Facebook has become an advertising channel that cannot be ignored. From 2015 to 2016 alone, Facebook advertisers grew by 50%.1 Now in 2017, the social media platform boasts over 4 million advertisers.2 Many of the world's largest brands are advertising on Facebook, but there may be a few things we could all be doing to improve the quality of our ads.
Check out these 3 things you may be doing wrong when advertising on Facebook...
#1 Not following Facebook’s ad guidelines
Facebook’s Advertising Policies provide guidance on what types of ad content are allowed. When advertisers place an order, each ad is reviewed against these policies.
During the ad review process, Facebook will check your ad's images, text, targeting, and positioning, in addition to the content on your ad's landing page. Your ad may not be approved if the landing page content isn't fully functional, doesn't match the product/service promoted in your ad or doesn't fully comply with Facebook’s Advertising Policies.
Facebook’s policies previously prohibited ads with text that covered more than 20% of an ad's image. Brands should note that they’ve recently implemented a new solution that allows ads with greater than 20% text to run, but with less or no delivery.
If your ad isn't approved for not fully complying with Facebook’s policies, you can edit it and resubmit for review. If you don’t edit your ad, your ad spend and thus your ad performance will suffer as a result.
#2 Not A/B testing ads
A/B testing, also called split testing, is a method in which you find out which titles, body copy, images and call-to-actions (CTAs), achieve the best results from your desired audience.
It’s difficult to predict what kind of ad structure will work best for you or which demographic will be most likely to buy your product. Through Facebook Ads A/B testing, you can quickly test multiple ads’ designs and target audiences to uncover the most effective ones.
Once the ads are live, Facebook will automatically optimize towards the best performing ads that are in-line with your optimization goal (website conversions, clicks, etc.).
#3 Not monitoring comments
Some advertisers may not yet have realized the power of Facebook ad comments, in fact, many marketing managers may be unaware of the comments that their paid posts are receiving.
Removing threats such as spam, scam, malware and competitor promotions is vital to maintaning the quality of your ads. Have you ever seen a sponsored post on Facebook that was littered with spammy comments, brand attacks or competitor promotions? It usually makes you second guess purchasing a product from that brand.
On the other hand, the comments section is a great place to increase conversions and marketing ROI. By responding to questions regarding purchasing, such as store locations, product numbers, color and size options, etc. you're able to convert prospects into customers directly on your ad.
Increasing the lifetime value of current clients is another payoff of monitoring comments received on your Facebook ads. If you provide great customer support by responding to customer inquiries in a timely manner, you'll be rewarded with long-term and loyal customers.
Additionally, listening to customer feedback received on your ads will help you to understand your customer demographics and preferences. Companies spend millions of dollars trying to understand their customer profiles, when in actuality that information is often directly at your fingertips within Facebook comments.
If you’re not responding to and moderating the comments you’re receiving on paid posts, they can actually result in a myriad of missed opportunities for your brand. However, most social media, marketing and community managers are typically wearers of many hats and don't have the time to sort through Facebook ad comments manually.
At BrandBastion, we've developed a technology solution that runs in the background reading each and every comment received on our clients' ads in order to either hide, escalate or respond to each comment. You specify the parameters according to your brand's preference and BrandBastion's technology will protect your Facebook ads round the clock within 8 minutes 24/7.
Curious how you could improve the quality of your advertising efforts? Request a free audit of your social media engagement from BrandBastion here.