9 Common Facebook ad mistakes


We may currently be in the middle of a pandemic, but that’s not the only outbreak we are all aware of. We are also experiencing a ‘digital outbreak’. Technology is booming and it’s only a matter of time before we start seeing robots, flying cars and a real-life Iron Man armour (from Elon Musk, obviously). Another key focus is on social media and how it’s not only about obtaining likes and shares but how businesses can grow online. Out of all the  social media sites out there, Facebook has been described as the ‘world’s most popular social network’. One of the reasons for  this is down to advertising. It is well known that Facebook advertising is an ‘art’ and creators and marketers have taken complete advantage of this thought and have managed to establish their businesses online. Anyone can learn from this concept, and it may be quite simple to do however, no one is perfect. We all make mistakes and most of them are quite common. This is also the case with Facebook advertising. Throughout this blog, we shall all go on an adventure into the unknown and highlight the common problems marketers make with Facebook ads and how they could possibly solve this.


Wrong Campaign objectives 

This is a very common mistake and possibly is one of the most important aspects of advertising. Facebook objectives help shape a business’s target campaign and there are exactly 11 target campaigns, these include traffic, brand awareness and engagement. If you select the right target campaigns for your business, you have a greater chance of building traffic and generating sales. You would be limiting your chances of success if you end up selecting the wrong objectives. This is pretty much common sense, isn’t it? If your ads are not generating the numbers they deserve, the problem may lie in the very first step you take. Make sure this is dealt with and show customers you know your business inside-out.  


Wrong audience size

Marketers may set themselves a specific budget based on how big or small their business is. Businesses that want to target a large number of audiences are maybe too optimistic with their numbers and would therefore be spending a lot of unnecessary money. Set your audience size to a small amount but not a very small amount. You need to show that your ads are capable of generating a good amount of revenue, it is important to target and correct the small mistakes as they could have a massive effect on your performances.


Creating new ads when you don’t need to

Why waste your time doing something that doesn’t need to be done? If your ads are generating traffic, conversion and engagement, there’s no need to create new ads as you would just completely ignore your targeted customers and those who may be interested in the previous ad. Businesses tend to make multiple ads and target multiple audiences, however what they may not realise is that they may already have an excellent ad that is making conversions and is generating attention yet, they are busy making new ones. If you’re doing this, then allow me to offer you a very simple solution, don’t.


Yawn-Worthy Ad Creative

Images speak louder than words. Remember this phrase for a minute. According to statistics, Facebook users share almost 2.5 billion pieces of content every day. Crazy, right? Users are targeted with a lot of pixels and this is important to consider as users may be interested in a certain ad because of the image shown. If the image of the ad shown is eye-catching, this may result in users clicking it. The same applies to products on supermarket shelves. Product presentation and packaging of products are both fundamental aspects that would entice customers to buy and open the product. Similarly, with Facebook, the content and images provided should not only be eye-catchy but, they should be able to communicate with the customers and show what the ad is about. The ads may be corny but, if the image of the ad is beautiful and eye-catchy, this is enough to capture attention.


No videos

Appropriate pictures on ads may captivate attention however, videos can prove to be more effective than images. Especially on Facebook, videos tend to have a larger reach than images. Marketers should look at displaying engaging videos in order to generate traffic and interest. If videos aren’t being considered, marketers would be missing out on a massive opportunity. Marketing is all about being creative. If you have passion for your work and have an immense passion for creativity, now is your time to shine. Take advantage of the opportunities available.



We’ve all got a life. We’ve all got stuff to do. If we are reading something that has so many words, we’ve pretty much wasted our precious time and could’ve spent it doing something else. It is known that, if the proportion of text to image is too high, this could result in your ads not reaching their full audience. Images speak louder than words. No point in having text when it doesn’t change anything. In other words, less is more.


Bad Headline

In every essay, the introduction is one the most important parts as this should keep the reader engaged and help them understand what the essay is about. Comparing this to Facebook ads, if the headline is engaging, people may want to click on the ad. It’s not just about images. There are millions of brands online, if you want to show why your ad is more unique and interesting than the other ads, you have to make it stand out. Attention and awareness are all down to how creative the image, the text and the headline is and whether these factors would result in the person clicking the ad, leading to engagement and a build-up in traffic.


No ‘Call-To-Action’

An Advert with a no ‘Call-To-Action’ is the same as having a Cereal with no milk or putting Milk in before Cereal. If you do this, you aren’t normal. A ‘Call-To-Action’ encourages a person to act by clicking on the ad and possibly making a sale. This aspect is what would stay in the customer’s mind and enable them to make a decision on whether the ad is worth clicking on or not. Make sure your Ad has a ‘Call-To-Action’, this may encourage customers to click, and visit your website.


Using the wrong ad type in the wrong circumstances

There are no shortages of Facebook Ad types. This leaves marketers with a variety of options for their ad campaigns, however, this can also be a problem for marketers. Each ad type has its pros and cons and it’s all about finding out which ad type fits in line with your objectives and placements. It is known that desktop ads are perfect for conversions, Landing page ads work best on desktop and mobile ad conversions provide the cheapest solution for content promotion. In other words, each ad type has its own pros and cons therefore, creators should look at what works best for their ad and this is all reflected upon the conversions, traffic and user engagement generated. These just need to be taken into consideration and businesses can then be sure of nailing the bull’s eye.


In conclusion, we are all human. We make mistakes. Even silly mistakes are the most common ones and they do tend to offer simple solutions. Once Marketers have highlighted and understood their problems and find solutions to them, they can then focus on generating traffic and engagement and showcase a successful ad campaign.


Written by Eesaa Amin, Shoo Academy