Facebook Advertising Mistakes: When Duplication Becomes the Norm
On the way back from my recent Facebook
Advertising workshop in Berlin I reflected upon the mistakes that popped up
during the sessions. Some of these mistakes were common, whereas others were
directly correlated with the level of know-how each participant had.
One of these Facebook advertising mistakes stuck with me as I’ve seen it come up over and over again in my workshops irrespective of the country or continent. It had to do with duplication.
Duplication is a phenomenon that isn’t strictly
correlated with a particular industry but rather something that can emerge in
all markets. It can kill your campaigns, ad sets and ads.
Duplication per se isn’t a bad thing, however,
when you have say 140 ad sets in a single campaign with each ad set having 2
ads that you have duplicated over and over again, ending up with 280 (2×140)
ads with different ad IDs – than you have a real issue.
The attendees were wondering why the campaign
wasn’t performing. Pouring in more money wasn’t delivering better results.
Adding new ad sets wasn’t solving the problem. More so, duplicating 2 creatives
on ad level was digging the whole thing deeper into the ground.
They desperately needed a way out.
When Duplication Kills Your Ad Performance
Let’s recap briefly:
We have 1 campaign.
There are 140 ad sets in this campaign.
Each ad set is made up of 2 ads with two different images; the copy is the same, the CTA is the same, just the imagery is different. So we’re talking about a total of 280 ads.
* The budget is set on ad set level. The company running these ads is not using Campaign Budget Optimization (CBO). This feature will become a default as of September 2019 (see latest announcement by Facebook).* The 140 ad sets are targeting cold traffic only. None of the ad sets was targeting email subscribers, a website custom audience, engagement custom audiences or lookalikes based off of these warm audiences.* The only exclusion that was made on ad set level was for customers. So we’re dealing here with huge audience overlaps. BTW the feature ‘audience overlaps’ found inside the “Audience” tab was unknown to the attendee.* As all ads were duplicated, there are 280 different ad IDs (!!!). Social proof was almost non-existent.
Leaving Money on the Table
The crazy part of this story is the following:
The market these people are in, is absolutely amazing. They have a hugely engaged audience, individuals that are devouring every piece of content that was put out organically on the Facebook Page.
Whereas they were getting tens and hundreds of
likes, shares and comments organically on their posts, their ads were “cold” in
social proof. Nobody was engaging.
Not only that: conversions weren’t happening
The ads simply weren’t appealing to the
audience. Everything the company was doing successfully on their Facebook Page
couldn’t be duplicated in the paid advertising world. The reason for that is
Avoid These Rookie Facebook Advertising
Here are some of the typical beginner Facebook
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