6 Costly Facebook Ad Mistakes to Avoid at All Costs

6 Costly Facebook Ad Mistakes to Avoid at All Costs

Errors teach us some of the most valuable lessons, especially when it comes to business. This sentiment can be applied to our use of social media platforms for our brand’s growth. For one, the Facebook Ads platform is an avenue to pick up our best practices for our marketing strategies.

As the digital world evolves, so do our tools. Facebook Ads has gone through several changes and numerous updates, which we must adapt to. However, we still make small mistakes that cause our ad campaigns to fall short. 

We’ve looked for the best ways to combat these shortcomings. Here are the six costly Facebook Ad mistakes which you can avoid and learn from:

Ad Mistake #1: You Let Your Ads Run For Too Long

Nobody likes stale advertisements that they see over and over again, especially the ones on social media. So, rule of thumb: If it’s boring for you, it’s boring for your audience. 

Not only will ad fatigue decrease your performance, but it will also create negative associations with your brand in the minds of potential customers.

Ad Mistake #2: You Optimize for the Incorrect Objective

Each campaign goal has its own set of actions to optimize. Although challenging, choosing the appropriate campaign target can be a massive step in the right direction. 

In every Facebook Ad campaign, you can optimize the ad level with a drop-down of options. Make sure you choose the right actions based on what you want to achieve.

Ad Mistake #3: You Don’t Budget Efficiently

The Facebook Ad platform offers several options that you can learn early on in your campaign when it comes to budget management. Daily budgets, for example, can assist in balancing costs. 

While your campaigns aim to meet as many conversion targets as feasible, it will also work to spend the entire budget every day, regardless of conversion success. On the other hand, lifetime budgets can help you optimize your goals in days, but they don’t always hit the mark, making it more difficult to pace.

Ad Mistake #4: You Don’t Gauge Your Audience

You may find that optimized campaigns are built around highly-segmented audiences and advertising groups. However, restricting your audience too much on Facebook can be counterproductive. You must know what works and what doesn’t by collecting enough data to optimize your objectives.

You may miss KPIs while serving your entire audience by restricting your audiences too much and placing them in different ad sets. The higher the CPMs you pay on Facebook, the smaller your audience. If you divide your targeting options into ten different ad sets, it will cost more to reach the same level of exposure than if you separate them into three or four.

At the same time, you have to gauge your audience. On the other end of the range, you can make mistakes. As Facebook offers flexible audience targeting, you must ensure that your audiences don’t overlap. 

Ad Mistake #5: You Don’t Customize to the Needs of Your Campaign

Vast social media networks such as Facebook and Instagram reach a broad audience, making your ads appear in multiple places across the web. 

Regardless of where you deliver your advertising, your target audience will always be the same. Using the same targeting settings for all your campaigns will ensure that you keep reaching the same audience.

Ad Mistake #6: You Don’t Perform Follow-Throughs

Facebook has many campaign objectives, each focusing on a different aspect to produce a complete buyer journey for all accounts. Utilize Reach, Develop, or Video View campaigns to raise brand recognition, establish remarketing lists for visitors who participated in these campaigns, and target them with a bottom-funnel call to action. 

This could be done simply by directing them to your website, requesting a lead generation form, or as sophisticated as directing them to a landing page to close a sale.


Social media nowadays is not only used for connecting individuals. Most of the time, they’re used for business promotions as well. With a platform like Facebook, a brand can be impactful and create meaningful connections worldwide. Fortunately, with technological advancements, Facebook Ads is no longer just a one-way broadcast—it’s an ongoing conversation happening in real-time.

Are you looking for a marketing agency in Santa Monica? C/C/G is a full-service marketing agency committed to unleashing breakthrough solutions for you and your business. Schedule a call with us—work with our creative team today!

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