Apparently, Facebook was one of the most utilized Ad Platforms for companies in 2020. About 9 million companies leveraged Facebook Ads for their business. And why not, Facebook has the biggest audience network globally.
So, it’s pretty logical why brands can’t avoid using Facebook. Hold on, are these brands getting the ROI as expected? As we have seen in the past couple of years, social media advertising has shown tremendous development after introducing more advertising features. Having said that, do these brands really get away with good results or fail even after spending a lot?
We are listing such mistakes and reasons for you or any brand for that matter; should avoid or at least advise your social media marketing agency.
- Limited Audience Targeting:
Anyone at first place will assume that targeting a small and highly-specific audience will save money while directing the content to only those who will click or show interest in their product or services. Hang on, you or any other marketer who’s doing so needs to stop. Your assumption should be exactly the opposite of this.
Experts have conveyed that limiting or restricting the audience is one of the most common mistakes. The broader your audience, the higher are the chances of getting more results.
For instance, if your budget is INR 10,000 and you target more than one location – Mumbai, Bangalore, Hyderabad, Ahmedabad, and Chennai, you will get more results rather than adding just one location. But, if the brand or service in hyperlocal, then your interest targeting should be broad enough to understand the estimated results. You might have to change your budget too.
- Targeting the Wrong Audience:
Identify your buyer’s persona, it is important to understand what your potential customer would prefer to see and what apart from your product is their interest, this broadens the scope of reaching to a larger audience.
Apparently, targeting the wrong audience is a concern of many marketers. If you don’t target your ads to prospects who will be interested in your offerings, you’ll waste ad spend just to find out that no one even visited your site. Simple? If you feel a particular set of an audience should be targeted separately, then why not create another ad set to target the other audience. This will help you identify a different set of interested audiences who will convert.
To avoid mistargeting in every aspect of your marketing strategy, it’s good to develop one or more buyer personas for each product or offering your company sells. Building a persona might help you learn more about how old your average buyer is, their job role, and other information that you can then use to target your Facebook Ad’s audience.
- Poor Content:
This is one of the most important aspects per se. You cannot ignore writing a hard-hitting copy and an image. Consider it this way, an image is the first thing a person looks at, then looks out for the copy and if they find something in your copy that they are looking for, bingo, the ad is a success. Your content should be so enticing for the audience that they should make the first move of clicking on the ad.
Content creation also depends on what kind of audience you are targeting, obviously, you wouldn’t want to show an ad for college students to elderly people, and hence your content should be youth-friendly. Also, do some research on your competitors, learn what they are doing, and then implement a new technique in yours.
- Do Not Skip A/B Testing
Many have questions related to A/B Testing, however, this is a great way to know which ad works better. You technically don’t rely on one ad set to get results, Facebook Ads’ A/B Testing allows you to run test ads so that you optimize the ads to get more optimum results. Today, there are many social media marketing services available but they are unaware of the A/B Testing or they might have not tried.
Let’s assume that you are very confident about your ad and its ROI, but there is still a chance it could fall for some of your targeted audience. This is why A/B Testing is imperative. With A/B Testing, you can submit multiple ad sets with different formats, images, or text, to Facebook when you launch an ad campaign. Facebook will then send different variations of the ad to a small segment of your target audience and through the learning phase, it will analyse which format gets the most engagement. From there, the ad that gets the most engagement will be sent to the bigger portion of your audience, does that ring a bell?
So, let’s summarize this, you need to:
- Build good content
- Understand and identify your buyer
- Don’t limit your ad, let it go broad
- Set goals
Don’t forget, when you create ads, you build an audience and hence you need to keep your organic approach also going on simultaneously. Apply these and you will see a difference for sure.