Facebook advertising can offer an incredible return on investment for your business. However, many small business owners make mistakes that result in under-performing ads.

Make the most of your social media and Facebook advertising budget by avoiding these common yet costly mistakes.

Top 6 Facebook Advertising Mistakes to Avoid

1. Constantly Running the Same Ads

Instead of constantly running ads, be a little more intentional about when you offer a promotion or run a campaign. People tend to grow weary of advertising especially if they see the same ad reappearing in their feed. The Drum published an article covering the phenomenon of ad fatigue. Small changes like changing the graphics and color palette can help freshen up your ads.

2. Sending Ads to an Irrelevant Landing Page

Your landing page may be the issue if your ad insights reveal click-throughs, but you are not seeing results. If your ad includes links, be sure to send your audience to a landing page that is on-brand and on-message. Make it easy for your audience to say yes and to find the information they seek without having to think too much about it.

3. Making Too Many Changes Mid-Campaign

If you constantly tinker with your Facebook advertising campaigns you may not get the results that you would get if you follow through on your original plan. Try using A/B testing techniques to test just one element like the call to action or graphic. Sometimes small business owners tinker with an ad to the point they can’t tell what was successful and which practices don’t work for their potential customers. 

4. Getting in an Ad Rut

Facebook offers different ad types that work well for different campaigns. If you always run the same kind of ad, you may miss out on the opportunity to find other approaches that may be even more successful. Consider A/B testing different ad formats.

5. Selling to Converted Clients

Have you ever browsed your feed only to see ads for products you already purchased? This mistake is all too common. While it is a good practice to continue to market to existing customers, be careful not to waste money continually selling to them rather than the new customers you wish to acquire. Facebook advertising includes options to exclude people who recently purchased a specific product.

6. Overlooking Facebook’s Automated Rules

If you haven’t activated Facebook’s automated rules, consider doing so. The rules allow you to set up specific conditions and shut off a campaign if it meets those conditions. It can be a big money saver if you don’t have time to closely monitor your Facebook advertising campaigns.