the most common facebook ad mistakes · 2018-07-14 · mistakes (and how to avoid them) agenda...

THE MOST COMMON FACEBOOK AD

MISTAKES

(AND HOW TO AVOID THEM)

AGENDA SPEAKERSINTRO

THE STATE OF FACEBOOK ADS

ACCOUNT SETUP MISTAKES

AD MANAGEMENT MISTAKES

Q&A

LAUREN GREENBERGSOCIAL MEDIA ANALYST

RACHEL YANEYSOCIAL MEDIA ASSOCIATE

STEPHEN MURPHYDIRECTOR OF MARKETING

PAID SEARCH | SEO | DISPLAY PAID SOCIAL | AMAZON | MARTECH

DECODINGWHAT MAKES PEOPLE CLICK

Employees

Global Offices

Retail Clients

Certifications

130+

3+

120+

315+

YOU?

GET A SOCIAL “SPEED AUDIT”www.netelixir.com/contact

FACEBOOK ADS HAVE SEEN AN INCREDIBLE RISE

2018 PROJECTS FACEBOOK TO

BE >20% GLOBAL AD

MARKET SHARE

THE APPEAL IS ESPECIALLY

HIGH IN RETAIL

SMALL BLUNDERS CAN HAVE A MAJOR IMPACT ON YOUR RESULTS

LET’S DIG IN!

MISTAKE #1: POOR CAMPAIGN

ORGANIZATION

MISTAKE 1:POOR

CAMPAIGN ORGANIZATION

• Bad campaigns start with a poor account setup

• Difficult to manage long-term

• Makes reporting a nightmare

Campaign 1 Campaign 2 Campaign 3 Campaign 4

Ad Set 1

Ad 1

Ad Set 2

Ad 2

Ad Set 3

Ad 3

Ad Set 4

Ad 4

SOLUTION:BUILD A CLEAR

HIERARCHY BEFORE YOU

START

• There’s no “definitive” way to do it, but in general focus on:

• Campaign = Objective• Ad Set = Audience• Ads = Specific Offers, Ad Type, Ad Copy

Variation

Campaign 1

Ad Set 1

Ad 1

Ad Set 2

Ad 2 Ad 3 Ad 4

ORGANIZED CAMPAIGN HIERARCHY EXAMPLE

Prospecting Buyers

Ad 1

Lookalike Shoe Buyers

Ad 2

Shoe Buyers Handbag Buyers

Ad 1 Ad 2 Ad 1 Ad 2 Ad 1 Ad 2

Retargeting Buyers

Lookalike Handbag Buyers

MISTAKE #2: NO NAMING CONVENTION

• Similar to our first point, lack of naming convention makes reporting and historical analysis a nightmare

• Especially when you transfer to an agency or bring on new team members

MISTAKE 2: NO NAMING CONVENTION

• Create a naming convention that is consistent, intuitive and flexible

• Your naming convention can include information like:

• Objective

• Audience• Ad Type

• Frequency

• Date • Number of Creatives

SOLUTION:A NAMING

CONVENTIONGUIDE FOR

ADS!

aug_dresses_carousel_v1

month_category_adtype_version

Key• nxp: this stands for NetElixir prospecting• dib: this stands for demographic, interest, behavior. This means we are targeting the campaign to that criteria• lal: this stands for lookalike and means the campaign is using a lookalike audience

MISTAKE #3:BOOSTING POSTS

MISTAKE 3:BOOSTING

POSTS

• It may be tempting to hit the Boost Post button…but you must resist!

• We tend to see higher CPC, lower conversions

SOLUTION:CREATE A PAID

AD

• While it may take a little more time, having the discipline to build an ad will yield better results

• More control over CTA, outcomes, and targeting

• Let’s take a look at a real client test we ran…

KEY FINDINGS:• Boosted post performed better for actions taken on Facebook (Reach,

Page Engagement, Relevance Score)

• Paid Ad performed better on business KPIs (CTR, Orders, Sessions, CPC)

ACTUAL TEST:

MISTAKE #4: EDITING LIVE CAMPAIGNS

MISTAKE 4:EDITING LIVE CAMPAIGNS

• The learning phase starts over

• Difficult to compare the effects of changes

• May cause an interruption in service

SOLUTION:DUPLICATE

BEFORE CHANGING

• Duplicating keeps the old ad alive while you get the new one running

• Allows for seeing effects of the new changes

• Easier to switch back to original if needed

ORIGINALLAL_EMAIL_SUBSCRIBERS

DUPLICATED AD:LAL_EMAIL_SUBSCRIBERS_JUNE

MISTAKE #5:RESTRICTING PLACEMENTS

MISTAKE 5:RESTRICTING PLACEMENTS

• Facebook allows you to choose where on the platform to show your ads…but should you?

• Selecting only one or two placements can hamper your reach, conversions, and clicks

SOLUTION:TRUST THE

ALGORITHM

• Select all the placements when running new campaigns or ads

• After getting sufficient data, you can filter out each placement to see its performance

MISTAKE #6:RUNNING THE SAME

CREATIVE

MISTAKE 6:RUNNING THE

SAME CREATIVE

• Creating new ad copy, imagery and CTAs for every campaign can be tedious, but you’ll miss out on valuable opportunities

• The creative should be based on the audience seeing the ad

SOLUTION:MAP YOUR

CREATIVE TO AUDIENCE SEGMENTS

• Tailor ad copy and creative specific to your audience

• Avoid grouping gender specific creatives together

• Test which copy and creatives resonate best with your audience

Prospecting Retention

Introduce the brand and unique selling points

Inspire to repurchase or take a desired action

MISTAKE #7:YOUR AUDIENCES ARE TOO

BROAD

MISTAKE 7:YOUR

AUDIENCE IS TOO BROAD

• You can no longer get away with targeting large, broad audience groups and expect great results

• More advertisers on Facebook = more competition

• Lower quality traffic

SOLUTION:HYPER

TARGETING IS YOUR FRIEND

• Take advantage of Facebook detailed interests, custom audiences, and high LTV audiences

• Use your website pixel to create website visitor audiences and lookalike audiences

MISTAKE #8:IGNORING EXCLUSION LISTS

MISTAKE 8: OVERLAPPING

AUDIENCES• Wastes your budget on the same audiences

• Ad sets will compete against each other in the auction

• Plummeted performance on ad sets

SOLUTION: ADD AUDIENCE

EXCLUSIONS

• Add the appropriate audience exclusions to specific ad sets

• Existing buyers to prospecting• Lookalikes from lookalikes

• Current email subscribers to lead generation

• Utilize the delivery insight tool feature

LEAD GENERATION

EXAMPLE

PROSPECTING EXAMPLE

MISTAKE #9:YOU AREN’T RUNNING

DYNAMIC ADS

MISTAKE 9: YOU AREN’T

RUNNING DYNAMIC ADS

• Showing users less tailored content

• Failing to utilize retargeting and broad targeting audiences feature

• Ad fatigue is more common

SOLUTION: DYNAMIC

PRODUCT ADS ARE YOUR BFF

• Retargeting users with products they viewed/added to their cart

• Find users who haven’t visited your website, but are looking at similar products

• Show users a specific product set and let Facebook choose which products to feature

• Saves client and agency time

MISTAKE #10:YOU AREN’T LOOKING AT

THE RIGHT METRICS

MISTAKE 10: YOUAREN’T LOOKING AT

THE RIGHT METRICS

• Not all metrics are created equal, but there are so many too choose from

• It’s a common mistake to focus on the wrong metrics when they aren’t relevant to campaigns

SOLUTION:ALIGN YOUR METRICS TO

YOUR BUSINESS OBJECTIVES

• Understand the true definition of what each metric is

• Knowing the appropriate time to use each metric

• Understanding which metrics matter

• Landing page views vs. link clicks

• Click through rate (link) vs click through rate (all)

Goals Engagement Conversions

Metrics • Shares• Mentions• Comments• Reactions• Likes

• Website purchase conversion value

• Orders• Return on Ad Spend

WHAT TO DO NEXT

SUGGESTIONS

• Do an audit of your account setup. Are you satisfied with the current state?

• Learn about the many features of the Facebook Ad Platform, including the advanced features.

• Document your strategy and see if you are making any of these mistakes on your own.

• Train your team on these points!

GET A SOCIAL “SPEED AUDIT”www.netelixir.com/contact