7 Crucial Mistakes to Avoid When Using Facebook to Advertise Your Business

By Kimberly Clark December 28, 2019

Editors note: Today’s post is a complete guide about Facebook ad mistakes. The post has been written by Kimberly Clark.

Kimberly, take it away.

When I started with Facebook Ads, I found the process rather easier compared to other forms of advertising I had used previously.

Apart from being easy to use, Facebook ads are also cost-effective.

But the best thing is that it is an effective channel for ROI on your brand marketing, and every business should include Facebook Ads in their marketing budget.

If you have been advertising on Facebook, you should have started seeing the returns.

When you follow the right procedure, Facebook ads can give you conversions or engagements from the very first day. But it is not always the case.

In this post, you will learn about seven of the top mistakes marketers do when advertising their businesses on Facebook.

And I guess you have a few or all of these mistakes in your brand marketing with Facebook Ads.

You will also learn how to avoid the mistakes and what to implement for better conversions or returns.

These are the seven mistakes to avoid as a marketer when using Facebook to advertise your business.

1. Missing the Specific Details when Targeting

You are marketing your business and want results – conversions, to be specific. But not everybody on Facebook is going to buy your product or sign up for your newsletter.

Knowing that there are well over 2.38 billion users active each month on Facebook, your target should be to reach the number of people that matter to your business.

First of all, your expectations should be realistic. You do not want to target 20 million people living in one city because not every city resident is interested in your offering.

When you target a broader audience, you may think that you reach more prospects and make more sales.

But the truth is that your experience will grow worse because you are paying to get your Ads in front of an irrelevant audience.

You also want to understand who your potential customers are based on your business model.

Filtering the audience based on people’s interests when advertising on Facebook is a mandatory step.

For instance, if you are selling baseball accessories, you will want to target people who are into sports and specifically like baseball as their hobby.

You can also filter down the audience with ages and gender.

Understanding where and how your business operates also allows you to advertise to the relevant audience.

If you run a business with offices in various towns, you will want to first target those towns.

If you offer international or inter-city shipping of your products, then your targeting can grow to include the people in those areas you can deliver to.

Targeting an international audience is simple when you are selling online services.

Digital products that can be downloaded after payment are also easy to sell to any part of the world.

But if you have to deliver physical goods, you should give a clear statement elaborating the shipping methods you use and what it will cost the customer.

2. Avoiding Video Ads

Whenever you create an ad on Facebook, you have to upload either a photo or video for the ads.

But many people prefer photos because they are quick to set up. A photograph or a graph about your product helps your audience to make a quick judgment about what you are selling.

And this affects the decision – whether to click on the ad or skip it.

We all know that Video consumption has been growing over the past few years. According to BuzzSumo, content engagements on Facebook decline except for video content.

In fact, engagements on video increased by 10% while that of other types of content declined by 20%.

It translates that people prefer video content over other forms of information.

But does it work with advertising on Facebook? Facebook advertising works the same as the Facebook organic feed, except that the ranking differs to give users valuable information.

So, advertising with video content will allow your audience to interact with your content more.

But that is not even enough. You need to create videos explaining or showing how your products can help you potential customers achieve their goals.

It takes a short time to complete learning design and creating awesome videos that will improve engagement and conversions for your Facebook advertising campaigns.

3. Using the Wrong Ad types for Your Campaigns

Whether you are new to Facebook advertising or you have been in the field for years, this mistake is quite common.

Let me try to be a bit soft. We do forget and make mistakes here and there.

But the mistake of choosing the wrong ad type on Facebook can and does cost you your investments with little to no returns.

There are many ad types available to choose from. Your target goals should dictate the type of ads to implement.

For instance, offers are ideal when you are promoting discounts on your products with Facebook advertising.

The post engagement ads, on the other hand, will help you generate engagement on your content.

You will pay for likes, comments, and shares based on the content you post.

It is also worth noting that there are different types of ad formats that you should use to optimize your content.

Ads designed for desktops will not display properly on mobile devices.

Whenever you create an advert, you will choose whether or not you will include the ad on mobile feeds.

If so, the system will create an ad format that fits mobile users.

In case you ignore the selection of mobile ads, hand-held device users will not see your promotions.

This can largely affect the performance of your advertisements if you rely on mobile users to generate conversions.

4. Failing to Consistently Monitor Your Ads

Do you know how to fail in Facebook marketing? Set up your ads and go back to sleep.

You will only receive a notification that your budget is exhausted without making significant conversions.

The advertisements you create on Facebook require that you stay active and keep an eye on whether you are making any success.

“But the Facebook Ad reporting tool is awesome. It provides you with real-time feedback on how many ads engagements you receive and how much each ad has cost you.

It also provides information regarding the age groups, gender, and locations of the audience that engage with your adverts.”

That is what you can expect from Facebook marketers.

Yes, it is true that you can use Facebook ad reports to adjust your budget and targeting to reach the right audience.

But the story does not end there. You need to ensure that you are offering quality to your audience.

Follow up each ad you post, go through the comments and reactions and see what people feel about your brand and product.

It will help you to focus more on your customer needs to facilitate brand growth.

5. Missing on Landing Pages Tests

Landing pages are an essential part of your business website.

All your website visitors, whether from organic search, guest blogging services, or Facebook ads, make decisions based on your landing page design and content.

What they meet at their first visit dictates whether or not they are going to consume your products or services.

When setting up link clicks advertisements on Facebook, you should aim at converting the traffic you receive.

It is true that people want to save time when doing things. But they so much want to save their businesses from any mess than they would be willing to save money on a product.

Before buying a product, a customer wants to be sure it works. And by “works” we mean that the product is designed for their specific needs.

You can help your audience understand that you created a product with their needs in mind.

Try to change things around and see the results of the ad campaigns. For example, if your landing page is asking people to book an appointment mean for businesses, break it down and ask your audience what business they run and their goals.

They will feel that the appointment is meant to provide solutions for their specific needs instead of “generic” meetups.

6. Running Many Ad Campaign Tests at Once

Before you make decisions on the ad format you will be using for your campaigns, it is good to test the available options.

You also want to check on how various ad placements convert. To get realistic results, you should consider running a few ads at the same time.

Using the ad reporting tool, decide which ads show better performance.

Note down the details of each ad you were testing, including ad type, placement, audience target, age, and gender of people who responded positively toward your goals.

Running many ads can confuse your results because of mixed preferences and interests.

You will fail to identify the details that drive conversions in various ads if your targeting was different for each.

With fewer ads, you can point out the common variables that dictate the performance of your campaigns.

You can then rule out what targeting rules you should stick to for your future ads.

7. Making Decisions Based on Few Tests

Advertising has never been straightforward. For instance, during your first campaigns, you may end up with poor performance on your campaigns.

And it might seem difficult pointing out why your ads perform so poorly. Making a decision and saying that Facebook advertising has no significance is not acceptable.

Do you remember what we said about targeting? That is where your secret lies.

Each advert you create on Facebook is meant for a specific type of audience.

But to gain the desired results you have been looking for, you should ensure that your ads are served to your audience. “Your audience” on Facebook is unique for every marketer.

Based on your business model, you need to create your target audience from the previous results and targeting the audience of your competitors.

And this will help you to focus on people who are interested in your business to reduce the conversion costs.

If you have built up your audience and you still cannot achieve your results, try to check your budget.

Many marketers prefer testing their ads with a minimal budget. But making it too little will prevent your ads from reaching most of your desired audience.

And this will dictate the decisions you make about your ads.

Over to You

As a marketer, you have wanted to drive more traffic to your offers and engagements for your content on social media.

And Facebook, as one of the social media marketing tools, should give you exactly that.

If you have not been making substantial gains with your Facebook advertising, then you might have been doing it the wrong way.

The guides from Facebook help pages for businesses and top business marketers will help you eliminate many of the mistakes and start growing your business.

It all takes determination, patience, and willingness to learn.

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Kimberly Clark

Kimberly Clark is a content marketing specialist in IT & SEO, who helps clients increase their revenues by improving their organic traffic and building powerful campaign through Google Adwords. She can be reached via email at kimberly (AT) linkingaces (dot) biz.


  1. Writers & Spire says

    Thank you for sharing this. I am really struggling with Facebook ads and one of the mistakes I must admit I have been doing is avoiding Videos. My number one reason is that I find photos easy to upload and create. But Having read your article, I will try video ads soon.
    Many thanks.

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