will not work on Facebook.
With over 2 billion active users in Q2 of 2018, that is about one-third of the world internet users today, Facebook is a platform where you can reach a massive crowd of people, and it is also quite cheap to run ads on Facebook. With 85% of orders from social media sites coming from Facebook, this great advantage can also the bane of many. Below are some common Facebook ad mistakes to avoid in e-commerce.
Targeting a Very Broad Audience
True, there are lots of people on Facebook, and there’s the temptation to get your ad in front of as many people as possible. What you actually want to do though, is get your ad in front of people who are actually interested in your product. You pay per people: why spend money showing ads to people who won’t buy? Facebook's partnerships with data brokers like Epsilon, Acxiom, and Datalogix means Facebook can tell more about an individual's interest and preference, and merchants can use this to target audience segments by thousands of different purchasing behaviors.
Not Knowing your Audience
When you fly blind a lot of bad things can happen. Your ad might not perform well without research about your target audience. Facebook’s Audience Insights tool is a great tool to help you learn about your target audience. You should be able to learn what makes them tick, their interests, demographics, the kind of people they follow, pages they like, living arrangements, marital status, parental status, location – it’s all in there, and more.
Expecting Results Immediately
It takes a while for adverts to bring the expected ROI and there’s always the temptation to hasten things by tweaking variables and constraints. This is not bad itself, however, it could be too soon. In the beginning, better to observe, gather data and also let Facebook algorithm improve it’s targeting as your data improves.
Ignoring Facebook Analytics
Google Analytics, Mixpanel and Crazy Egg are some of the most famous website and app analytics tools out there. It’s easy to rely on the robustness of these tools and forget that Facebook ads manager is a great analytics tool in itself. It can help you measure what ads are performing well, what groups of people are responding better to your ads and overall help you decide if your ads are worth running in the first place.
Using Same Ad for too Long a Time
With the internet, there are lots of distractions, so grabbing and keeping people’s attention for a long period of time actually takes some effort. When you’ve used one creative for a long period of time, people get bored of it, ignore it, and therefore no conversion. I mean, there’s really no need to click on an ad you already know its content. Change images, change format, from still images to videos, to Gifs etc. Keep it fresh and interesting.
Your Ad Does Not Have a Clear Call to Action (CTA)
Keep your Call-To-Action to the Point. Instead of directly promoting a product or your business, you need to promote the value or benefit that I will receive by clicking on your Ad.
Whence an ad is not performing very well, or totally stops performing a lot of people just throw in some more money into a different ad direction without being sure of what happened in the first place. Before spending money on a different ad strategy or direction, be sure of what went wrong with the last one, so that you won’t make the same mistake again.
Messing Up a Post With Hashtags
Posts with hashtags have their engagement rate twice as much than without. But making it too long or too complex can overbearing. It makes the message difficult to read, especially with common practice of using this in the main message rather than signing off with it in the end. If #you #dothis you're not #going to #get the #right #results. No one will take time to decode your message.
Don’t Run Your Ads 24/7
Running a campaign round the clock is a waste of money and resources in most cases. While you run campaigns, you notice some days and times do better than others. The Ad Manager allows you to break your campaigns by the day, so you can find when your ads perform the best. This lowers your cost and ensures you’re reaching your audience most effectively.
Not Engaging Your Facebook Community
One of the fatal mistakes many businesses continue to make is the "post and run” strategy. Create a sense of community around your brand with social media. Reply 2 - 3 posts every day. Focus on your target audience first and nip the urge of selling products, instead, provide encouragement or value.