Pull out your phone, log into any social media app and I guarantee you’ll see some advertising. Why? Because all social media platforms will encourage any business, from Fortune 500 companies to a mom and pop candy store, to create ads. And they make it easy to do so too, but when you’re making an ad, there are plenty of ways to turn it into a flat out failure before you even hit submit.

All social media outlets are different & pretty much anyone can make an ad if they play around with it for long enough. But they’re also all similar in this regard: if you don’t have a plan for your ads, you might as well throw your money down the drain.

But don’t get it confused, we’re not saying having a plan is a sure way to creating a perfect social media marketing campaign every time – this stuff takes trial and error. However, there are ways to ensure that your ad isn’t a total disappointment. If you make sure that you avoid each of these common mistakes, you’ll have a head start towards successful ad campaigns. Here are some things to avoid when setting up your social media ads.

Bad targeting

What social networks can promise you when you make an ad is traffic (or impressions). Brands are buying eyeballs when they run social media ads. Facebook, Instagram, and the others can promise that they will serve the ad you made to someone. But to who is the biggest question of them all.

There are plenty of targeting options on the major social media ad platforms. But they won’t force you to use them. They’ll let you run an ad targeted to every man, woman, and child in America, if you want. Which is a common mistake beginners make when running these campaigns.

Impressions will be through the roof when you target a massive audience, but it’s not a measure of success. You can get a ton of impressions targeting swim suit ads to people on the North Pole, but how many of those people would click on your ad and make a purchase?

Do your research. Know your audience. Then run your ads.

Bad Imagery

Social media users prefer simple visual content because it’s easier to process by our brains. However when images embody too many elements, they become confusing. When this happens, our brains are not sure where to look at. This creates stress that makes users simply ignore the content and keep scrolling. The key to a good social media image is to generate a positive feeling in the users that are seeing them, while keeping things simple.

Only Making One Ad

Trial and error is a big part of social media marketing, hell it’s a big part of life. Each ad that you put out is an experiment. Sometimes an ad has all of the “right” components and it ends up being a disappointment. But that’s no reason to give up.

Making just one and hoping for the best sets you up for a very limited experience. Making multiple ads gives you a chance to experiment and learn which images and text your audience is connecting with. You can’t get that from just making one ad.

No Call-To-Action

Every ad should have a goal. Send someone to a page on your website, ask them to like your Facebook page, or make them watch your video that you spent so much time making.

Most of the time, a brand has a call-to-action in mind, but they haven’t explicitly stated it. And in on someones social media timeline, you’ve got a matter of seconds to get someone’s attention before they’re gone. Probably even less than that, really.

Nothing’s better than telling someone what you want them to do in the ad copy. If you build in a call-to-action with your words in addition to other options, you’ll be in good shape.

How We Can Help

We can help determine your audience, plan your messaging, and determine an ad budget. We focus on serving ads that resonate with your audience. Success may not come immediately, but the social media world is massive. If you have an audience in mind, social networks will help you find them. Need help putting together a Social Media Marketing plan or need assistance in running your advertisements? Feel free to contact us, we’d love to help!