Are Your Facebook Ads Working as Hard as They Can for You?

January 24, 2021

You can’t deny it. Facebook is one of the most powerful online marketing tools in your digital arsenal. You can use Facebook's copious data options to target exactly the customers you want. However, as you’ll hear from any online marketing company, missing the mark on your Facebook ads can result in a lot of missed revenue.

Because Facebook is so important, you can’t afford to avoid Facebook ads. So, you’ll need to learn and practice the art of creating motivating Facebook ads, or hire an online marketing company that can do it for you.

You might be worried about avoiding the common pitfalls of first-time Facebook Ad campaigns. By the end of this article, you’ll be able to dodge common mistakes many Facebook Advertisers make.

Know Your Target Audience

Even if you write the perfect copy, and design your ad with perfect placement, it doesn’t matter if it doesn’t get shown where you need it.  The first thing you need to do is dial in your audience.

Start by researching the demographics of the customers you already have. Look at your customer’s ages, genders, where they live, their jobs, the products they purchased, as well as their education levels and look for patterns. The more you know about the people that buy from you, the easier it is to find more of them. A talented online marketing company can help you go through all this data to find the right targets.

Once you’ve figured out who your target audience is, you want to learn what makes them tick. Tools like Facebook Audience Insights are the best way to do this. Once you’ve learned the ins and outs of your target audience, you can create ads that will feel personal.

Make Sure Your Ad Matches Your Audience

When you’re making your ad, you want to make sure it speaks to people based on how familiar they are with your brand. There are three levels of prospects:

  • People who have never heard of you. These people haven’t visited your website or landing pages yet.
  • People who know who you are, but aren’t sure what you do, or why they want your product
  • People who have bought from you already, or are already in your conversion funnel.

Each of these prospect levels needs an ad targeted to match them. If a person from level one sees an ad designed for someone from level 3, it won’t be nearly as effective. An easy way to make sure you’re matching your audience is to check the Relevance Score for your Facebook ads.

Don’t Target Too Broad an Audience

You might be tempted to cast as wide a net as possible with your ads, but this isn’t the best way for you to use your advertising dollars. If you’re reaching too many people, you may run out of budget before you reach the people that are more likely to buy from you. As a rule, think “Are there truly that many people potentially interested in my product?” If you answer with no, scale down your ad’s reach.

Don’t “Set it and Forget it”

You need to monitor your Facebook ads and tweak them over time to make sure they’re always performing the way you want. If you just set them and forget them, you’re sure to waste money, or leave money on the table.


Managing multiple PPC campaigns across different advertising platforms can be time consuming, and expensive to dial in. Many companies prefer to hire an online marketing company to manage these campaigns for them. Nimbus Marketing has conducted the research and can effectively managed many of these campaigns with an experienced team of online marketers to tackle any challenges that might come their way. Call (310) 486-1154, or schedule your free consultation today.

Robert , founder of Nimbus Marketing, with his family on the porch of their Westchester home
Robert Portillo, founder of Nimbus Marketing, and his family.

About the author:

Robert Portillo is the founder of Nimbus Marketing. Nothing satisfies him more than expressing his thoughts well. He lives in Los Angeles with his wife and two sons. He can often be found at local farmer’s markets, hiking trails, and the beach.

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