Poorly developed audiences.
If you're targeting the wrong people, haven't carefully worked out the baseline, haven't figured out who needs your product, and have left audience selection solely up to Facebook, then don't expect good results.
Showtime is not taken into account.
It is very important to look at the peaks of sales activity on your site and the times when your site has the highest traffic with Google Analytics before launching an advertising campaign. Then you can plan your ad campaign and use tools to schedule posts a few hours before or during peak traffic. This is all quite individual and depends on the niche and the specifics of the project.
Incorrectly calculated budget
Too little budget won't allow you to get full feedback from Facebook itself. It takes time for the automated algorithms to more accurately identify your target audience and tweak your ads more effectively.
If the budget is very large, overpaying for an audience that you could have gotten cheaper will follow. In that case, you won't know the real picture of the competitive environment. That is, you will "take the cream off" at the highest possible cost, but you will not understand how you can further optimize the campaign.
Focus on the wrong target action
When expecting an increase in the impact of any advertising, you first need to understand the purpose for which you are doing it. Let's say to get traffic to the site, to increase coverage, etc. If the purpose is wrongly chosen from the start, you will not get the desired result.
Using an inappropriate advertising format
Targeted Facebook ads won't work if you choose the wrong format to reach your goal. Not all of the formats that Facebook offers may work for you.
Not enough tests.
For ads to work most effectively and for traffic to convert into orders, you need time to test. Often, time and budget are not available. Hence the disappointing results.
Ignoring the analysis of results or the lack of it
Unfortunately, this is a problem with many small companies. No feedback is taken and there is almost no analysis of what was done. By default, there should be analytics and a basic understanding of how to use them.
Wrong metrics selected.
If you're focusing on the wrong metrics, your ads won't be effective. For example, if you're targeting traffic and conversions to your site, but you're analyzing your reach, you're unlikely to reach your goal and spend your budget useful.
Non-functional and inconvenient site
The global problem can be the site itself: its functionality, display on mobile devices, adaptability, visibility of all the necessary elements, usability design, and so on.
In fact, the seat of the trouble is a lack of strategy and, as a consequence, improperly configured advertising. Even the best advertising is meaningless if you do not show it to your audience.
A long-term strategy beats any short-term success. There are times when poorly-tuned advertising produces good results, but they tend to be very fleeting and do not provide consistency, flow, and stability. So it's worth working out a long-term strategy to fend off the competition and succeed.
Cover photo by Will Fancis/Unsplash
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