The possibilities offered by Facebook Ads Manager when creating Facebook and Instagram ads are quite large. What is needed is to know all these functionalities in order to get the most out of them.

Are you wondering how to increase the number of conversions, the number of contacts in the inbox , the number of calls or generally achieve a better result? In the rest of this text, you can find out what are the most common mistakes when creating Facebook ads.

The most common mistakes when creating Facebook ads

See what are the most common mistakes when creating Facebook ads and make sure you don’t make the same ones.

Wrong choice of campaign type

Choosing the right campaign type can be difficult, even if you’re experienced in creating Facebook ads. The options may look similar and may have almost the same settings, but actually each one is different when you have a clear campaign objective.

If the wrong type of campaign is chosen, it can completely disrupt the results of the campaign. The meta algorithm delivers ads to those people most likely to fulfill the goal you choose. That’s why setting a clear goal is most important here, so that you can then choose the appropriate type of campaign.

For example if the goal is to increase the number of visits to the site, it is necessary to select the Traffic campaign type. To increase the number of conversions, the Conversions campaign type is selected, etc.

Choosing the wrong budget option

In many cases, incorporating campaign budget optimization (CBO) can streamline a campaign and improve results. By including CBO, you don’t have to set budgets for each ad set individually, instead the budget is set at the campaign level and allows the Meta algorithm to optimize it according to the ad sets. If you’re not sure how much you want to spend on each ad set, this automated option is ideal.

However, when a campaign contains multiple ad sets with different target groups, CBO is not really the best choice. Using CBO in this case can result in spending much more of the budget on large target groups and neglecting smaller target groups. This means that one part of the target group will hardly see the ad, while the other may see it much more often.

To ensure that each ad set spends the appropriate amount, you should turn off CBO and instead adjust your budget at the ad set level. In this way, there is more control over the consumption and delivery of ads and thus the desired results can be achieved.

Adding more calls to action (CTA)

Whether you’re doing remarketing or reaching a new audience, it’s not always easy to focus on one CTA. For example, you might want to encourage people to buy and learn more about products, or you want to invite them to read customer reviews. While each of these calls to action seems important, they shouldn’t appear in the same ad.

If the same ad contains multiple calls to action, you are likely to confuse your audience.

Choose one call to action that addresses the main goal of the campaign. Then repeat the same CTA wherever necessary.

Wrong linking

In addition to seeing the ad, in most cases it is desirable for the audience to do something else with that ad. Whether it’s an extra click to read a news story, download something, or buy a product, if you send them to the wrong address, you’re likely to miss your target.

You should almost never use a homepage link because it is a generic page with no clear purpose. Instead, you should link to a page that aligns with the campaign’s goals. For example, if the goal is to sell, the link should lead to a product page or a specific product.

Before setting all the settings for the campaign, write down what the main goal of the campaign is, go through all the settings and finally put yourself in the role of the target group. See how everything looks from a different perspective, to ensure the quality of the ad and whether you would convert or meet the desired goal.

For more news and interesting stories from digital marketing, visit our blog page or follow our Instagram profile.