The secret to success is experimentation. And to be successful with experiments, you must try everything at least once.
Below are the biggest social media advertising mistakes and mistakes that you absolutely want to avoid.
- No social advertising strategy
So you have a lot of followers and preferences. People circulate on their social networks. They ask for services and click on your ads. What is the next?
If you don’t have a strategy, your ads will be useless. You need to define your goals, tactics, target audience, and the resources you want to invest.
- Don’t set your goals
Many social ad errors revolve around not setting goals or setting the right goal. Before creating a social ad, ask yourself: what is the purpose of this campaign? You can’t run social ads without knowing what you’re trying to achieve with them. Will you get more leads? Is it brand recognition? Or is it simply about increasing the sales of a product?
If your goals are not something you can measure, you are already preparing your campaigns for failure.
- Do not define the characteristics of the buyer
People are ideas of potential customers. By identifying your potential customers, you will get more information about your target audience. Not all ads belong to the same group of people.
A person-oriented advertising strategy focuses on the content offered. You can’t usually get these people out of the blue. It is based on market trends and research on the purchasing process.
A person-centered strategy will help you have a complete picture of whom you are aiming for and, without this strategy, you will not know what content the customer will like.
- Target a very small or very large audience
An 18-year-old woman who lives in California will have a different lifestyle and interests than a 55-year-old man who lives in Florida. Know your audience and use the data to support them. It can be expensive to make the mistake of targeting a large or limited audience.
- Don’t personalize your ads on all platforms
An image ad that shrinks due to wrong specifications will definitely hurt your chances of success. All social platforms have different requirements and it is important to get it right. Where will your ads appear and in what type of ad?
Fortunately, at Strike Social, we have a comprehensive guide to specs and ad requirements to help you succeed.
- Facebook ad specifications
- Twitter ad specifications
- LinkedIn ad specifications
- Snapchat ad specifications
- YouTube ad specifications
- Pinterest ad specifications
- No creative diversity
While your brand must have a complete style, it means that your creative diversity must explore more creative options, such as videos and carousel ads, and use multiple logical platforms.
Find out where your audience is likely to see the media. Are you on the phone? Or an agency? Do they consume more than photos? Combine compelling content that resonates with your audience and doesn’t always use the same creative material.
- No call to action
Forgetting the call-to-action can mean losing customers on conversion. A call to action is a clear statement about the next step your customers should take. What do you want them to do next? If you want them to sign up for a newsletter, “Sign up now” is a clear call to action.
Call-to-action phrases should be quick and easy to see to help your audience when shopping.
- Always sending people to the homepage
Say you’re advertising a clothing company and call “Buy Now” for a product. Sending people to the home page just makes it irritating for them to have to research the product, at the risk of losing a potential customer.
As mentioned above, calls to action help win customers, but you need to guide users through this journey. Direct people to a landing page to get a better conversion rate.
- Doesn’t track conversions correctly
The great advantage of social advertising is that you have the option to track the results, including the conversion rate. Know the journey your customers will take from start to finish when set up correctly.
For example, the Facebook pixel is a piece of code that you place on your website that helps you measure your ads, but if you don’t set it up correctly, you may not be tracking the data you need to succeed.
- Do not track campaigns
Don’t ignore one of the most important parts of social advertising. If you’re running a campaign and don’t track it, how do you know its working? By tracking campaigns while they’re running, you can understand performance from start to finish and make changes to current and future campaigns.
- Forget organic performance
When we talk about paid social networks, what does organic have to do with it? A lot, actually.
Before running an advertising campaign, it is imperative to organically test the creative product to see how it will be received. If an organic post is well received, it is also necessary to promote it in more than one ad.
- The power of the A / B test has been overlooked
Finally, but certainly one of the biggest mistakes is the failure of the A / B test. Instead of guessing and seeing what works, the A / B test provides factual data to support your decision to use a particular ad, headline, or text. Place two ads against each other and test which ad your audience responds to the most. From there, you can adjust your audience. Without using A / B testing, you run the risk of promoting a poorly performing ad without success.
With social ads, mistakes can be very expensive. Now you know how to avoid them.