3 Common Facebook Ad Mistakes...

One of the reasons so many people dislike Facebook Ads is that there are so many bad ones.

Boosting your posts is an easy way to promote your business but also an easy way to hand your money over to Meta (Facebook's parent company), getting very little in return with the exception of a few extra post likes.

It's easy to make a few tweaks to your boosted posts and ads so they're something people might stop and read instead of scrolling right past, see some of the biggest mistake I see below...

#1: Too much emphasis on your business name and logo
Although you want people to remember your business/brand, making it the core focus of your ad is a mistake. Any Facebook Ads will have your logo (via your profile picture) and page name as part of the ad anyway, it's a waste of precious ad real estate to have them twice.

One of the worst things you can do is start your ad with your business name, you're immediately making about your business rather than your customer.

Your main visual should be related to what you sell. For product-based businesses this is simply, and obviously, your product. For service-based businesses this isn't so straight forward but could be a picture of your team, a before and after or any other visual that gives context to what people can expect from your business.

Initial reactions should be 'That's a cool product, I would like to buy it!" or "That service would make my life easier, sign me up!" not "Just another business trying to sell me something I don't need." 


#2: Bare minimum text and generic messaging
There's not much worse than your ad being boring. People will scroll right past it.

While an essay isn't going to make for an effective ad, neither is the complete opposite. Effective ads can sometimes only need to be a sentence in length but must be well written. Simply copying your page bio (something Facebook often defaults to) or simply stating your services is lazy and uninspiring. 

Give people a reason to believe that your business is the best at what is does and why people should choose you over any of your competitors. One of my favourites ways is to start a post or ad with a question people would say yes to. 

Focus on the benefits to your customers and the need it fulfils rather than the literal product or service they are paying for, the quote below is a great famous example to help illustrate this idea:

“People don't want to buy a quarter-inch drill, they want a quarter-inch hole.” – Theodore Levitt

#3: No call-to-action 
What action do you want people to take after seeing your ad? Maybe it's learning more on your website or calling your business - make it obvious. ​

This could be adding your website or phone number to the ad, and also giving people a reason to reach out.

Another common option is using the Send message button however in my experience this tends to attract more 'tyre kickers' and spam messages than genuine leads so I'd recommend only using this if you don't have other contact methods.

Another perhaps more divisive opinion is to only include one call-to-action. Many people will add a phone number, email and website to their ads giving people options however too many options and people might not select any of them. My advice is only add your most preferred contact option. If people want to contact you a different way they'll be able find a way to do so.

If phone calls are your main contact point, I highly recommend adding a name so people know who they'll be talking to which creates a better connection. Alternatively saying 'Call our friendly team on 0800 XXX  for more information' is better than simply 'Call 0800 XXX'.

For example if you sell products online then encouraging people to visit your website is a higher priority than phone calls and emails so people can actually browse your product range. If they want to reach out with any questions, your other contract details should be clearly stated elsewhere on your Facebook page and website.

It could also be one call-to-action with two steps to it. For example, if you are promoting a restaurant it could be directing people to view your menu online (via your website) and to book a table.

Examples: 
What ad would you engage with - A or B?

These mockups were inspired by an actual sponsored post I saw recently and thought I could use as an example. The reality is when you let Facebook control your ad creative, it can be pretty dull as seen in example A. It doesn’t take too long to add a bit of detail speaking directly to your target audience and finding an image that’s a bit more engaging than your logo, as seen in example B. 

Recap 

• Focus on the products and services you sell rather than the business itself 
• Use engaging copy that encourage people to want to learn more
• Make it easy for people to get in touch and make it obvious to them