Not taking advantage of Automated Rules
Constantly monitoring & optimizing your Facebook ads can be time-consuming. With automated rules, “you could create rules in Ads Manager that automatically update/notify you of changes to your campaigns, ad sets, or ads.”
Instead of constantly having to check & optimize your active campaigns, automated rules could do this for you. For example, you could create rules that:
- Turn off your ad when it does not perform well
- Grow the budget of your ad when more people click on it
- Send a notification to the email address when the number of people who view the ad over a certain period of time decreases past a certain number
Automated rules could help you save time optimizing your ad, but it is still important to keep tabs on the overall performance of your campaign to make sure success.
Skipping A/B tests for your Facebook ads
Facebook lets businesses run split tests on ads to see which one performs better. This means sending out 2 slightly different versions of an ad to see which one receives engagement.
Key areas to test include the:
- Call to action: Try out different ways of asking your audiences to engage. For instance, you could test whether “buy now” works better than “learn more.”
- Text: Test the length of your ad copy, style, use of emoji, punctuation, and tone of voice.
- Visuals: Test different images & video, text-only posts versus those with images, a regular image versus a GIF, images of people/products versus graphs/infographics, and different video lengths.
- Format: Test different formats against each other, such as canvas ads, carousel ads, app install ads, video ads, lead ads, slideshow ads, collection ads,and regular photo ads.
- Hashtags: Find out whether hashtags are helping/hurting your conversion potential. Test out the use of multiple hashtags versus a hashtag, which industry hashtags result in the best engagement& hashtag placement within the messaging (at the end, the beginning, or the middle).
- Target audiences: Test your ads against the different audiences segment to see what works best for your business objectives.
Try out different variations of each ad you make, and note the winner of that category. Not only will this save you some time—you will also increase the ROI of your Facebook ads.
Taking too long to create a Facebook update
There is nothing wrong with taking your time to make quality content for your audience. But busy social media managers often do not have hours to spend creating a single update. If inspiration does not strike, do some productive social media browsing to find ideas.
Another method is asking your colleagues for advice. Run existing posts by knowledgeable coworkers to see what improvements could be made, and what suggestions they have for new content.
You could also take a look at posts that have performed well in the past to repurpose the content for a new post. Try looking for content that could be updated with visuals,new information, or a new angle.
If you are still not satisfied with your FB post it might be a good day for some curated content. If you need help with this, the Right Relevance app lets you easily search & share the most authoritative content trending on the social web.
Reposting videos from external sources
Social media analytics organization Quintly took a look at 6.2 million posts in 2016 & found FB native videos performed better than embedded content. The videos uploaded natively on FB saw an average of 110 percent more interactions, and 611% more shares.
The autoplay feature within Facebook’s native video tool suggests your followers to spend more time engaging with a content. This registers with the network’s algorithm & helps your video gets seen by your target audiences.
Not completing your About section
Sometimes it is best to invest more time upfront so you can save time later. If you do not include all the necessary information about your company on your FB Page, you risk creating confusion among those who turn to that social account for details about your business.
If you want to avoid spending time answering the same questions, support a detailed description off the About section of your Page. It includes a brief description of your brand mission, list of products & services you provide, link to your official website, and physical address (if the company has one). Think of this as a frequently asked questions (FAQ) section.