5. Your ad copy isn’t selling click-through: Call-to-action in an ad copy is crucial to galvanize your audience to take the action you’ve specified. It’s best to keep your ad copy simple and attention-grabbing rather than trying to cram in too much about the product or service.
There’s a lot to look at on Facebook, which means that your audience has a limited attention for your ad. That’s why it’s best to make sure your ad copy is simple and straightforward, focusing on the click-through rather than overbearing the audience with too much.
6. Too much text: If you tend to opt for text-heavy ads, you’ve probably faced rejection from Facebook’s ad rule. It’s important to keep the text in your ad copy to a minimum to make sure that it gets maximum distribution.
Facebook’s advertising policies states, “Our policies previously prohibited ads with text that covered more than 20% of an ad’s image. We’ve recently implemented a new solution that allows ads with greater than 20% text to run, but with less or no delivery.”
7. Images not optimized for Facebook: To guarantee that your ad is eligible to show in all of the different formats, it’s important to use Facebook’s recommended ad image size for your objective. If you’re inputting images that aren’t the right size, the resulting ad won’t display as intended.
Images that aren’t optimized for Facebook can end up lowering your engagement rates. Facebook offers an ad guide to ensure that your images are appearing how you want them to. Make use of this feature so there are no surprises when your ad is displayed.
8. Your images aren’t garnering enough attention: The ad’s objective should be to attract the audience’s eye-line immediately. To do this, the images used have to be visually striking. Many advertisers will use vibrant images with the sole purpose of grabbing attention, despite whether it’s relevant to the actual product or service or not.
This doesn’t mean that you have to be manipulative with your advertising, but understanding which graphics generate the most clicks will help you understand how to engage your audience more effectively.
For example, take the color scheme your ad is being presented on into consideration. Ideally, you want your ad to contrast with the blue and white color so you may be more inclined to choose an opposing hue.
9. Not testing your ads: Testing is one of the most important parts of marketing. If you aren’t perpetually testing your ad, you won’t be up to date on what is working and what isn’t. To ensure that you’re getting the most value out of your paid Facebook ad, you want to actively test every aspect of it.
10. Saturating your audience: Facebook users aren’t logging in to view ads, which it makes it important that you aren’t saturating your audience with an influx of messages.
If your ad starts to pop up too many times, your audience will naturally start to tune it out and become significantly less effective. It’s not easy to determine whether or not you’re saturating your audience, but one sign is dwindling engagement.
If engagement continues to diminish even when you narrow your target criteria, it may be time to give your campaign a break.
When investing in ads, there are many things to consider. It’s always a good idea to do your research beforehand to ensure that your ads are optimized for the distribution platforms in order to gain the maximum value for your ad dollars.
Hasty ads may lead to lost revenue, PR problems, or in the worst case scenario, customers tuning out of your brand and its messaging.