Facebook Ads : 10 mistakes to avoid

When you launch Facebook Ads campaigns, some rules must be followed for your advertisements to be efficient! Here are 10 mistakes to absolutely avoid:


1. Choose the wrong advertising objective

Selecting an advertising objective is the first action to take in your campaigns.

« Awareness » objectives try to spark an interest for your product.

« Consideration » objectives try to arouse the wish to know more about your business.

« Conversion » objectives try to encourage your target to buy or use your product.


For an online seller, the Conversion objectives are more relevant for daily campaigns, but Consideration objectives can be used for your first campaign, to make yourself known.

Your objective must be clear from the start!


2. Not using the Facebook pixel

Using the Facebook pixel on your store is essential to advertise!

👉 How to setup the Facebook pixel and create your product catalog?


3. Targeting an audience either too large or too small

Poor targeting of your audience implies 2 big risks: communicating to a target that is not interested in your business or excluding people who might belong to your target.

In e-commerce, a target between 800 000 and 1 million people is generally a good average.

👉 Facebook Ads : Audiences


4. Using text and visuals of poor quality

In your target's news feed, your advertisement only has a few seconds to attract attention and make a difference! The text and the visual of your ad are therefore fundamental.

Your text must contain a valuable proposition and a call to action. A maximum number of 90 characters is generally a good length so that your message will not be cut independently of the chosen location.

Do not forget that your work aims for the best click rate.


5. Not differentiating placements

Depending on your marketing objective, the same advertisement will generate different results on each of your placements. Let us take the example of the desktop news feed, the mobile news feed and the right-hand column.

You must take into account the fact that a majority of Facebook users connect to the platform from their mobile, and the space being more limited and without a side column as on the desktop, an advertisement on mobiles is more likely to be seen. But as most users today still prefer buying from their computer, the desktop remains a privileged location for conversion compared to the mobile news feed.

Likewise, although the right-hand column is less popular, the ads there are cheaper. They receive less negative feedback because they do not appear in the users' news feed, and they can be interesting for retargeting.

👉 Facebook Ads : Placements


6. Making do with a sole advertisement

Creating an advertising campaign with an ad including your better optimized elements (visual, text, audience) is far from enough.

To get the best result with the lowest possible budget, you must evaluate each element of your campaigns via multiple sets of ads and simple ads.

At every level, here are the parameters you must test:

  • Set of ads: targeting, location, budget, auctions, schedule
  • Ads: creative content

Make sure you test only one variable in each ad or set of ads.

This work is necessary not only to optimize your Facebook Ads strategy, but also to refresh your ads that have declining performances. 


7. Not having a mobile-friendly website

Your Facebook ad may have the best possible setup, your potential buyer will be lost if the mobile user is redirected to a website with only a desktop version or if the ad only appears after 10 seconds.

On WiziShop, all templates are responsive and loading time is fully optimized ! 


8. Ignoring the rule of 20% of text

To guarantee a good user experience, Facebook introduced a rule encouraging the limitation of text on the image of an advertisement to a maximum of 20%.

At first, any advertisement not respecting this rule was refused. Today, the platform has relaxed this rule.

There are several specific cases, from gradual reduction of scope to refusal of the advertisement. Facebook puts at your disposal a free tool allowing you to know the proportion of text in relation to image.

Facebook generally recommends to use advertising images containing little or no text.


9. Using non-mobile-friendly visual elements

As mentioned in point 7, your website should be optimized for mobiles. It is also the case for your advertisement. Today, Facebook is on mobiles and your content must be optimized for this medium.


10. Not respecting the advertising rules

Facebook's advertising rules present what makes the advertisements acceptable or not on the platform. They are numerous and cover in particular forbidden contents, restricted contents, video advertisements and targeting.

If your advertisement does not respect one of Facebook's advertising rules, it will be rejected. For example, you cannot use a non-existing function, such as a play button to view a video when the user is watching an image (see below):


Your advertisements must be free from "false or misleading content, including misleading commercial declarations, offers or practices ".
👉 Facebook's advertising rules
💬 Please contact your Business Coaches if you have any questions!