10 Beginner Mistakes to Avoid in Meta Ads

Starting with Facebook Advertising for your small business can be a game-changer, but it can also be a dead-end if done wrong.

As a newcomer, it's easy to fall into common traps that can hinder your success.

In this issue, I’ll walk you through the top 10 rookie mistakes, plus one extra pitfall, to avoid when starting with Facebook Ads.

I see these missteps in all kinds of businesses that never use Meta Ads, such as DTC (Direct to Consumer) e-commerce, B2B lead generation, local physical stores, local services, and online services.

By overcoming these pitfalls, you'll be well on your way to creating effective, high-performing ad campaigns.

Here are the 10+1 mistakes, and how to avoid them for optimal results:

1. Boosting Posts from the App or Desktop 

Boosting posts directly from the app or desktop might seem convenient, but it's just a simple way for Meta to take your money.

Once you become a Page Admin, you are targeted by ads to start boosting your posts.

Boosting has limited features in terms of targeting and tools to measure effectiveness. It might even cost you more if you do it from an iOS device, as Apple introduced a hefty 30% fee in February 2024.

Instead, create a Business Manager account. This tool offers better control, more detailed targeting options, and advanced features that help you manage your campaigns, tracking, and pages more effectively.

2. Misunderstanding Campaign Objectives 

Choosing the right campaign objective is crucial for achieving your goals.

Most beginners don't know how to match their business KPIs with Facebook's Campaign Objectives.

For example, if you want online store sales, you should never use Traffic or Page Post Engagement objectives.

Here’s a quick guide on Facebook Ads Objectives:

Physical local store: Opt for Post Engagement (PPE) rather than Traffic or Awareness to engage your local audience directly on the Facebook/Instagram.

Give an incentive to engage with your post, like a discount.

Giveaways: Use Traffic for landing pages that don't have tracking options. Use Conversions for landing pages that allow you to use a Pixel and measure signups for the giveaway.

Use PPE for in-app giveaways to boost comments, for example.

Lead Generation: Use Instant Forms or Lead Conversion on websites, both within the Lead Objective.

E-commerce: Use Sales objectives to maximize conversions.

Offline event: The obvious choice is Event Responses within the PPE objective. However, I recommend a registration form and using the event link in the ad.

Avoid the Awareness objective at all costs. It's just a waste of money.

Don't listen to Meta representatives trying to sell you on this one.

3. Neglecting to Track Results 

Effective tracking is the backbone of successful advertising.

For offline, use unique coupons and keywords to track performance.

For online, implement the Facebook Pixel or Conversions API, even if you don't have an e-commerce site.

These tools allow you to track user actions and optimize your campaigns based on real data.

4. Overlooking Billing Setup 

Ensure your billing information is correctly set up to avoid any interruptions. I recommend a separate credit/debit card for Meta ads that always has the funds you want to spend in a month.

Also, in Europe, you need to account for VAT (Value-Added Tax).

Meta's headquarters is in Dublin, Ireland, so if you buy ads from any European country, you need to pay VAT in your resident country.

For example, in Romania, VAT is 19%, and in Hungary, it is 27%. These could be extra costs that you need to account for.

5. Focusing on Vanity Metrics 

Understanding and focusing on the right metrics is crucial.

Vanity metrics such as likes, reach, and shares can be misleading.

Instead, focus on meaningful metrics such as conversions, cost per acquisition (CPA), CAC (Customer Acquisition Cost) LTV (Lifetime Value) and return on ad spend (ROAS).

These metrics provide a clearer picture of your campaign's effectiveness.

For more information, read DAS #01 - Facebook Ads Metrics: What Matters and What Doesn't.

6. Overcomplicating Ad Structure 

In 2024, Meta is attempting to simplify the Ads Manager, so you don't have to launch 15 campaigns targeting different audiences.

Keep your ad structure simple. Find the best objective for your goals, measure it, and launch it.

Avoid unnecessary complexity. A straightforward approach often leads to better optimization and easier management.

For e-commerce, I use the MVAC - Minimal Viable Ad Campaign Framework.

Read more about it in DAS #04 - The MVAC Framework: Facebook Ad Testing with Low Budgets.

7. Starting from Scratch 

Most new small businesses that start ads on Meta don't do the research and create mediocre ads in terms of ad creative and ad copy.

Never start from zero.

Do the research and find out what types of ads work.

The Meta Ads Library is a valuable resource to get inspiration and to spy on your direct competition.

Use it for inspiration and to see what competitors are doing.

Analyze successful ad examples to learn what works and apply those insights to your own campaigns.

Here is a free ad library, as well.

It’s called Magritte.

You can search by industry, brand, performance or topic.

Feel free to look for inspiration.

8. Giving Up Too Early 

Generally, patience is key in advertising. Avoid the temptation to quit if you don't see immediate results.

Allow enough time for data collection and optimization. Facebook's algorithms need time to learn and improve your ad performance.

If you’ve never run ads for your business, I recommend not touching your campaign for five days. Let it run and collect data before you make any adjustments.

This also means you need a budget for this marketing activity, which brings us to the next point.

9. Not Allocating Enough Budget 

If you’ve never run ads, I recommend spending at least 4-5x the amount you would pay for a customer.

This means you need to know your metrics, your CAC (Customer Acquisition Cost), and LTV (Lifetime Value).

We marketers don't want to admit it, but money talks.

More money = More Ads.

You can manage Meta Ads with low budgets, but you need to figure out quickly the minimum budget that

keeps the results constant and efficient for your business.

10. Don't understand Online Testing 

Meta ads are not digital billboards.

Facebook and Instagram are dynamic in the sense that you can create and test endless variations of creatives and copy and show them to different kinds of audiences.

Billboards are created and hung in a spot, meaning that ad creative is hard to test, and you have a limited audience.

A/B testing is essential in the online world. Run A/B tests to identify the best-performing ad types.

Test different creatives, headlines, and messaging to optimize your campaigns based on data-driven decisions.

10+1. Not Understanding the Customer

This is, probably, the no.1 mistake I see, but I added it to the end of the list, as I assume you know your customer.

Otherwise, you shouldn't even consider paid advertising.

Create customer personas and create ad content that resonates with that ideal customer.

By avoiding these common pitfalls, you'll set a solid foundation for your Facebook advertising campaigns, paving the way for better performance and higher returns.

Starting with Facebook Ads might seem daunting, but with the right strategies, you can avoid common pitfalls and achieve great results.

Take the time to understand your objectives, set up proper tracking, and allocate a sufficient budget.

Remember, patience and persistence are key to success.