Facebook advertising represents a fantastic opportunity for marketers. In September 2016, the total number of Facebook advertisers had reached 4 million — this figure was 3 million only six months before!
Facebook’s Chief Operating Officer, Sheryl Sandberg, attributes this growth to the continued mass adoption of mobile internet access across the world. Mobile advertising made up 84% of the company’s total sales in the second quarter of 2016.

Despite the fact that marketers are flocking to Facebook to launch new campaigns every day, not every campaign is successful (as General Motors found out several years ago). As with any advertising medium, there are nuances to observe and pitfalls to avoid.

Let’s review the most common mistakes I’ve seen companies make when it comes to paid Facebook ads. It’s much better to learn from someone else’s mistakes than make them yourself!