Main mistakes in running Facebook ads


We've rounded up the top mistakes that affiliates make when launching Facebook ads. Before launching your ads, check your ad campaign with the blocks below.

Wrong budget allocation

Before launching large-scale ad campaigns, test the effectiveness of your ad on a small audience with a small limit.

If you launch large campaigns right away, there is a risk of draining the budget without any profit. It is equally important to set daily limits on advertisement. Otherwise, your ad will be shown around the clock and at a time when your target audience is not active.

Lack of analysis of advertising campaigns

This point actually follows from the previous one. Sometimes affiliates rush to raise their budget without analyzing the advertising campaign.

For example, an affiliate bought accounts in that already have a Business Manager and have no spending limit. The affiliate launches a creative and the first days everything goes well. He calms down and stops paying attention to the ads campaign. As a result, the budget is spent, but the effectiveness of the ad may fall.

Any, even the best, ads burn out. You need to analyze ad statistics constantly and watch their effectiveness. This is also important if you are working with categories of goods / services that are not bought immediately, but after a couple of months.

Ad run time

It is important to understand when your audience is most active. For example, more often people can look for entertainment on weekdays outside of working hours or on weekends, and people can look for more serious things, the same legal services, just during working hours on weekdays.

If you do not specify a specific time for displaying an ad, on the one hand, it can become boring for users, on the other hand, the budget will be spent on impressions during a period of low audience activity, and as a result, low conversions.

The analysis of the launched advertising campaign will help to determine the time of the greatest user activity. To do this, open the Statistics section in Business Manager and see which days and at what time your audience is most active. This will help you optimize costs and channel your ad display budget at a more appropriate time.

Content of the announcement

In order for your ad to reach as many of your target audience as possible, it must meet several criteria: be understandable, memorable and show the benefits of the advertised product / service.

Unfortunately, more often than not, there is either a preponderance in favor of clarity or in favor of creativity. In the first case, your ad will be boring, in the second, the user simply won't understand what you are offering him and will not click on your ad.

Facebook has restrictions on the topics that can be promoted on the social network. This is one of the reasons why affiliates are forced to mask the content of some ads in order to pass moderation.

Pay attention to the fact that some users are already fed up with ads in the format: "Sale", "Buy urgently", "Last day". In this sense, a striking example is one Russian jewelry company, which periodically announces that it is closing, while continuing to work. If the first times users paid attention to this, then after a while it only causes jokes and skepticism.

Didn't customize the Facebook pixel

With the help of the Facebook pixel, you can collect information about users that visit your website, track conversions, better define the target audience and create similar audiences for advertising impressions, set up retargeting, etc.

In addition to setting the pixel, it is also important to correctly configure the events. Otherwise, you will not be able to use all the capabilities of the pixel and there will be no sense in installing it. With Pixel Helper, you can check if the pixel is set correctly.

Target audience selection

When setting up an audience to serve your ads, build on the product itself and who will benefit from it.

It is also important that your audience is not too narrow, or, on the contrary, too wide. In the first case, you can miss out on most of the traffic, in the second, you will spend the budget on showing your ad to those who are not interested in it. Installing and configuring Facebook Pixel Events will help you analyze your audience.

Share audiences

It's normal to test your ad and serve it to different audiences. But the problem is that often when trying to target different audiences, your ads are actually being shown to the same people.

For example, you set up an advertisement for an audience of 30-40 years old, living in Moscow, and 30-40 years old, working in Moscow. Chances are high that these audiences will overlap. You end up paying twice to show your ads to one person.

You can check the audience intersection in Business Manager -> Ad group -> Inspector -> Audience intersection. If the audiences match more than 10%, it will increase the cost of impressions.

Wrong target

For each Facebook ad, you can specify the goal you are trying to achieve. For example, this can be brand awareness, reach, traffic, engagement, lead generation or conversions.

Also in Business Manager Facebook there is segmentation by goals depending on the business industry.

To select a goal, it is important to clearly understand exactly how the target audience makes a decision to purchase an advertised product or service. For example, most often the purchase of expensive property: a car, real estate, premium jewelry requires more time from the buyer to make decisions. With this in mind, you need to understand that the user needs to be prepared for a purchase in several stages.

Geo selection

When setting up geotargeting, it is important not only to choose the right territory for which you want to display your ads, but also to check the box “People who live here”.

Otherwise, this ad will automatically be shown to people who live in the selected geo or have recently visited it. It is unlikely that a tourist from Spain who came to Moscow for a couple of days can be attributed to your target audience.


When setting up an audience in Business Manager, in the Advanced Options tab, select the language of your audience. Otherwise, the ad may be shown to Facebook users who won't even understand its content.

Website loading speed

If your goal is to bring users to the site, make sure that the site to which the ad leads is loaded within a couple of seconds. Otherwise, all your efforts to attract traffic will be wasted: users do not like to wait and additional time for loading will lead to the fact that the person closes the tab.

The website loading speed can be checked manually: from different phones and laptops, or using special programs.

Automatic tuning

In Business Manager, you can set up ads manually or use automatic settings. In the latter case, you will save time, but the effectiveness of your ads will be much lower.

Don't be lazy to spend time adjusting your ads based on your goals and the product / service being promoted: this will help increase conversions and reduce the cost of useless impressions.