The most common mistakes when advertising on Facebook
Are you advertising on Facebook and Instagram but not getting the results you want? You’re not alone. Many of those who contact me have already tried advertising without achieving the results they would like. Often, the ROAS (return on ad spend) is too low, making it difficult to achieve profitability. But with the right strategy, most businesses can succeed – and sometimes only small adjustments are needed to improve results.
Not working data-driven
When it comes to marketing, it's easy to make decisions based on taste and opinion. There's a tendency to choose the ads that you personally think are the "best" or the copy that you think is most appealing. However, something I've learned from the hundreds of hours I've worked with advertising is that what you think is rarely what actually works best. A better way to work is to work data-driven and draw conclusions based on the results the ads give. Test yourself. Make some ads with shorter copy, and some with longer. Can you then see a pattern in whether it's short or long copy that gives the best results? This is just an example. You should test yourself with landing pages, copy, target groups and advertising materials. Don't get stuck in your own opinions, but follow the data you collect.
Underestimating the impact of the landing page on results
It's easy to stare blindly at the ads. You test different advertising materials, you advertise to different target groups and you test different settings in the hope of achieving a good result. The thing is that only half of the result is actually in the ads themselves. The other half depends on the landing page. It doesn't matter how many people click on your ad, if the page they end up on is not good, no one will make a purchase anyway. To start with, you should make sure that the page feels modern and attractive, it should be user-friendly and load quickly. Then it's important that the page is convincing. Do you use social proof on the page? Is it easy to make a purchase or are there long, cumbersome forms and unclear buttons?
Choosing the wrong products
If you sell multiple products or services, you probably know which of your products/services sell best. A product that sells well in other channels will probably sell well when advertising as well. Therefore, always choose your best-selling products initially when advertising. If you get good results, you can test with other products/services as well, but the probability of getting a higher ROAS is significantly higher for best-selling products.
Unclear offer
My recommendation is to always focus on one product/service per ad. General ads that contain the entire range or general information about what you offer rarely work well. Therefore, focus on one product/offer per ad. Highlight the benefits of the specific product and be clear about why people should buy it. It is better to create several ads with one product per ad than to create one general ad.
Little brand awareness
If you are a start-up or a smaller company, you will have an uphill battle when advertising. A large brand awareness has a greater impact on the result than you might think. Let's say we have two companies that sell exactly the same product. Company A has been around for several years and has a strong brand. Company B is a start-up and has little or no brand awareness. If these companies were to market themselves on Facebook with exactly the same ads and the same offer, company A would most likely achieve a significantly higher ROAS than company B. Therefore, it is important to have a strategy for how to strengthen your brand awareness if you want to achieve increased sales.
Do you need help with your Facebook ads?
Creating good results with your Facebook ads can feel difficult. If you need help, please contact us. We help companies advertise on Facebook with a ROAS of over 1000% every day. Write to us at info@emimarketing.se and we will see how we can help you in the best way!