How to fix Common Facebook Ads mistakes

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Pragun Sharma

Verified writer
13th May 2021

Tired of getting your Facebook ads rejected or wondering how to lower your ad spend? 

You’ll get to know about some of the biggest mistakes marketers make when managing their ads on and how to correct them. Facebook ad errors stem from objective selection, ad copy, niche targeting, and more as you’ll discover in this article. We’ll also provide you with a list of words and phrases that can lead to poor Facebook ads performance.

#Mistake 1: Not Selecting the right Facebook Campaign Objective

The first and most overlooked mistake that Facebook advertisers make is running traffic ads when they really want conversions.

Facebook knows all about the people using their platform including their history of clicking on things and whether they’re likely to convert. In order to reach people who have a history of providing their email address and phone number, you should run conversion ads, not traffic ads.

Traffic ads usually reach those who have a history of clicking things on Facebook but maybe not taking action. The traffic campaign objective can be suited for running ads to your podcast, blog posts or throwing traffic on your website to track user behaviour. 

#Mistake 2: Boosting Posts for Conversions

The second mistake that advertisers make is running a boosted post with the objective of getting a lot of conversions. Boosting helps you get a lot of engagement on the post but not necessarily large numbers of people leaving the platform, visiting your landing pages, and performing the actions you’re hoping they’ll take.

Save your boosted posts for times when you want to increase the engagement on your post while putting the majority of your ad budget toward conversion ads.

# Mistake 3: Lack of Sensitivity to Certain Niches

Some advertisers ignore sensitivities around Facebook’s niches, which include money, health, and relationships, among others.

For instance, you’re a marketplace looking for new store owners for your Website. If you say something like, “You can earn an extra $10,000 a month by listing yourself on our website” in your ad copy, that would be a mistake. Using specific numbers in your ad copy is not recommended.

A better ad would be, “Learn how our marketplace is helping owners build great businesses.” While you’re scaling it back a bit, you’re not making big promises or mentioning specific numbers.

Another sensitive niche which needs to be addressed is health. When talking about people’s health in your ads, be careful. You cannot call people out or make them feel bad in your ad copy.

Another sensitive area is relationships. Instead of talking about how people might feel lonely or disconnected, put a positive spin and talk about how somebody might look forward to the right relationship.

Even if your business isn’t in one of these sensitive niches, be careful as Facebook wants more positive interactions for their users. Make sure you tackle pain points on the platform by giving people hope and optimism for the future. 

# Mistake 4 : Words to be avoided in your Ad Copy

If you noticed that your ads aren’t performing well and have some of these words in your ad copy, try replacing them and see if that improves your situation.

You may have issues if you use gender identification in your ads, reference age, religion, or political leanings in addition to the problematic words “you” and “your,”. Sometimes, even the words “Facebook” and “Instagram” cause trouble when used in ad copy.

You should definitely avoid using curse words or fake curse words. They slip by the algorithm sometimes but usually get caught.

Don’t include specific numbers or promises while reference to dieting, weight loss, fat, or fat reduction in your ad copy, as those would be considered claims. Also it is best to avoid the word “double;” for example, “double your growth” or “double your revenue.”

Similarly, avoid “step-by-step,” “grow,” “money,” “financial freedom,” “wealth,” or “quitting your job.” Facebook doesn’t want to be responsible if someone sees an ad telling them they can quit their job but when they do the opportunity doesn’t work out. They don’t want to deal with a lawsuit that might stem from that.

The bottom line is to be careful about the types of words and expressions you’re using in your ad copy.

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