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Facebook advertising is an important marketing tool that will allow you to highly target your preferred audience, significantly increasing your odds of reaching individuals who need your goods or services.  Unfortunately, if you’re not correctly advertising on Facebook, your ad campaigns may fail. Marketers tell you what you should do, but not many tell you what you shouldn’t. There are more than a handful of common mistakes you should avoid. 
 

1. Changing Ads Too Quickly - Yes, you need to regularly change a few elements of your ads to combat the dreaded ad fatigue, which causes your ROIs to plummet, but you also need to let your ad campaigns run long enough to allow Facebook’s system to optimize them. 
 

2. Expecting Quick Results - It takes time and experimentation to obtain your coveted ROIs. Have patience and let Facebook’s system finish the learning phase uninterrupted. 
 

3. Not Knowing Your Target Audience - If you don’t know who to target, you will reap unsatisfactory results, serving ads to an audience that is unlikely to respond to your offer. Not only that, if you don’t know your target audience, you won’t provide the kind of quality content your prospective customers are looking for. 
 

4. Neglecting to Scale Ads -  To grow your business, you may need to increase your ads’ reach or bid higher to reach new customers, which requires an increase in ad spend especially on campaigns that are performing well . If you don’t scale, you will let slip the countless opportunities to reach new customers, watching your business remain stagnant.  
 

5. Failing to Replace Ad Creatives - To avoid ad fatigue, you need to create multiple ad visuals for one offer. For example, if you’re promoting your social media management services, reuse the same message but change the accompanying image or video in the ad. Better yet, change both the visuals and the copies.
 

6. Advertising without a Strategy or Objective - Before you run your campaigns, you first need to clearly define your objective and set a realistic goal that you can measure. 
 

7. Choosing the Wrong Image -  Images capture your audience long before your words. When running ads, split test different ads with different images to see which performs the best. 
 

8. Neglecting to Install the Facebook Pixel - The importance of the pixel extends beyond retargeting. It also allows you to exclude specific audiences which  spares you the expense of courting customers who already converted through your ad. 
 

9. Choosing Too Narrow an Audience - If  your target audience is too narrow, the system can’t get enough data to learn what works, which can make it difficult for you to shape future ads. The system needs at least 50 conversions to optimize the delivery of your ads. 
 

10. Expecting More for Less - If you want to increase conversions, you need to pay for them. If you decide to invest in cheap creatives, lackluster copy, a hideous website, and below-average products, then don’t expect to generate thousands out of Facebook ads. You get what you pay for. 
 

11. Advertising with a Bad Website - You need to consider the state of your site—completeness, traffic, effectiveness of landing page—before you send customers there. If your website doesn’t convert now, adding extra ad spend isn’t going to change it. Instead, make sure that your website works first, then use advertisements to direct customers to your landing page.