6 Ways to Prevent Common Problems for Facebook Advertising – Complete Version

Reliable statistical surveys have consistently identified that Facebook can attract up to 2.93 billion users per month in the first quarter of 2022, making Facebook one of the social media platforms with the most active users per month worldwide.

However, even though Facebook is an extremely popular social media platform, it doesn’t mean that marketers or brands who want to expand their customer base will move themselves to invest huge budgets to make your advertising campaigns reach millions of people. Because that might become too much and over budget without getting any benefit back. This is just a small example because this article will introduce 6 common problems that many marketers and brands encounter on a daily basis, along with ways to avoid those problems, and tips that will help improve the efficiency of your Facebook advertising campaign strategy. Guaranteed that after reading this, you will be able to run a Facebook advertising campaign with confidence and no worries.

1. Shake Off Bad Ideas (Facebook Ads Are Not Suitable for My Company)

There are many reasons why brands decide not to choose Facebook as an online marketing channel, whether it’s due to the belief that Facebook doesn’t have good enough tools to manage advertising campaigns or that it’s too complicated, and the belief that advertising campaigns on Facebook are too expensive.

But in reality, online marketing in other channels also has similar disadvantages. Believe me, no matter what channel you use to run an advertising campaign, if you have a clever and thorough strategy, the results will never disappoint.

If a brand is considering creating an advertising campaign on Facebook, the first thing to do is start checking the budget for advertising, whether it’s considering a daily or long-term budget, and take the time to understand the possibilities of each campaign. With the potential of Facebook, it is believed that businesses of all forms and sizes can reach customers precisely as desired. In addition, Facebook ads also have many features designed to help users of “all levels” manage and customize ads as needed. It can be said that Facebook has included everything necessary for marketers. You just need to take some time to study and understand it to give wings to this Facebook ad tool.

2. Set Campaign Objectives (Objective) Incorrectly

The starting point of every marketing strategy is to define objectives that align with the needs, then sit and watch the results that occur to see if they match what was thought. For creating an advertising campaign on Facebook, it’s the same. Facebook divides these objectives into three categories:

All 3 categories can be further divided into 13 objectives:

• Store Traffic
• Reach
• Traffic
• Engagement
• Lead Generation
• Video Views
• Messenger
• Catalog Sales
• Event Response
• Page Likes
• App Installation

Campaign objectives can be changed at any time. You can try running small campaigns to evaluate the results before gradually expanding to reach the target audience better.

3. Targeting Too Broad (or Too Specific)

Defining the target audience is important. It may seem a little difficult to ensure that the campaign targeting is not too narrow or too broad. Therefore, knowing your brand’s customer base is the first important step to do, whether starting with age, gender, income, marital status, education level, as well as hobbies, political values, and other interests.

The more detailed you know, the better the targeting definition will be. Then, whether you start running campaigns through various features of Facebook Ads such as Core Audience, Custom Audience, and Lookalike Audience, it will be easy immediately.

4. Choosing the Wrong Ad Type

On Facebook Ads, there are many ad formats that brands can choose from, whether it’s a general image, an infographic image, a video clip, or a Carousel image. When the brand sets objectives that align with the desired goals, as well as defining the target audience, the process of choosing the ad format is just as important.

Choosing an ad format that is consistent will help improve the effectiveness of the advertising campaign.

For example, how to use ad formats to meet the needs are as follows:

• Image Ads are an easy-to-understand ad format that can communicate clearly and directly.
• Video Ads can help tell stories and explain the content of the advertising campaign more than images.
• Carousel Ads can display multiple items from the same collection.
• Collection Ads can attract people and educate them about products through product browsing on mobile devices.
• Instant Experience Ads can present products and brands in a variety of ways within a single ad.
• Stories Ads present products or services through Stories, helping the brand feel closer to customers.
• Slideshow Ads present stories in a sequential manner.
• Messenger Ads help the brand communicate and respond to customers better.
• Playable Ads allow customers to experience and help stimulate app downloads.

5. Not Using Analytics Tools

Letting an ongoing advertising campaign float aimlessly because you think “the campaign is so successful that nothing can stop it.” Such thinking is strictly prohibited. If a brand or marketer does not continuously monitor the campaign, it will be difficult to measure the true results that can be achieved. Monitoring the advertising campaign to see if it is functioning well, because if it is not good enough, it will start looking for new directions to run the advertising campaign.

Therefore, using analytics tools such as Google Analytics or Facebook Analytics to constantly monitor various aspects is one of the most important steps in running an advertising campaign.

6. Doing A/B Testing on Facebook

The main problem that marketers and brands often encounter is that no matter how much budget they spend on running advertising campaigns, sales don’t increase. Sometimes the results actually cause likes and shares to decrease. Therefore, doing A/B testing to turn the situation around is essential. Many marketers have high egos but fail to realize that being conceited that they know everything will ruin everything more than anything else.

For anyone who looks confused about what A/B testing is, don’t be surprised. Because A/B testing simply means testing which of two ads (or more, just call the names A/B/C/…. Testing) performs better. For example, if you want to know which of two CTA buttons is better, just control the variables and details of the advertising campaign except for the CTA button, then just wait and see the results and apply them to the actual advertising campaign. This will help save the budget that might be wasted.

When a brand spends time planning and considering objectives, target audiences, ad formats, and others sufficiently, they will discover that these methods will help save excess costs and improve the efficiency of the advertising campaign. However, if you are a newbie who has just entered the social media marketing world, please remember that learning from mistakes is an excellent opportunity for future growth.

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Relevant Audience is a company providing services related to Digital Performance Marketing Agency, with the main goal of providing digital marketing services to help businesses reach target audiences who are looking for products or services at the right time, place, and device through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization) to Influencer Marketing and are also part of the Google Partners program.