In this post, I will highlight 4 existing mistakes existing course creators are making with Facebook Ads. I won’t sugar-coat this post and talk about what works.

✅ Wrong Objective

With any ad campaign, the ultimate goal is leads or sales. For this reason, Facebook gives you many different objectives to choose from. However, if your main goal is to generate leads, and get them into your funnel, then there is no point using the “awareness” objective or one that is unrelated. I have even seen a lot of course creators use the “Traffic” objective when their main goal is to generate leads/sales – the “conversion” objective is sometimes overlooked. If you really want to scale your ads and set up retargeting ads, then the conversion objective is important.

I am also baffled when a lot of marketers ignore the “engagement” objective. Remember, Facebook has provided this objective for one main reason – ENGAGEMENT. If your primary short-term objective is to get people to comment, like, share, react towards your ads, then this objective is important.

✅ Placements

There are a lot of placements Facebook has provided. For example, there is now the “search placement” that allows you to show ads to people that are typing in search queries on Facebook. One common problem I have discovered is that a lot of course creators/coaches are showing their ads on the wrong placements. This is costing you a lot of money and will continue to cost you money. Are you showing your ads on the right placements?

✅ Targeting

This is a common issue with many course creators/info sellers. They dig way too “deep” into their targeting. For example, I was talking to a course creator for the weight loss niche, and I asked him who was his target age group.

He replied

“I would like to target a specific age group on Facebook. I want to target 25-45-year-old males”.

Yes, Facebook allows you to target a specific age group. However, the fact that the Facebook algorithm is so advanced you can get away with broad targeting. Therefore, you can set up an ad and focus on broad targeting and let the Facebook Algorithm do the “work” for you – Facebook is most likely to show your ad to the right age group based on your “interests”.

✅ Compliance

There have been a lot of Facebook Ad accounts being shut down. Yes, Facebook can make mistakes and can shut you down for no reason – Facebook is bipolar!

However, having observed many different ad campaigns over recent months, I have found that the majority of course creators/info sellers are still not running compliant ads.

“But.. but...Manny….man, my ad was approved…and Facebook approved it..and it is running….”.

If you have an ad campaign that is running and Facebook has not yet “closed” the campaign then they probably most likely will in the near future. The problem is Facebook can sometimes approve ads that are still “breaking their terms” only to find that it was a “mistake” on their end. When this happens, they are most likely to come back and check your ad – if it breaks their terms, then they will most likely shut your ad account down.

Facebook has a full section on this - https://www.facebook.com/policies/ads

I would advise you to read this, print it out and stick it on your wall. Sometimes even “small” mistakes can have a big impact on your ad campaigns.

I hope you found some value on this post. If you have any questions, feel free to post below.