The Most Common Facebook Advertising Mistake

Homer Simpson Doh I’ve had the opportunity to work with a number of individuals in the past who are responsible for the marketing within an organization. As soon as the concept of Facebook advertising is introduced they get excited, however more often than not, they end up disappointed by their advertising performance. The reason isn’t that Facebook advertising doesn’t work. There’s a reason that Facebook’s revenue is projected to be in the billions this year: Facebook’s self-serve advertising is a booming business. Trust me, marketers aren’t pouring billions into ads because they don’t work. Here’s why most first-time Facebook advertisers fail.

The Standard First-Timer

You login to Facebook and decide to try out your first Facebook advertising campaign. Let’s say you’re promoting an upcoming event. You decide to launch an ad targeting the type of people who are likely to attend. You use some of Facebook’s targeting functionality, thinking that your extra effort with targeting will go a long way. You then proceed to enter in a cost per click that is within Facebook’s estimated cost and limit your budget to $20 a day. That should be good enough for 20 extra people each day who will RSVP to your event!

Unfortunately, the next day you check for performance. A couple extra people RSVPed and you blew through your $20 budget. You have also spent $14 so far today and you aren’t seeing many results. Wow! Facebook advertising sure is expensive, you think to yourself. After a few days of low performance and a couple of ads later with similar results, you finally decide to throw in the towel: Facebook advertising doesn’t work, you conclude.

What Went Wrong?

The primary reason the tool isn’t working is that you didn’t approach it from an educational standpoint. I don’t want to sound like an old man lecturing a group of young ones, however it blows my mind how many people don’t view things from an educational point of view. Instead, they expect the system to perform some sort of miracle and change their life forever, never having to work again a day in their life because they came up with the innovative idea of using Facebook ads. If you happen to be one of the people who expect Facebook ads to perform miracles for you, you should stop right here.

There are many more effective techniques for generating miracles. For starters, you could just sit in your desk at work but rather than working, wish your way into success. Alright, enough of the sarcasm. The main point is this: if you are going to become a master of Facebook advertising, you better be ready to learn. Also, understanding the basics of experimentation, or trial and error, is important to be successful at anything. If you are ready to learn, then go register for our Facebook Marketing Weekly newsletter. We’ll be posting tons of strategies in the coming weeks for mastering Facebook advertising and more.

After the spending a few months with us, and reading the upcoming articles, you should have everything you need to become a Facebook marketing master. We’ll discuss many of the testing strategies that will help you learn from your mistakes. Have you made any interesting mistakes with your Facebook ads so far?

Inside Social Apps 2012 is Less Than Two Weeks Away

Mediabistro Event

Inside Social Apps, held on February 8-9 in San Francisco, is less than two weeks away. This is the third conference on the future of monetization on social and mobile platforms. Leaders from the industry will share their views on today's most formidable challenges affecting social and mobile apps and games in 2012. Inside Social Apps conferences sell out in advance, so take advantage of early registration pricing. Early bird rates end on February 1, so register today.

1844922 Comments2010-09-04+15%3A30%3A31Nick+O%27Neill »

You grabbed my attention on Twitter, you actually brought me to your site and had me use my time to read your article. But then you pretty much just say "You have to subscribe and listen to me."

It would have been great if you would have listed a few tips from the Facebook marketing wealth of info you say you have here. THEN I would have been more likely to sign up with you. THEN I would have considered this article a good use of my time. Instead, I feel this time could have been used better reading someone else's useful info on the web (and as you're aware, there are plenty).

Looks like even if you have the Facebook marketing campaign down, you're a bit rusty on Twitter and article follow through.

Comment by Julie — September 4, 2010 @ 7:56 am
I feel the same way as Julie….

Comment by jesus — September 4, 2010 @ 9:48 am
Amen. One useful tip might have been enough.

Comment by Bob — September 4, 2010 @ 10:10 am
Great article. Facebook can be a great advertising tool when used correctly. It's not something you can wish will be successful it does take work. This article would make for a great follow up to yours as successful tips for facebook.

"Using Facebook as a Strategic Marketing Channel"

http://www.greenbuzzagency.com/using-facebook-as-...

Comment by Jennie — September 4, 2010 @ 10:22 am
I totally disagree with the first comment – the subscription to the newsletter is free. I'll see what you have to say before judging you "useless", because I sure have a lot of customers who have done just as you described.

Comment by Amy Tobin — September 4, 2010 @ 12:04 pm
Thanks for wasting my time.

Comment by Lee — September 5, 2010 @ 5:10 am
Title should be 'How to scam users into clicking on your link'. It is very good example how not to do marketing.

Comment by Gordon Stumm — September 5, 2010 @ 6:22 am
Yeah, Julie is right. You blow.

Comment by Jack — September 5, 2010 @ 8:08 am
I'm with you Julie. It's like the basics of parenting…you can't simply tell the child it's wrong without telling them why, they'll keep doing it.

Comment by Carrie — September 5, 2010 @ 9:15 am
Yes, I agree with Julie.

Not fair.

Thanks for nothing!

Comment by Alex — September 5, 2010 @ 1:31 pm
That's 2 min I never get back. U do suck.

And Amy Tobin, I think u are the writer of this article (oops, this ad), have fun promoting yourself.

Comment by Pham Tuan Minh — September 5, 2010 @ 7:34 pm
I'll be subscribing (if it's free)

Just one thing: i tried clicking on the link in my Blackberry, but it wouldn't work. dunno if it's on my side or yours. Just to let ya know.

Comment by Optimised Onion — September 5, 2010 @ 10:21 pm
I see the point of wanting a "tickle" of an idea for using facebook to add incentive to sign up for the newsletter.

Having said that, it costs nothing for the newsletter, and the comments here, negative or positive, do give the commenter a back link to their site — something that Julie, even with her negativeness, has accomplished. So I don't agree that reading this article is a waste of time.

Looking forward to more of your take on info for facebook marketing — of which, I agree, one can procure free of charge all over the net — and so WHY leave a comment, and a back link here if you are soooo upset with this supposed bad article?

Comment by Leona — September 6, 2010 @ 6:33 am
I will say one thing: Nice link baiting.

But, let's look at this from an educational standpoint:

Surely, from the comments you must now realize that you have some marketing fail happening. Yes, a couple people will sign up for your newsletter but the rest now distrust you and see you only as someone only using social media to gain business for themselves.

Include a couple of helpful tips to actually show you give a rat's ass about the people you're "helping," and, when you do get a couple of THOSE people interested and signing up for your newsletter, webinar, etc, they will be a better targeted audience.

…or, maybe you don't have any helpful tips. Then, carry on with your content of nothing.

Comment by Donna Winter — September 6, 2010 @ 8:59 am
I guess the purpose of this is to build a database.

Comment by Kay — September 6, 2010 @ 9:21 am
The irony here is that you completely disregarded your own advice to us. /coughs into shirt sleeve/ Well done!

Comment by Jason — September 6, 2010 @ 11:53 am
You know they're right. You're a tease. But I'm here because I've been reading you already.

Comment by gordon — September 7, 2010 @ 5:03 am
Nothing like an education, indeed. Maybe you should do some A/B testing on this copy… I signed up anyway, but "you're going to have to subscribe" comes off a bit lame. While Julie (and perhaps this comment) are a bit harsh, there is the point of providing value 1st with a good article – or maybe a bullet list of subjects you are going to cover. Maybe even a free ebook?!?

Of course, the Internet is nothing but an education, isn't it?

Thanks for the backlinked comment. One good way to get some interaction…

Comment by Robert Worstell — September 7, 2010 @ 5:36 am
I'm with Julie and Donna here. You would have been more likely to capture something other than the address I use solely for things I know will be junk email if you had completed the post with helpful tips about how to correct the newbie errors you describe. While the subscription to get the rest of the info is free, this article feels like a bait-and-switch, leaving me mistrustful of your intentions and unwilling to subscribe.

A better option (it's not too late, you could revise the article or include a link to the space where the tips can be found) would be to offer some great advice in this article and then say something like, "Hey, do you like what you're reading? I have more great content like this available through a free subscription to XYZ."

Comment by Funny_Bunny_Mel — September 7, 2010 @ 8:18 am
I'm with most of the people here. No, I'm not going sign up for your newsletter after tromping through your pile of snark only to find no payoff. Bridge burned.

Comment by Gary — September 7, 2010 @ 8:56 am
What a waste of time this was.

Comment by Honey Bunny — September 7, 2010 @ 9:28 am
I recently found this site and found it to be interesting however this article told me one thing: you have a newsletter. When your target market is advertisers you should probably know most of those kind of folks will understand fluff when they see it. Your article title, "The Most Common Facebook Advertising Mistake" leads me to believe the content will provide…well…the most common Facebook advertising mistake.

It doesn't deliver. What's to make me think your newsletter is going to deliver what you say it will when your article clearly did not?

Comment by Dave — September 22, 2010 @ 3:26 pm

RSS feed for comments on this post. TrackBack URL

You grabbed my attention on Twitter, you actually brought me to your site and had me use my time to read your article. But then you pretty much just say "You have to subscribe and listen to me."

It would have been great if you would have listed a few tips from the Facebook marketing wealth of info you say you have here. THEN I would have been more likely to sign up with you. THEN I would have considered this article a good use of my time. Instead, I feel this time could have been used better reading someone else's useful info on the web (and as you're aware, there are plenty).

Looks like even if you have the Facebook marketing campaign down, you're a bit rusty on Twitter and article follow through.

Comment by Julie — September 4, 2010 @ 7:56 am

I feel the same way as Julie….

Comment by jesus — September 4, 2010 @ 9:48 am

Amen. One useful tip might have been enough.

Comment by Bob — September 4, 2010 @ 10:10 am

Great article. Facebook can be a great advertising tool when used correctly. It's not something you can wish will be successful it does take work. This article would make for a great follow up to yours as successful tips for facebook.

"Using Facebook as a Strategic Marketing Channel"

http://www.greenbuzzagency.com/using-facebook-as-...

Comment by Jennie — September 4, 2010 @ 10:22 am

I totally disagree with the first comment – the subscription to the newsletter is free. I'll see what you have to say before judging you "useless", because I sure have a lot of customers who have done just as you described.

Comment by Amy Tobin — September 4, 2010 @ 12:04 pm

Thanks for wasting my time.

Comment by Lee — September 5, 2010 @ 5:10 am

Title should be 'How to scam users into clicking on your link'. It is very good example how not to do marketing.

Comment by Gordon Stumm — September 5, 2010 @ 6:22 am

Yeah, Julie is right. You blow.

Comment by Jack — September 5, 2010 @ 8:08 am

I'm with you Julie. It's like the basics of parenting…you can't simply tell the child it's wrong without telling them why, they'll keep doing it.

Comment by Carrie — September 5, 2010 @ 9:15 am

Yes, I agree with Julie.

Not fair.

Thanks for nothing!

Comment by Alex — September 5, 2010 @ 1:31 pm

That's 2 min I never get back. U do suck.

And Amy Tobin, I think u are the writer of this article (oops, this ad), have fun promoting yourself.

Comment by Pham Tuan Minh — September 5, 2010 @ 7:34 pm

I'll be subscribing (if it's free)

Just one thing: i tried clicking on the link in my Blackberry, but it wouldn't work. dunno if it's on my side or yours. Just to let ya know.

Comment by Optimised Onion — September 5, 2010 @ 10:21 pm

I see the point of wanting a "tickle" of an idea for using facebook to add incentive to sign up for the newsletter.

Having said that, it costs nothing for the newsletter, and the comments here, negative or positive, do give the commenter a back link to their site — something that Julie, even with her negativeness, has accomplished. So I don't agree that reading this article is a waste of time.

Looking forward to more of your take on info for facebook marketing — of which, I agree, one can procure free of charge all over the net — and so WHY leave a comment, and a back link here if you are soooo upset with this supposed bad article?

Comment by Leona — September 6, 2010 @ 6:33 am

I will say one thing: Nice link baiting.

But, let's look at this from an educational standpoint:

Surely, from the comments you must now realize that you have some marketing fail happening. Yes, a couple people will sign up for your newsletter but the rest now distrust you and see you only as someone only using social media to gain business for themselves.

Include a couple of helpful tips to actually show you give a rat's ass about the people you're "helping," and, when you do get a couple of THOSE people interested and signing up for your newsletter, webinar, etc, they will be a better targeted audience.

…or, maybe you don't have any helpful tips. Then, carry on with your content of nothing.

Comment by Donna Winter — September 6, 2010 @ 8:59 am

I guess the purpose of this is to build a database.

Comment by Kay — September 6, 2010 @ 9:21 am

The irony here is that you completely disregarded your own advice to us. /coughs into shirt sleeve/ Well done!

Comment by Jason — September 6, 2010 @ 11:53 am

You know they're right. You're a tease. But I'm here because I've been reading you already.

Comment by gordon — September 7, 2010 @ 5:03 am

Nothing like an education, indeed. Maybe you should do some A/B testing on this copy… I signed up anyway, but "you're going to have to subscribe" comes off a bit lame. While Julie (and perhaps this comment) are a bit harsh, there is the point of providing value 1st with a good article – or maybe a bullet list of subjects you are going to cover. Maybe even a free ebook?!?

Of course, the Internet is nothing but an education, isn't it?

Thanks for the backlinked comment. One good way to get some interaction…

Comment by Robert Worstell — September 7, 2010 @ 5:36 am

I'm with Julie and Donna here. You would have been more likely to capture something other than the address I use solely for things I know will be junk email if you had completed the post with helpful tips about how to correct the newbie errors you describe. While the subscription to get the rest of the info is free, this article feels like a bait-and-switch, leaving me mistrustful of your intentions and unwilling to subscribe.

A better option (it's not too late, you could revise the article or include a link to the space where the tips can be found) would be to offer some great advice in this article and then say something like, "Hey, do you like what you're reading? I have more great content like this available through a free subscription to XYZ."

Comment by Funny_Bunny_Mel — September 7, 2010 @ 8:18 am

I'm with most of the people here. No, I'm not going sign up for your newsletter after tromping through your pile of snark only to find no payoff. Bridge burned.

Comment by Gary — September 7, 2010 @ 8:56 am

What a waste of time this was.

Comment by Honey Bunny — September 7, 2010 @ 9:28 am

I recently found this site and found it to be interesting however this article told me one thing: you have a newsletter. When your target market is advertisers you should probably know most of those kind of folks will understand fluff when they see it. Your article title, "The Most Common Facebook Advertising Mistake" leads me to believe the content will provide…well…the most common Facebook advertising mistake.

It doesn't deliver. What's to make me think your newsletter is going to deliver what you say it will when your article clearly did not?

Comment by Dave — September 22, 2010 @ 3:26 pm

The Most Common Facebook Advertising Mistake

The Standard First-Timer

What Went Wrong?

Recommended Articles

Inside Social Apps 2012 is Less Than Two Weeks Away

1844922 Comments2010-09-04+15%3A30%3A31Nick+O%27Neill »

Leave a comment

Follow AllFacebook

Send us a Tip

Social Media Jobs

Let your next job find you!

Featured Company

Jobs of the Day

Digital Strategist

Digital/Social Media Manager - Entertainment

Social Media Coordinator

See all jobs

Upcoming Events

The Most Common Facebook Advertising Mistake

The Standard First-Timer

What Went Wrong?

Recommended Articles

Inside Social Apps 2012 is Less Than Two Weeks Away

1844922 Commentshttp%3A%2F%2Fwww.allfacebook.com%2Ffacebook-advertising-mistake-2010-09The+Most+Common+Facebook+Advertising+Mistake+2010-09-04+15%3A30%3A31Nick+O%27Neillhttp%3A%2F%2Fwww.allfacebook.com%2F%3Fp%3D18449 »

Leave a comment

Follow AllFacebook

Send us a Tip

Social Media Jobs

Let your next job find you!

Featured Company

Jobs of the Day

Digital Strategist

Digital/Social Media Manager - Entertainment

Social Media Coordinator

See all jobs

Upcoming Events

1844922 Comments2010-09-04+15%3A30%3A31Nick+O%27Neill »