Thinking that every product can run ads

Not all products are suitable for Facebook. Some items are better suited for livestreaming, while others are more effective on Google or TikTok. If you try to run ads for "hard-to-sell" products, no matter how much budget you invest, you'll struggle to see sales.

For example: A store tries running Facebook Ads to sell heavy industrial machinery. A budget of tens of millions of dong disappears quickly, but not a single order is placed, because customers in this industry usually find them through Google or direct connections, rather than clicking on Facebook ads.

Identifying which products are a good fit for Facebook is the first step in determining the success or failure of a campaign.

Afraid of violating policies, they only choose products that are "easy to sell".

Many people fear that selling difficult products will get their accounts banned, so they only sell popular items like clothing, cosmetics, or accessories. But because "everyone is selling," the competition is fierce, bidding prices are high, and profit margins are thin. Don't just look for "easy" products; look for the "right" products.

For example: An online shoe shop chooses the mainstream sneaker segment. They invest heavily but still don't make a profit because hundreds of other stores are targeting the same market. Meanwhile, a small shop selling safety shoes – a product few dare to sell because they fear it's difficult to target – makes a steady profit because of the less competitive customer base.

Mass market & niche market

Believing that buying likes and comments will help sell products.

A fan page with 50,000 likes but mostly students won't help if you're selling high-end cosmetics. Many people mistakenly believe that more interaction means easier sales, while the most important thing is reaching the right customers.

For example, a shop owner spends several million VND buying likes from India and the Philippines to make their fan page look "credible." But when running ads, Facebook distributes them based on existing audiences, resulting in ads being seen only by foreign customers – a waste of money and ineffective.

Too lazy to create new content, always sticking to the same template.

Advertisements have a lifespan. If you use the same image or copy for a long time, customers will quickly ignore it, and the bid price will gradually increase. Smart marketers always prepare multiple versions to test, constantly changing them to keep the advertisement fresh and effective.

For example: A spa launches a 50% discount program and repeatedly displays the same banner ad. In the first week, each message costs only 5,000 VND. In the third week, it increases to 25,000 VND because customers have seen the ad too many times.

Ad fatigue occurs when content doesn't change (Source: Charlie Lawrance)

Therefore, content needs to be constantly updated. Even when it's performing well, have 2-3 alternative versions ready for testing and optimization.

Focusing only on optimizing advertising while neglecting to optimize the sales system.

Ads attract customers, but if the subsequent processes aren't good, you'll still lose money. The product must be attractive enough, sales must be closed quickly, and shipping must be efficient.

For example: A women's clothing shop runs ads generating 200 orders per day. However, due to a disorganized warehouse and frequent incorrect size deliveries, the return rate is 30%. Profits disappear even though the ads initially performed quite well.

If you only focus on optimizing advertising while the sales system is weak, profits will still be wasted. We need to optimize the entire system, from product, warehousing, sales to customer service.

Do not build an automated system.

During peak season, the volume of messages increases many times over. If handled manually, staff can easily become overwhelmed, customers may be missed, and it could even create a negative impression.

For example: A cosmetics shop has 3 employees managing its page. During a major promotion, 500 messages per day flood in, overwhelming everyone, and customers have to wait 3-4 hours for a response. After the campaign, the number of returning customers decreases significantly.

Overwork leads to employee burnout and customer losses.

An automation system or chatbot helps you respond instantly, maintain a good customer experience, reduce staff workload, and sustain revenue even when orders surge.

Completely dependent on Facebook Ads

Businesses that rely entirely on a single revenue stream are putting themselves at risk. When the account becomes restricted or bids surge, everything can fall apart.

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 zero in just two weeks. Meanwhile, a competitor with an additional TikTok Shop and community group continues to sell steadily.

Use only one advertising account and one fan page.

Relying on a single fan page or advertising account is extremely risky. If Facebook locks the account for any reason, the entire campaign is essentially "frozen."

For example, an English language center operates solely on a single fan page. When Facebook mistakenly blocks their account due to a mass sweep, they lose all their remarketing data, and their revenue plummets.

Having proactive backup plans will help keep you safer and prevent you from being caught off guard.

Thinking that simply hiring someone to run ads will solve the problem.

"If you don't know, hire someone" sounds reasonable, but it's not always the case. If you hire the wrong person, you'll not only lose money, but also your fan page, account, or even fall victim to scams.

For example: A cosmetics shop entrusted its entire budget to a newly met freelancer. After one month, they not only lost 30 million VND but also had their account suspended for violating policies.

Ad account locked

Even if you hire someone, you still need a basic understanding to monitor, set the right requirements, and ensure your advertising budget is going the right way.

Conclude

Facebook Ads isn't a game of chance. It can generate sustainable profits if you avoid the mistakes mentioned above, have a clear plan, and an optimized sales system. Then, every dollar spent on advertising will become a profitable investment, instead of a wasted "burnt" of money.