How Facebook Ads Read Your Mind

Facebook & Social Media Advertising Blog for Pros

When I scroll through my Facebook news feed, I often see ads that really astonish me.

But unfortunately not in a positive way.

Often I amreally shocked at the simple things that go wrong when showing ads on Facebook.

Yes I know. The motto of Facebook is “Move fast and break things”, “Fail harder” or, alternatively, “Done is better than perfect”.

But does this credo also have to apply to your campaigns? I don't think so, do I? 😉

Just one mistake can mean that your Facebook ads are unsuccessful or not delivering the desired results. If you make several mistakes in your campaigns, you literally burn hard cash. #fail

Mistakes happen - no question about it. That's not a problem either. However, I see the following errors in Facebook advertising over and over again.

The good thing is: you can learn from them and avoid them.

Here are 10 fundamental mistakes in Facebook advertisingthat you should definitely avoid in your campaigns.

1. Mistake: You are using the “Promote your contribution” function on your fan page

It can be tricky.

You have put so much effort into the contribution on your fan page. You have put all your heart and soul into this post, written the coolest text and inserted the most appealing picture.

And then nothing happens. Damn it!

Suddenly you discover him. That little blue button below your post.

“Apply for a post” seems like a good idea at first. After all, Facebook says you can "reach out to more people" with it.

Yes, you can actually promote your posts with this post-boost function. At least in theory. In practice, however, you shouldn't do that. At least not with this function.

If you choose this function, you will have considerably fewer setting options than in the regular advertising manager. For example, you can only determine your target group very imprecisely or you can not set a manual bid for your campaign.

Ergo: you spend more money for the same result.

Always use Facebook's advertising manager or power editor to set up a campaign.

Mistake 2: You chose the wrong campaign goal

Before you start a campaign on Facebook, you should always think about what you want to achieve with it.

For example, do you want more traffic for your website or blog? Or do you want to attract more newsletter subscribers with your ads?

You should be very clear about your goals.

This is because a mistake is often made precisely at this point. The desired goal and the campaign type selected on Facebook do not match.

And that has an impact on the delivery and optimization of the campaign.

For example, if you want to receive more newsletter subscribers and select “Clicks on the website” as your target, the delivery of your ads will be optimized for clicks. And not on newsletter registrations.

If a user clicks on your link, that doesn't necessarily mean that they will also register for your newsletter.

Registering for your newsletter represents a conversion. Therefore, in this example, the correct campaign goal would be “Increase conversions on your website”.

You can find more information about the various objectives in this article.

Mistake 3: You are only creating a single ad

Do you think you know your target audience inside out?

You definitely know exactly what will go down well with your target group?

And is that why you only create a single ad for your campaign?

Or is it maybe laziness? 😉

I, too, have been absolutely certain in so many cases - this one ad will go through the roof. And then it turned out differently. Other ads performed better than the one I'd hoped for so much.

When designing your ads, you should always take the trouble and create different variants. Even on a small scale, A / B tests are essential for the success of a campaign.

The most important element of a Facebook ad is definitely the image. In this article you will find 21 free image databases for social networks. Let yourself be inspired there and always design different ad variants with appealing images for your campaigns.

4. Mistake: You are not using attractive ad images

The news feed on Facebook is literally a shark tank. There is a real battle for user attention.

There is a simple trick to draw users' attention to you and your ads: use appealing ad images.

Too often I see ads with boring pictures or bland stock photos in my feed. Do you think that will knock people off their feet? I do not think so.

Attractive and meaningful ad images are essential for the success of your campaign.

To generate even more attention, you can give your ad images the finishing touches with call-to-actions, logos or text. The motto here is: less is more. The images in your Facebook ads cannot contain more than 20% text. With the grid function of Facebook you can easily check this before you start a campaign.

And in this article you will find many free image databases for social networks. The images in these databases are completely license-free and can be used for your ads on Facebook.

5th mistake: You have not clearly defined your target group

Do you know them too, those ads in your news feed that make you think “WTF”?

Too many advertisers place ads on Facebook without thinking in advance about who should and who shouldn't get their message.

For example, if you were a Borussia Dortmund fan, would you feel addressed by a Schalke 04 ad? I doubt it 😉

Facebook offers the most precise and sophisticated options for addressing target groups on the entire market. You should use these possibilities.

You can define your target group, for example, according to age, gender, place of residence, interests, behavior, etc. More about it here.

If you still lack the feeling for your target group, there is a very helpful tool with Facebook Audience Insights (or target group statistics). You can use it to find out, for example, what demographic characteristics your target group has or what they are interested in.

According to Audience Insights, Borussia Dortmund fans are interested in the following topics, for example:

The fans of Schalke 04, on the other hand, are interested in the following:

Target groups that are supposedly similar can be very different, right? 😉

Basically, the more relevant your ads are to your target audience, the better the results.

In this article, I'll show you 5 ways to find the right audience on Facebook.

6. Mistake: You choose all or the wrong placements

Facebook offers you great opportunities to reach a target group. But does it really make sense that you always reach your target group where they are at the moment?

Spoiler alert: No, don't do it.

Facebook currently offers the following placement options for ads:

  • Newsfeed desktop or news on desktop computers
  • Right Hand Side or Right Column on desktop computers
  • Newsfeed mobile or news on mobile devices
  • Instagram
  • Audience Network (within connected partner apps)

Each of these placement options work better for some campaign goals and worse for others. In the worst case, a placement is not even suitable.

For example, if your landing page is not responsive, you should logically not place ads on mobile devices.

But even with a mobile-enabled website, there is a good reason not to occupy all placements at the same time.

If you select all available placements in a campaign, Facebook tries to reach your target group wherever it is. And that will be on mobile devices 70% to 80% of the time.

This is not really recommended, for example, if the conversion rate of your website is lower on mobile devices than on the desktop.

For this reason, it usually makes sense to split the target groups based on the various placements. This gives you more control over where your ads are displayed.

For example: create a target group “Fans (Mobile)” and a target group “Fans (Desktop)”. You can then manually plan the budgets for these target groups and, if necessary, control them more on desktop computers.

7. Error: You are not using a campaign landing page

There is hardly anything worse than simply throwing a user onto the homepage of a website after clicking on an ad. He feels lost and will likely jump right off again.

In order to get the most out of a campaign on Facebook, it is always advisable to use suitable landing pages.

Your ad and landing page should go together like a shirt and collar. Or like a fist on the eye. Or how - well - ass on bucket 😉

When a user clicks on your ad and then lands on your website, they have to feel right at home.

If possible, use the same font, images, and text on your landing page as in your ads.

This creates a “I'm right here” feeling and increases the conversion rate.

Mistake 8: You leave your campaign alone

Campaigning on Facebook is like having children. You mustn't leave her alone.

Check back into your ad manager at regular intervals and review the results.

Because most campaigns have a kind of expiry or expiry date. From this point on, the performance decreases steadily. And you should definitely avoid that.

If, for example, the click rates of your ads decrease, you should design new ads and add them to your campaign.

Mistake 9: You're ignoring new features and ad formats

Facebook's motto is not just “Move fast and break things”. It is also called “Always be shipping”.

The speed of innovation on Facebook is simply amazing. There is constant tinkering and optimization in all corners and ends.

For this reason, it is not uncommon for new functions or ad formats to be introduced.

You should deal with these innovations regularly and test them for yourself. New features often make it possible to have an advantage over the competition. #movefast

Take, for example, the carousel ads. This still relatively new ad format showed extremely good click-through rates after its introduction. It was simply new to the users.

Or do you already know the new canvas ads, for example?

In order to stay up to date on Facebook, I recommend that you stop by the colleagues from or Thomas Hutter every now and then. #movefastandbookmark

10. Error: You are not using the Facebook Pixel

The Facebook Pixel is a little prodigy. This little snippet of code can really do great things.

With it you are able to measure the effects and results of your campaign. The pixel also enables you to target the visitors of your website on Facebook again with ads.

The Facebook Pixel is the basis for retargeting on Facebook. With its help, the Custom Audiences website is created.

The installation of the Facebook pixel on your website is quick and easy. It is implemented in a few simple steps and enables extensive tracking of a campaign.

If you want to know

  • how many users bought something from you after seeing your ad on Facebook or
  • whether your campaign had an impact on the newsletter subscriptions on your site

you have to integrate the Facebook Pixel on your website.

With the help of the pixel you can (and should) measure this in the ad manager. Because only with the help of these results can you correctly evaluate and optimize your campaigns.


The next time I scroll through my news feed, I would be delighted if you surprise me with your ads.

Of course in a positive way 😉

Sure, no master has fallen from the sky yet. And mistakes are certainly there to be made. The only important thing is that you learn from them.

You can definitely avoid the errors described here and get more out of your campaigns 😉

I saved the biggest mistake in Facebook advertising for last!

The biggest mistake is: not to advertise on Facebook.

Because that would mean missing out on many opportunities. Even if you only have a small budget, the main thing is to start campaigning on Facebook.

What mistakes have you made with Facebook advertising? Please let me know in the comments. #nobodyisperfect

P.S: Here you will find step-by-step instructions in which I will show you how to advertise on Facebook.

Who is writing this here?

Florian Litterst

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As a premium marketing partner of Facebook, Florian and his team support e-commerce companies in the management and scaling of accounts. With their strategies, tutorials and tips, the crew helps companies to take their campaigns to the next level.