THE MOST COMMON FACEBOOK AD MISTAKES (AND HOW TO AVOID THEM)
THE MOST COMMON FACEBOOK AD
MISTAKES
(AND HOW TO AVOID THEM)
AGENDA SPEAKERSINTRO
THE STATE OF FACEBOOK ADS
ACCOUNT SETUP MISTAKES
AD MANAGEMENT MISTAKES
Q&A
LAUREN GREENBERGSOCIAL MEDIA ANALYST
RACHEL YANEYSOCIAL MEDIA ASSOCIATE
STEPHEN MURPHYDIRECTOR OF MARKETING
PAID SEARCH | SEO | DISPLAY PAID SOCIAL | AMAZON | MARTECH
DECODINGWHAT MAKES PEOPLE CLICK
Employees
Global Offices
Retail Clients
Certifications
130+
3+
120+
315+
YOU?
GET A SOCIAL “SPEED AUDIT”www.netelixir.com/contact
FACEBOOK ADS HAVE SEEN AN INCREDIBLE RISE
2018 PROJECTS FACEBOOK TO
BE >20% GLOBAL AD
MARKET SHARE
THE APPEAL IS ESPECIALLY
HIGH IN RETAIL
SMALL BLUNDERS CAN HAVE A MAJOR IMPACT ON YOUR RESULTS
LET’S DIG IN!
MISTAKE #1: POOR CAMPAIGN
ORGANIZATION
MISTAKE 1:POOR
CAMPAIGN ORGANIZATION
• Bad campaigns start with a poor account setup
• Difficult to manage long-term
• Makes reporting a nightmare
Campaign 1 Campaign 2 Campaign 3 Campaign 4
Ad Set 1
Ad 1
Ad Set 2
Ad 2
Ad Set 3
Ad 3
Ad Set 4
Ad 4
SOLUTION:BUILD A CLEAR
HIERARCHY BEFORE YOU
START
• There’s no “definitive” way to do it, but in general focus on:
• Campaign = Objective• Ad Set = Audience• Ads = Specific Offers, Ad Type, Ad Copy
Variation
Campaign 1
Ad Set 1
Ad 1
Ad Set 2
Ad 2 Ad 3 Ad 4
ORGANIZED CAMPAIGN HIERARCHY EXAMPLE
Prospecting Buyers
Ad 1
Lookalike Shoe Buyers
Ad 2
Shoe Buyers Handbag Buyers
Ad 1 Ad 2 Ad 1 Ad 2 Ad 1 Ad 2
Retargeting Buyers
Lookalike Handbag Buyers
MISTAKE #2: NO NAMING CONVENTION
• Similar to our first point, lack of naming convention makes reporting and historical analysis a nightmare
• Especially when you transfer to an agency or bring on new team members
MISTAKE 2: NO NAMING CONVENTION
• Create a naming convention that is consistent, intuitive and flexible
• Your naming convention can include information like:
• Objective
• Audience• Ad Type
• Frequency
• Date • Number of Creatives
SOLUTION:A NAMING
CONVENTIONGUIDE FOR
ADS!
aug_dresses_carousel_v1
month_category_adtype_version
Key• nxp: this stands for NetElixir prospecting• dib: this stands for demographic, interest, behavior. This means we are targeting the campaign to that criteria• lal: this stands for lookalike and means the campaign is using a lookalike audience
MISTAKE #3:BOOSTING POSTS
MISTAKE 3:BOOSTING
POSTS
• It may be tempting to hit the Boost Post button…but you must resist!
• We tend to see higher CPC, lower conversions
SOLUTION:CREATE A PAID
AD
• While it may take a little more time, having the discipline to build an ad will yield better results
• More control over CTA, outcomes, and targeting
• Let’s take a look at a real client test we ran…
KEY FINDINGS:• Boosted post performed better for actions taken on Facebook (Reach,
Page Engagement, Relevance Score)
• Paid Ad performed better on business KPIs (CTR, Orders, Sessions, CPC)
ACTUAL TEST:
MISTAKE #4: EDITING LIVE CAMPAIGNS
MISTAKE 4:EDITING LIVE CAMPAIGNS
• The learning phase starts over
• Difficult to compare the effects of changes
• May cause an interruption in service
SOLUTION:DUPLICATE
BEFORE CHANGING
• Duplicating keeps the old ad alive while you get the new one running
• Allows for seeing effects of the new changes
• Easier to switch back to original if needed
ORIGINALLAL_EMAIL_SUBSCRIBERS
DUPLICATED AD:LAL_EMAIL_SUBSCRIBERS_JUNE
MISTAKE #5:RESTRICTING PLACEMENTS
MISTAKE 5:RESTRICTING PLACEMENTS
• Facebook allows you to choose where on the platform to show your ads…but should you?
• Selecting only one or two placements can hamper your reach, conversions, and clicks
SOLUTION:TRUST THE
ALGORITHM
• Select all the placements when running new campaigns or ads
• After getting sufficient data, you can filter out each placement to see its performance
MISTAKE #6:RUNNING THE SAME
CREATIVE
MISTAKE 6:RUNNING THE
SAME CREATIVE
• Creating new ad copy, imagery and CTAs for every campaign can be tedious, but you’ll miss out on valuable opportunities
• The creative should be based on the audience seeing the ad
SOLUTION:MAP YOUR
CREATIVE TO AUDIENCE SEGMENTS
• Tailor ad copy and creative specific to your audience
• Avoid grouping gender specific creatives together
• Test which copy and creatives resonate best with your audience
Prospecting Retention
Introduce the brand and unique selling points
Inspire to repurchase or take a desired action
MISTAKE #7:YOUR AUDIENCES ARE TOO
BROAD
MISTAKE 7:YOUR
AUDIENCE IS TOO BROAD
• You can no longer get away with targeting large, broad audience groups and expect great results
• More advertisers on Facebook = more competition
• Lower quality traffic
SOLUTION:HYPER
TARGETING IS YOUR FRIEND
• Take advantage of Facebook detailed interests, custom audiences, and high LTV audiences
• Use your website pixel to create website visitor audiences and lookalike audiences
MISTAKE #8:IGNORING EXCLUSION LISTS
MISTAKE 8: OVERLAPPING
AUDIENCES• Wastes your budget on the same audiences
• Ad sets will compete against each other in the auction
• Plummeted performance on ad sets
SOLUTION: ADD AUDIENCE
EXCLUSIONS
• Add the appropriate audience exclusions to specific ad sets
• Existing buyers to prospecting• Lookalikes from lookalikes
• Current email subscribers to lead generation
• Utilize the delivery insight tool feature
LEAD GENERATION
EXAMPLE
PROSPECTING EXAMPLE
MISTAKE #9:YOU AREN’T RUNNING
DYNAMIC ADS
MISTAKE 9: YOU AREN’T
RUNNING DYNAMIC ADS
• Showing users less tailored content
• Failing to utilize retargeting and broad targeting audiences feature
• Ad fatigue is more common
SOLUTION: DYNAMIC
PRODUCT ADS ARE YOUR BFF
• Retargeting users with products they viewed/added to their cart
• Find users who haven’t visited your website, but are looking at similar products
• Show users a specific product set and let Facebook choose which products to feature
• Saves client and agency time
MISTAKE #10:YOU AREN’T LOOKING AT
THE RIGHT METRICS
MISTAKE 10: YOUAREN’T LOOKING AT
THE RIGHT METRICS
• Not all metrics are created equal, but there are so many too choose from
• It’s a common mistake to focus on the wrong metrics when they aren’t relevant to campaigns
SOLUTION:ALIGN YOUR METRICS TO
YOUR BUSINESS OBJECTIVES
• Understand the true definition of what each metric is
• Knowing the appropriate time to use each metric
• Understanding which metrics matter
• Landing page views vs. link clicks
• Click through rate (link) vs click through rate (all)
Goals Engagement Conversions
Metrics • Shares• Mentions• Comments• Reactions• Likes
• Website purchase conversion value
• Orders• Return on Ad Spend
WHAT TO DO NEXT
SUGGESTIONS
• Do an audit of your account setup. Are you satisfied with the current state?
• Learn about the many features of the Facebook Ad Platform, including the advanced features.
• Document your strategy and see if you are making any of these mistakes on your own.
• Train your team on these points!
GET A SOCIAL “SPEED AUDIT”www.netelixir.com/contact