Digital Marketing

Most Common Facebook Ad Mistakes

Are your paid Facebook campaigns underperforming? Are you interested in learning how to improve outcomes and boost conversions? Learn how to avoid typical Facebook ad mistakes in this post so you can achieve your objectives. Facebook keeps adding new capabilities that make the ad platform more complex in order to better serve a wider spectrum of businesses using it.

More complexity may result in more Facebook ad mistakes that reduces the impact of a campaign. In the end, this lead advertisers to believe that Facebook advertising aren’t worthwhile or appropriate for their company, which is not true.

We also recommend that you read our article about the most important mistakes in Google ads.

1. Lack of Clear Objectives

Lack of Clear Objectives

Any campaign must have a specific goal that can be measured in order to be successful. Do you want your ads to have increased website traffic? Or using a lead magnet landing page to generate more leads? Or making a one-time promotion to boost a single product’s sales right away?

You won’t waste any money at the end of the campaign if you have a clear goal and action plan.

2. Lack of Clear Value Proposition

Another strangely common rookie mistake is failing to consider your campaign’s value proposition. Your value proposition addresses the question of ‘’why’’ someone should do business with you rather than your competitors. Without which, you won’t be able to convey the immediate ‘’yes!’’ moment that a great ad does.

For a straightforward value proposition:

  • Clearly describe the unique benefits or outcomes that the user will receive by visiting your landing page.
  • Use visual images that are relevant to your product, such as happy customer using your product.
  • Write concise, easy-to-comprehend copy.
  • Split test your ad type, visuals, and copy to determine the most effective way to communicate your value proposition to your target audience.

3. Poor Audience Targeting

Poor Audience Targeting

Facebook ads can reach a total of 2.14 billion people. Irregularity can be a waste of resources and potential. When there is a mismatch, all of your effort in creating the ad is wasted on an audience that is uninterested in what you have to offer.

Warm up your audience with interesting content such as blog posts and infographics before targeting them with your product, such as a free trial or demo. Finally, retarget visitors who expressed interest, possibly with a limited-time offer to create urgency, in order to close the sale.

This sequence matches your product-based ads to the right audience and increases conversions.

4. Using the Incorrect Facebook Ad Type

Using the Incorrect Facebook Ad Type

Like an elaborate restaurant menu with far too many options, Facebook’s ad options can be perplexing and lead to the incorrect selection of ad type.

Facebook offers a variety of advertising options, including:

  • Photos (with size options)
  • Videos
  • Carousel (multiple images or videos in one ad)
  • Canvas
  • Collections (a single ad to showcase multiple products)
  • Slideshows

You must then choose your ad placement and positioning, as well as the type of ad based on your goals. These are some examples:

Lead ads: capture audience information by using a pre-populated form.

Link ads: link back to your website with a call to action (CTA) such as Sign Up, Download, Learn More, Shop Now, and so on.

Dynamic ads: use a template that automatically customizes the ad creative based on the products your audience viewed on your website.

So, choose the right type of ad for your business.

5. Using an Excessive Number of Ads

You could be creating overly complex ad accounts that are overflowing with campaigns. This reduces your creative efficiency and adds to the confusion. It becomes difficult to keep track of how your overall advertising budget is spent.

The obvious and simple solution? Clean up your account. Reduce the number of ads and allocate a sufficient budget per ad so that Facebook can efficiently power your ads for a higher ROI.

6. Not Attempting to Make Viral Contents

Social media allows you to show your brand’s “human” side. Creating original videos and funny GIFs for your ad visuals can be a very effective way to make your brand more relatable, approachable, and, ultimately, clickable.

GIFs and other amusing, shareable content are your friends. If you’re not experimenting with viral-worthy content in your ad creatives, you could be losing a lot of money.

7. Taking Only the Bottom of Your Sales Funnel Into Account

Don’t be misled. Facebook ads are largely used as a marketing tool to increase sales, but no one appreciates a company that continuously promotes its goods. Because you’re investing in a paid ad, it doesn’t have to be about the bottom of your sales funnel. It is preferable to align your campaign with your entire sales funnel.

So a three-step ad sequence with separate creatives for the funnel’s awareness (guides, videos, checklists, etc.), consideration (case studies, free trial, demos, etc.), and decision (limited-time discounts, retargeting abandoned carts, etc.) stages works better.

In summary, use your ads to connect with your audience rather than just hard sell them.

8. Failure to Optimize For All Devices

You’re missing out if you’re not optimizing your ad creative for mobile. Strong visuals are synonymous with social media marketing success. Make certain that you are not using low-quality images or stock photos that do not correspond to the ad messaging.

Only use high-quality, high-resolution images that reinforce the main point of your ad and landing page. Use the appropriate image size for the appropriate placement:

  • Facebook Feed, Facebook Search Results: (1,080 x 1,080px)
  • Facebook Right Column, Facebook Instant Articles, Facebook Marketplace: (1,200 x 1,200px)
  • Sponsored Message: (1,200 x 628px)
  • Facebook Stories (1,080 x 1,920px)

For more information about the size of Facebook ads, you can refer to our complete guide article on the best size of Facebook ads.

9. Lack of Localization

Failing to use the localization feature is one of the most common Facebook ads mistakes, particularly for small businesses that serve in multiple markets but aren’t large enough for Facebook global pages.

They instead communicate in two or more languages in a single post, which can be perplexing. It is simple to use the localization tool. You can limit your ad to a specific location or publish the same ad in multiple languages, which will appear as a single post for everyone.

Make sure you know exactly where you want your ads to appear. Otherwise, you’re wasting your money on people with whom you can’t do business.

10. Lack of Social Commerce

Lack of Social Commerce

The process of selling products directly on social media platforms is referred to as social commerce. For example, you can browse and compare products on Facebook and then complete your purchase on Facebook rather than going to the company’s website. By liking or sharing products and purchases on Facebook, users can easily share commercial information with their network.

You can gain commercial benefits by leveraging existing Facebook relationships. This leads to more transactions (whether commercial information or actual sales) and increased customer loyalty.

11. Content and Platform Mismatch

Lookalike audiences let you locate fresh leads that are similar to those in a controllable source audience, such as a customer list, site traffic, or other engaged audiences. To send Facebook ads to people who are extremely similar to your offline clients, you may base your lookalike audience on your most loyal customers, most engaged prospects, or highest value subscribers. Make sure your source audience includes at least 1,000 people.

Begin with pixel buy event actions utilizing custom audiences, for example. If you don’t have enough people, work your way down the customer value pyramid, using website traffic, video watchers, page likes, and so on. Repeat this process until you locate a lookalike source audience selection that matches the real consumer profile in your business.


That’s all there is to it! Here are some of the most typical Facebook ad mistakes to avoid. When you avoid the aforementioned blunders, you’ll realize the actual potential of Facebook advertisements in terms of increased visits and leads, more engaged consumers, and increased income.

Are you currently doing any of the following Facebook ad mistakes? If that’s the case, it’s time to make things right!

So, connect your Facebook Ads account to WASK, and control all your data, publish new ads so you can avoid Facebook ad mistakes. You can also use Optimization and Smart Audience tools for your ads. It’s very easy to manage all Facebook ads in one place and your target audiences with WASK.

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Zeynep Sarica

Content Writer at WASK, Zeynep is passionate about digital and content marketing. She is a regular contributor to the WASK blog. She also works closely with B2C to provide digital marketing content. In her free time, she likes to learn new things, read, exercise, and discover new places!

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