We’ve made over $10M for our clients with Facebook Ads.
Every time we audit a new client's account they are almost all making the same mistakes.
Here are 9 mistakes to avoid if you want to kill it with Facebook Ads:
Every time we audit a new client's account they are almost all making the same mistakes.
Here are 9 mistakes to avoid if you want to kill it with Facebook Ads:
1) All placements
Pretty much every time we run ads to “all placements” our CPA goes up.
Depending on the creative try targeting just FB feed, Instagram Feed or stories and you should see your ad costs drop.
Pretty much every time we run ads to “all placements” our CPA goes up.
Depending on the creative try targeting just FB feed, Instagram Feed or stories and you should see your ad costs drop.
2) Testing budget too high
Most people set their budget for an ad set at $20-$50.
FB’s main priority is to spend your money so they will spend your daily budget even if your CPA sucks.
Test smaller at $5-$10 a day so FB has to find the cheapest placement in the auction.
Most people set their budget for an ad set at $20-$50.
FB’s main priority is to spend your money so they will spend your daily budget even if your CPA sucks.
Test smaller at $5-$10 a day so FB has to find the cheapest placement in the auction.
3) Multiple interests per ad set
Most of the time I see people pairing 2-5 different interests in 1 ad set.
How are you supposed to know what’s working if you have multiple interests?
Only have 1 interest per ad set so you can clearly see which one converts.
Most of the time I see people pairing 2-5 different interests in 1 ad set.
How are you supposed to know what’s working if you have multiple interests?
Only have 1 interest per ad set so you can clearly see which one converts.
4) Demographic targeting
Make sure the demographics you target are set to your ideal avatar.
Seems simple but a lot of people miss this. Age range, country & gender should all reflect your ideal customer.
Don’t be the female fitness coach who is targeting males.
Make sure the demographics you target are set to your ideal avatar.
Seems simple but a lot of people miss this. Age range, country & gender should all reflect your ideal customer.
Don’t be the female fitness coach who is targeting males.
5) Not split testing correctly.
I look at the ads within 1 ad set and it’s full of different copy, headlines, images etc.
The whole point of split testing is to test 1 variable at a time.
Make sure you’re clearly testing 1 variation.
EG: 3 ads, 1 piece of copy, 3 images.
I look at the ads within 1 ad set and it’s full of different copy, headlines, images etc.
The whole point of split testing is to test 1 variable at a time.
Make sure you’re clearly testing 1 variation.
EG: 3 ads, 1 piece of copy, 3 images.
6) Landing page congruency
Because people go crazy split-testing different ads and angles they forgot one of the biggest influences on conversion… congruency.
Because people go crazy split-testing different ads and angles they forgot one of the biggest influences on conversion… congruency.
I see ads that promise one thing and then the headline on their landing page promises another.
Make sure the messaging in your ad always matches the landing page you send them to.
Make sure the messaging in your ad always matches the landing page you send them to.
7) Not using the data
Most people just focus on which creatives are working best.
But to fully maximise ROAS use the data and analyse what placements, age ranges and genders are responding best to your ads.
Optimise and scale based on this.
Most people just focus on which creatives are working best.
But to fully maximise ROAS use the data and analyse what placements, age ranges and genders are responding best to your ads.
Optimise and scale based on this.
8) Scalping by increasing the budget
Probably the biggest one I see; trying to scale horizontally.
Increasing the ad set budget slowly every few days by 20% just doesn’t work.
Probably the biggest one I see; trying to scale horizontally.
Increasing the ad set budget slowly every few days by 20% just doesn’t work.
It throws the algorithm off and your results suffer.
Scale by duplicating winning ad sets and combining them in a CBO.
Scale by duplicating winning ad sets and combining them in a CBO.
That’s all of them.
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1. Follow me @ohalloran_sam for more
2. RT the tweet below to show some love
Thanks for reading!
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