10 Facebook Ad mistakes that are costing you $$$ every day
March 27, 2024
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1 - Complicated Account structure
I see this over and over with audits I do. Running multiple different campaigns for the same product, offer and Landing page.
Instead, focus on 1 campaign per SKU. I have accounts that are spending $10,000 per day with 2 campaigns.
2 - Testing with too little budget
This one is also common among my audits over the past year. When you test a new creative, give it some budget before you turn it off.
Let Facebook breath. The algorithm has to adapt to that new type of creative. My rule of thumb is to run tests to 5X-10 tCPA.
3 - Relying on one type of creative
These tend to be the accounts that get stuck at certain spend levels. Yes, if your UGC Ads are performing great, that’s awesome. But don’t miss out on static images, GIFs, normal videos, press images etc.
4 - Not testing LP's:
Here are a few LPs I like to test:
- PDP
- Homepage
- Collection Page
- 5 Reasons Why
- Advertorial
5 - Too many day-to-day changes
If you constantly adjust budgets throughout the day and turn campaigns on and off, your ads will probably suck.
I typically do my changes each evening/morning and then let the ads run throughout the day.
6 - No Clear Goals
It’s extremely important to have clear goals for your Ads. And most likely, it’s not “We need to get X ROAS s we can scale.” You might focus on new customers, factor in your LTV, etc.
Get super clear about what your business needs to look like for you to scale your Ads.
Right now my focus on most brands is contribution margin and NCPA.
7 - Relying on Ads Manager data
Instead of relying on only Facebook’s numbers I have a simple google sheet with:
How much did I spend today & How much did I make today?
Most bootstrapped ecom brands rely on a positive contribution margin on any given day, so that’s what I look at.
8 - No real testing concept
To scale Facebook Ads, great creatives are key. To build great creatives, you need a great creative pipeline and a great testing concept.
9 - Focus on the wrong metrics.
Let’s be honest. The only metric that counts is your CPA/ROAS. You can have the best Stop Rate in the world, but if your ROAS sucks, that doesn’t help.
Your CPC can be $0.1 if your ROAS is 0.1. That doesn’t help, either.
Your CPA should always be your north star metric.
10 - Not using broad
This is probably the easiest to fix, but I see over and over again that brands still hesitate to use broad at scale.
Change that and start using broad today.
Tags :
Ads, FacebookAds
Abdul Rasheed PC
Performance Marketer
Performance marketing is my playground, and I'm passionate about helping businesses of all sizes achieve their marketing goals. Think of me as your friendly neighborhood guide, here to break down complex strategies and ignite your campaigns with actionable tips and tricks.
