In This Chapter
Not using a picture or graphic in your ad
Not refreshing the ad often
Not split-testing the ad at least once
Not targeting your audience
Targeting your audience too tightly
Testing your ads for too short or long a time period
Focusing on CPC or Page membership and not profit per click or engagement
Writing a simple/boring headline
Not including a strong call to action
Not connecting with your audience on a relationship basis
Not following Facebook Advertising Guidelines
After speaking with a number of people and companies that have advertised on Facebook, as well as running numerous campaigns ourselves, we thought it beneficial to talk about the mistakes people make: what you should not do when building a Facebook Ad campaign. Sometimes, it really is easier to give advice on what to do by illustrating what not to do first.
When you build ad campaigns in other systems like Google AdWords, you focus on elements such as the headline, offer, call to action, and destination URL because those are important elements. However, when building a Facebook Ad, one of the most critical components of your ad is the image that goes along with the advertisement. Although, for Facebook this is an optional step, it's very important in terms of people who advertise on Facebook.
Look at the example in Figure 14-1. In this group of nine ads, which is the ad that's easiest to ignore? Probably the one that ...