Most Common Facebook Advertising Mistakes To Avoid in 2022

May 6, 2022

Facebook has been around since 2004, but even though it’s approaching its 20th anniversary as a website, Facebook advertising has come a long way in a shorter amount of time. In the year 2022, you’d think businesses everywhere would be experts at navigating advertising on Facebook, but that’s simply not the case.

Although there is no one-size fits all approach when it comes to marketing, there are certain guidelines to abide by and mistakes to avoid when creating ads and campaigns on Facebook. To marketers, when we see a mistake in an ad, it’s obvious to us, and we normally know exactly how to remedy it. When you work with an agency like Evestar, we can help you not to commit these easily avoided blunders and set you up for success in your Facebook advertising campaigns journey. Keep reading to learn more about the most common mistakes to avoid in Facebook advertising.

Bad campaign and funnel structure

How is your campaign performing? If the answer is not great, it might be due to your funnel structure. It’s an easy mistake to overlook a good Facebook setup with the right audience exclusions to make sure you’re not simply retargeting users that already knew about you. Making sure your funnel is optimized for conversion is crucial because Facebook is notorious for going after the user who has the highest chance of converting … including someone who would’ve probably bought from you without the need of an ad.

Having just one ad campaign is also not going to cut it — you’ll need a few to focus on the key areas of your funnel and to help move people along through the funnel. Having a goal in mind can help you decide how to structure your funnel better in the future.

Lack of focus on creative

Another big mistake would be not investing in good creative. Great Facebook ads that make an impact on your audience will take you far on Facebook. The quality of your ads is important not only for your branding and reputation but also for how your ads perform on Facebook. Don’t have a catchy caption or your headline is super boring? Your audience won’t be captured, and no one will bother to look at it, let alone click on it — making your ad campaign efforts wasted.

Placing importance on getting your brand voice, tone and image correct will help you stand out from the crowd of others fumbling to make their advertising cohesive. Not only do good Facebook ads help drive more traffic to your site because of a higher click thru rate, but Facebook also rewards engaging creatives with a lower cost of advertising (CPMs).

Not staying up to date with the latest best practices

What worked 6 months ago is likely not the case anymore, whether we are talking strategy, structure or even ad type. Not staying up to date on best practice will harm you in the long run, since it’ll be hard to catch up once you’re very far behind. It’s crucial to stay vigilant when it comes to news about Facebook’s algorithm and best practices.

Following others in the marketing space who post updates regularly about Facebook could be helpful, and following similar brands can be helpful to see how you can distinguish yourself. It’s important to stay as informed as possible. Even someone in advertising handling hundreds of millions of ad spends every month is forced to keep learning and adjusting just to keep up.

Not optimizing towards the goal that ultimately matters

If conversion is your ultimate goal, then make sure that you’re optimizing your marketing efforts toward that goal. It is very easy to overlook the type of optimization that you want from Facebook. A traffic campaign might sound good in the short term, but by running that type of campaign, you’re essentially telling Facebook that you don’t really care whether or not these users will convert in the long run.

If your ultimate goal is to generate sales, then you should optimize for purchases in this instance. In other situations, you might be looking to generate leads, which is another optimization goal you can select on Facebook. The great thing about Facebook is that you can truly customize your ad campaigns to meet whatever you want your goals to be and increase your brand awareness.

Not trusting Facebook’s pixel guidance

Pixel allows you to keep tabs on exactly who is visiting your website. With the advancements in Pixel, you can get some truly valuable insights into who is interested in your products. Using Pixel, you can measure how effective your ad campaigns are based on the ways in which people interact with your website.

Gone are the days where you have to build complex interest audiences. If your Facebook is seasoned enough, then you should trust Facebook to run broad campaigns that rely on over 62,000 data points to reach users that are likely to match well against the audience you are after. Sometimes trusting the machine does actually make a difference.

Trying to figure it out all by yourself

The fastest way to leverage Facebook ads in the most effective way is to trust experts that have seen other businesses thrive leveraging paid social ads. Evestar has collaborated with hundreds of brands and won’t require a high level of trial and error. We have spent millions of ad dollars small and big and have a vast knowledge of the Facebook ad space and what it takes to succeed there. We know that we can get you the best results possible by using our expertise on Facebook ads to help your brand succeed!

Final Thoughts

To avoid making these common Facebook ad mistakes, trust Evestar to set you on the path to success. Schedule a call with us today to learn more about how we can help you make your advertising campaigns more successful!