1. Not targeting the right audience by using broad interests instead of lookalike audiences based on website visitors or customers. This results in spending money on people who will not convert. 2. Not using conversion pixels to track leads and sales, which prevents Facebook from optimizing the ad to find similar people likely to convert. This wastes money on clicks and likes without real results. 3. Only using standard Facebook reports that do not provide useful metrics like cost per conversion, ad score, and cost per thousand impressions (CPM) needed to optimize the campaign and find lower cost audiences.

1. 3 Biggest Facebook
Advertising Mistakes
www.buildingsocialproof.com

2. Facebook has built one of the most
powerful advertising platforms the
world has ever seen.

3. Use Facebook the right way and it
can be one of the best ways to get
more clients and grow your
business.

4. Use it the wrong way and Facebook
will gladly take all your hard earned
money.

5. Avoid these 3 common mistakes and
I know you will get faster results
from Facebook Ads.

6. 1. Not Picking The Right Audience

7. With Facebook Advertising you need
to leave most people out of the
party.

8. Ideally you should create a
Facebook lookalike audience based
on your current website visitors
(or your customer email list).

9. Facebook has an amazing algorithm
that can look at your existing
customers or website visitors and
find people similar to them in a way
that you and I can not do.

10. It is called a "lookalike" audience.

11. Too many times I see people
targeting very broad interests
(or no interests at all).

12. Ideally your target audience should
be 100,000-300,000 people.

13. If your target audience is 1,000,000
people or more then you are not
targeted enough.

14. You need to leave some people out
of the party.

15. The best audiences are a
combination of your competitors'
Facebook fan pages

16. and a lookalike audience of your
own clients or website traffic.

17. Start there and you will have a great
audience to start with.

18. You can test one audience against
another with the same ad to see
which one works best for you.

19. 2. Not using conversion pixels for
tracking

20. Most campaigns I look at are just
trying to build up likes for their fan
page (with no real strategy)

21. or sending the cheapest clicks
possible to their website.

22. Facebook can actually look at
people who are converting for your
offer

23. and find similar people
(like a look alike audience)
that are also likely to convert.

24. The crazy part?

25. It works really really well.

26. But if you do not even tell Facebook
what you are trying to do
(by telling it what a conversion is)

27. then they can not help you out.

28. Just because you can get cheap
clicks to your site does not mean

29. that any of those people will ever
become a client.

30. It is much better to focus on your
conversions and ask the question,

31. "How much do I have to spend with
Facebook to make a sale or get a
new client?"

32. Once you let Facebook know when
they have gotten you a new lead or
client

33. then they will do a lot better job
finding those people for you.

34. So make sure to set up a Facebook
conversion pixel.

35. Set your campaign to "optimize for
conversions" too.

36. Otherwise you are likely just wasting
your money on vanity metrics

37. lots of clicks, likes, and web traffic
with no sales or leads.

38. 3. Not diving deeper into your
reports

39. For some reason it seems like
everyone wants to use Facebook's
standard reports.

40. The problem is these reports usually
don't tell you very much.

41. Sure it's nice to see 20 people liked
your ad last week

42. but what does that REALLY tell you?

43. Wouldn't it be better to see which
age and gender categories are
becoming warm leads at the
cheapest price?

44. You would then spend more money
on those people and exclude the
ones who are more expensive to
acquire.

45. The problem is without customizing
the columns you are looking at in
the Facebook ad reports you will
never see this.

46. Start with the standard Facebook Ad
report (that you are given).

47. Then remove any columns that are
not crucial to your campaign
(likes, number of engagements, etc).

48. Once you have the least amount of
columns possible add a few in.

49. The big ones you will want are: cost
per conversion, Ad score, and CPM.

50. Cost per conversion

51. How much are you paying to get a
sale or lead?

52. This is really the most important
metric that matters so include it.

53. Ad Score

54. A high ad score (7,8 or 9) will get
you cheaper sales and leads.

55. Look at this because you can
quickly cut ads with lower ad scores.

56. Facebook will show these ads less
often

57. but you should be able to see them
quickly and remove them from your
campaign.

58. CPM

59. How much does it cost you to reach
1,000 people on Facebook?

60. Some audiences are $10 or more
just to show your ad in front of 1,000
of those people.

61. Many are less.

62. Use this column as a guide to help
you find lower cost per conversions.

63. Audiences with Higher CPMs usually
will have a higher cost per
conversion.

64. So those are the 3 most common
mistakes I see most people making
with Facebook Advertising.

65. Follow the advice I gave you to fix
them and your Facebook campaigns
will finally start working for you.

66. Facebook is a powerful advertising
platform.

67. But you must use it correctly to get
the fastest results possible.

68. If you want more tips like this

69. Head on over to

70. www.buildingsocialproof.com

71. where I show you

72. How To Create Your Own

73. Social Media Marketing Strategy

74. in 7 days or less