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