Common Campaign Mistakes and How to Avoid Them
Jan 02, 2017 - MARKETING
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Olivier Stapylton-Smith

Let’s face it, we all make mistakes. 

While it might be annoying when you turn a meal nuclear by adding too much chilli, at least you know it can be fixed. When it comes to selling products online though, a lot of things can go wrong and there’s not always an easy solution.

Some mistakes are a little more common than others. So I’m going to show you how to avoid these mistakes entirely; then you can ride the road to success (without hitting any bumps along the way).

1) Not Writing Product Descriptions

The Scenario

You’ve created your design and uploaded it on our design builder. You pick out the colours and products you want it on and launch your campaign straight away.

The Mistake

I know you’re keen to start selling products online, but you’ve missed out a vital step. Your campaign description needs to be filled out. It can be time consuming, but it’s worth it in the end.

How to Avoid it

Get writing! You don’t have to be the next Shakespeare to write a great product description. Just keep it clear, informative and simple. The point is to explain exactly what your customers are getting and to do it quickly.

Campaign description example


While you’re writing your campaign description, remember to include a strong call-to-action. This means you can nudge people toward the buy button while they’re deciding. For a more in depth guide to making successful campaign pages click here.

2) Using The Wrong Images

The Scenario

You’re setting up your campaign and you have a few products available so you keep the default product image, write your campaign description and launch the campaign.

The Mistake

Well done, you’re writing campaign descriptions. Yay! Now get to work on those campaign images (sorry, I’m a tough taskmaster). The power of visuals is greater than you can possibly imagine.

How to Avoid it

You should make use of every opportunity to improve your conversion rates. Use the best looking product for your design so people can see the product they’re most likely to buy. This goes for images in your campaign description as well.

Think about the colour of your t-shirt and design. If you have a blue design, then you should use a t-shirt colour which works well with it. For help with perfecting this, check out our blog on how to enhance your customised products.

Moteefe campaign image example

Use images that show off the benefits of your product. Ask a happy customer if you can get a picture of them wearing using your custom merch and use it on your campaign. This will make consumers trust you and helps them picture themselves in your t-shirt.

3) Underestimating Mobile

The Scenario

Your campaign page is looking good, so it’s time to get out there and start marketing your products. You set up your Facebook ads for desktop and target them toward your niche audience.

The Mistake

You can probably guess what I’m going to say here. Mobile usage is on the rise so you need to optimise your ads for smartphones, not just desktop.

How to Avoid it

This one has a pretty simple solution, but it’s often forgotten. While you’re creating the advert, go to the advert preview and select ‘Mobile News Feed’. Make sure this advert looks good, because most consumers will be seeing the ad from their mobile device.

Facebook mobile ad example

You can also make use of the growth in smartphone usage by uploading your designs to phone cases. These can be sold for high profit margins and everyone wants to keep their phone safe from harm.  

4) Not Measuring Ad Performance

The Scenario

You have the perfect campaign page with descriptions and images - the full works. In fact, you’ve even made a few sales and made some profit on your Facebook ads. So you decide to launch another campaign right away.

The Mistake

There are WAY more metrics you should be looking at than just costs and profits. I admit, your total profits is what matters in the end, but by looking a little deeper you can increase your profits and lower your costs significantly.

How to Avoid it

The wonderful world of Facebook Analytics. This is where you’ll find LOADS of information about how effective your ads are. Take a look at your:

  • Relevance Score - How likely you are to have positive results from your ad targeting
  • Result Rate - The percentage of people who see your post and interact with it
  • Cost per Result - How much it costs to receive each interaction

By looking at these metrics you can see which campaigns are doing well, and where they can be improved. For example, if your Relevance score is low you can improve your audience targeting, resulting in more sales.

how to read facebook ad results

Moteefe also offers you some analytics options for your campaigns from the dashboard. This way you can see where your traffic comes from, what they purchased and more.  

You might even find that you don’t need to start a new campaign if you can still improve your current one. A good design is a good design after all and you don't want to waste any potential. Make sure you’ve got the most from each campaign by testing different audiences, products, imagery and copy.

Round-up

If you avoid these common mistakes, you’ll be well on your way to running a hugely successful campaign. Just remember to:

  • Write campaign descriptions
  • Use the most eye-catching images
  • Make good use of mobile
  • Measure ad performance

If you have any questions you can ask us on the Moteefe Hangout on Facebook or you can read up on other ways to improve your campaigns on our blog.

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