The #1 Biggest Facebook Ad Mistake Nearly Everyone Makes

The #1 Biggest Facebook Ad Mistake Nearly Everyone Makes


– On today’s episode, we’re talking about the number one single biggest mistake most businesses make when
it comes to Facebook ads. And 10 more mistakes to avoid as well. Let’s get to it. (upbeat rock music) Hey there, my name is Adam Erhart, Modern Marketing Strategist and welcome to the Modern Marketing
Show where we help you make marketing that matters. I’ve been running Facebook
ads for a long time. For a lot of clients, a long, long time. Basically since they first started. And I’ve had the opportunity to see what works and what doesn’t and I’ve looked over a lot of ad accounts. So when I say I’ve seen the
good, the bad and the ugly, I’ve seen it. So over the years and
through all the different ad accounts I’ve looked at and all the clients that I’ve work with and all the ad accounts that I’ve audited, well, there’s one mistake that seems to occur over and over again. So we’re gonna cover
that in just a second. But when we do, stick around
because we’re also gonna cover 10 more mistakes that you
might just be making as well. So I’m not gonna leave
you hanging any longer. The number one single biggest mistake that most businesses make when it comes to running Facebook ads is making decisions based
on insufficient data. It’s not sexy, I know. But it’s the truth. You see, the problem most people have when they’re running Facebook ads is they’re making
decisions either too early, or with insufficient data
to make the right decision. Whether this means giving
up on ads way too early, scaling too early or making
split testing decisions without enough data behind them, it’s all pretty much the same thing. And this is really dangerous territory. Because it means you could be potentially leaving hundreds, thousands, even tens or hundreds of thousands, or even millions of dollars on the table. And I see this happen all the time. When someone takes a potentially
really high performing ad and cuts it off right away. Or they see an ad that starts to get a little bit of traction and
they dump a ton of money at it, only for it to fizzle out
just a couple days later. So here’s why this is important. You see, Facebook is an algorithm and an algorithm means math. And math means numbers. Which means you’ve gotta be sure that you’re providing
Facebook with sufficient data and sufficient numbers for
them to work appropriately. And to go through the algorithm in order to find the
best possible combination of things for you and your ad. And what this means is
you’ve gotta feed the beast. You’ve gotta give it both time, and money to get sufficient results from it. This is why it’s so incredibly important to have your entire strategy thought out before you spend your first dollar. We call this full funnel marketing. And basically it means, having
your strategy mapped out from ad click all the way through to sale, and maybe even up-sales and continuity and all the stuff that occurs after that. So my biggest suggestion and
my biggest takeaway point here is that when you’re setting
up your ad campaigns, and when you’re designing everything, make sure that you’ve
done it all strategically and make sure that you’ve got
key performance indicators or KPIs all set ahead of time so you know what numbers
you’re shooting for. What is sufficient amount of time, or budget is necessary in order to decide if this is a winner or a loser. And then have a strategy in place for what you’re gonna do whether it’s a green light or a red light. Meaning whether your ads are
meeting your expectations, or falling below them. Alright, so now that
we’ve got that covered, let’s dive into the 10 more
mistakes that I frequently see so you can avoid them too. So the next biggest mistake is all about having no Pixel installed. And what this means is that when you’re running Facebook ads, you need to make sure
that the Facebook Pixel that you’re provided is installed across all of your different
websites, and landing pages, and anywhere else you’re
gonna be running traffic to. This is especially important if you’re gonna be running
conversion ads obviously as you’re gonna be optimizing
for the second step in the funnel but regardless,
you wanna make sure that the Facebook Pixel is installed across all of your online
assets and properties. This is going to allow you to collect and to basically amalgamate
as much data as possible so you can use it later
to either re-target people or to create audiences based on different actions they’ve taken. So again, make sure that
Pixel is installed everywhere. The next mistake comes down to not having enough budget per ad set. So this kinda draws on the
biggest mistake we talked about which is basically not having
enough data in general. But when you’re deciding
how to carve up your budget and which ad set to put it in, you wanna make sure that each ad set gets a sufficient amount of budget. This is because ads are
optimized at the ad set level. Which means, again,
you’ve gotta give Facebook a sufficient amount of data and a sufficient amount of budget so that they can show it to enough people to get good results. So let’s say you’re working
with a budget of $50 a day. Rather than putting it across 10 different ad sets
with five bucks in each, you might wanna put it
down to two different ad sets with $25 in each
which is going to allow you to get more data a little bit
quicker and then, of course, you can scale up the winner
and cut the loser later. The next mistake is having
too many ads per ad set. Again, this kinda draws on
what we just talked about. But when you start to really spread out all sorts of different
ads under an ad set, well, Facebook is gonna
try and pick and choose which ads to show to your audience. And they’re gonna make a
decision really quickly which may not be the best
one for your business. For this reason, try to
keep it relatively limited so you can actually get a clear indication and a relatively accurate split test with which ad is actually providing the results you’re after. The next mistake is all about
using the wrong audience size. And this could be either
using a really tiny audience of hundreds or thousands or
a massive and huge audience of millions and millions and millions. What you wanna do here is you
wanna find that sweet spot. Maybe between 500,000
and two million people, probably a rough ball park to start. And this is if you’re targeting nationally or internationally. Now if you’re targeting locally, this is a whole other story. And you can get away with
much smaller audience sizes of maybe just a few thousand people. But again, what you wanna be doing is you wanna be giving
Facebook enough data so they can optimize the algorithm to get you the results you’re after. The next mistake people make
is not using custom audiences. Whether we’re talking about audiences that you’ve built off the Facebook Pixel that you have installed or
whether we’re talking about uploading your email list
or your customer list. These are incredibly powerful audiences because basically what you’re doing is you’re giving Facebook the data with exactly who you want
and then telling them, look, these are the people that I’m after. And that moves us nicely
into the next mistake which is not using lookalike audiences. You see, a lookalike audience can be built off the custom audience
that you’ve just built. I know, if this is the first
time you’re hearing this, it might sound a little bit confusing. But once you’ve done it a few times, it’s actually really straightforward. Basically when you’re
creating a lookalike audience, what it allows you to
do is to go out there and tell Facebook, look, these customers that I’ve already got that
I’ve just told you are mine, well, I want you to find
the top 1% of people that look just like them and then Facebook is gonna deliver your message and your ads
directly to those people. This is incredibly valuable targeting and some of the best results we see, almost always come from
lookalike audiences. The next mistake that I frequently see is using the wrong conversion objective. What this means is that if you want someone to take a specific action, well then, you wanna tell
Facebook what that action is and optimize your ads for that. Don’t be shy here. You can afford to be
honest and tell Facebook exactly what you want. And it’s in their best interest
to try to get that for you. This means if you simply want clicks and traffic to your website, well, then you’re gonna wanna pick traffic. If you’ve got a video and you
wanna get more views on it, well, then you’re gonna pick video views. And if you want someone to register for a webinar or download a lead magnet, well, then you’re gonna wanna
pick the conversion objective. Not traffic, not video views, but the one that you’re actually after. The next mistake I see is not having backup ad creative on hand. This means backup ads with
text and different images, different combinations
of things you can try if your ad happens to go stale, or stops losing its effectiveness. The last thing you wanna
do is have to scramble to come up with brand new creative and find new images and write new copy as your ad is tanking. Rather, you’re much better off to have a steady supply
and a backup supply of really well-crafted ads
that you can put out there whenever you need to. The mistake after that is not
having backup ad accounts. Sometimes ads get denied. And sometimes ad accounts
even get shut down. Which is why if you’re
relying on Facebook ads as your source of
traffic, you want to have backup ad accounts in place
just in case this happens. One backup ad account is great. Two, is probably even better. And three, well, may not be a bad choice. And the final mistake that I wanna cover that I see most people
making with Facebook ads is not diversifying your ad platforms. One really is the loneliest number which means if you’re relying
solely on Facebook ads as your source of paid traffic, you might wanna start
looking into other platforms like YouTube ads or
maybe even LinkedIn ads or Google Adwords, or display
advertising, whatever it is, and whatever is best
suited for your business. But putting all your
eggs in that one basket and in that one Facebook ad
strategy is really risky. So diversify your traffic platforms and make sure you’ve got
multiple irons in the fire ready to strike whenever you need to. Alright, so there you have it. The top mistakes that I see people making. So let me ask you, have you
ever made any of these mistakes? And are there any takeaways
that you’re gonna be able to use in your business immediately? Also, have you ever had an ad denied or an ad account shut down? If so, let me know in
the comment section below and let me know what you did about it. Of course, if you enjoyed the episode, make sure to give it
that thumbs up button. Subscribe to the channel and
hit that notification bell. And if you have any
comments, tips, suggestions, or ideas for a future video, make sure to leave them in
the comment section below. So thanks for much for watching. And I’ll catch you next time
on the Modern Marketing Show.

9 comments

  1. Great video Adam, I 100% agree! Data is super important with Paid ads and you explained it here very well 👍🏾

  2. Can you do a video on how to have the cheapest CPC please? Its really important I am failing in marketing because all my ads are costing me twice of my sales. It makes no sense. PLEASE

  3. Adam, I have been trying to get into my Ads Manager since Tuesday, April 9, 2019, It is now Friday April, 12/19. It is not loading, the circle keeps going round and round. I also get this msg. "Try narrowing the time range or applying filters". So frustrating and support at Facebook, well is non exsistant..Can you help me?

  4. Hey, Adam just wanted to let you know the reason why I clicked on and watched your video, you used your full name. Thanks for the help!

  5. I boosted my Facebook video, it's approved active and didn't reach one person, I don't know why if anyone can help please

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