3 Facebook Ad Targeting Mistakes That Cost You Money

Avoid These Mistakes!

When it comes to advertising on facebook there’s not really a right or wrong and in most cases it comes down to testing a lot of interests with different targeting options until you finally find a profitable ad set.

If you read further you will be surprised! Because one of the biggest Facebook Ad targeting mistakes is something 99% of all drop shipping and facebook ad youtube gurus pray to do. And please believe me, you don’t want to do the same mistakes.

Facebook Ad Targeting Mistakes

1. Targeting the Wrong Countries

Something that 99% of all drop shipping youtuber pray is to start with the BIG 5. The BIG 5 refers to the 5 countries with the biggest e-commerce market. 

  1. United States
  2. Canada
  3. Australia
  4. United Kingdom 
  5. France
So where's the Problem

In theory it can make sense to start by targeting the 5 biggest markets for e-commerce but in reality it doesn’t. The theory behind targeting the big 5 with facebook ads for drop shipping is that you can test a product by placing the Ad in front of the audiences of countries that generate the most sales in e-commerce.

But in reality this mistake can make you think that your product is ‘’saturated’’. And it could actually be saturated for the reason being that everyone else is targeting the big 5! When you target the BIG 5 you are entering the most competitive market for e-commerce. Is that what you really want when testing a new product?

What's the Solution?

I suggest you start by targeting the so called epacket-countries. To make it simple, epacket countries are the countries where aliexpress sellers offers the shipping method ‘’epacket’’ to. Here you can find a list with all countries that are available for epacket shipping. I’ve also integrated a super easy trick how to add all these 35 countries in bulk to the location targeting field in the Facebook Ad Manager

What’s the purpose of targeting 35 countries in one single Ad Set? The answer is simple. Facebook collects an unbelievable amount of data from their users and due to the machine learning algorithm facebook is super good in finding the people who want to buy your product among all these people. Simple as that.

And that leads us directly to the next big targeting mistake most dropshippers do when running Facebook Ads.

2. Using Narrow Targeting for Testing

What is Narrow Interest Targeting. What I mean with this is basically targeting an Interest in the interest targeting section of Facebook Ad Manager and then narrow it down with another interest. In theory this might be the perfect method to find the right people who want to buy your product out of a big audience. But in reality this is the key to high CPC, low CTR and… no conversions.

The reason being is quite simple. Think of it like this: Let’s say you want to sell this product.

A Mite Vacuum Cleaner. And you want to use the Interest ‘’Home Improvement’’ which makes sense. But then you narrow it down with the Interest ‘’Mite Vacuum Cleaner’’ to only target people who are interested in this kind of product what happens is that you 1st end up with an audience that is way too small leaving facebook with no room for optimization and  2nd and most important you target people that have expressed and interest in this specific products. What most probably means that these people are no longer interested in buying this product. Also you will miss all the people that might be interested in this product but they have not expressed their interest just because they didn’t know about this ‘’Anti Mite Vacuum Cleaner’’ 

But what we are aiming for in drop shipping with Facebook Ads is the impulsive purchase behavior. We want to make people want to buy a product that they haven’t even heard about before. So therefore I strongly recommend not to target to small and specific audiences just because in theory these people could be interested in this product.

And now to the biggest Facebook Ad Targeting Mistake Every Dropshipper makes.

What is Narrow Interest Targeting. What I mean with this is basically targeting an Interest in the interest targeting section of Facebook Ad Manager and then narrow it down with another interest. In theory this might be the perfect method to find the right people who want to buy your product out of a big audience. But in reality this is the key to high CPC, low CTR and… no conversions.

The reason being is quite simple. Think of it like this: Let’s say you want to sell this product.

A Mite Vacuum Cleaner. And you want to use the Interest ‘’Home Improvement’’ which makes sense. But then you narrow it down with the Interest ‘’Mite Vacuum Cleaner’’ to only target people who are interested in this kind of product what happens is that you 1st end up with an audience that is way too small leaving facebook with no room for optimization and  2nd and most important you target people that have expressed and interest in this specific products. What most probably means that these people are no longer interested in buying this product. Also you will miss all the people that might be interested in this product but they have not expressed their interest just because they didn’t know about this ‘’Anti Mite Vacuum Cleaner’’ 

But what we are aiming for in drop shipping with Facebook Ads is the impulsive purchase behavior. We want to make people want to buy a product that they haven’t even heard about before. So therefore I strongly recommend not to target to small and specific audiences just because in theory these people could be interested in this product.

And now to the biggest Facebook Ad Targeting Mistake Every Dropshipper makes.

3. Targeting ‘’Engaged Shoppers’’ as a Standard Setting

This might be unexpected to you but believe me, this is one of the biggest mistakes that can cost you a ton of money.  This mistake is so big and the effects are so devastating that I will cover the details in an additional article but I want to give you a short explanation on why you should stop targeting ‘’Engaged Shoppers’’

  • Everyone target this limited audience means that you are entering a super competitive space which drives up you CPC.
  • ‘’Engaged Shoppers’’ are people who have clicked on the CTA button within the last 7 days and they might have actually bought something. Now a simple question: Why the hell should someone buy now from you just because they have bought something within the last week? This makes it even more unlikely for them to buy again. I have split tested this back and forth and the results are clear. When targeting engaged shoppers my CPC is around 20-30% higher and even worse, Cost per Purchase increases up to 50%.

Conclusion

This all might be surprising to you but give it a try and build your own opinion. There’s not a solution that works for every one and every product. This is why you have to pay attention when with watching shopify drop shipping videos on youtube and blindly copying their strategies. 

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On average, I spend 5 hours per article.

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