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If you’re going to pay for advertising on any one social media platform, Facebook is probably your best bet. Facebook has access to exponentially more data than the other major networks and, as a result, is able to deliver much better customization and targeting for advertising partners. However, with so many different tools comes an increased risk of failure.


Are You Making These 5 Mistakes? 

When you first start using Facebook advertising, it’s not uncommon to become overwhelmed with the sheer volume of features and settings available to you. There are campaigns, ad sets, individual ads, audiences, objectives, budgets, tracking tools, and much more. Juggling all of these different components – and leveraging the right ones – can seem nearly impossible at times. And while you can’t expect to be perfect, you should try to avoid the following debilitating mistakes.


Failing to Clearly Define Goals

When you create a Facebook ad, one of the very first things you’ll be asked about is your objective. Facebook can help you optimize individual ads based on whether you want clicks to a website, page likes, event responses, video views, app installs, or anything in between. The trouble is that many advertisers either don’t have a goal or end up choosing the wrong one.

This is arguably the most important step of the process since it sets the foundation for the rest of your strategy. Failing to correctly identify the right goal can render your efforts totally useless. It’s imperative that you differentiate between things like website clicks and website conversions or page post engagement and page likes. This is the only way to tell if your ad campaign is successful.


Changing Budget Too Frequently

It’s smart that you watch your ad budget in order to know how quickly you’re spending, but changing the budget too frequently won’t do you much good. Be patient when testing different budgets or Facebook won’t be able to show you the results of each. It’s wise to leave things alone for at least one day during the initial setup. This will give you an idea of how things are going without constantly “waiting for approval” from Facebook.


Making the Landing Page an Afterthought

The most common Facebook ad strategy involves sending traffic from the ad to an independent landing page, which then engages the user and moves them further along through the conversion funnel.

While this is a great strategy, far too many marketers spend all of their time and energy optimizing the Facebook ad, and forget about the landing page. This is a grave mistake. After all, a click on your ad is only valuable if you’re able to get results, and a flat landing page will render these clicks useless.


Targeting the Wrong Segments

The audience targeting options are arguably the greatest aspects of the Facebook ad platform. You can literally target any number of features that you wish. However, don’t confuse the ability to target with the need to target. Frankly, you should only be narrowing your audience by a few key specifications in the beginning. Think about age, gender, location, and interests – and then go from there.


Not Analyzing Results

Your job doesn’t end when your budget runs out or the campaign expires. Sadly, this is where many marketers stop. They chalk the campaign up as a success or failure and then move on. Don’t do this. You must spend time analyzing the results so that you can maximize future campaigns.


Be a Smart Facebook Advertiser 

Facebook is a powerful advertising tool – but you must understand how to properly use it. Making these five mistakes will set you back and leave you with a depleted budget. Take time to study best practices and don’t dive in until you’re ready.

About the Author: Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

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