The Biggest Mistakes Marketers Make on Facebook

Last updated:
January 9, 2023

Investing in paid social media advertising can be highly beneficial for all kinds of businesses; however, not having knowledge or experience on the platform can cause issues while establishing campaigns. Establishing your presence on Facebook is challenging work since its changes are never-ending. Look at marketers' significant mistakes while promoting their products and services on Facebook.

The Benefits of Using Facebook

Social media platforms provide companies with the opportunity to reach their target audiences. Facebook and Instagram will continue offering innovative features for advertisers and users. Companies should use these features to communicate their message and value effectively.

A lot of people use Facebook's suite of apps, providing an opportunity for businesses to remarket to past visitors and purchasers. This encourages them to return to the website and is a great way to generate leads.

Companies can use Facebook and Instagram to search for new clients who have yet to be exposed to their brands. A primary objective of marketing is providing answers to people's problems. Marketers on Facebook can display precisely directed ads to inform potential buyers about available solutions. Facebook represents a place of discovery for consumers, and companies can use it as a platform to tell gripping stories that attract fresh users to their websites.

RELATED: Why Social Media Marketing Is Important?

Common Errors that Marketers Make on Facebook

Lacking Clear Objectives

Achieving success in their marketing strategy is integral for business owners, which includes determining KPIs (key performance indicators), understanding net profit margins, and discovering the average lifetime value.

Paying attention to Vanity Metrics

Although impressive on paper, metrics like page likes, comments, and website traffic do not always increase conversions. If a company's goal is to get more leads or sales, these vanity metrics should only be used as indicators to track progress and not the primary measurements for success.

Unnecessarily Restricting Audiences

Companies mistakenly restrict their Facebook Ads to overly-specific audiences, resulting in high CPMs and inadequate performance. Focusing on a more general audience can result in better conversion rates and outcomes overall.

Facebook has created a great machine learning program for marketers that does a fantastic job pinpointing who in the crowd has the highest probability to the conversation. Don't be scared to try bigger audiences—especially if your Pixel has enough data for the algorithm to optimize.

Incorrect Setup of Pixel

Incorrectly configuring your Pixel and categorizing Pixel activities is an everyday misstep marketer commit when advertising on Facebook. Setting up the Pixel appropriately is essential for achieving success with this platform.

Make sure to finish the following tasks before initiating any campaign:

  • Enable advanced matching.
  • Verify your domain.
  • Properly rank events in the Aggregated Event Measurement tool.
  • Turn on the Value Optimization Toggle.
  • Stay up to date with current tracking limitations on Facebook.

After a company adds the Facebook Pixel to its website, it can use techniques such as remarketing and Lookalike audiences to benefit from the mass of data available on the platform.

RELATED: 10 Social Media Content Ideas to Boost Engagement

Causing Difficulty in the User Checkout Process

While social media users are not typically in search of buying, they spend their free time absorbing content from beloved producers, friends, and relatives. Therefore, companies need to guarantee that their purchasing processes are effortless. If a potential customer selects to purchase the product or service advertised on social platforms, the check-out process must be smooth with no hindrances that could cause them to abandon their conversion. Here are some suggestions:

  • Add payment plug-ins.
  • Prioritize fast load times.
  • Utilize DPAs (dynamic product ads) to drive users directly to the product page.
  • Make the conversion process as seamless as possible.

Not Taking Advantage of Promotions

If a user visits your website but does not make a purchase or conversion, offering a small promotion can incentivize them to revisit the site and complete that transaction. Provide an additional push to get that user back to your website. Here are a few examples of promotions you can offer:

  • Free shipping
  • A small discount code
  • Access to a particular sale

Not Checking Audience Overlap

Not checking for audience overlap can cause issues for multiple reasons:

Lack of Targeting Clarity

Failing to check audience overlap can cause ambiguity in the targeting options that are performing the best. Users with feet in different pools can convert, and Facebook will choose the most recent audience they were in to see the conversion. However, this audience isn’t always the one with the most significant effect.

Increased Ad Fatigue

Ad creative fatigue can quickly set in for users when audiences overlap. If you serve ads to users from multiple ad sets or campaigns, the frequency numbers you see only correlate to that individual ad set or movement. Fully understanding saturation across those levels can get complex.

RELATED: How can I use ChatGPT for Social Media Marketing?

Making Large Decisions Based on Little Data

Making adjustments in the account too often can lead to your campaign getting stuck in a perpetual learning phase. Give your campaign time to get through the initial learning phase. Learning steps are typically active for the first seven days of a campaign. Anytime you make a change, there’s an adverse effect. Ensure you look at enough data to make large-scale decisions, or you could be doing yourself a disservice.

Lacking Creative Type Diversity

Serving only one creative type limits your ad campaign. Many companies only do the creative type that converts best, but this limits the conversions and puts a crutch on the data. Some people like videos, some people like DPAs—everyone has a preferred method of media consumption. Limiting campaigns to just one way removes the possibility of converting other people.

Failing To Monitor Ads Consistently

One of the biggest marketing mistakes on Facebook is not being vigilant about budget reallocation and feeding what’s working. You must continuously analyze campaigns and test your prior assumptions to find the most success.

It is essential to evaluate audience sizes and current ad frequency to increase budgets within individual campaigns or ad sets. Advertisers who see good returns within a specific ad set might push the budget without realizing the frequency is high and the ad set is already saturated. This may still show a high ROAS (return on ad spend), but it will also leave a lot of ROAS on the table, which the company could capture if it scaled back and avoided oversaturating the market.

Using Facebook as the Only Source of Marketing

Facebook is the perfect way to direct website visitors through social media. However, relying only on social media as a marketing tool is not ideal. The top businesses obtain traffic from different sources. Invest in paid services like Google PPC, email campaigns, SEO, blog post, video post, and other avenues.

Twelverays specializes in professional Facebook advertising campaigns. Our team comprises experts who are up to date on the platform and closely monitor industry trends. Contact us for a free consultation now!

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