# 5 Painful Facebook Advertising Mistakes To Avoid in 2020!

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=njFD5RLsEn8
Duration: 16 min
Language: English
Words: 3296
Transcript page: https://viewrankai.com/tools/youtube-transcript/njFD5RLsEn8

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[0:00] hi guys it's been Heath from lead urine in this video I'm gonna give you five painful Facebook advertising mistakes that you should absolutely avoid if you want your facebook advertising campaigns to succeed now I've called these five painful Facebook advertisement states because that's what they are if you're making these mistakes they're painful in the fact that they're going to really jeopardize your results and they're painful in the fact that they're really quite easy to avoid and so let's say let's get into the list before I do one thing I'll quickly mention is I've got a couple of free things for you that I think you'll be very very interested in

[0:28] so make sure you stick around to the end of the video and because I'm gonna describe those and show exactly how you can get those free facebook advertising resources okay with that said let them let's get into the list so the first mistake the first painful Facebook advertising mistake that I see people make is they think it's all about targeting and when it comes to running a Facebook advertising campaign targeting is obviously important components probably what made Facebook advertising famous is the ability to target people with high levels of specificity but it's not the entire story I talk to a lot of business owners and sometimes we have this with

[1:02] clients who say you know I just feel like we're not reaching the right people if we could just find the right audiences everything would work and you kind of look at their campaigns you think I'm not sure that's correct the offer whatever it is that you're offering in your facebook ad campaign is enormous ly important doesn't matter how good your targeting is if you're offering something that people don't want to buy campaigns not going to work likewise if your creative is poor if your ad itself is not engaging if it's not appealing if it's not attention-grabbing and then you know it's just not going to work no matter

[1:33] how perfect your targeting might be as I said targeting is important so you do want to use things like Facebook's audience insights tool to find great targeting options you do want to create look-alike audience based off previous customers all those things that I regularly talk about and I'll include some links in the video description to two other videos that show you how to use Facebook's audience insights and look-alikes and things along those lines so those elements are important but it's not the be-all and end-all your campaign won't perform great results just because you've selected great targeting options okay you need more than that all right the second painful Facebook advertising

[2:07] mistake that I see is people judging results too quickly way too quickly so in my Facebook group I see this all the time where some we'll post something along the lines of I launched a Facebook ad campaign yesterday so far I spent $10 it's generated 14 clicks and one of those clicks has gone on to become a lead is this a high-performing campaign is this doing well to which you kind of think no one can possibly know that yet it's way too early 24 hours in when you've only spent $10 you're not even close to such a statistically significant data you cannot judge the results and and sort of

[2:46] make adjustments to your campaign decide whether it's working yet it's far too early it's too early for a time perspective and it's too early from a an advertising spend perspective so in terms of time I don't like to judge a campaign before seven days seven days after its launches when I'm gonna go in and start looking at results and making adjustments and in a lot of cases that is too soon let's say for example you aren't advertising something that's a considered purchase you know something like a car let's say that's not something that someone is going to see an ad for and then buy immediately no

[3:20] way they're gonna think about it they're gonna do some research there but we can discuss it with their partner there's gonna be a lot of consideration there so if you've run an ad campaign for let's say three days and you've advertised this car to a load of different people and you're looking at the results over the last three days and you haven't generated any sales and you're thinking all this hasn't worked we haven't generated any sales the thing is with that sort of product is that someone could easily be shown an ad for it on you know let's say two days ago and not buy for another month or not buy

[3:50] for another you know two months because it's a considered purchase now if you're you're analyzing those results today what you'll see is that you've paid for the cost because you've already done the advertising but you haven't yet seen the revenue seen the results within your Facebook ad account so you'll incorrectly conclude that it hasn't worked even though that may well go on to generate a purchase and make the campaign very successful so one thing I would say around that is if you've run Facebook advertising campaigns in the past and you've paused them for a while and got on to other things we do this all the time as an agency Gober can have

[4:18] a look at those previous campaigns what you'll often find is that the return on adspend the results improve over time because just web describes people who are being advertised to and then buying a number of days weeks months later that filters through to your ad account and you can sometimes go back and se oh wow we thought we were operating at a you know a thirty cost per purchase $30 cost per purchase but actually it came all the way down to eighteen cost per purchase after a while this campaign is more profitable than we thought particularly over the long run therefore we can we can go ahead and run

[4:47] that for longer so that's something I would strongly recommend you do check your own campaigns so that's one side of it one side is is the time frame of judging results too quickly the other side is ad spend you know what are you looking to advertise if you're advertising a 300 dollar service don't spend fifteen dollars and decide that your ad campaign isn't performing well you should be willing to spend a lot more than that to acquire a new customer that's what a sustainable business model looks like it's like right we have a three hundred dollar service it costs us $50 to get a new customer we can scale

[5:16] that fantastic the numbers look brilliant a lot of people have unrealistic expectations that may mean they judge to quickly turn things off too early when they may well be performing well so that's a very easy Facebook advertising mistake to avoid it's just don't judge your results too quickly don't come to conclusions and turn things off and all that sort of stuff and after a couple of days basically okay that was mistake number two Facebook advertising mistake number three is using the wrong campaign objective now you've probably heard this one before if you've been involved in facebook advertising you'll see people like me talking about using the right

[5:49] Facebook ad campaign objective and how important that is and all that sort of stuff but it's worth reiterating here because it is so important basically when it comes to a Facebook ad campaign you get what you asked for if you say to Facebook I won't link clicks you're gonna get link clicks now some of those people may go on to purchase but it's not a given whereas with a conversions campaign you're far more likely to generate those purchases I see so many people saying oh what I wanted to send traffic to my website because I don't want them to go on to become a leader whether to go on to buy

[6:17] just use a conversions campaign and optimize for leads or purchases they are the big sort of myth around campaign objectives it's that you can't run a conversions campaign if you're generating less than 50 conversions a week and everyone's heard that Facebook need 50 conversions a week or more to be able to fully optimize a conversions campaign and that is true but here's the thing if you're only generating let's say 1520 conversions a week Facebook might not be able to fully optimize the campaign but they can get really close to being an optimize company basically they can partially optimize that conversions campaign and a partially optimized conversions campaign will

[6:55] perform so much better than a traffic campaign or a reach campaign or an engaging campaign when you want to generate conversions and people just sort of parrot this as theory when they say they've heard someone they've heard of Facebook advertising experts say you can't run a conversion campaign if you generate listen 50 conversions a week but that person the expert that told them that probably never tested it and then then themselves are never tested that I've tested I've tested a bunch of times I even got a video talking all about it where we've done the exact same campaign with the conversions campaign versus a traffic campaign brand new ad

[7:27] account the pics was not seasoned or anything along those lines and the conversion campaign won and it won significantly I said I've replicated that test a number of times and because that's the sort of thing we do as a facebook ads agency we're running those sorts of experiments with our clients all the time so you definitely want to be running conversions campaign so make sure you use that as your campaign objective and that is what using the right campaign objective is all about avoid that Facebook advertising mistake it's so easy to do don't let anyone tell you differently they will want to there's so much misinformation about

[7:55] conversion campaigns sorry about campaign objectives but that's what I recommend you do okay so that is Facebook advertising mistake number three number four is not spending enough time or money on your ad creative so again it's kind of linked to mistake number one where people just think it's all about the targeting but but it but it's not your creative is really really important and if you're going to run a Facebook advertising campaign and spend thousands tens of thousands we've run campaigns where we spend hundreds of thousands of dollars it's worth spending money and time if required on the ad creative the difference between a really nicely shot and edited video when it

[8:33] comes to that's you know when it comes to putting that in front of your audience versus something that you just kind of yeah it's okay but it's not super impressive can be enormous it can reduce your let's say your cost per purchase by 50% or reduce your cost per lead by 30% we've seen these sorts of results when better creative has been added into an account so it's if you're gonna be spending any sort of reasonable money on the campaign itself spending some more money on getting that creative and and and creating something really impressive it's well well worth it remember that's what's being put in

[9:06] front of people a lot of people seem to forget about that they think that Facebook advertising is all about these other settings and of course the other settings are important but the part that your audience sees is the most important part of a Facebook ad campaign always that's the thing that gets people to take action etc etc so don't scrimp on that if it requires you to get a photographer professional photographer or a videographer or a graphic designer or someone to edit you know videos create animations etc etc it's worth the investment okay so that's the Facebook advertising mistake number four is not paying enough attention to the creative

[9:39] people treat that as an as an afterthought again very easy to do there's so many professionals on sites like upwork.com and things like that that will happily take your money won't charge a lot but will create fantastic looking creative for you so I'm strongly strongly recommend using that Facebook advertising mistake number five and this is probably the easiest one to avoid ever because if you're it requires less effort this it's to not overcomplicate your facebook advertising or sales funnel so the mistake is people have seven eight step Facebook advertising sales funnels that are way way too complicated for whatever it is they're advertising if you want advertising a

[10:18] thirty dollar product let's say you cannot have a seven step sales funnel that cannot be profitable you have to advertise each step you're gonna have huge drop-off between each point you'll end up paying a hundred dollars plus per new customer guaranteed simple to advertise products and services needs simple sales funnel structures it's why one of the sales funnel structures that I use and I recommend a lot is a direct to offer strategy literally let's run a conversions campaign let's sell this product directly to cold audiences I think because this is something this is somewhat sort of legacy outdated information that people maybe four or five years ago you should talk about oh

[10:59] you can have four levels of retargeting and that works really well so that sort of just stuck within and you know Facebook advertising best practices or perceived best practices but now Facebook advertising is more expensive and the people recommending those strategies are usually advertising services that cost tens of thousand dollars a year like myself you know Facebook advertising related services their advertising thousand dollar two thousand dollar courses these sorts of products that require many many many exposures for you to buy but if you're a a carpet cleaner and you're advertising a you know fifty percent off your first clean or a free first clean or something along those

[11:38] lines keep it really really simple that's a I said that's the easiest mistake to avoid is overcomplicating sales funnel because it requires left less effort put more time into getting that one ad or those that three or four ads you're gonna create in a simple sales funnel put more time into making those absolutely brilliant somebody's gonna really grab people's attention really engaged and really want them to you know to check you out and do and take a look as opposed to having a mediocre eighteen step process okay so those are five Facebook advertising mistakes so we've got our one back through the list we've got not thinking

[12:18] Saul about targeting your offer your creative is really important and what else we got the wrong using the wrong campaign objective okay so if you use the wrong campaign objective that is going to seriously jeopardize results you see we've got judging results too quickly at least seven days preferably longer think about what you're selling have you spent enough to know whether this is working or not we've got not spending enough time and money on your ad creative ad creators are super important and then we've got over complicating the sales funnel if you're selling something simple use a simple Facebook advertising sales funnel structure to sell that way right it's

[12:46] beginning the video there's a couple of three things I mentioned nothing you'd be interested in so I'm gonna quickly talk to you about this now before I am before in this video now the first is my Facebook Ads mastermind group so free facebook advertising group it's got about 15,000 members in there right now fantastic community full of Facebook advertisers asking questions getting answers to questions and there's loads of experts agency owners in there like myself who are happy to help you out so if you want your Facebook advertising questions answered a strongly recommends you go ahead and join we'd love to have you just click on the link in the video

[13:14] description below that will take you to the group you can ask to join and I will approve that request we'd love to have you second free thing is my Facebook ad template so but a five part Facebook ad template that includes a number of really high performing ads that we've created for our clients which sort of broken each ad down into its component parts explained what we've included and why if you're looking for better results with with Facebook advertising strongly recommend you download that it'll help you with you creative which I've already mentioned in this video is a very important component so I said completely free link in the

[13:44] video description go ahead and download that and last thing I'll quickly mention is our Facebook advertising services so my company lead guru is an agency that specializes in Facebook advertising that's where all the videos I create and all the advice I give comes from is from running experiments and doing this day in day out for our clients we're running hundreds of different Facebook advertising campaigns in sort of every industry every business model you can imagine you know I've said before I think that's why my advice is probably a lot more reliable than other people's because mine's based as I said on agency work not just you know running the one

[14:18] campaign for their business but if you are interested our services you'd like us to create optimize manage facebook advertising campaigns for you and we could almost certainly produce better results than what you're getting right now as a separate professional agency and you can there'll be a link in the video description you can click on that go through to my website you can check out and there's tons of sort of testimonials and screenshots from previous campaigns previous clients campaigns that we've been able to sort of reduced and great results for and you can see the sort of return on adspend we've generators and things like that so

[14:47] we've got the proof to to back it up and if you're spending more than three thousand dollars a month on Facebook ads or looking to spend more than three thousand dollars a month on Facebook ads I'd love to have a conversation with you so said click on the link in the video description go through to my website go to through to my strategy session page you can book a free 30 minute stretch session with me if you meet that criteria and you can apply for one of those we'll have a conversation where I can ask a little bit more information about your business get to know it a

[15:12] little bit see if you'd be a good fit for our services and I can explain how our services work the charge is involved and all that sort of stuff so it'd be great to speak to you and said if you meet meet that criteria and if you enjoyed this video please give it a like that's much appreciated comment below to let me know and of course you've got any questions pop those in the comments below don't forget to subscribe to my youtube channel for more Facebook advertising related content and I will talk to you guys soon thanks a lot

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