Common Facebook Ad Mistakes and How to Fix Them

Are your Fb adverts getting rejected? Questioning the way to decrease your Fb adverts prices?

On this article, you’ll study a number of the greatest errors entrepreneurs make when managing their adverts on Fb and the way to right them. You’ll uncover Fb ad errors stemming from goal choice, ad copy, area of interest focusing on, and extra. You’ll additionally get an inventory of phrases and phrases that may result in poor Fb adverts efficiency.

Common Facebook Ad Mistakes and How to Fix Them by Tara Zirker on Social Media Examiner.

To find out about widespread Fb ad errors and the way to repair them, learn the article beneath for an easy-to-follow walkthrough or watch this video:

#1: Deciding on the Incorrect Fb Marketing campaign Goal

The primary massive mistake that Fb advertisers make is working visitors adverts after they really need conversions.

Fb is aware of all in regards to the individuals who use the platform together with their historical past of clicking on issues and whether or not they’re prone to convert. If you wish to attain individuals who have a historical past of offering their electronic mail tackle and cellphone quantity, you need to be working conversion adverts, not visitors adverts.


Site visitors adverts are meant for reaching individuals who have a historical past of clicking issues on Fb however possibly not taking motion. The visitors marketing campaign goal may be well-suited for working adverts to a podcast or your most up-to-date weblog posts, for instance.

#2: Boosting Posts for Conversions

The second massive mistake that Fb advertisers make is working a boosted submit and pondering they’ll get a variety of conversions. You’ll see a variety of engagement on the submit however not essentially massive numbers of individuals leaving the platform, visiting your touchdown pages, and performing the actions you hope they’ll take.

So save your boosted posts for occasions once you wish to improve the engagement in your submit. Put nearly all of your Fb ad price range towards conversion adverts.

#3: Utilizing You and You’re

I’m placing this subsequent massive mistake right into a class referred to as the “unstated guidelines of copywriting.”

Let me begin with an insightful quote from the Harvard Business Review: “With regards to ad personalization, there’s a superb line between creepy and pleasant.” When you take that to coronary heart, you’ll perceive why Fb desires adverts which are related however not focused.

In your Fb ad copy, keep away from utilizing the phrases you and your too usually. Whereas these phrases work effectively in electronic mail advertising, the Fb algorithm doesn’t favor adverts which are stuffed with them.

So as an alternative of claiming, “Do you wish to scale your corporation with adverts?”, you might reframe it as, “The fastest-growing companies are scaling with adverts. Click on right here to study extra.” See the refined distinction? If you cut back using “you” and “your” in your Fb ad copy, you’ll seemingly see an enormous distinction in your success fee.

#4: Missing Sensitivity to Sure Niches

Some advertisers don’t have a superb understanding of the sensitivities round Fb’s niches, which embrace cash, well being, and relationships, amongst others.


Suppose you’re a franchiser on the lookout for new retailer homeowners on your frozen yogurt store. When you say one thing like, “You’ll be able to earn an additional $10,000 a month with our franchise” in your Fb ad copy, that might be a mistake. The difficulty is that Fb doesn’t like advertisers utilizing particular numbers of their copy.

A greater ad could be, “Find out how our franchisees are constructing nice companies with our frozen yogurt shops.” You’re scaling it again just a little bit and never making massive guarantees or mentioning particular numbers.

One other delicate area of interest on Fb is well being. If you discuss folks’s well being in your adverts, watch out. You don’t wish to name folks out or make them really feel unhealthy in your ad copy. As an illustration, don’t say one thing like, “Lose all of that fats, and do away with these further 5 kilos.” As a substitute, you would possibly reframe the ad by saying, “Really feel match and fabulous in 10 minutes a day.” The Fb algorithm would look extra favorably on that ad copy.

One other delicate space on Fb is relationships. Keep away from speaking about how folks would possibly really feel lonely or disconnected in your adverts. As a substitute, put a constructive spin in your viewers’s issues. Speak about how any individual would possibly stay up for the suitable relationship and constructing a deeper connection.

Even when your corporation isn’t in certainly one of these delicate niches, be cognizant that Fb desires extra constructive interactions for his or her customers. That doesn’t imply you may’t reference ache factors on the platform—you completely can—however ensure you give folks hope and optimism for his or her future.

Bonus: Keep away from These Phrases in Your Fb Ad Copy

I wish to share an inventory of phrases I’ve discovered to create probably the most bother with Fb and Instagram adverts. In case your adverts aren’t performing effectively and you’ve got a few of these phrases in your ad copy, strive eradicating them and see if that improves your state of affairs.

Along with the problematic phrases “you” and “your,” you will have points in case you use gender identification in your adverts or reference age, faith, or political leanings. Even the phrases “Fb” and “Instagram” usually trigger bother when utilized in ad copy.

Additionally keep away from utilizing curse phrases or pretend curse phrases. They often slip by the algorithm however they often get caught.


Speaking about well being merchandise like CBD or HCG is off-limits as effectively. When you reference weight-reduction plan, weight reduction, fats, or fats discount in your ad copy, don’t embrace particular numbers or guarantees—these could be thought-about claims. Additionally keep away from the phrase “double;” for instance, “double your progress” or “double your income.”

Likewise, keep away from “step-by-step,” “develop,” “cash,” “monetary freedom,” “wealth,” “laptop computer way of life,” “working from residence,” or “quitting your job.” Fb doesn’t wish to be accountable if somebody sees an ad telling them they will give up their job after which they give up their job however the alternative doesn’t work out. Fb doesn’t wish to cope with a lawsuit which may stem from that.


Moreover, there’s a protracted record of phrases and expressions that entrepreneurs and enterprise homeowners have been utilizing for a very long time that must be phased out and the Fb algorithm is supporting that. A few of these set off phrases are “slave,” “grasp”, “blacklist,” and “whitelist.” So don’t say one thing like, “Are you a slave to your exercise?” in your Fb ad copy. Adverts that embrace these phrases or phrases are getting more and more costlier or aren’t working in any respect.

The underside line is simply to watch out in regards to the forms of phrases and expressions you’re utilizing in your Fb adverts.


In case your Fb adverts maintain getting rejected or are costlier than they need to be, you could be making some apparent errors that influence your ad account. These embrace selecting the fallacious goal on your marketing campaign, utilizing sure phrases and phrases in your ad copy, and misunderstanding the sensitivities round Fb’s niches. Avoiding these errors will make your adverts more practical and cheaper.

What do you suppose? Are you making any of those errors in your Fb promoting? Do you could have any so as to add to this record? Share your ideas within the feedback beneath.

Extra articles on Fb adverts:

  • Uncover six Fb ad copy secrets and techniques to enhance your conversions.
  • Discover ways to optimize your Fb lead types for outcomes.
  • Learn how to transform web site visitors with Fb adverts.

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