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Your advertising dollars are precious, so it’s important you spend them wisely to see the best results possible. If you’re not planning properly, there are a number of ways your campaigns can fall flat and miss the mark. By avoiding these five major mistakes, your Facebook advertising campaigns will be on the way to success!

Not Considering Audience Size

Analyzing your audience size in the planning process is important in order to decide your budget and analyze your ad results. It’s easy to build an audience too narrow or too large to be effective. The key is to find the sweet spot for your campaign.

Your audience is most likely too narrow if you’re layering many interests and behaviors together. The best solution is to spread out your advertising dollars a bit further by creating multiple ad sets targeting these interests and behaviors separately for A/B testing. Conversely, layering too little can also result in an audience size too big to reach. Think about what new groups of people you really want to reach and hone in on an audience size of 1 to 2 million for prospecting or top-funnel customers.

Forgetting About Mobile

We live in a mobile-first world, so it’s crucial to plan your campaigns, copy, and imagery for the mobile user. When it comes to Facebook in particular, the majority of daily users use the social network on mobile over desktop.In fact, there were 1.15 billion mobile daily active users (mobile DAU) for December 2016, an increase of 23 percent year-over-year. The easiest way to overlook mobile is by creating ad copy that is too lengthy on mobile. When you’re in the creation process, remember to preview not only the default desktop version, but to check out the display for mobile as well to make sure your text isn’t cut off.

In the ad example below, the text copy is too long for a quick glance and the link description is too long to display completely without getting cut off. Short copy with a strong call to action will not only look great on a phone, but will also be easy to read at quick glance for any ad viewer.

Providing Information Overload

Unlike paid search, the big benefit with social advertising is the ability to target your ads to people with little-to-no intent on purchasing. Users are scrolling quickly through their feed with ads weaved in, so it’s important to inform them without overloading them with information. Too frequently we see ads that prompt you to “click more” in order to read the entirety of the text provided.

How can you expect a potential customer to read three paragraphs about your brand in an ad they weren’t looking for?

Think about your ad like you do bullets – provide little pieces of information that inform and entice the ad viewer to click. Important enough attract interest and a potential click to site, but not enough to bore or lose a potential purchaser.

Always Sending People To The Homepage

While it might make sense to direct more of your ads to the homepage, it’s not the best strategy for all of your campaigns. If your creative and copy are showcasing spring items, your ads should direct the user to a collection or items related to that theme. Nothing is worse than seeing a specific style of shoe you like in an ad and not being able to find it on the website.

An added benefit of selecting specific landing pages per ad is the ability to create custom audiences based on visitors to particular product categories or pages. If you have visitors to a landing page centered around a spring collection, you can retarget those visitors with a new ad based on other items from the same landing page.

Not Understanding Your Demo

You may think you know your target demographic inside and out, but do you? The best way to analyze your demo is by looking at Audience Insights within Business Manager. This intelligent planning tool allows you to look at the makeup of those connected to your page or any custom audience groups you’ve previously set up. You can look at demo information that will allow you to target more appropriately, like gender, age, lifestyle, location, activity, household trends, and purchase behaviors.

Many brands think the best way to drive purchases is to look at who’s already purchasing and to continue to seek out others in that same demo. It’s also important to look at trends amongst your website visitors to see how much that group differs from your purchasers. You can then devise a strategy focusing on how to get your website visitors to become purchasers. Just remember, even if you think you know all there is to know about your audiences, there is always something new to discover.


Did you make any of these Facebook advertising mistakes? If so, don’t worry! Social media advertising is all about testing, learning, and implementing strategies that have shown historical success. Always know that you can change what you have running to perform better in the future. Now go out there and dominate!


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