We’ve run more than $1 million in Facebook ad spend for clients of all sizes, with goals ranging from fan growth to selling products and services online. We get sales and leads and engagement for them- whatever their goal is. We test constantly to ensure that the ad costs are as low as possible, and that the ad spend goes to the best performing ads.


Some companies get profits, or super low-cost leads- but other companies fail with Facebook ads. No matter how powerful Facebook ads CAN be, there are some common mistakes that prevent Facebook ads from getting you great results.
When you create a Facebook ad, the first thing it asks you is what your objective is:

For example:
Website clicks: measure the cost per click (or cost per conversions if you’re tracking that)
Website conversions: measure the cost per lead or cost per sale
Page Post Engagement: measure the cost per engagement
Page Likes: measure the cost per fan
Those are the most common objectives. By focusing on “cost per” metrics, you can improve effectiveness without increasing the ad spend.
SOLUTION: If you can track a lead or sale, definitely test the website conversion ad type. Test that against a website clicks ad, and against promoting a post that has the link to the landing page in it.
Yes, you need to build an audience first, and yes, increasing your fan engagement helps support any future conversion efforts. But ultimately, when you want to convert with Facebook ads, targeting fans is the way to go. The data does not lie.
When we think through this process, it makes complete sense. The more relevant an ad is to you specifically, the more likely you are to notice and act on it.
And we know most Facebook fans are existing customers or potential customers of a business. Ads targeted at existing customers and Facebook users already familiar with a business will clearly see a higher success rate.
Here’s an example — I keep getting thisMastercard ad that is basically an attempt for Mastercard to get email addresses for their card owners.
Not Doubling Down on What Is Working

Carpe Diem! (Seize the Day!)
In the digital age, everything changes at the speed of light. What works well today might be a complete waste of time in just a month — or less.
When something is generating a great ROI, don’t wait to increase your spending on it because down the line it might not work any more — or not as well. Double down immediately and get the most out of it as soon as possible.
In the early days of Facebook Advertising, I committed this error as CEO of Media Zen, a blog network where we had lots of organic traffic from our Facebook Pages. Back then almost no one was advertising on Facebook, so advertising to get more Likes was very cheap and we used it to reach 100,000 fans at the ridiculously low price of 1¢ per Like
Not Testing Images

Images are the first thing that Facebook users will see. Making an assumption that you know what image will get your Facebook ad clicked on the most is a bad idea. There are some great best practices when it comes to Facebook ad images, but if we do not test our assumptions, we are missing an opportunity.
Always split test your Facebook ads, especially your images.
Webtrends has a great set of slides when they present on Facebook ads. They ask the audience to guess which Facebook ad image performed the best out of a group of 12 images. Here is the slide:

We see the smiles, the faces, pictures of women, etc. And most of us have heard those things make good ad images. It turns out, for this specific example, the ad that outperformed everything else by far, was the odd festive image of decorations.
Who knows why. The point is, when you have the ability to put a dozen or two images out there to TEST and see which image performs better, do it. You save money in the long run and create an ad that will get noticed more and create more clicks.
Source: http://www.9jatruetalk.com/2016/11/top-biggest-common-mistakes-in-running.html?m=1

Hi there, please what is th current averge CPC in Lagos and Nigeria when advertising via Facebook? Thank you

Does this sound familiar?

You invest a massive budget on a Facebook ads campaign hoping to generate a lot of opportunities but end up with little to no conversions. It appears to be that you just flushed your marketing budget down the drain.

But hey….

The good news is, you are not the only one!

I have heard so many people complain that social advertising doesn’t perform. And most of the times, the follow up complaint is that the campaigns were too expensive, they did not achieve the business goal they were trying to accomplish, and the campaign did not reach their key audience.

With 2.45 billion active monthly users, Facebook still remain an advertising giant. If Facebook were a country, it would definitely be the largest in the world.

57% of consumer says that social media influences their decision making process. Hence, every business wants to run ads on Facebook. Its active user in billions, coupled with great targeting criteria, make it a magnet for advertisers.

Recently, there has been a massive decline in Facebook organic reach and ad impressions on the increase. This has made the competition steep for advertisers to keep up by ensuring ads are engaging and relevant.

Hence the reason I am sharing with you 12 Biggest Facebook Ads Mistakes to Avoid in 2020.

1. Not Defining Your Buyer Persona
A buyer persona is a prototype of your typical or ideal customer, based on detailed audience research.

When you target everyone, you target no one. Still trying to sell to ‘everyone’ in 2020? Mass marketing is the 90’s tactics and just doesn’t work anymore. This one common mistakes advertisers make with Facebook ads that you must avoid in 2020.

You need to define your ideal customer. If your ideal customer base is too broad, streamlining it into a few buyer personas is essential. Important questions like who needs this the most, what age bracket do they fall in, what interest them, where do they live? Have a well defined buyer persona. As this is the first step to effective marketing strategy for an y business.

Perhaps, you are wondering what benefit this is. Facebook offers wide range of targeting criteria based on demographic, behaviour and interest options. Throwing your ads to everyone will not only be ineffective, but it will also cost your hard earned money.

2. Expecting Facebook To Work Like Other Channels
This is another popular mistake among advertisers. Expecting Facebook to deliver results in the same way search ads or display ads do is a wrong way to monitor campaign performance. You need to always bear in mind that Facebook delivers your ads to people who are most likely to be interested in your offerings.

Google Search Ads will deliver different results as they great for matching audience based on intent. Facebook matches audience based on interest. Hence, they will typically deliver different results.

3. Setting The Wrong Marketing Objective
This is a prevalent Facebook ads mistake among beginners. Facebook advertising is crystallized into a sales funnel. The sales funnel starts with awareness and ends with conversion and within it, you have the marketing objective.

It’s difficult to develop a holistic Facebook Ads Strategy if you lack understanding of your ad objective. To avoid this Facebook ad mistake that could cause your your ad budget, you must choose the right Facebook Ads objective that aligns with your business goal at every point in your marketing journey.

The Marketing objective is the first level of the Facebook campaign structure. Just before you start creating your Facebook ad, the ads manager asks you what your objective is.

What is the goal of my campaign?

Am I looking for event responses, awareness, engagement with consumers, traffic to my site or lead generation?

Whatever objective you select must align with your business objective and where your business is in the marketing journey. The wrong Facebook campaign objective is synonymous to building castle in the air. Hence, this is the first step to any successful Facebook Campaign.

4.Measuring The Wrong Metric
When your Facebook ad campaign is active and delivering, there are a ton of metrics at your disposal within the ads manager. Some of them are reach, clicks, landing page view, impression, cost-per-click click-through rate, conversion rate and others. Again, your marketing goals informs the metrics you measure — are you trying to optimize your ads for higher conversions and bring down costs or do you have a really large budget to test?

5. Forgetting To Use Facebook Pixels
Tracking and reporting are vital elements of any marketing strategy. How are you able to ascertain that what you are doing to drive opportunity to your business is working?

Facebook pixels are snippets of java script code Facebook uses to monitor users behaviour on your website. It is simple to install. However, if you’re not techie, you might need to get website developer to assist with the Installation.

Most advertisers seems to ignore this important step and proceed with running a campaign. Pixels not only help Facebook measure who’s doing what on your site, but it also helps you as an advertiser define your audience in the future and also optimize effectively.

Also, you could decide to exclude certain audience segment people who have already visited your website from a new campaign or remarket to those who are your existing customer. Facebook pixels is a very useful tool and must never be ignored.

Find Out More: https://primegatedigital.com/12-biggest-facebook-ads-mistakes-to-avoid-in-2020/