Thinking that every product can run Ads

Not every product is suitable for Facebook. Some items are suitable for livestreaming, others are more effective on Google or TikTok. If you try to run ads for "hard-to-digest" products, no matter how much budget you put in, it will be difficult to see orders.

For example: A store tries running Facebook Ads to sell heavy industrial machines. The budget of tens of millions of dollars flew away, but there was not a single order, because customers in this industry usually search through Google or have direct relationships, not clicking on Facebook ads.

Determining which products are suitable for Facebook is the first step that determines the success or failure of the campaign.

Fear of violating policies, so only choose "easy" products

Many people are afraid that difficult products will cause their accounts to be locked, so they only sell popular clothes, cosmetics or accessories. But because "everyone is selling", competition is fierce, bids are high, and profits are thin. Don't just look for "easy" products, look for the "right" products.

For example: An online shoe shop chooses the popular sneaker segment. They spend a large budget but still do not make a profit because hundreds of other stores have the same target. Meanwhile, a small shop selling safety shoes - a product that few people dare to run because they are afraid of being difficult to target - makes a stable profit because the customer base has little competition.

Believing that buying likes and comments will sell products

A fanpage with 50,000 likes but all students is not helpful if you sell high-end cosmetics. Many people mistakenly think that the more interactions, the easier it is to sell, while the most important thing is the right customers.

For example: A shop owner spends a few million to buy likes from India and the Philippines to make the fanpage look "reputable". But when running Ads, Facebook distributes based on the available file, leading to all foreign customers seeing the ad - both a waste of money and useless.

Be lazy to create content, keep running the same model

Ads have a lifespan. If you keep using the same image or copy for a long time, customers will quickly ignore it, and the bid will gradually increase. Smart marketers always prepare many versions to test, constantly changing to keep the ad fresh and effective.

For example: A spa launched a 50% discount program and ran the same banner over and over again. The first week, each message was only 5,000 VND. The third week, increased to 25,000 VND because the customer had seen the ad too many times.

Therefore, the content needs to be constantly refreshed. Even if it is running effectively, prepare 2-3 alternative versions to test and optimize.

Only optimize ads but forget to optimize the sales system

Ads attract customers, but if the back-end is not stable, it will still lose money. The product must be attractive enough, sales must be closed quickly, and shipping must be neat.

For example: A women's clothing shop runs ads to get 200 orders/day. But because the warehouse is messy, the wrong size is delivered continuously, the return rate is 30%. Profits disappear even though the initial Ads run quite well.

If you only focus on optimizing ads but the sales system is loose, profits will still go to waste. We need to optimize the entire system, from products, warehouses, sales to customer care.

Do not build an automatic system

During peak season, the number of messages increases many times. If only processed manually, staff can easily be overloaded, miss customers, and even cause a bad impression. 

For example: A cosmetics shop has 3 employees on the page. When there is a big promotion, 500 messages/day flood in, everyone is overloaded, customers have to wait 3-4 hours for a response. After the campaign, the number of returning customers decreased significantly.

An automation system or chatbot will help you respond immediately, maintain a good experience, reduce the workload for your staff, and maintain revenue even when orders spike.

Relying solely on Facebook Ads

Any business that puts all its revenue on a single channel is putting itself at risk. When the account is restricted or the bid price suddenly increases, everything will collapse.

For example: A fashion store's entire revenue comes from Facebook Ads. When the account is restricted due to a policy error, revenue drops to 0 in just 2 weeks. Meanwhile, a competitor with an additional TikTok Shop channel and community group still sells steadily.

Only use one advertising account and fanpage only

Relying on one fanpage or one advertising account is too dangerous. If Facebook locks an account for any reason, the entire campaign is considered “frozen”.

For example: An English center only runs on one fanpage. When Facebook mistakenly locks an account due to mass scanning, they lose all remarketing data, and revenue plummets.

Proactively having many backup plans will help you be safer and not fall into a passive position.

Thinking that just hiring someone to run Ads is enough

“If you don’t know, then hire” sounds reasonable, but in reality it’s not. If you hire the wrong person, you will not only lose money, but also your fanpage, account, or even get scammed.

For example: A cosmetics shop gives its entire budget to a new freelancer. After 1 month, I lost 30 million and my account was locked for violating the policy.

Even when renting, you still need to understand the basics to monitor, set the right requirements and ensure advertising money goes in the right direction.

Conclusion 

Facebook Ads is not a game of chance. It will bring sustainable profits if you avoid the above mistakes, have a clear plan and an optimal sales system. At that time, every penny spent on advertising will become a profitable investment, instead of a useless "money burning" time.