Beware the Perils of Paid Facebook Advertising

Facebook advertising is now a daily necessity for many of us promoting pages on the popular social network. However beware the perils of paid Facebook advertising because if you are not careful you could end up spending a lot more than you planned! Here are my favourite three Facebook advertising perils and yes before you ask I have learnt them all through experience!

1. Campaign End Date

This is definitely something to watch out for when you are running an advertising campaign on Facebook because the platform “cleverly” presets your end date to the following month. Of course you can change it but if it is left it could end up costing a lot more than you planned! If in doubt set a lifetime amount rather than a daily one.

2. Billing Threshold

When you link a Paypal account to Facebook to pay for adverts you are permitted to set a billing threshold. This means that after you reach an agreed amount – eg $100 then you will be invoiced. If you are a small business then you might want to set a low threshold so you are not suddenly presented with a $750 bill. Similarly if you are managing an ad campaign for a large business you might want to set it higher to avoid annoying the accounts team with a ton of invoices!

3. Watch Your Ad Performance

Some ads will perform better than others but you should not be complacent when it comes to advertising. If you see that your advert is eating money and getting you nowhere then pause it, analyse it and adjust it. It may be that your image is not attractive enough, your text is lacking the necessary punch or your audience is wrong. Either way it is easy to pause and edit an underperforming ad.

What do you think are the biggest perils of paid Facebook advertising? Tweet me @charli_says and let me know!