Mistake #1 Having The Wrong Goals Or No Goals

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When you create a Facebook ad, the first thing it asks you is what your objective is:

Each ad should have a goal, and you need to know what metric measures your success with that goal.

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.


Mistake #2 Not Creating Enough Ads

A rookie mistake is to go in and create one ad and think you’re done. Nope, far from it. If you only create one, chances are you created one that will underperform.

The only way to find the 20% of ads that get 80% of the results is to create at least five versions of your ad.


Mistake #3 Putting Everything in One Ad Set

An ad group is where you get to choose your budget, and you can put a ton of ads in each ad group, but Facebook is probably going to give most of the reach in an ad set to just one of your ads. So, you’ve got to “keep them separated”.

If you put 20 ads in an ad set, most of them will not be shown to enough people for you to know if they would work or not.

Mistake #4 Not Testing Targeting

There are many ways to cut an onion, and there’s more than one way to target the people you want to reach.

Rookies tend to create one ad with a ton of interests in them, which may work, but you also need to test more granularly- just a few interests per ad.

You can also slice and dice by age, gender, workplace and more, so if you want to see how people 25-34 respond vs. 35-44, you need at least two ads for that; maybe two ad sets if you’re also testing different images.

Mistake #5 Crappy Landing Pages

If you don’t know what a “squeeze page is”, we need to talk.

People are more likely to respond if you ask them to do just one thing- This is called a “call to action”. Make sure there’s only one thing they can do on the landing page.

There is only one option on a squeeze page, and we’re trying to “squeeze” most of its visitors through that action into the next segment in the marketing funnel. You get more results when you ask for just one specific thing.

What happens when you don’t squeeze them? Let’s say you send them to your website’s contact page and there are 20 other thing they could click on. Chances are:

  • Fewer people will do what you want (conversion rate goes down)
  • Cost per lead goes up (CPL = CPC/CR).

That’s bad. Our goal is always to lower clients’ cost per sale and cost per lead.


Post appeared on Brian Carter Group

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