How to correct costly Facebook Ad Mistakes
Do you ever wonder why your ads keep getting rejected or are more expensive than they should be?
In this article, I’m going to tell you the biggest mistakes that advertisers are making right now and how you can correct these mistakes immediately in your own ads account.
I have seen it all when it comes to mistakes. So, I’m going to tell you the most obvious mistakes that people are making and some things that are pretty recent and impacting ad accounts everywhere. And at the end, I’m going to share with you a big list of words to avoid right now on Facebook. So, it will make your ads more effective and less expensive.
-The first big mistake that people make is running traffic ads, when really, they want conversions from people. Let’s talk about what Facebook knows about us. They know our history of clicking on things and if we’re likely to convert or not. If you as the advertiser want people who have a history of providing their email address, their phone number, you’re going to want to be running conversion ads, not traffic ads.
Traffic ads are meant for people who have a history of clicking on things, but maybe not really taking action. Traffic ads can be very well suited when you’re running ads to let’s say a podcast or maybe even your most recent blog posts.
-The second big mistake that people are making is running boosted posts and thinking they’re going to get a lot of conversions. What you’re going to see is a lot of engagement on the post, but not necessarily a lot of people leaving the platform, going to your landing pages and doing what it is you hope they’ll do. So, save your boosted posts for those times when you really want to increase the engagement on your post, but you want the majority of your ad’s budget to go towards conversion ads.
-Let’s talk about the next big mistakes that advertisers are making. And I’m going to put this all into a category called, the unspoken rules of copywriting.
Now, let me start this section with a great quote from Harvard Business Review. They said when it comes to ad personalization, there is a fine line between creepy and delightful. And if you really take that to heart, you’re going to understand that Facebook wants ads that are relevant, but not targeted.
-The next big mistake that advertisers make in their copywriting is using too much of the words you and your. While it works very well in your email marketing, the algorithm does not favor ads that are full of these words. If I were running ads and I said, do you want to scale your business with ads?
A better way to do this would be to reframe it and say, the fastest growing businesses are scaling with ads.
So, do you see the subtle difference there? When you scale back the you and your, it’s going to most likely make a big difference in your success rate.
-The next big mistake that advertisers make is not understanding the sensitivities of Facebook around their niches. Some very sensitive industries and niches would include, money, health, relationships, etc. Maybe you are a franchisor looking for new store owners for your frozen yogurt shop. The mistake would be saying something like, you can earn an extra $10,000 a month with our franchise. Whenever you put specific numbers in your ads, that’s going to get you in trouble on Facebook.
A better ad might say, learn how our franchisees are building great businesses with our frozen yogurt stores. You’re just scaling it back just a little bit, not making big promises, not mentioning specific numbers. Another sensitive niche on Facebook is health. So, when you are talking about people’s health, you want to be very careful that you’re not calling people out or making them feel bad. So, if your ad were to say something like, lose all of that fat, get rid of those extra five pounds.
That’s not what Facebook wants people coming away with. I would reframe that ad and say something like, feel fit and fabulous in 10 minutes a day. That’s going to be a much more effective angle for the algorithm. Another sensitive area on Facebook is relationships. Avoid talking about how people might feel lonely or disconnected. You’ll want to reframe those ads to be a little bit more pulled back and talking about how somebody might look forward to the right relationship and building a deeper connection.
Even if you’re not in one of these specific, sensitive niches because there are so many more that we could cover, I want you to use that framework of Facebook wanting more positive interactions versus negative interactions. Now that doesn’t mean that you can’t use pain points on the platform, you absolutely can, but I would just take one step back and make sure that you give people a lot of hope and optimism for their future. I want to give you a list of words that I have found to create the most trouble with Facebook and Instagram ads.
If you’re starting to notice that your ads are just not doing very well and you do have some of these words in your ad copy, I want you to experiment with removing them and see if it improves your situation. We already talked about you and your. Some people also really have trouble when they have gender identification in their ads. You might also notice that you have troubles if you include age, religion, political leanings. People that have the words Facebook and Instagram in their ads often end up having trouble with these words. So be careful there. Be aware of any curse words or fake curse words. They sometimes slip through the algorithm, but they usually get caught. Whenever you’re talking about health products like CBD or HCG, those are definitely off limits.
Diet, weight loss, fat, fat reduction, be sure that you’re not including specific numbers or promises, these would be called claims. Also be careful about words like doubled. For example, double your growth, double your revenue. Be careful with words like, step-by-step, grow, money, financial freedom, wealth, laptop lifestyle, working from home, quitting your job.
Facebook doesn’t want to be responsible for somebody seeing an ad that said they could quit their job and then they quit their job. And then whatever opportunity didn’t work out, they don’t really want that lawsuit to have to deal with. There’s a lot of words and expressions that marketers and business owners have been using for a long time. And it’s time that we phased these words out and the algorithm is supporting that. Some of these words might be words like slave. You’ll see ads that say things like, are you a slave to your workout?
Let’s get rid of that. Also, where it’s like master, blacklist, white list. Ads that include these words or phrases are getting increasingly more expensive or stuck or not working at all. Just be careful about the types of words and expressions that you’re using in your ads.