1. Erroneous targeting of overlapping audience segments
When viewing ads, a certain part of users may correspond to several targeting settings at once. Their display in different groups often causes the following problems:
the specialist has difficulty choosing more effective targeting options;
the attentiveness of users is reduced due to frequent viewing of ads.
To eliminate this problem, you can use the Facebook tool, which demonstrates the intersection of several audiences. To do this, go to the "Audience" section, in the account settings. Then you need to mark the segments of interest and proceed to "Show audience intersection".
This tool will help you compare the composition of saved and customized audiences and assess the degree of their intersection.
2. Incorrect optimization
Facebook has several ways to optimize ads, depending on the chosen campaign goal, for example, by reach, landing page views, leads, etc.
In the settings of the ad group, an event is selected for which the group will be optimized. This setting determines who will see the ad. If the advertiser chooses optimization for clicks on the link, Facebook will deliver the ad to those who are more likely to be tuned in to the transition.
An incorrectly set goal can lead to incorrect optimization, as well as to a decrease in efficiency.
3. Incorrect budget planning
A large number of settings in the advertising cabinet can easily confuse, so only experienced advertisers can manage the budget in Facebook Ads. The daily budget allows you to balance expenses by day and bring the maximum conversions. However, even with the inefficiency of advertising, money calculated for daily promotion is spent.
The budget for the entire validity period is within the limits of the amount that is allocated for promotion for the entire time of ad serving. This option is designed to optimize advertising for the entire period of the campaign. But uneven spending of money can seriously complicate budget management.
The apparent futility of Facebook campaigns or the result that does not meet expectations may indicate an incorrect allocation of funds for advertising.
4. Audience segmentation
Logical and motivated segmentation is welcome, without unnecessary restrictions on the audience. Excessive narrowing can be a disadvantage for Facebook campaigns. They will not leave the learning phase and this will lead to the fact that advertising will not bring the expected result.
It is known that the smaller the audience on Facebook, the higher the CPM. That is, the coverage of the same audience will be more expensive if you split the targeting options not into a smaller, but into a larger number of ad groups.
5. Manual allocation of placements
Many advertisers, while setting up campaigns, are tempted to manually select ad display locations, which can significantly harm the work of the campaign.
The audience for which the ad is intended is selected by algorithms in accordance with the specified targeting. That is why it will be the same regardless of the ad placement locations.
Limiting the placement locations may reduce Facebook's ability to achieve results. But for the same audience, Facebook will show ads less often and thereby reduce spending, which, as a result, will increase revenue.
In order to accurately select places, it is necessary to first set the automatic selection of placement, and only then switch to manual configuration. In this way, it will be possible to rely on data, choosing the most effective placement locations for business.
6. Underestimating the sales funnel
Facebook advertising aims to familiarize the user with the features of the sales funnel.
Launching a campaign with the goal of "Reach", "Video Views" or "Engagement" requires creating remarketing lists to show the audience a call-to-action ad on top of the funnel in the rest of the funnel. So the audience will be guided through all the stages of the funnel. If you ignore it, you will not be able to benefit from the launched campaigns.
7. Using tired creatives
The same creatives can not only significantly reduce the effectiveness of advertising, but also cause negative associations among consumers in relation to the brand. Anyone will be annoyed by the repetition of an already boring advertisement. Changing creatives in the campaign will help to get rid of the problem.
One of the main reasons for the lack of creative updates during the campaign is the time-consuming process. However, there are several ways to simplify the creation of creatives:
Motivate yourself with the works of other brands. Instagram Facebook Ads, Instagram, etc.
The examples of creatives are placed in the advertising library and there are also collected ads launched in Facebook Ads, etc.
Select images in stock photos. Try not to use top-end illustrations, as they have already become boring to users and may not work.
Use the banner designers. Templates for posts, covers, avatars, as well as other illustrations are offered. The interface of such designers is convenient, which makes it accessible not only for designers.
Subscribe to graphic sites. You will be able to use and edit ready-made templates for advertising.
We recommend typing in the search query to find creatives in Yandex and Google search and proceed to the "Pictures" section.
An effective way to solve problems
Make sure that the audiences of campaigns and ad groups are not competitors for the same audience.
Check if the campaign goals are set up correctly and you will have no problems with optimization.
Establish whether the advertising budget is calculated correctly in the campaign.
Don't try to narrow the audience too much so that campaigns have the opportunity to get out of the learning phase.
At the very beginning of the campaign, upload an automatic selection of placements. Choose manual control after you collect data on the effectiveness of the sites.
Set up campaigns to transfer users from any stages of the sales funnel.
Use different creatives in your advertising campaign.
