10 Common Mistakes Made By Advertisers on Facebook

Kim Barrett Facebook Marketing 27 Comments


There are certain things you should never do when advertising on Facebook. Facebook is a social platform that you can use to leverage your business and sales, so there are specific do’s and don’ts when marketing your business.

In this post, I’ll go over the top 10 don’ts and what you must do instead:

#1 – Not Having a Clear Strategy For Your Page

Imagine having to get to your friends’ house and not knowing where you’re going. You don’t have a roadmap, no GPS and no idea of where you’re going. Do you think you’ll get there? Yes, you could get there eventually, but it would take forever to figure it out, not to mention all the wasted time and resources.

Now imagine that’s your Facebook activity. How are you going to be successful if you don’t know what success looks like? Plan it. Know what you want. Ask yourself:

– What does your business page look like in a month, 3 months, 6 months, a year?
– How many fans do you have?
– How many have become customers?
– How many times a day do you post?
– What is your marketing mix?


You must follow a growth strategy for your campaigns, o0therwise all your efforts will go down the drain, unmeasured. The more specific you are, the more likely you are to succeed.

#2 – Posting Non-Strategic, Irrelevant Posts

When you don’t have a clear strategy, a well-mapped out plan, then each post becomes more clutter on the web. It’s like shooting in the dark – no target and no reaping the benefits. Non-strategic posts collect little engagement

#3 – Sharing Content Without Explaining Why

Sharing content is not about people clicking on a link and pressing share (the days of lazy marketing are gone). It’s about explaining why you’re sharing it, why it matters to your audience and what are the key takeaways. Why is it interesting, why should they take the time to read it?

Here is a good example of why someone should click on the link and what’s in it for them:

SUCCESS Magazine

#4 – Asking for Untargeted Followers

You must know who your audience is. Your marketing plan, your sharing strategy must be in sync with your ideal customer. Just as you wouldn’t expect Samsung to share dinner recipes, your audience expects to receive nuggets of your expertise, products and services. So never run untargeted campaigns that would only attract untargeted people to “Like” your page.

#5 – Not Using a Custom Cover Image

Your cover photo is the first thing most visitors coming to your page will notice. An eye-catching and well-designed cover image will help you get their attention and get them curious to keep scrolling.

Here is a good example of how you can use the cover photo to display a call to action and other extra information about your current campaign:


Don’t miss the chance to make a strong impact with a custom cover image. Use it to share your product, service or story and add a flavor of what makes you unique.

#6 – Not Using Insights to Test Day-Parting Posting

Testing & optimizing is what separates the winning from the losing campaigns. Once you discover what days and particular times of day your audience is engaged, you can target them more easily and post at specific times to increase engagement and leads.

#7 – Using Facebook As A Tool For Direct Selling

Facebook is all about relationships. If you want to get FB Marketing right, then remember it’s about building relationships and leveraging those relationships for lead generation. Followers start as strangers, turn into visitors, become leads, then customers and finally your own unpaid marketing squad.

I’m not saying you shouldn’t make it easy for people to buy from you. I would totally recommend you have a tab with all your products on it with “Buy” buttons. I would also recommend that you run “Fan only” campaigns once in a while.

Instead, ask yourself what you’re looking to achieve through Facebook ads? For example:

– Drive traffic to your website
– Grow your email list through high-quality content
– Improve brand awareness
– Expand reach
– Engage with current & past customers
– Grow your Facebook page

If you think that creating a page, getting a load of people to “like it and then hammering it with affiliate and product links is the way to make money, I’m afraid you’re not going to make it.

#8 – Not Having A Budget For Ads

The old days of free Facebook marketing are over. But it doesn’t mean you have to spend a fortune to get some really good, measurable results. Facebook Ads is still the most laser-targeted form of traffic you can get, so even with a small budget of up to $100 / week, you can have some good results.

But most marketers aren’t clear on the specific ROI goals they need to achieve. Here is what you can do:

– Establish specific, measurable goals that you want to achieve (e.g. x number of website visits, leads, sing-ups, etc.)
– Set aside a weekly budget
– Experiment with your paid posts

Think about it, if you could get $3 for every dollar you spend on Facebook, wouldn’t it be worth it? Spend $100, get $300 in sales.

#9: Not Using Facebook Ads to Retarget Customers

It’s a staggering fact that so many marketers not using FB retargeting to get some of their visitors back. More than 70% of people will leave a checkout without completing a purchase. This means that not even 1/3 will buy from you.

The great thing is that over 25% of people who abandon their cart will return to buy when retargeted. Without retargeting ads, only 8% of visitors will ever come back to complete the purchase.

Here is a good example of retargeting newsfeed ad:

Jon Looomer

#10 – Not Engaging With Fans

This is perhaps the most important mistake marketers make on Facebook. It’s always better to have 100 engaged fans then 1,000 disinterested fans. And the reason is because consumption = sales.

The more people consume your content and connect with your brand, the more likely they are to buy from you or recommend others to buy from you. Build relationships through Facebook and leverage those relationships into customers and raving fans.

Final Words

Not every Facebook mistake will be fatal, but if left unfixed, most will cause a tremendous loss in momentum or opportunity. Before you make another post, take a hard look at your page. What mistakes do you see? How can you improve your relationship with your fans so you get them even more excited about what you have to offer?

Make a commitment today to address these mistakes and fine-tune your Facebook advertising strategy.

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