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        • What is APY in Crypto?
        • Yield Farming Platforms
        • Yield Farming vs Staking
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        • Best DeFi Apps
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        • DAO Crypto Projects
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    • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
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      • Stepn GMT Price Prediction
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    • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
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      • Binance Review
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      • Margin Trading Exchanges
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    • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
    • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
    • How To Buy NFTs
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      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
    • NFT News
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      • Cheapest NFT Projects
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      • New NFT Projects
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      • Sport NFT Drops
    • Invest in the Metaverse
      • Best Metaverse Apps
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      • How to Invest in NFTs
      • Metaverse Projects
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      • How to Day Trade Stocks
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      • Islamic Brokers
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Business 2 Community
  • Investing
      • Best Cryptos
      • Best Beginner Cryptos
      • Best Crypto Under $1
      • Best Crypto Winter Tokens
      • Best Emerging Cryptos
      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Utility Tokens
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
      • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
      • Most Undervalued Cryptos
      • Penny Cryptocurrencies
      • New Cryptos
      • Best Crypto ICOs
      • Best Crypto IDOs
      • Best Crypto IEOs
      • Best Crypto STOs
      • Best Crypto Crowdsales
      • Best Crypto Presales
      • Best Crypto Private Sales
      • Buying Coins Pre Launch
      • Crypto Games
      • Best Blockchain Games
      • Best GameFi Cryptos
      • Best Gaming Crypto Coins
      • Best Play to Earn Games
      • Crypto News
      • Best Crypto Reddit
      • Best Crypto Signals
      • Crypto Tiktok Trends
      • Crypto Youtube Channels
      • Twitter Crypto Trends
      • Crypto Wallets
      • Best Cardano Wallets
      • Best DeFi Wallets
      • Best Ethereum Wallets
      • Best XRP Wallets
      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Bitcoin Casinos
      • Best Bitcoin Gambling Sites
      • Best Crypto Lotteries
      • Bitcoin Blackjack Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Free Crypto
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Earn Free Bitcoin
      • Make Money With Crypto
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Interest on Bitcoin
      • Earn interest on Ethereum
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • DeFi Crypto Guides
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • DAO Crypto Projects
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Swap Exchange
      • DeFi Yield Farming
      • Worldwide Crypto Guides
      • Best Africa Crypto Projects
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      • Best Dubai Crypto Projects
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin IN
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
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      • Crypto Exchanges AU
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      • Bitcoin Mining Sites
      • Best Coins to Mine
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      • Monero Mining
      • Crypto Marketing
      • Financial PR Agencies
      • ICO Marketing
      • Web3 Marketing
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
      • Buy BTC with Prepaid Card
      • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
      • Best DeFi Exchange
      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
      • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
      • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
      • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
      • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
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      • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
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      • NFT Land Projects
      • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
      • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Bitcoin ETFs
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
      • Best DeFi Stocks
      • Best Dividend Stocks
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      • Best 5G Stocks
      • Best Upcoming IPOs
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      • Company Stocks
      • Buy Adobe Stock
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      • Buy Disney Stock
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      • Buy Ford Stock
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      • Buy Nio Stock
      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
      • Buy Stocks with PayPal
      • Invest in Stocks
      • Invest in NFT Stocks
    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Capital.com Review
        • Copy Trading Platforms
        • Demo Accounts for Stocks
        • Day Trading Platforms UK
        • eToro Review
        • eToro Review UK
        • eToro Review ZA
        • How to Day Trade Stocks
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Islamic Brokers
        • Low Margin Rate Brokers
        • Paper Trading Platforms
        • XTB Review
        • Best Forex Brokers
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        • Best Forex Signals
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        • Trading Robots
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    Digital & Social⟩Facebook

    7 Budget-Wasting Facebook Ad Mistakes (+ How to Avoid Them)

    author imageMichelle Morgan Last updated: 7 May 2021
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    The Facebook Ads platform has been around for nearly a decade now and over that time, it’s gone through a number of iterations. Best practices come and go, new features are constantly being added, and it’s easier than ever to make a simple mistake that could cause your ad campaigns to fall short of your goals.

    facebook ad mistakes ice cream cone

    In this post, I’m going to cover seven common mistakes advertisers make when running Facebook ads:

    1. Letting your ad creative get stale.
    2. Optimizing for the wrong objective.
    3. Failing to understand budget controls.
    4. Over segmenting audiences.
    5. Not checking audience overlaps.
    6. Controlling placements rather than customizing.
    7. Failing to nurture top of funnel audiences to bottom of funnel.

    For each mistake, I’ll explain how to avoid them and provide resources that can help.

    Avoid these 7 Facebook ad mistakes

    Some of the best lessons we learn are from mistakes. But who says they have to be your mistakes? Here are the most common ones I’ve seen that you can learn from.

    1. Letting your ad creative get stale

    Have you ever been on Facebook and felt like you were seeing the same ads over and over and over again? We all have. It’s not enjoyable for you, so why put your audience through it?

    Not only can ad fatigue cause your performance with those assets to decline, but you’re also creating negative mental associations with your brand in your potential customers’ minds.

    Although making new creative is likely one of the more time-consuming actions for social ads, there are some ways to help cut down on the time it takes to churn out more ad creatives:

    Look around for inspiration

    Looking at other Facebook ad creatives can be a great way to get ideas for new posts. The ads don’t even have to be from your industry or vertical as you’re mostly looking for layout, tone, and creative ideas. Facebook has its own page aptly named Facebook Ads Inspiration, but there are also lots of blog posts out there from agencies you can find with a simple Google Search.

    facebook-ad-mistakes-inspiration

    Image source

    Use stock images

    One misconception I come across is that all creative has to be entirely unique and custom created. Although that certainly is the dream, it’s not the case when there are plenty of sites that curate free or low-cost stock imagery for reuse. Don’t be shy about using stock photography in your creatives because honestly, some of it is really good.

    Leverage design tools

    If you have the time to create new ads but you have no idea how to use Photoshop or Adobe Illustrator (like me), there are still options out there. Sites like Canva, my personal favorite, allow you to use premade templates to design new Facebook ads in just a few quick clicks. The interface is very user-friendly and can save tons of time.

    facebook-ads-mistakes-canva-template

    Look into creative marketplaces

    If you simply don’t have the time to churn out new creatives, even with stock photography and easy tools like Canva, it might make sense for you to look into a service like Design Pickle. They offer a number of different tiers that can help you get new creatives on a regular basis at a fairly low cost.

    2. Optimizing for the wrong objective

    Facebook has a number of ways to optimize for your goals, and for some, these options can get confusing.

    facebook-ad-mistakes-objectives

    At the highest level, the campaign objectives each have their own actions they’re optimizing for. Choosing the right campaign objective can be a huge step in the right direction. If you need help choosing a campaign objective, you can check out this video.

    In addition to the campaign level actions, there are also Optimization & Delivery adjustments that can be made at the ad set level for nearly all campaigns.

    facebook-ad-mistakes-optimization-delivery

    For example, within a Conversions campaign, you’re able to choose from the drop-down above for the ad set level optimization. Based on what you’re looking for, be sure you’re choosing the right actions here as well. The video linked above will also show you each of the options you have available within each campaign type, to help you make sure you have all the right settings in place from top to bottom.

    3. Failing to understand the nuances of budget controls

    When it comes to budget management, Facebook has some of the widest-ranging options in the digital advertising realm. These different options are great tools for seasoned advertisers, but for those who aren’t as familiar they can be fairly confusing.

    facebook-ad-mistakes-budget-schedule

    Daily budgets, for example, help balance out spend to be consistent day over day, but while your campaigns will still try and gain as many of your conversion objectives as possible, it will also work to spend your entire budget each day regardless of conversion performance.

    Lifetime budgets, on the other hand, help to optimize within days for your goals, but don’t always reach the target spend each day, making pacing more difficult.

    That’s not to mention using ad scheduling and other tools.

    If you’re not seeing the results you want from your Facebook campaigns or feel like you’re not getting the most for your budget, check out this post that covers the nuances of each budgeting type and be sure you’re set up for success.

    4. Over-segmenting audiences

    If you come from a Search background, odds are you like to have pretty clean campaign structures with highly segmented campaigns and ad groups so you’re able to optimize for what is and isn’t working. I know I do.

    But sometimes, having too tight of a hold on your audiences can be a detriment on Facebook. Just like objective optimization, we need to ensure we have enough data for Facebook to go on and see success.

    If you’re segmenting your audiences too far and putting them into different ad sets, you’ll likely never get out of Facebook’s learning phase.

    This can cause you to miss KPIs and under-serve your audience as a whole.

    Additionally, the smaller your audience is on Facebook, the higher CPMs you’ll pay. This means it’s more expensive to reach the same audience if you’ve broken up targeting options into 10 different ad sets rather than 3-4.

    Where possible, try to keep your audience mappings logical, but don’t narrow them too far. Depending on the account, I typically shoot for anywhere between 2 and 40 million users in a target audience to keep things focused and give Facebook enough performance data to optimize on.

    5. Not checking audience overlaps

    Now just because you’re not over-segmenting your audiences doesn’t mean you’re in the clear. You can also err on the other end of the spectrum.

    With all of the different targeting options Facebook has, it can be easy to build out tons of different audiences trying to reach the same users. The problem is, sometimes users fall into multiple different targeting options and based on your setup, could be showing up in multiple different groups.

    This can cause issues for a few reasons:

    • It can be unclear which targeting options are working best. Users with feet in different pools can convert and Facebook will choose the most recent audience they were in to see the conversion, which isn’t always the one that had the greatest impact.
    • Ad creative fatigue can set in much quicker if you’re serving ads to users from multiple different ad sets or campaigns. The frequency numbers we see will only correlate to that individual ad set or campaign, so fully understanding saturation across those levels can be difficult.

    facebook-ad-mistakes-audience-overlap

    To help avoid this issue, Facebook has a tool called the Audience Overlap tool which allows you to compare the audience make-ups of saved, lookalike, and custom audiences within your Facebook audience manager. For more on how to do this, check out this post.

    6. Controlling placements rather than customizing

    The Facebook and Instagram networks are pretty vast and that means your ads can show up in a number of placements around the web.

    When users get to the Placements portion of the ad set controls, it can be very tempting to pick and choose which to have your ad show up in. But that’s not always in your best interest.

    facebook-ad-mistakes-placements

    First of all, the audience you target will always be the same regardless of which placement you’re serving your ads from. All too often I hear people worried that showing ads on the Audience Network means you’ll be targeting new users. That simply isn’t true. The audience will always rely on the same targeting options as any other.

    facebook-ad-mistakes-event-prospecting

    Second, removing placements gives the Facebook algorithm less options to work with to try and get the results you want. Since the audience is the same, Facebook will sometimes serve ads to a user in a lower volume, lower cost placement that can help drive incremental revenue for you. As seen above, although this campaign has low service to this placement, it has great returns that we wouldn’t have seen without it.

    Show up in all placements first, and customize from there

    The way to overcome this problem is to show up in all placements, at least at first, and leverage Facebook tools that allow you to customize your ads by each placement. This ensures your creatives look good no matter where they show up and will allow you to make a data-driven decision on which placements to keep and which to avoid.

    For more on customizing Facebook ads by placement, check out this video.

    7. Failing to nurture top of funnel audiences to bottom of funnel

    The last mistake I commonly see on Facebook is a lack of follow through. Facebook has tons of different campaign objectives, each with their own unique focus, but in the best accounts, all of these campaigns work in concert with each other to create a full buyer journey.

    If you’re leveraging Reach, Engagement, or Video Views campaigns to gain brand awareness, ideally you’ll be creating remarketing lists of users that engaged with those campaigns and targeting them later with a more mid to bottom-funnel call to action.

    facebook-ad-mistakes-funnel

    This could be as simple as bringing them to your website for ungated content, asking for a lead generation form fill for gated content, or as complex as requesting a demo or making a purchase on a landing page.

    When it comes down to it, we’re all using online marketing to get more customers, so if you’re spending the time to build your top-of-funnel marketing, why aren’t you nurturing them through to the stages that actually generate revenue?

    Avoid these Facebook ad mistakes and reach your goals

    There are quite a number of things you can do on Facebook that can cause issues, but almost invariably there are easy solutions. If you see that your Facebook campaigns aren’t doing as well as you’d like, be sure you’re not making any of these common mistakes before thinking something more nefarious is afoot.

    So, instead of making these mistakes, be sure to do the following:

    1. Use tools to get inspiration for new creative, such as Facebook Ads Inspiration, canvas, or even stock photos.
    2. Make sure you have a clear understanding of campaign objectives so you can make the appropriate optimizations.
    3. Make sure you understand the nuances of budget controls.
    4. Keep your target audiences between 2 and 40 million users to collect enough data.
    5. Use the Audience Overlap tool to make sure you’re not serving the same ads to the same users multiple times.
    6. Make sure you start with all placements and then refine once you’ve collected data.
    7. Set up your campaigns such that each one is a different part of the same buyer journey.

    Are there any mistakes you have made or seen? Let us know in the comments!

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      This article originally appeared on WordStream and has been republished with permission.
    Find out how to syndicate your content with B2C


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    Author: Michelle Morgan

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    More by this author:
    • 3 Lesser-Used Facebook Ad Strategies That Can Give You a Competitive Edge
    • 7 Things You MUST Do Before Expanded Text Ads Go Away
    • Privacy’s Impact on Facebook Ad Targeting (+8 Tips to Succeed)

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