Whether you’re managing a single campaign or a full-funnel Meta ad strategy, a quick audit can reveal the small oversights that can potentially lead to big budget waste. Not sure what to look out for? I’ll be diving into the 4 most common Meta ad mistakes we see in accounts, below – and how you can fix them, fast.
- Choosing the Wrong Objective
If your goal is leads or sales, your campaign objective must reflect that. Setting your objective to Traffic or Engagement might earn you clicks and likes, but not conversions. Be clear about what you want in the initial set-up, and Meta will optimise accordingly.
- Not Testing Audiences
Lookalikes are still gold, if you’re building them smartly. Use first-party data like your email list or previous buyers, and test variations like IG engagers or video viewers. Regular testing helps you find the highest-intent audience at the lowest cost.
- Ignoring Reels Ads
Video is still King, and Reels are ruling the kingdom. We’ve discussed their popularity at length in our previous LinkedIn newsletters, but Reels (and Reels ads) often outperform other placements for reach and conversions. If you’re not including short-form video in your strategy, you’re leaving serious performance on the table.
- Weak or Vague Offers
Your offer is everything. Are you solving a real problem? Is your message clear? Are you giving users a compelling reason to convert? Make sure your creative highlights a strong, specific benefit or incentive that matches your audience’s pain points.
Have You Turned on Threads Placement Yet?
Meta have launched Threads ad placements, and they’re available to toggle on now. If you haven’t turned the placement on yet, I’d suggest doing so. You could potentially reach new audiences on Threads, and increase the potential reach of your campaign.
How to check if your Threads is turned on: Go to your Ad Set > Placements > Manual Placements > Make sure “Threads” is selected under Feeds.
So, want better Meta ad results? Here’s everything I’ve covered in a bite size format:
✔ Choose objectives that match your real goals
✔ Test audience variations using first-party and platform data
✔ Include Reels in every campaign
✔ Nail your offer and messaging
✔ Turn on Threads placements and stay ahead of the curve
Got questions about your Meta strategy or want a fresh set of eyes on your account? Allow us to run a Social Media Audit across your channels and discover the potential, profitable, changes you can make to boost your subscribers, engagement, and confidence, too.
Head over to the Contact Us form and we’ll get back to you in a jiffy.