Localogy Insider invites experts in a field relevant to our community to share practical advice on how to do the business of local better. In this ExpertTake, Tiger Pistol‘s Yanira Durant shares tips for avoiding Facebook Ad pitfalls.
Running Facebook ads can be a tricky business, and it doesn’t take much for your ad to get bitten by the underperformance bug. Here’s a checklist of common problems, coupled with ways to adjust your ads to ensure they are running correctly.
PROBLEM: The ad is not approved — Sometimes the issue isn’t the ad, but rather its delivery. Luckily this can be an easy fix. Here are some tips to make sure delivery and performance are not related.
- Make sure it complies with Facebook policy – Facebook policy is something a lot of advertisers struggle with, and if you are a busy advertiser with a lot of notifications; you may not notice your ad has been disabled due to a policy violation. Facebook also has the ability to retroactively reject ads, so we highly recommend checking the ad’s status and making the proper updates. Also, be aware of which policy violation may be affecting your ad and see if it is a valid disapproval. Facebook isn’t perfect and may wrongfully flag the ad.
Check out these past blogs on Facebook policy changes to ensure you’re in compliance:
- The 20% text rule — Originally, Facebook often disapproved ads with images that contained more than 20% text (logos included) because it interferes with the user experience. Now Facebook will approve a lot of these ads but limit their reach. Save the text for your headline, body, and link description. That is what they’re there for. Use eye-catching and custom creative to attract viewers. Facebook offers a useful image text tool to verify your ad follows this rule.
PROBLEM: Targeting — Targeting largely impacts how your ads are performing, and we want to make sure you find the sweet spot to help your ads succeed. If your ad is underperforming, consider tweaking the audience. Audiences that are too hyper-focused or extremely broad tend to impede results. Tiger Pistol recommends an audience of at least 50,000 to run a successful ad. Here are some specifics to consider:
- Audience Too Broad — Don’t use your budget on impressions that don’t matter. We have found local advertising to be extremely successful when concentrating on those who will take action and support your business. Think about who and where your customers are. If you are a local coffee shop, most people won’t drive more than 10 miles for their latte. Target strategically and think critically about your customers.
- Audience Too Narrow – Narrowing your focus may cause you to miss some opportunities. Consider these tips to expand your audience to reach new customers and increase sales or engagement. If they are your ideal audience, chances are your competitors’ will try to target them as well. Also make sure to remove unnecessary targeting parameters and restrictions, like demographic and detailed targeting options that both reduce your audience size to under 50,000 and aren’t helping your ad. You may be certain no one over 35 will buy your product, but is there data to prove that? Often narrow audiences are the result of assumptions. Opening up your targeting and letting Facebook’s optimization worry about serving ads can likely result in higher quality ads. If you need assistance with your audience, the Facebook Pixel is a simple and direct way for you to build audiences with first-party data – i.e. your own web traffic. Learn more about how you can harness the Power of the Facebook Pixel.
PROBLEM: Creative – Both your words and your pictures impact your ad rank, so beat out your competitors by showing and telling your audience what makes your business unique.
- Does it Fit Your Objective and Audience? Make sure you are targeting your audience with engaging and eye-catching images. After all, 96% of users are looking at content on their phones, so you want to optimize for mobile. We have also found that with text, less is more. Great ads present their information in a succinct way with a clear call to action.
- Check Your Image Resolution – A blurry or distorted image will not capture the response you are looking for. Make sure to use high-quality images that are related to your business. Using tools like carousels or video creative can help give viewers fresh and exciting content. Find some businesses that inspire you and find out what draws you in about their creative execution.
Facebook ads are a complicated mix of traditional advertising creative and digital best practices. All of these different elements must come together to build a unified ad unit. Audiences need to be relevant and made up of interested consumers, just as the creative needs to be compliant and resonate with said consumers.
So pay attention to the construction of your audience, the quality of the content you serve them, and most importantly – when in doubt test it out. This is especially important if you’ve eliminated any technical issues or simple fixes, such as removing text from your image. Here at Tiger Pistol, our platform is designed for continuous A/B testing, automatically pushing winning ads forward and surfacing insights on particular elements such as image, copy, audience, and even down to the CTA button.
Harnessing the power of social requires a trained eye to develop and manage the right content. It also requires the ability to adapt based on consumer behavior and campaign data. You too can conquer all elements of your social media campaign; it just takes the right mix of proactivity and smart data-driven insights.
Image credit: ID 115348533 © Dimarik16 | Dreamstime.com