#1. Fatiguing Your Audience
Your ads agency keeps going after the jugular. We keep running lead generation campaigns and we keep pressing for leads after leads after leads.
Without proper rotation and proper strategies to provide MASSIVE value to people, our CPLs start to creep up and get more and more expensive. After a while leads dry up a little bit and then your campaigns start to deteriorate!
Create a strategic marketing plan on how to give massive value out to the audience, and retarget those users with offers relevant to the content that you gave.
#2. Using Little to No Optimization
Optimization means to improve something. The ads could be doing somewhat good or great, however without proper optimization you are not leveraging the full potential of getting your cost per acquisitions down!
From what many clients have told me prior to signing up with us. They said that their agency never really took it to heart to try to improve their account. This comes from the agency having too much workload thus not being able to do daily audits within the ads account.
CPL for our client was about $5.82 per lead.
After "optimizing the account and split testing variations of creative and imagery, we were able to reduce the CPL by 65% thus generating a $2.03 cost per lead.
#3. Not Following a Marketing Plan
Much like you do with your clients. The first thing that needs to happen is an assessment of your ads account. See where it is, and is it in good standing or not. If there is a mess how does it need to be fixed? And how much value do you need to give in order to build that relationship back with your audience.
Most agencies I have heard of did not even create an actual marketing plan. No goals... Just throw up some ads and get leads. The first thing that needs to happen is the creation of a Facebook Marketing Plan.
#4. Consistently Using Aggressive Creatives
Facebook penalizes us when we continue to use creatives that are too aggressive within an objective. Anything they deem (and I mean "anything") that offends users, calls out users in a negative way (and believe me to us it could be none negative but to just "one" person it could hurt someone's feelings somewhere) we risk getting that ad flagged and disapproved. Thus, we risk getting our ads account in negative standings with Facebook.
Thus... We risk our ads account getting banned for something very minor. We however work with an account specialists at Facebook as we try to continue to keep the best standings with Facebook's ever changing policy, (and I mean ever changing).
#5. Impatiently Changing Things
With any kind of paid advertising, it can feel like you’re losing money if you’re not getting any results right away. Sometimes your agency or you may feel compelled to take control of your ads and tweak things to “optimize” them so they can perform better as soon as possible.
But in the beginning especially, gathering data and insights is key.
That’s why it’s important to have a clear idea of how much you’re actually willing to spend to get one customer.
Touching the ads too early in the process sometimes ends up harming your performance is when you don’t give Facebook the opportunity to learn over time who it needs to optimize for. If you agency haven't installed your Facebook pixel, (which is super easy to do), you should definitely have them do so. Facebook’s advertising platform uses the Pixel to track and learn based on performance data to improve its targeting.
We tend to love to use "standard event" pixeling so that we can gather as much data as possible over time to allow Facebook's algorithm to find out who to show the ads to!
For example, if you set your Campaign’s objective to optimize based on purchases at the start, Facebook may not know what a “purchasing” customer looks like when you’ve had zero sales. But as you rack up more purchases, that data set becomes better informed.
Therefore touching the ads before the campaign gathers enough data to make a decision sometimes can prematurely pause a converting campaign!
#6. Not Taking Advantage of the Data
The data tells us what to optimize for, and what to alter and how to fix things within the account. Most agencies that I know of don't even look at the data. They set up some basic reporting system and that is all. When it comes to a client's account we think it is very important to measure each form of data within each ad set, and ad to learn what to do next. So we invest into softwares that can do a little more advanced things for us to help get the best performance from the campaigns.
Low CTR on the front end due to a "marketing call out" filters out audiences who are not qualified, while getting a 34% conversion rate on the back end!
Stats like this is important to know, as it can give us an understanding of what to optimize for.