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Happy Friday! It’s time for another update in our Win At Retargeting series of blog posts, designed to help you get the most out of your retargeting campaigns. Today’s topic? Common mistakes advertisers make with their ads. If you find you’re falling into any of these traps, we’ve given you some suggestions to get yourself out!

Let’s get started!

1. Using one and only one ad.

You’re allowed up to 5 ads for your free trial campaign, and as many as you’d like for paid campaigns, so why limit yourself to one ad? I see many campaigns only using one ad. Use more!

When you setup your ads, you’ll definitely want to setup multiple ads so you can do some A/B testing.  You should use at least 2-3 ads for News Feed campaigns, and at least 4-5 for Facebook Sidebar and Web campaigns.

2. Letting underperforming ads continue to underperform.

Keep an eye on what works and what doesn’t. It sounds like a minor detail but paying close attention to your ads can really make a difference in your campaign performance.

Keep your ads up to date.  Review them every 7-10 days and replace the ads that aren’t performing.

Do audiences seem to click on this picture more than that one? Is this text performing better than that text? Make subtle changes in your ads so that over time you can keep rotating your ads with the better performing ones to keep the campaign healthy.

3. Sounding like an advertiser.

Don’t run generic ads! Be creative with your headline and copy.

For News Feed ads, keep your copy short and sweet. Try not to make a big block of text with your message.

Try to make your News Feed content sound like something a Facebook user would post. Use your brand’s voice!

It’s also important that your ads are socially relevant. Including ads regarding holidays or special events can give you a boost in performance if you time the ads correctly. So keep things like Christmas, Mother’s Day, Father’s Day, etc… in your mind when the timing is correct. Make ads that follow along with these events!

4. Using less popular ad sizes (Web campaigns).

With web campaigns, you get a little more leeway with your banner resolutions. We’ve found that banner ads that are 300×250 and 729×98 perform best. Some visitors like square ads over the longer banner ad, so at the very least make sure you have both of these sizes in your campaign.

If you run only one or the other you are limiting your reach. Make sure to have both sizes so you can serve the ad to the widest audience you can get. You’ll also learn which size works best for you and can make any appropriate adjustments to improve performance even more.

5. Using the same ad 4-5 times.

It’s great if you’re using multiple ads in your campaign, but do they all say the same thing? Is it the same generic text with a subtle variation in the image? That’s not going to give you good A/B testing data! Make your ad images and text different so you can really determine what visitors like to click on.

Now that you’re armed with all this new great information, go apply it to your campaigns and see how it affects their performance!

Do you have a great tip not mentioned here? We’d love to hear about it! Let us know at

Have a great weekend!


Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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