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Facebook Advertising Mistakes: When Duplication Becomes the Norm
On the way back from my recent Facebook
Advertising workshop in Berlin I reflected upon the mistakes that popped up
during the sessions. Some of these mistakes were common, whereas others were
directly correlated with the level of know-how each participant had.
One of these Facebook advertising mistakes stuck with me as I’ve seen it come up over and over again in my workshops irrespective of the country or continent. It had to do with duplication.
Duplication is a phenomenon that isn’t strictly
correlated with a particular industry but rather something that can emerge in
all markets. It can kill your campaigns, ad sets and ads.
Duplication per se isn’t a bad thing, however,
when you have say 140 ad sets in a single campaign with each ad set having 2
ads that you have duplicated over and over again, ending up with 280 (2×140)
ads with different ad IDs – than you have a real issue.
The attendees were wondering why the campaign
wasn’t performing. Pouring in more money wasn’t delivering better results.
Adding new ad sets wasn’t solving the problem. More so, duplicating 2 creatives
on ad level was digging the whole thing deeper into the ground.
They desperately needed a way out.
When Duplication Kills Your Ad Performance
Let’s recap briefly:
We have 1 campaign.
There are 140 ad sets in this campaign.
Each ad set is made up of 2 ads with two different images; the copy is the same, the CTA is the same, just the imagery is different. So we’re talking about a total of 280 ads.
Furthermore…
- The budget is set on ad set level. The company running these ads is not using Campaign Budget Optimization (CBO). This feature will become a default as of September 2019 (see latest announcement by Facebook).
- The 140 ad sets are targeting cold traffic only. None of the ad sets was targeting email subscribers, a website custom audience, engagement custom audiences or lookalikes based off of these warm audiences.
- The only exclusion that was made on ad set level was for customers. So we’re dealing here with huge audience overlaps. BTW the feature ‘audience overlaps’ found inside the “Audience” tab was unknown to the attendee.
- As all ads were duplicated, there are 280 different ad IDs (!!!). Social proof was almost non-existent.
Leaving Money on the Table
The crazy part of this story is the following:
The market these people are in, is absolutely amazing. They have a hugely engaged audience, individuals that are devouring every piece of content that was put out organically on the Facebook Page.
Whereas they were getting tens and hundreds of
likes, shares and comments organically on their posts, their ads were “cold” in
social proof. Nobody was engaging.
Not only that: conversions weren’t happening
either.
The ads simply weren’t appealing to the
audience. Everything the company was doing successfully on their Facebook Page
couldn’t be duplicated in the paid advertising world. The reason for that is
listed below.
Avoid These Rookie Facebook Advertising
Mistakes
Here are some of the typical beginner Facebook
advertising mistakes:
- Not promoting existing Facebook posts. Up until our workshop, the company didn’t even know about the
existence of this feature. Using an existing Page Post ID in your ad not only
helps you capitalize on all the social proof you already gathered organically
but also avoids duplication frenzies.Duplication bonanza. When
you have roughly 300 different ad IDs in a single campaign with only one
distinction, a different imagery – there’s no way on earth you can succeed
long-term.Targeting exclusively a cold audience. There’s nothing wrong in targeting people based on interests and
behavioral patterns. However, leaving warm traffic totally out of the game is a
huge mistake.Using no exclusions. This
company was excluding existing customers but that’s about it. Competing with yourself due to huge audience overlap. Those 140 ad sets based on interests were significantly overlapping
themselves, leading to Facebook spending the money on vastly the same audience.Juggling with different ad types.
The creative is the variable of success therefore it’s crucial to test video
ads, carousel ads along with image link ads. The company was only doing image
link ads.No Facebook advertising funnel.
When your entire Facebook ad funnel is made up of only one campaign, namely
conversions, it’s just a matter of time until your ads stop working.No content marketing strategy.
What most companies don’t understand is that running profitable ads on Facebook
consistently requires more than setting up a conversion campaign and rushing
people to a sales page. People want to get to know you as an individual and
business. Therefore putting out content in different forms (written, audio,
video) is a crucial part of every successful marketing and sales process
nowadays.Low budget issues. When you
have 5 USD daily for every ad set to spend and run 2 different images inside
each ad set, well that’s a little bit too much for Facebook to take. The “image
test” won’t be conclusive.Not giving Campaign Budget Optimization (CBO) a try. Fact is, the company didn’t know about this option.
As of September 2019, CBO will become the
default setting.
FACEBOOK ADVERTISING TIP: Advanced
Facebook advertisers will still be able to adjust budgets by setting min/max spend
limits on ad set level.
The above-mentioned issues aren’t a onetime happening. Actually, these mistakes are quite common among advertisers.
Whether in Berlin, London or Dubai, I like to
ensure that my workshop attendees leave the sessions with solutions to their
problems as well as a set of proven frameworks and systems that help them #1
run profitable Facebook ads and #2 better tackle future platform changes with
more certainty.
This being said, I look forward to welcoming you to one of our upcoming Facebook advertising workshops. You can find more info on Eventbrite.
What were some of your biggest Facebook advertising mistakes?
The post Facebook Advertising Mistakes: When Duplication Becomes the Norm appeared first on StrengthInBusiness.
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By Krisz Rokk
5
33 ratings
On the way back from my recent Facebook
Advertising workshop in Berlin I reflected upon the mistakes that popped up
during the sessions. Some of these mistakes were common, whereas others were
directly correlated with the level of know-how each participant had.
One of these Facebook advertising mistakes stuck with me as I’ve seen it come up over and over again in my workshops irrespective of the country or continent. It had to do with duplication.
Duplication is a phenomenon that isn’t strictly
correlated with a particular industry but rather something that can emerge in
all markets. It can kill your campaigns, ad sets and ads.
Duplication per se isn’t a bad thing, however,
when you have say 140 ad sets in a single campaign with each ad set having 2
ads that you have duplicated over and over again, ending up with 280 (2×140)
ads with different ad IDs – than you have a real issue.
The attendees were wondering why the campaign
wasn’t performing. Pouring in more money wasn’t delivering better results.
Adding new ad sets wasn’t solving the problem. More so, duplicating 2 creatives
on ad level was digging the whole thing deeper into the ground.
They desperately needed a way out.
When Duplication Kills Your Ad Performance
Let’s recap briefly:
We have 1 campaign.
There are 140 ad sets in this campaign.
Each ad set is made up of 2 ads with two different images; the copy is the same, the CTA is the same, just the imagery is different. So we’re talking about a total of 280 ads.
Furthermore…
- The budget is set on ad set level. The company running these ads is not using Campaign Budget Optimization (CBO). This feature will become a default as of September 2019 (see latest announcement by Facebook).
- The 140 ad sets are targeting cold traffic only. None of the ad sets was targeting email subscribers, a website custom audience, engagement custom audiences or lookalikes based off of these warm audiences.
- The only exclusion that was made on ad set level was for customers. So we’re dealing here with huge audience overlaps. BTW the feature ‘audience overlaps’ found inside the “Audience” tab was unknown to the attendee.
- As all ads were duplicated, there are 280 different ad IDs (!!!). Social proof was almost non-existent.
Leaving Money on the Table
The crazy part of this story is the following:
The market these people are in, is absolutely amazing. They have a hugely engaged audience, individuals that are devouring every piece of content that was put out organically on the Facebook Page.
Whereas they were getting tens and hundreds of
likes, shares and comments organically on their posts, their ads were “cold” in
social proof. Nobody was engaging.
Not only that: conversions weren’t happening
either.
The ads simply weren’t appealing to the
audience. Everything the company was doing successfully on their Facebook Page
couldn’t be duplicated in the paid advertising world. The reason for that is
listed below.
Avoid These Rookie Facebook Advertising
Mistakes
Here are some of the typical beginner Facebook
advertising mistakes:
- Not promoting existing Facebook posts. Up until our workshop, the company didn’t even know about the
existence of this feature. Using an existing Page Post ID in your ad not only
helps you capitalize on all the social proof you already gathered organically
but also avoids duplication frenzies.Duplication bonanza. When
you have roughly 300 different ad IDs in a single campaign with only one
distinction, a different imagery – there’s no way on earth you can succeed
long-term.Targeting exclusively a cold audience. There’s nothing wrong in targeting people based on interests and
behavioral patterns. However, leaving warm traffic totally out of the game is a
huge mistake.Using no exclusions. This
company was excluding existing customers but that’s about it. Competing with yourself due to huge audience overlap. Those 140 ad sets based on interests were significantly overlapping
themselves, leading to Facebook spending the money on vastly the same audience.Juggling with different ad types.
The creative is the variable of success therefore it’s crucial to test video
ads, carousel ads along with image link ads. The company was only doing image
link ads.No Facebook advertising funnel.
When your entire Facebook ad funnel is made up of only one campaign, namely
conversions, it’s just a matter of time until your ads stop working.No content marketing strategy.
What most companies don’t understand is that running profitable ads on Facebook
consistently requires more than setting up a conversion campaign and rushing
people to a sales page. People want to get to know you as an individual and
business. Therefore putting out content in different forms (written, audio,
video) is a crucial part of every successful marketing and sales process
nowadays.Low budget issues. When you
have 5 USD daily for every ad set to spend and run 2 different images inside
each ad set, well that’s a little bit too much for Facebook to take. The “image
test” won’t be conclusive.Not giving Campaign Budget Optimization (CBO) a try. Fact is, the company didn’t know about this option.
As of September 2019, CBO will become the
default setting.
FACEBOOK ADVERTISING TIP: Advanced
Facebook advertisers will still be able to adjust budgets by setting min/max spend
limits on ad set level.
The above-mentioned issues aren’t a onetime happening. Actually, these mistakes are quite common among advertisers.
Whether in Berlin, London or Dubai, I like to
ensure that my workshop attendees leave the sessions with solutions to their
problems as well as a set of proven frameworks and systems that help them #1
run profitable Facebook ads and #2 better tackle future platform changes with
more certainty.
This being said, I look forward to welcoming you to one of our upcoming Facebook advertising workshops. You can find more info on Eventbrite.
What were some of your biggest Facebook advertising mistakes?
The post Facebook Advertising Mistakes: When Duplication Becomes the Norm appeared first on StrengthInBusiness.