You should avoid these 10 mistakes

February 25, 2021, 7:30 a.m.

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Facebook i25 is no longer just a platform to be seen and to share the latest news; above all, it has become an elementary advertising channel. What companies should consider.

Displaying advertising on Facebook has become an integral part of the marketing mix for many companies. So it is no wonder that investments in social media advertising have increased annually so far and will probably continue to do so. To Statista estimates Expenditures in Germany are expected to increase to up to 1.7 billion euros by 2024. Facebook is the clear favorite with a market share of almost 80 percent. It is therefore all the more important to get the most out of it and to design the advertisements in such a way that they also meet Facebook’s requirements. The ten mistakes companies and marketers should definitely avoid.

10 mistakes you should definitely avoid with Facebook Ads

1. Low page quality

The advertising campaign is linked to the company website – and if it is neglected or does not comply with the platform guidelines, the risk of Facebook collecting a campaign or ad increases.

So marketers should make sure to regularly fill the company website with individual content that offers visitors added value.

How Facebook the quality of a page can be easily displayed.

2. Bad Image Ads

Bad image ads are the most common reason why Facebook rejects an advertising campaign. Therefore, marketers should consider a number of factors when designing an ad: These include relevance to the target group, that the information provided is correct, as well as image quality and the relationship between text and image.

The same applies here in two respects: less is more. It is better to target a smaller audience than to cause displeasure on Facebook with irrelevant spam. And advertisements should consist of at least 80 percent non-textual elements.

Facebook itself also has additional information too Ad relevance and Image Ads released.

3. Wrong ad format and / or advertising goal

It is actually logical: if you choose the wrong ad format or advertising target, you shouldn’t be surprised if the results are unsatisfactory. In the worst case, Facebook does not assume that it was an accident, but rather assumes malicious intent. So marketers should always set the advertising goal first and then consider how and by what means they can best achieve it in the second step.

Facebook has one for that Overview of the different formats as well as assistance for Choosing the right advertising target released.

4. Bad landing page

The campaign landing page should be of good quality for two reasons. On the one hand, visitors should stay and ideally buy something. But Facebook also analyzes the landing page and checks whether it fits the ad and the Facebook profile and whether there are major user experience disasters, such as many popups or broken links.

With the Sharing debugger Marketers can ensure that Facebook’s crawlers like what they see and that the ad isn’t deleted.

5. Incorrect payment information

Nobody is in the mood for unreliable business partners, of course. Marketers should make sure that they always have the most up-to-date and complete payment information on Facebook. Open bills should be paid on time.

6. Prohibited or Restricted Content

Facebook attaches great importance to one safe environment in accordance with community standards to offer. Whether it always works that way is an open question – marketers should definitely be careful not to get caught in the terrain of prohibited or restricted content. Above all, they should be aware that this can also happen accidentally or through negligence. You don’t have to try to promote porn sites right away. It can be enough to mention the smoking lounge of a hotel – as a rule, this is not a knockout criterion, but it significantly complicates the approval process on the part of Facebook.

7. Infringing copyrights

Marketers should make sure that they either only use their own material or that they have all the necessary permissions when using third-party content. This also applies to registered trademarks – Adidas also had to prove to Facebook that it was allowed to use the three stripes and the logo.

Fortunately, Facebook is also there on this point Assistance.

8. Use “Facebook”

Although Facebook basically allows you to use your own name in ads, marketers should still use this right sparingly. The bottom line is that under no circumstances should the impression be given that this is an advertisement for (and from) Facebook – what works and what doesn’t are in the Advertising guidelines precisely defined.

9. Be reported as a spammer

With all due care, it cannot be ruled out: someone sees an advertisement, feels harassed and reports it as spam. Or a competitor tries to out-boot the competition by reporting regularly. In such cases, marketers can contact Facebook and argue against deletion.

It is helpful (not only) in this case if the company page makes a serious impression and, for example, the “About us” section is filled out.

10. Use many different accounts

At some point, in the distant past, the boss’s brother-in-law set up a Facebook page for the company. Then at some point an agency took over, but that was too expensive in the long run. But now it should work – so start all over again and create a new page? Better not.

If there are umpteen accounts for a company, Facebook becomes suspicious and suspects the wrong game. Therefore, it often makes the most sense to keep using the old account and build on its history and followers. If there is no other way, get involved Of course, you can also delete the account.

Conclusion

Facebook’s rules and requirements for advertisements are actually quite clear and obvious. Nevertheless, marketers should allow enough time to prepare their campaigns in the event that something goes wrong. Even if some things seem too time-consuming or like a waste of time, ultimately all factors contribute to a campaign performing well and exploiting its maximum potential.

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