90% of the mistakes you make when you put in a Facebook ad! May make you pay a heavy price!



Many cross-border e-commerce sellers see Facebook as an important part of their marketing strategy. However, when it comes to advertising, opportunities and pitfalls are often present, and advertising before it's optimized doesn't help sales and conversion rates.If the method is not correct, advertisers will have little effect even if they spend more on the budget.


Sometimes it doesn't sell well, not because of the product, but because you don't sell it on Facebook (Do not have the concept, knowledge and technology of Facebook) did not find the real reason, just blindly non-stop replacement of products, to the end of advertising fees and time are wasted, or did not make money, this is the most wrong!


Here are 90% of the mistakes you make often in your Facebook ads, so take a closer look at your real money if you don't want to float.




Do not have the knowledge and sales skills of your own product market


If a business does not understand their own products, the market does not understand, also do not understand sales skills, failure is certain.



Ignoring errors with high advertising frequency


The so-called advertising frequency refers to the average number of times people can see the ads, the more often see is more likely to cause ad fatigue, affecting CTR, CPC.


  • CTR (click-through rate): The percentage of users who click on an ad after seeing an ad.

  • Cost-Per-Click (cost per click): How much do you pay for each click


You can see that when people see the same ad twice, click-through rate drops by 8.91 percent, but when the five repeated displays are repeated, the cost per click is 98.51 percent higher than the first ad serving.


In the face of this situation, it is recommended to control at most 3 to 5 can be.



Target audience settings are too broad



Facebook is a place where diverse audiences are gathered. You might think everyone is a potential customer, but you pay for it based on the number of people you've covered, so why do you spend your money on non-potential customers? The most important thing you should value in running Facebook ads is to push the right ads to the right people.


Target audience targeting is not accurate, resulting in running low-relevance ads for the wrong person to see. Ads that are broadcast in front of the wrong audience and broadcast in general in front of the right audience.


If you think your ad interaction is too low, you should first consider whether your audience is too broad.


Some people advertise with gender, region, age stratification all in the way, so you don't know which one is cheaper, and you don't know how to trade the lowest ad fees for a customer.


You can try to refine the positioning strategy, each time you add a positioning rule, to see what has changed. Improve the accuracy of your positioning strategy by trying several times.


Accurate audience targeting means that your ads are more likely to be seen by customers who might respond positively to yours than to those who don't care at all.


You can use Facebook Audience Insights to capture your target audience, and once you understand potential audience interests, it's easier to create relevant ad messages and create winning ad designs. You can add multiple interest levels so that audience members must match at least one interest at each target level.


"Detailed Goal Setting" is one of the strongest features of Facebook advertising, which can be advertised based on demographics, interests, and behaviors that specify the characteristics of the target customer, such as mountaineering stores that can identify target customers who are interested in mountaineering and outdoors. "Detailed goal setting" is also a useful trick to try entering a competing Facebook page to include rival customers in your target audience



Think Page, ad content, ad images do it casually



Even if you're targeting a specific custom audience and have ad information that's relevant to that audience, you might not be able to get ads to be viewed.


When people see any message, they are first attracted to the image and then they look at the title, which means that if neither of them attracts the user, the ad will of course slip through quickly.


An unattractive image ad often makes the following mistakes:


  • Mis-selecting images, resulting in a failure to attract attention (the picture is too unprofessional) a good creative element of the ad can help you change the performance of your ads.

  • Not using bright colors, resulting in reduced visibility 

  • The graphic advertising copy is not clearly expressed


People spend about 90 seconds visually and auditoryly interacting with the product, which in turn will make a deep impression. Color factors account for 62 to 90% of the share. So creating colorful ad images can help get more people to notice your ads.


To keep your images clear, make sure you're at least 1200 x 628 pixels to perform best on screens of all sizes. At the same time,Thumbnails of images/videos also catch the eye.



No reasonable advertising budget 


Sellers should not put all their money into a single marketing channel and need to prepare the right budget for each channel. If Facebook's advertising budget is too low, you won't get the running time or exposure required for the ideal ROI (Return on Investment, RETURN). Businesses don't need to overspend, but a low budget can also cause Facebook's ads to fail.



Too many Groups of A/B Tests set up on a low budget


While we strongly recommend using your ads for experimentation and testing, many people do not really allocate A/B Tests effectively.


Often with a limited advertising budget, not all test ideas are Good Idea, and not all eggs in the same basket are to do A/B Test. Try to control variables as much as possible, testing only one factor at a time, so that you can conduct the next experiment according to your action guide after one experiment.


At each level of your Ad Management System account, you can change and test what you want:


  • Campaigns: You want to be optimized for goals. Facebook will optimize your goals based on your purchase shopping cart.

  • Ad group: Audiences you want to target, placements, ad schedules, optimization s

  • Ads: Creative formats, copy, links, parameters, etc.



Optimizing Facebook ads too often


Many Facebook advertisers are constantly optimizing their ads, arguing that constantly changing their bids, budgets and goals amounts to faster progress. In fact, each optimization resets your ad ranking and takes your ads back to the initial stages.


By the same token, creating multiple ads doesn't necessarily give you more chances of winning. You want to have 50 conversions per set of ads a week, but if you spread your budget across dozens of ads, you might as well focus on one ad. This means you need to target more audiences by bringing together custom audiences and relying on audiences that are similar to those that are converted to your custom audience.


Facebook's ad delivery, if produced and used properly, will be very good, avoiding these minefields of the front car and making it easier to succeed.


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