7 Common Facebook Advertising Mistakes To Avoid

May 01, 2017

There are 4 million active advertisers on Facebook and you can expect that number to keep growing as more business owners discover that they can easily communicate with their customers and get more sales leads all from one channel. This means that advertising on Facebook is only going to get more competitive, leaving very little room for failure.

Facebook ads is a very powerful tool. It’s a cost-effective way to get your brand seen and attract the right audience to your Facebook business page or website. The trick is to make it work for the specific needs of your health & wellness business. 

Because Facebook provides many advertising options, it can be very tempting to try everything out. To some extent, you might just have to dive in and get your feet wet but as you learn what works and what doesn’t, try not to fall victim to these common Facebook ads mistakes. 

Mistake #1: You don’t have a clear strategy

The first step is to have a goal and develop a plan and strategy to achieve these goals. Begin with your business objectives and try to see how these can be achieved through Facebook.

Facebook makes it easy to track important metrics that can help you measure whether or not Facebook ads are working for your health & wellness brand.

  • Post-level engagement
  • New page “Likes”
  • Email opt-ins
  • Website click-throughs
  • On-site sales or lead generations

Having a strategy for your ads is key. Take into account your individual business goals and decide which among these metrics you should be tracking. For instance, if you’re a new health & wellness brand, building awareness may be more important, which is measured in number of page followers. 

Have a goal in mind. Keep it specific (i.e., gaining 100 new page “Likes” per month) and check regularly to make sure that your money is being spent wisely.

Mistake #2: You’re not keeping up with Facebook updates

Facebook rolls out new ad formats all the time. You might be using the wrong ad format, wasting your advertising budget and missing out on leads simply because you haven’t kept up with the latest releases. 

Look at Facebook’s ad types carefully and select the one you think will best suit your health & wellness business’s goals. Based on your campaign performance, track, review and adjust as needed.

Stay up to date on all of Facebook’s releases. Try them out as soon as you can because being an early adopter can also get you very good advertising results.

Mistake #3: You’re only running 1 ad set

An ad group is where you get to decide on your budget, and you can include several ads in each group. Facebook is likely going to allocate most of the reach in an ad set to just one of your ads. So best to keep them separated.

A common mistake is to create only 1 ad, and chances are you would have created one that will underperform. You need to test different objectives, targeting, headlines and images.

For each ad idea, it’s best to create 5 versions. This way you take advantage of creative testing and gather valuable audience insight from your ads.

Mistake #4: You don’t test your demographic targeting

There are many ways to target the people you want to reach. You could create 1 ad with almost all the interests in them, which may work for a time, but you also need to refine your testing with just a few interests per ad.

Test the same creative (headline, image and body) against multiple targets by creating several ads. See which one gives you the results you want, then test more creative against the best targeting criteria. This will not only provide you with more control, but it will lead to a more focused message in your ads.

Mistake #5: You don’t have a clear call to action

Make your message a winner with ad copy that compels a response. Have a strong call to action in the main text of your Facebook ad. Instead of the usual “buy now” or “save now,” try to go for something more creative that will grab attention and arouse curiosity in people.

Have a campaign landing page. An ad is effective only if it converts and it leads to your desired action such as a sale or inquiry. You need to give equal attention to the pages you drive your ad clicks to. Integrate the ad’s design with the page, making the transition between the two feel seamless for your potential customers.

Mistake #6: You have too much text in your ad

Facebook implements its own ad text rule where they can reject an ad from being published on the platform for having too much text on the ad itself. Text-heavy images stand to suffer limited to no distribution, compared to those with little or no text. Save yourself some headache by keeping text to a minimum.

Mistake #7: You’re not tracking your ads

You should check how your ads are performing on a weekly basis depending on your advertising budget. If you’re spending more, you should be checking more frequently.

If you fail to track your ads, you won’t have a clear picture of what works and what doesn’t so you can make adjustments for future advertising campaigns.

Facebook analytics can help you track your ad’s performance. It can give you valuable insight on traffic data, how to encourage visitors to return, as well as help you measure conversion rates.


Facebook has made advertising on their platform a basic necessity for all health & wellness businesses but make sure you stay current with all of their updates as being an early adopter of these new features can bring great results for your business. 

Create several versions of your ads to weed out any under performers to help keep you within your budget and stay profitable and monitor the ads closely so you can see what is working and what isn’t working.

Avoiding these common Facebook advertising mistakes will give you a better chance of success when advertising on this platform.

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