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5 Facebook Ads Mistakes to Avoid in 2021

Posted in Marketing-Buzz on Jul 21, 2020


Facebook ads might sound familiar if you’re in Online Marketing.

People spend tons of money on Facebook ads expecting to generate leads but most commonly they end up with No or little conversions.

According to Weebly, “nearly 62% of small business owners say that their Facebook ad campaigns never work out well.”

Facebook ads are not productive if they are not done the right way. A tiny mistake can ruin everything and you might end up spending more than the allocated budget.

In this post, we would show you 5 most common Facebook Ad Mistakes that marketers should avoid and how they can start doing things differently from henceforth.

Testing Multiple Interests in an ad set

Once you know your audience and what they like, it becomes easy to create targeted campaigns. Create campaigns based on customers interest you can create a persona, based on sales history or any other well-defined parameters. Make sure not to change anything in ads that are giving you results. Moreover, do not add a number of interests in every Facebook ad. Although it will increase your audience size, it will be difficult to identify which interest gave you the conversion.


You need to set up multiple ad sets. Add one persona for each set, This will help you identify which ad set is working well. Based on the analysis you can disable the non-performing ad set and create more ads based on well-performing ad sets.

Running many ads with a small budget

Facebook has over 2.5 billion active users. That is where you prospect and customers are. Running ad campaigns on Facebook can get you a huge following. One of the common mistakes many businesses make is creating multiple ad campaigns on a single Ad account. This can lead to a lot of confusion and difficult to keep track. To stay ahead of the game, you would need at least 50-100 conversions per Ad set per week. Having many variations in a single ad set, is not a good strategy. Facebook often fails to attract the desired CTA when there are too many ad variations. Your ad budget is often split on ad variations. When you do this your budget will run out quickly and it won’t be possible to get desired results. You can create multiple ads by splitting your campaign budget. Set a budget based on audience size. Create a few ad variations that make it easy to analyze.


Choosing a Wrong Facebook Ad Placement

This is one of the most common mistakes done by many marketers. You need to understand the message that you want to convey through your ads. A successful campaign also depends upon impressions. When your ads are shown in the Right places (Instagram, Facebook, messenger, etc.) to the right audience, your ads will attract more clicks.

You can measure your ad performance through CTR (Click Through Rate).

There are different ad types. Each ad type works best as per your campaign goals.

Along with these different Ad options, there are also different ways you can place your Ads.

  • Desktop
  • Mobile
  • Right-hand sidebar


There are two ways to display your ads:

  • Lead ads that collect pre-populated information of the user through a form.
  • And Link ads by these you can prompt Sign-Ups, Download, Learn More, Shop Now, etc.

There is a lot of competition in desktop ads. Your campaign may dry up soon if you have a lesser budget.

It is always recommended to run A/B testing with different ad types for a while. You can optimize the high performing ad type for better results.

Abandoning your Ad

A lot of marketers make these mistakes. They never analyze their old campaigns. You should not keep creating new ads every time. You need torevisit your old ads at least once a day. If you do not check, you wouldn’t know if one of your ads might be performing well and reaches your goal more effectively than a new one. Therefore, monitoring your ads regularly would help you know if you need to make changes to your Ad campaigns.

This is another way to save time and budget. A new ad definitely needs more time to perform and you might have lost the conversion.

How to Create Facebook Audiences

Facebook gives you the option to create custom audiences based on your website visitor, customer profile, and customer engagement. The Audience Insights will help you learn more about the audiences.

To create a Facebook target custom audience, use the Audience Manager Tool.

  • Go to the Audiences section of your Facebook Ads Manager
  • Create Audience and select Custom Audience from the drop-down menu.

Facebook has three primary audience types:

  • Saved Audiences
  • Custom Audiences
  • Lookalike Audiences

Each of these audience types gives you additional options for creating the perfect target audience for your Facebook campaigns.

Facebook allows you to target people in specific locations, including - Country, State, City, Postal address, Specific Address.

Not Having a Clear Value Proposition

A clear value proposition is an important aspect of any campaign. You need to always create the ad around a proposition that matches the services that you offer and how it adds value to your customers.

This is where marketers and brands differentiate themselves from the rest. This is where top brands stand out well enough when it comes to marketing. If there is no clear value proposition, there are no conversions and there will be no brand loyalty created among customers. Always stick to your brand theme while creating the campaign.

Your value proposition is one of the most important things to keep in mind when marketing, Not having a clear idea can have a negative impact on your campaign. People would do business with you because of your product and services. You need to be clear about what benefits you can offer them.

A good value proposition should:

  • Be clear and easy to understand.
  • Clearly communicate the benefits or results the user would get from using your product or service.
  • Avoid filling your value proposition with unnecessary words and slogans.
  • Show what is your USP and how different you are from your competitors.


Researching your target audience and paying attention to the kind of Ad type that works best is important. Use these tips and avoid making these Facebook Ads mistakes. These mistakes may look small but can be expensive.

Sudha Kothapalli Author: Sudha Kothapalli Digital Marketing Executive and a learner with an ongoing curiosity to learn New Social Media techniques, writes about Digital Marketing and Technology Trends Follow Us: