How to make sure your Facebook Ad campaign doesn't fall flat


Date: 23 August 2019

A young man is using his phone to access his Facebook account

There's nothing worse than setting up a Facebook campaign, letting it run and spending all of your hard-earned money only for it to fail to deliver the results you were looking for - whether that’s sign ups or conversions.

And all because you’ve done one little thing wrong…

It happens all the time though!

Just a tweak here and there and you can improve your Facebook ad instantly.

We’ve seen many clients who come to us for help with their Facebook advertising and when we analyse their ads manager, we see some small errors and some huge ones.

In this article, we’re going to help you avoid the main issues.

Wrong choice of interests and demographics

Marketing to people who are interested in Coca Cola when your business sells pianos isn’t going to be your best decision - especially when Facebook provides you with limitless options.

You go niche with Facebook, really niche.

Make use of the options available to you by researching your audience and discovering who they are, what they do and other valuable information that will help you in targeting your audience.

Use audience insights, Google Analytics and your own business and industry knowledge to figure out who you should be targeting.

Picking the wrong objectives

You’d think this wouldn’t be possible, but unfortunately, we have seen this before! For example, businesses who want to get sales for their ecommerce store but who run an engagement campaign.

This type of objective isn’t optimal for the most important type of conversion at all.

Facebook has a campaign just for that called “Conversion” funnily enough!

If you’re unsure, please check out this resource by Adespresso to figure it out.

Wrong placement choice

Imagine a business who wants to only target people in London but uses a billboard to advertise in Liverpool…

You would probably curse at the billboard and the person who thought of putting the billboard in such a bizarre, unrelated location.

This is no different to a person running an ad on Facebook, choosing a placement such as the audience network when they should be advertising on the news feed or Instagram.

If your audience is on Instagram, then uncheck the audience network and all Facebook placements and if you’re unsure what placements work best, let Facebook do the work for you with automatic placements.

Poor creative and copy

Making sure your image or video works for your audience and the message you want to get across makes up a large part of the success of your Facebook ad.

This goes for your copy too.

It may take some experimentation to get it right, but you can get inspiration from your competitors by finding out what ads they are running.

Frequency overkill

Letting your frequency run too high can hinder your Facebook ad campaign.

How would you feel if you were shown the same ad by the same company with the same message three times in a row when you know you don’t want what’s on offer?

You’d be pretty annoyed right?

Customers feel the same, so try not to let your Facebook ads go above three in frequency.

Low relevancy

This point overlaps with some of the points above such as choosing the right interests, demographics, placement, creative and copy.

A rule of thumb for relevancy is that anything below seven should be reviewed - whether that’s new copy, imagery or any of the other points above.

Having a high relevancy score will bring your ad costs down and make your customers happy because what you're showing them is relevant to them.


As you can see, a lot can go wrong with your Facebook ad campaigns. You will want to limit the number of errors to save yourself time and money by following the tips above. By doing so, you will greatly increase your chances of running a successful campaign.

Copyright 2019. Featured post made possible by The Good Marketer, a Marketing Agency in London which drives more traffic, generates conversions and increases sales for Small-To-Medium Sized Businesses

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