Social media advertising updates happen almost daily. The great news about updates is that within each platform, the ads management system guides you through every step to ensure you don’t miss a beat and to help you better drive conversions. The next time you are setting up ads, here are a few important reminders.
1. Goal setting: Don’t set social goals, use social as a tool to achieve your business goals. For example, growing the fanbase on a channel is a tactic, but the goal would be to drive brand awareness through a bigger audience, ultimately leading (for example) to more trial or improved purchase intent. As you build social ad campaigns, ensure they ladder up to brand and company objectives.
2. Target Markets: Selecting target markets as you build your ad set is very important and very easy. You can be general and select a region and you can be as specific as a 10-mile radius. Knowing what markets you want to support before building your ad set will be a huge help as you plan your campaign. Chat with your sales team and other internal departments to ensure you have your target narrowed to the audience that is most likely to convert and/or where you need to make a splash.
3. Day-parts: Understanding your audience’s online behavior is helpful when running ads. We recently ran a campaign supporting a scholarship program for high school seniors. Knowing that they wouldn’t be (or shouldn’t be) on their phones during school hours allowed us to focus our efforts and dollars during the after-school and evening periods. Knowing our audience’s social behavior helped us to be successful. If audience behavior is harder to pinpoint or predict, test a few different time periods to identify what day part is most successful for you.
4. Pixel tracking: When running advertising, pixel tracking can help you to better understand actions and conversions. While social ads will tell you how many clicks or engagements you received, adding a pixel to your website that is triggered through the ad will allow you to see if your ads are leading to a conversion. Perhaps you want people to sign up for your email, purchase a product or read a page on your website. Pixel tracking will give you a better idea of who completed the intended action. From there, you can customize your audience to better match consumers who are generating better ROI.
5. Creative & copy: The visuals and the copy should be the most important part of an ad campaign. If the creative isn’t catchy and the copy isn’t interesting, it will be hard to drive consumers to take action. Test different visuals and language to see what works best. For one brand, we ran three versions of creative: the brand logo, the product and the product being used. Each time we ran the ad of the product being used, the acquisition cost went down and the conversion rate went up. Try some A/B testing to see what your audience likes best.