20 November 2022

8 Facebook Ads Mistakes You Need to Avoid

Advertising on Facebook is one of the key ways you can reach your target audience in this fast-paced world. It will interest you to know that Facebook has around 1.96 billion daily users. That’s roughly a quarter of the worldwide population!

Any business without a social media presence is certainly missing out on a huge chunk of revenue.

The ultimate goal of social media is lead generation. With Facebook ads, you can achieve that. A business that is not generating leads might eventually self-destruct.

Setting up a Facebook ad account is one of the easiest ways to create massive awareness for your brand. But, unfortunately, too many people make simple ad mistakes that could be avoided.

Another interesting thing is that Facebook’s Ad policies are always undergoing one form of change or the other. If you’re launching a Facebook ad campaign, you can’t afford to slack off.

Online business owners tend to make some mistakes when it comes to Facebook advertising campaigns.

Keep on reading this article to learn more about how to avoid these mistakes and profitably spend on ads.

In this article we cover:

  • Determining your campaign objective
  • Understanding your budget
  • Choosing the right creative types
  • How to proposition your offer

Determining Campaign Objective

There’s a common saying—he who fails to plan is planning to fail. This saying is relatable to launching a Facebook ad campaign. Before starting the whole ad campaign, you must have clear objectives.

You must know and understand your target audience. For example, if your company manufactures headphones, it would simply be naive for you to run Facebook ads campaigns targeting people in their 70s and 80s.

However, if you are trying to build brand awareness for your startup business, you don’t need to target a particular audience. The goal is for people to become familiar with your brand.

At other times, the purpose of launching a Facebook ad campaign may be to inform as many people as possible about a certain upcoming event. In this case, you don’t expect the viewers of your ad to click on the ads, but just to create awareness.

Few things are more painful than for an ad campaign not to reach the target audience. The result is often a loss of revenue and time.

This is why you need to hire a savvy Facebook ads manager to track the effectiveness of your ads. Above all, you must have clear objectives.

Understanding Best Budget Control Options

Facebook understands the fact that businesses around the world do not have the same budget for ad campaigns. Therefore, there are different types of budget options you can choose from.

If you don’t understand the best budget control option for your business, your ad campaign will fall flat. I’m so sure you don’t want that to happen.

Facebook basically offers two types of budget control options for their customers:

The two budget options above both have pros and cons. You may need to test out the options to see the one with the highest conversion rate for your business.

If you decide to go with a lifetime budget for your ad campaign, Facebook considers this and then optimizes its algorithm to make sure your ads are being shown to the right people.

On the other hand, if you choose the daily budget option, Facebook uses the whole budget money for that day regardless of the conversion rate.

From experience, a lifetime budget for your ad campaign seems to be the better option. On a day the conversion rate is low, Facebook limits how much money is spent on your ads.

However, if the conversion is great on a particular day, Facebook takes full advantage by showing your ads to more people.

High Value Proposition Offer

Nothing kills a Facebook ad campaign more than boring content. Viewers must be able to relate to your content, if they don’t, the 10 seconds your ads need to display per view feels like 10 years for them.

The kind of ads you choose must be useful and engaging for your audience. Remember, the more people click on your ads, the better for your business.

Knowing what exactly your audience would find interesting in your ads can consume a lot of time and energy. For your ad campaign to be successful, you need to have a marketing strategy.

What your ad offers must be enticing to your audience. But you also need to maintain a balance, do not make an offer that is meant to deceive your audience. Doing this will ruin the integrity of your brand in no time!

Importance of Choosing the Correct Ad Type

The importance of choosing the correct Ad type for your business can not be stressed enough. To choose the correct ad type, you must have clear objectives.

Unfortunately, a lot of so-called market strategists fall short in this regard. They select a specific ad type without making diligent research if it’s appropriate or not.

Imagine a dental clinic that wants to launch a Facebook ad campaign, and the market strategist decides to use a short comedy video as an advert. The approach may backfire because people don’t relate dental health to humor.

Furthermore, if your company specializes in producing liquor or tobacco, an informative ad strategy would be the best. Quite a lot of people have reservations about these products, so an informative ad provides veritable information about your products.

If you choose the correct ad type for your business, your ROI would be on the high side. Apart from this, your audience would relate well to your brand. If you still don’t have a Facebook ad account, you’re missing out big.

Budget Low Spending

Budgeting low spending is another mistake you must avoid to increase your sales and brand awareness. Under normal circumstances, the bigger your budget, the more people would see your ads. It’s not rocket science!

To drive consistent delivery for your ad campaign, you must increase your budget. Failure to do this will have a telling impact on your business. The more reason choosing a lifetime budget option generates more leads and returns for your business.

But you may wonder, how much should I spend on ads? Your sales revenue must be the ultimate decider of the amount of money you spend on ads.

Investing in advertisements is one major way to invest in your business. If done properly, the reward is huge. In addition, to get the most from your investment, ensure your ad has an emotional appeal.

Some business owners have the habit of putting their needs ahead of their customers. They only run a Facebook ad campaign when they are ready to sell, not when their target audience is ready to buy. You must avoid doing this.

Giving Your Ads Enough Time

The common mistake many business owners make is to give up too soon on a non performing ad campaign.

Give your ads enough time to make the needed impact. At the same time, track the success of your ad campaign through the use of social media analytics and Facebook ad Manager.

It is not uncommon for an ad campaign to begin slowly. At the start, you may observe that your ads are not reaching the expected audience. This can be frustrating, to say the least. However, you need to exercise patience.

While waiting for your ads to create necessary impressions, you need to keep an eye on the delivery section of the ad Manager.

Your ads may not be reaching your chosen audience due to some technical issues. So you must fix the issues as soon as possible.

The tools above would provide you with the needed insight about what you need to do. If your target audience keeps seeing the type of ad repeatedly, they may experience burnout known as Facebook ad fatigue.

Interrupting Learning Phase

A familiar mistake some inexperienced market strategists employ is to interrupt the learning phase of the Meta ad campaign. During the learning phase, Facebook finds the best way to show your ads to your audience.

If you decide to make any major edits during this stage, it will affect the whole process. The following edits are considered to be significant by Facebook:

  • Altering the creativity of the ad.
  • Enlarging the ad set by adding a completely new ad.
  • Putting your ad on hold for 7 days or more.
  • Changing your ad strategy

If you perform any of the listed points, you would no doubt be interrupting the learning phase.

Not Analyzing the Data Correctly

The bedrock of a marketing ad campaign is the ability of a market strategist to analyze and interpret important data.

Some companies have fallen into this pitfall of wrongly analyzing their data. You don’t have to make the same mistake.

Monitoring your ad campaign through the use of necessary tools is fundamental to the success of your strategy. If you monitor data with the automation tools provided by Facebook, you’d know if your ad is annoying viewers or not.

Not analyzing data correctly will amount to a loss of precious time and revenue. Your ads might be having a good delivery, but a wrong analysis will give you the wrong impression.

To prevent the above from happening, ensure you hire a person who understands the nitty-gritty of Facebook ads analytics. If the right data shows you have to change your strategy, be flexible enough to do that.


The fact that some people have made certain mistakes in the past does not mean the same mistakes have to be repeated. This article has been able to highlight some of the common Facebook ad mistakes you need to avoid.

Fortune 500 companies and startups continue to allocate substantial budgets to Facebook ad campaigns, and that is not likely to change anytime soon.

However, to get the best out of Facebook ad campaigns, you need to consistently make your ads relevant to your target audience and invest in your company’s sales funnel.