top 10 mistakes you need to avoid on your Facebook ads in 2022 Expert Advice!


Top 10 mistakes you need to avoid on your Facebook ads in 2022. 

10 Mistake To Avoid On Facebook Ads 2022

What's up marketers in today's blog I'm gonna be exploring the top 10 mistakes you need to avoid on your Facebook ads in 2022. 

Now, these mistakes are also the most common that I see while performing account audits on potential incoming clients at the agency where I work. Some of these are going to be pretty complex but some of these are also really easy fixes.

So let's go ahead and dive right in.

The first mistake #1 is using a Facebook ads funnel or using traffic campaigns, brand awareness campaigns or engagement campaigns:

Facebook Ads Obejctive

when really your goal is sales this is a really common mistake I see newbie media buyers making because they think they need to use a Facebook ads funnel in order to get people to purchase from their website so what they do is they use engagement campaigns to get social proof on their ads and then they retarget those people with traffic campaigns and then retarget those people with conversion campaigns or lead gen campaigns and then only retarget people who added to cart to actually make that purchase and here is why that is the wrong approach.

  • these upper-funnel campaigns are filled with really low-quality people when you tell Facebook to use an engagement or traffic campaign they are literally looking at people who like to click on ads like to window shop essentially but never like to buy they are trying to get you as much engagement and as much traffic as possible without really considering the quality of that person.

Mistake Number #2: Testing More Audience Than Creative:

So if you're in the game of sales and you want a high road or a low CPA then you really need to be telling facebook to go directly after those purchases.


this is something I've tested pretty rigorously even into 2022 I've even tried optimizing for add to carts and using traffic campaigns that optimize for landing page views and this is still incredibly inefficient 

if I see that they're testing into several different single interest ad sets testing into several different percentages of look-alikes this tells me that they're trying to find efficiency in the wrong way especially if they're not testing into the creative strategy as much and the reason why this is the wrong approach is that a lot of the targeting on Facebook is already automated detailed targeting expansion.


 in some cases is already automatically turned on for a lot of my clients and Facebook is starting to phase out several interests this year.

 So if you're not leaning in heavier into testing your creative strategy this generally signals to me that something is wrong with the overall approach to the account and building off.


mistake number three #3 which is not testing into broad audiences:
Not Testing Broad Audience

Now I have a video that does a deep dive on why I love testing into broad audiences so be sure to check that out right here essentially a broad audience has completely open targeting and is targeting everyone on Facebook except for a few parameters on age, gender or location and the reason.

  • why I love testing into broad audiences is because this is the most scalable audience right think about it if you can get creative to work on a broad audience.

then the only optimization that you really have to do here is increasing or decreasing the budget depending on your goals. Additionally, I also love using broadly to test my creatives because if something works on a broad audience then it's very likely to work across your other interests and your look-alikes.

that you're using in your core campaign and the fourth mistake is relying only on in platform metrics or not using a third-party data service to evaluate what's actually going on with your campaigns and the reality is that post ios 14 your in-platform metrics are not nearly as reliable as they used to be especially for things.

that happens after someone clicks on your ad so we have a lot fewer data about people who are viewing certain products, about people who are adding to cart and even people who are purchasing and at Theseus we have a number of ways that we like to do.


 This is the number one reason we always use google analytics across the board for all of our clients. We have a really robust naming convention on our UTM.


 so we often go inside of google analytics to get a sense of how google thinks our campaigns are doing but I also think that this is not quite enough so at thesis we also like to use to create our own reporting templates and really triangulate a lot of the data from ads manager to our post-purchase surveys and to google analytics and Shopify to really get a sense of what's going on.

now some of those clients and something that I also recommend for smaller brands that maybe don't need to have as robust of a reporting structure.

 i recommend that they check out triple wheel where they can create their own reporting dashboards and where they can triangulate a lot of that data as well in a super easy to use way.

so be sure to check them out ps that was not sponsored I just genuinely enjoy the product.


Mistake number five#5 is not looking at the right metrics:

 now I'm not going to go super in-depth on this one because I actually just created a video that shows you the exact metrics and custom dashboard that I create inside of Facebook ads manager that I use every single day with my clients but the metrics that I often see that people aren't tracking are the ones that you have to customize.

  • so things like your overall conversion rates or your video hook and your video hold rates but this help tell a really great creative story about how people are interacting with your ads and also about that target audience and what they're doing post-click.

now I know that we have lost a lot of data from ios 14 so everything post clip is a little muddy when just looking inside of facebook's ads manager which is really why you do need a third-party data service but being able to track that directly on Facebook ads manager is a really great gut.


mistake number six #6 is a really easy one that you guys can fix. Which is tested into only one creative format:

now I've seen some accounts where they were only testing into images or only testing into video, and i highly recommend that all of my clients test into all of that so they have a few ads that are going to be images they have a few that are going to be gifs or boomerangs or longer-form video or even carousels or collection ads.


 now even though the video is like the hot and sexy thing and everyone's doing it.

  • what's kind of interesting is I see a lot of really great performance recently coming out of images because they have a lot lower CPMS and they are as competitive as the video space 

right now it used to be before actually that I saw videos had a lot lower CPM because Facebook was trying to push those a lot and not as many people were doing it but like the word has gotten out 

So now it's time to retry some good image ads.


mistake number seven #7 is not considering your landing page or your offer or even your product:

 now I know that this is super broad but something that I've seen a lot with other brands that I've worked within the past is that they sort of believe that Facebook is going to be this cure-all and that they just need to find the right audience or the right ad to make all of their business woes disappear and that's why you know.

i often look at the full funnel experience, not just the ad so I'm also taking a look at okay what where are they actually sending their traffic are they sending it to a collection page.

  • a PDP page or are they doing like a listicle or a quiz to actually warm up and evaluate that potential traffic and then also looking at their offer and how they're actually trying to entice people to buy and then buy again and really.

 if they are positioning their product in the best way possible and if you are new to Facebook ads I'm gonna say that.


 this one number seven is probably something that you are not getting right and you are especially not getting right out of the gate 

so much that you're considering which audience is detachable and what's creatives to test on Facebook ads manager.

 also really consider that code that post-click experience really think about which landing pages you're using and if you're just starting off don't try and complicate this so much try sending traffic to the home page to a best sellers or collection page or even a PDP page of your bestseller.

Then again take a look at your offer. Are you doing something that's enticing for people to want to buy the first time and how are you getting them to want to convert again so you can increase your IGTV and then also think about the real benefits of your product? 

if you're showcasing those correctly this one is super nuanced and I'd even say that a lot of my clients are doing this as perfectly as they can be but it's all about making incremental improvements every single day or every single week across your ads.


 your landing page, your offer and of course how you're positioning your product.


mistake number eight #8 is spending too much on retargeting:

Now, this is another big mistake I've seen a lot of people make particularly on the account audits that I do at thesis and really what's happening here is that they're spending way too much of their budget and retargeting often more than they're spending on their prospecting campaigns.

  • an interesting thing to know is that this is we do have a rule of thumb where we like to have 90 of our spend in prospecting campaigns and then only 10 in our retargeting campaigns and here's why many of the sales that you're going to be getting in your retargeting campaigns are not incremental, and we found this out by doing several conversion lift tests inside of Facebook ads

which I think you.

now need to do for their marketing science department so if you ever get reached out to by a Facebook marketing expert or by your partner manager be sure to ask them about this but essentially what it means if a sale is not incremental.


it means that these people would have likely converted anyways even if they didn't see your retargeting ad plus I've also seen the issue where a lot of brands will put a bulk of their budget and retargeting.

only to then dry up their retargeting audiences because they weren't putting enough budget into their prospecting audiences.

 they actually ran out of people to retarget so one way that you can make sure that you're not spending too much on your retargeting is by looking at the metric frequency and some benchmarks.

What I like to keep for my own campaigns is that if I see over the last seven days there's a frequency of four or more.

signals that i have way too much money in my retargeting campaign so I'll shift that more to my prospecting and essentially what your frequency number tells you is it tells you on average how many times someone has seen an ad over a specific time period.

so if you've ever been hit with the same ad over and over and over and over again.

that's because someone's frequency on you particularly is way too high and they probably put way too much money into their retargeting campaigns 


mistake number nine #9 is not having a cohesive creative strategy:

Not Having Creative Strategy On Facebook Ads

now this is a super in-depth one that I'm actually going to be creating a blog post and a new video in the coming weeks that goes over exactly how I develop a creative strategy for my clients some of the highlights here is looking into the kinds of ad types that people are testing are they using UGC what other types of video strategies are they using how are they using images and carousels.

Some of the ways that you can help formulate your creative strategy are also by looking at what types of ads your competitors are running and which ones they're using more frequently again.


 this is a bit of a nuanced one and I can generally tell that someone doesn't have a really cohesive creative strategy because number one they tell me that they don't.

  • if you don't think that you do then you don't and that's a problem but also if they seem to be using only one type of strategy so they're only testing into UGC or they're only testing into images or they're only testing into branded type video assets so while you do need to cast a wide net and test many things you also need to be really strategic about which things you're going to test and have a bit of a road map for yourself.

so again video coming out on that soon.


mistake number #10 is only testing on Facebook ads 2022:

 is definitely the year that I am encouraging all of my clients to test other platforms, particularly testing in two tik tok ads.

 I am super bullish on this platform and I am telling essentially all my clients at thesis you gotta get on it. The reality is that Facebook ads are not quite what they used to be in terms of getting sales at a cheaper price.

getting to your audience the way that you used to and while I don't think tik tok ads is going to be a silver bullet for that I think.

there is a lot of upsides to that platform and it's one of the most growing platforms that we have access to me actually kind of like to compare it to what Facebook ads was five years ago because not as many advertisers are on it.

  • so if you have a product or a service and you think that your audience is on tik tok ads it's definitely the time to try it um some of the things though about that platform is that the creative strategy is a lot different than what I've seen work on Facebook and Instagram in the past but what's kind of cool is when testing into TikTok style creative that kind of content often works on Facebook and Instagram so if you wanted to go deeper into that strategy you'd also have the upside of creating content.

that's very likely to work across all of your platforms but in 2022 I think that there is a huge risk in putting all of your customer acquisition money into just Facebook ads alone I really do believe in diversifying your spending and I think Tik Tok ads is one of the best ways to do that and that is it.

if you guys have any questions or you think that I missed a mistake that other people are currently making on Facebook ads.

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