Top 6 Common Mistakes to Avoid in Meta Advertising to Save Money

When running Meta ads, our primary goal is to boost brand awareness or drive sales. However, even seemingly minor mistakes can lead to significant losses. Today, we’ll summarize the common oversights and errors that Meta advertisers often make:

01.Don’t Exclude Converted Audiences!

Since our advertising setup needs to target different demographics, it is not advisable to allocate ad budgets to users who have already purchased our products. This segment of users should focus on repeat purchases rather than redundant marketing. Additionally, repeatedly showing ads to existing customers can lead to annoyance, increasing ad fatigue and diminishing the chances of successful engagement.

By focusing on new potential customers while nurturing existing ones through different strategies, you can optimize your advertising efforts for better overall results.

Specific Execution Steps:

A. Create Custom Audiences for Users Who Visited Specific Pages:
Set up a custom audience specifically for users who have visited particular pages on your website. This allows you to tailor your marketing efforts to engage potential customers based on their interests and behaviors.

B. Use the “Exclude” Function in Your Campaigns:
Implement the “exclude” feature in your ad campaigns to stop targeting users who have previously purchased from you or visited specific pages. This helps avoid redundancy in your marketing and ensures your ads reach fresh audiences.

02.Excessive Text on Ad Images!

Experienced advertisers know that a few years ago, Facebook had a strict guideline regarding the amount of text on ad images, limiting it to 20%. This meant that if 80% of your ad image was covered by text, Facebook could outright reject your ad.

Although this hard rule is no longer in place, Facebook still recommends keeping the text on ad images to a minimum. If you’re unsure about what text density is appropriate, it’s advisable to use Facebook’s Text Overlay Tool to test your images.

Of course, if you believe that your product requires a higher text density for effective presentation, that’s perfectly fine. Facebook won’t directly reject your ad, but be aware that such ads may have a more limited audience reach. Balancing text and visuals is key to maximizing engagement and ensuring your ads perform well!

03.Not Adding Subtitles to Video Ads

Some advertisers may be overly confident, believing that their video content is so captivating that it doesn’t need subtitles to engage every viewer. However, the reality is that most users have videos set to autoplay without sound or are in environments where they cannot turn up the volume. Trust me, adding subtitles to video ads can significantly increase viewer retention.

Therefore, in addition to showcasing your brand early in the video, it’s crucial to design your ads with subtitles for users who have their sound turned off. This ensures that your message reaches a broader audience and keeps viewers engaged, regardless of their audio settings.

04.Frequent Changes to Ads

Some advertisers may become anxious and rush to see results just a couple of hours after launching their ads. If the ads don’t show immediate improvement, they often assume the ad isn’t performing well and quickly make adjustments to the content. This approach is highly discouraged.

When Facebook starts running ads from our ad set, it needs to show them to different types of users to identify who is most likely to drive conversion events. This process is known as the “learning phase.” Each time we make significant changes to the ad campaign, it takes at least 1-2 days to draw conclusions. If we lack the patience to wait for results and frequently modify the ads, we place additional burdens on the machine learning process, which can prolong the learning phase.

To achieve better performance, it’s essential to give your ads enough time to gather data and optimize before making changes.

05.Blindly Conducting A/B Tests

Marketing budgets are often limited, so even though A/B testing is a valuable tool, it shouldn’t be done too frequently, and it’s crucial to ensure that the elements being tested are relevant. Otherwise, it just becomes a waste of money.

If you’re unsure how to conduct effective A/B tests, you can refer to a simple A/B testing priority strategy.

Additionally, it’s not advisable to test too many elements simultaneously, as this will make tracking results extremely difficult. For instance, if you test five ad variations, that could result in 625 different ads, each needing to gather enough data. The workload and complexity of this can quickly become overwhelming.

To help streamline your testing process, here’s a suggested list of A/B testing elements to consider:

  • Target Market
  • Audience Interests
  • Operating Systems
  • Age Range
  • Gender
  • Ad Images
  • Headlines
  • Landing Pages

06.Ignoring Ad Frequency

Ad frequency is a crucial metric on Facebook that indicates the average number of times users have seen your ad. However, when people see the same ad more than twice, the click-through rate tends to decline. Once the same ad is shown more than five times, the cost per click can significantly increase compared to the first exposure.

Based on standard advertising statistics, it’s generally advisable to maintain your ad frequency within the range of 3-5 impressions. Keeping your ads fresh and avoiding excessive repetition can help sustain user engagement and optimize your advertising budget. Monitoring ad frequency regularly allows you to adjust your strategy, refresh creatives, and ensure your audience remains receptive to your messaging.

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