Guilty Of Making These Common Facebook™ Ad Mistakes?

Predictable, Profitable Growth. Accurate results & tracking. Stress Free Advertising.

That's what we all want from our Facebook Ads right?

Unfortunately, "stress free" and Facebook ads rarely go hand in hand with each other... even if you know what you're doing.

With algorithm and platform changes as common as the changing seasons...

It's essential one stays up to date with current trends in order to get the most bang out of their advertising buck.

And even if you are staying up to date, there's literally no telling what could happen on any given day.

For example, a month ago my personal ad account was randomly shutdown.

An account I have literally NEVER USED was closed out of the blue and I was unable to manage my clients accounts during that time.

I was back up and running within 30 hours after an appeal... but still...

If there's one thing I've learned is that anything can happen at any given time on this platform.

So count your blessings if you're able to run ads each day without interruption.

Now let me tell you from first hand experience... You need to stay up to date on platform updates.

If I still advertised the same way as I did back in 2017 when I first started...

I wouldn't be writing this as I would've gone broke... (and likely a new career)

Over the years the platform has shifted from more "micro testing" strategies and trying to "hack the algorithm" to letting Facebook "do it's thing".

This means broader audiences, more placements, and relying more on the algorithm "to do it's job"

So this begs the question... What's the proper way to advertise on Facebook in 2021?

How can we set up our campaigns to ensure our advertising dollars are creating a profit?

After looking at 100's of Ad Accounts, investing thousands into education, coaching and mentorship, tens of thousands into ads and 4 years of my life into studying this ever-changing ads platform (yes that is my idea of a good time)

I've noticed some trends of common mistakes that costs the average advertiser hundreds of percent in return and thousands in profits.

Most people think they're pressing the wrong button within Ads Manager and while I have seen a lot of campaigns structured incorrectly...

The majority of problems I see  usually boils down to Core Principles rather than "Marketing Strategies"

While I can't cover EVERY mistake I see in the marketplace, here are the Top 5 Most Common Facebook Ad Mistakes I see most advertisers making:

1) Unrealistic Expectations of Advertising on Platform

When people first start running ads they think they can just toss up an ad, have a massive marketing hit, and the rush of leads and sales immediately follows.

And when those first handful of ads do diddly-squat...

They start blaming everything from the platform, to the training they followed and start to proclaim "Guess this just won't work for me!"

Or they have 20 leads come through, and because 1 person hasn't bought yet, they blame it all on junk leads and the platform is trash.

One of the biggest reason I see people fail with Facebook Ads is because their expectations of Advertising on the platform are just completely unrealistic and outrageous.

They don't understand the Marketing Process in and of itself which is the 3 core stages of Testing --> Optimization --> Scaling

They think it should just "work out of the box" and should make a return immediately. This line of thinking is doomed for failure before you even begin.

Understand this... when you're first getting going running ads. You're essentially "buying data" (hence why they call it "Media Buying")

You're relying on some computers and pixel codes to go out and find you your ideal clients & customers. But a computer can't make an informed decision unless it first has data points to go off of.

Yes, you're going to pay more when you're first getting going.

You need to "train" your pixel and the algorithm for what works best for you and your business.

But after you've spent some dough, have some leads and customers, and more data for the computers to work with...

It's going to go out and find you more people based off what's working.

Facebook's interests are in finding you customers. They want you to be successful - why?


I remember when I first got going I had spent around $1,200 - had about 40 leads and claimed it as a failure.

"I've spent $1,200 and haven't made a cent yet - this is all a scam!"

After a proper expectations check from my mentor at the time - I hit the drawing board on some new ads and relaunched them to the world.

Within a few weeks I had 7 sales come through and had earned my first online dollars through automation and was hooked for life...

This leads right into Common Mistake #2...

2) Not Testing Enough

So you've launched a couple ads and both of them bombed...

Guess Facebook Ads just don't work for you, right?

With that type of attitude, yeah they probably won't...

I've lost count of the number of times of people came to me proclaiming "something is wrong with their ads" and I take a look inside their account manager to see they've only tested 2/3 different ads...

Nothing's wrong, you just haven't tested enough.

For most people, they assume they just have to swap out a picture, or change the headline.

If you don't have any ads that have traction... you have to be testing completely different angles and hooks, pictures, and concepts.

There's usually nothing wrong with the platform, most people are just inherently lazy to test that much.

Imagine yourself sitting at a table surrounded by some of the top marketers in the world... your Traffic & Funnels, your Dan Henrys, your Ezra Firestones and Ryan Deiss'...

You think these people these people toss out 2 ads and call it a day?


They're testing dozens if not hundreds of different variables a day.

Now, I'm not asking you to do that much nor saying that you have to.

But this ties in with macro and micro testing and remembering the 3 Core stages of the Marketing Process: Testing --> Optimizing --> Scaling

If I have NOTHING that's working right now, I'm in a testing stage.

That means I'm coming up with 3-5 completely different angles to use and to test out. That's macro testing. Testing more so "the big picture" of the ad.

Once I have an angle / hook that has some traction, THEN I'll test the individual elements of that ad to get it to perform better. That's optimizing.

That's where I'll try out different pictures, headlines, or alter the first sentences in my copy to see if I can get it to perform better.

And of course, I'm only testing out ONE VARIABLE AT A TIME so I can isolate the variables that worked.

Then when that puppy is firing all cylinders within KPI - I'm scaling that as far as I can go.

(Don't know what KPI is? It's covered in point #3... just keep reading)

It's important to note that even when I am scaling, I still have some testing campaigns going on in the background.

Because I want to find winners that I can slide in when the current winners start to fizzle out. Because that WILL happen.

It's a never ending process.

Remember... the world's greatest baseball players of all time have batting averages of around .300

That means they miss the ball 7/10 times

You're going to miss

It's more about maximizing your hits and squeezing the most juice out of them as you can.

ABT baby - Always Be Testing

3) Shooting In The Dark - Not Knowing Your Numbers

Is a $5 lead any better than a $25 lead?

Other than the $20 in price, I honestly couldn't tell you. There's ZERO context.

If you said a $5 lead is better... think about this for a second...

Say you're selling a $3,000 program, and on one ad campaign you have 100 leads at $5 with no sales, and on another ad campaign you have 20 leads at $25 with 1 sale.

Which ad campaign is better and which one would you scale?

The $25 leads obviously, it's actually making you money.

**Hidden-Lesson** Lead cost is NOT the determining factor of a Winning Ad Campaign, Cost Per Acquisition is.

In the above example, we spent $500 on two separate ad campaigns but only 1 actually made us money.

Focus on the one that actually made you money. Not the one where you're getting "cheap leads" from.

Unfortunately, most don't take the time to actually learn what the numbers are telling them in their Ads Manager.

Which in my eyes, is the equivalent of taking your marketing budget, soaking it in a bath of Unleaded 87 petrol, and flicking a match on it and watching it all go up in smoke.

They pay attention to front end metrics such as cost per click, cost per lead, click through rate percentage and while these are all great indicators of whether an ad is performing well or not...

Cost Per Acquisition, or the cost you pay to acquire a customer, is the leading determinant of whether a marketing campaign is successful or not.

As long as your Average Order Value (AOV) is greater than your Cost Per Acquisition (CPA) - you will be making a profit.

"But how do I know what numbers to shoot for with my ads?"

That comes down to your individual business model, and your actual advertising goals.

With all of my ads and my clients ads, we set Return Goals with our marketing dollars and pay attention to our KPIs.

KPI stands for Key Performance Indicator and are the numbers we pay attention to in order to determine if our ads are "winning" or "losing"

The KPIs we use are Cost Per Acquisition (CPA), Cost Per Lead (CPL) and Cost Per Click (CPC)

For example, let's say for every $1 we spend in marketing, we want to make $4 back. Our Return on Ad Spend (ROAS) goal is 4.

From there, we look at what we can pay to acquire a customer to reach that goal. (For the $3,000 above, we can pay up to $750)

And then we establish our benchmark KPI goals based off our existing funnel conversion percentages or industry standard averages.

Assuming we're running a Lead Gen model of Ad to Lead Magnet to Booking a Call to Closing the Sale

And that 20% of people opt into our ad becoming a lead, and 10% of leads book a call, and 20% of people we speak with purchase.

We can spend up to $15 for a Cost per Lead and $3 for a Cost Per Click to ensure we hit our return goals.

Profitability isn't a guessing game - it's math.

For more information about KPI's and figuring out your own I encourage you to check out my "Money Making Math" Profitability Calculator here


One more thing about Numbers and KPIs...

This was simply the "Front End" numbers with your ads, you should have KPIs established for every step along in your funnel so if you're not hitting your goals you can accurately pin point the KPI that is "off" and fix it appropriately.

4) Not Doing Proper Marketing Research

Listen, I get it, I'm guilty of this too. Research is not that fun.

But it is one of, if not, the most critical component of successful Marketing.

It's really the 80/20 of marketing in general. It's the 20% activity that's going to bring you 80% of your results.

The people I see killing it all have a crystal clear understanding of their ideal audience and have killer copy that speaks to their desires and pains.

This can only be acquired through hours of proper Market Research.

To wishfully think that "you know" your ideal customer is complete ignorance and a one-way ticket to wasted advertising dollars.

You have to roll up your sleeves, get your hands dirty, and learn to walk the walk and talk the talk if you want your potential customers to give their hard earned cash to you.

There's endless amounts of research out there for you to go and sift through to gain a better understanding of your ideal customer.

Who are they following?
What are they reading?
What pains are they complaining about each day?
How do they talk?
Do they have their own lingo?
Where are they spending most of their time?
What have they tried before that hasn't worked?
What's a commonly held belief they have that's wrong?
What's keeping them awake at night?
What are they complaining about to their families and friends?

You have got to know that person like the back of your own hand.

If I'm entering a brand new niche, I'm spending a day or two doing market research.

I'm going into Facebook Groups where hoards of my ideal customers are and observing what they're talking about, from pains to desires. I'm noticing how they talk, the language they're using, and certain words in their vocab.

I'm researching authors & authority figures that they follow and the messages they're conveying to the audience. I'm going onto Amazon and reading the reviews of the books that they're reading.

If I have existing Customers or Leads, I'm asking them questions about what I want to learn more about.

It's a time consuming and not all that fun process but it is ABSOLUTELY CRUCIAL if you want to succeed with your Online Marketing efforts.

There's a reason why there's Market Research firms... it's an integral part of the process and skipping it is setting yourself up for failure.

A goal of yours before ever running a Facebook ad should be to assemble a list of 30 different interests to test. I suggest a mix of general interests, authority figures and publications / books they'd read.

The Audience Insights tool within Facebook Business Manager is your secret weapon for this.

Once you have your 30 interests, start testing one at a time and make notes of the winners so you can go back to them in the future when you need to test again.

5) Lack of Re-targeting

Another mistake I was guilty of for a year and a half that cost me dearly.

The truth was, I put off re-targeting because I was just a wee elementary marketer who couldn't fully grasp the concept.

And of course, we humans naturally tend to put the things off we don't fully comprehend out of the gate.

Terrible excuse I know, but I didn't know how to structure my campaigns for re-targeting and just figured "it wasn't worth it"

I was also lazy and didn't want to "think of new angles" just for ads only a limited number of people would see.

I now know I cost myself tens of thousands of dollars from feigning ignorance and being lazy - don't make the same mistake I did.

Re-targeting is simply showing another ad to a person based off an action that they took previously in your funnel.

Example: An ad that re-targets people who visited your landing page but didn't opt in for your offer

Or re-targeting someone who visited the check out page but didn't purchase

You create ads and custom messages for people based on where they are along in your Customer's journey.

When I started to properly incorporate re-targeting into my marketing campaigns, I was blown away at the results.

Facebook was telling me something like 80% of our revenue was coming from our re-targeting campaigns.

(Of course 80% of it was coming from less than 20% of my ad budget... Pareto's principle never fails)

You don't need a massive budget for re-targeting, if you only have an audience of a couple hundred people to re-target $2 a day will do.

And that $2 could easily be the difference between someone remembering who you are and taking action on your offer

I'm always mind blown talking to Business Owners who think that just cause someone opted in as a lead, they're now the top of that person's mind.

No... getting a lead is JUST THE START of that person's real marketing journey. It's your job to continue to be on the top of their mind.

The journey STARTS once they're a lead.

Treat your re-targeting campaigns the same as if you were starting out a new campaign from scratch.

Come up with a couple different ad angles and hooks, launch them to your re-targeting audience and observe your numbers.

If they're within KPI, great, keep them running.

If they're not, don't sweat it and shut them off. Congrats, you now learned what doesn't work.

Re-targeting has the power to recoup an enormous amount of your ad spend and be some of your most profitable ad campaigns.

If you're not re-targeting, start immediately. It's a non-discussion.

Need Help With Your Facebook™ Ads?

With all that being said, those are the Top 5 Most Common Mistakes I see Advertisers Making With Their Facebook Ads

Truthfully... I see a lot more... like poor decision making based on what your numbers are telling you, testing when you should be scaling and vice versa.

It's impossible to cover them all...

If you're feeling lost with running Facebook Ads and would like a Professional to take a look at your campaigns and give you a custom action plan - I'd love to help.

I'm currently offering Facebook Ad Reviews where I'll take a look at what you're doing and give you my full recommendation on how to improve your ad performance and create predictable, profitable marketing campaigns.

Whether you're looking to scale from $100 to $1,000 a day in ad spend or are feeling stuck with ads and just want to get them "to work" - I'll get you on the right track.

Just click the button below to book your call.

Happy Testing and Scaling!