Social media specialists at our digital marketing agency often use LinkedIn, Facebook, or Instagram ads to help clients get more clients. However, if it is not planned and executed carefully, a social media advertising campaign can quickly turn from a source of traffic into a money pit.
Today we will share the most effective tips to get a good ROI for every social media ad campaign to promote your business.
1. Start by Defining Your Goals
Many ad campaigns do not achieve the expected goals, because these goals were not clearly defined from the very beginning. Social media ads can have a multitude of goals:
- Increasing brand awareness
- Getting more engagement on social media posts
- Attracting leads to your website
- Promoting a special discount or offer.
Everything that follows, such as ad creation, audience selection, and budget, depends on the goal of the campaign.
2. Know Your Target Audience
Each type of social media advertising campaign is addressed to a different audience group. Thus, if you want to increase brand awareness, your ad audience should consist of people who are interested in products and services similar to yours but have not interacted with your brand before.
However, if you want to attract qualified leads, your audience should cover followers of your page or users who interacted with your brand on other online or offline channels.
3. Choose Your Platforms Wisely
Social media specialists have a golden rule: post your ads where your potential clients are most likely to see them. This means that your company needs to have a clear image of the customer persona. Among other fine details, you should know which social media platforms they use to socialize and look for product/service recommendations.
Your ad campaign can produce stellar results or gobble up the budget with nothing to show for it depending on the social network. Different platforms are popular with different demographics.
4. Play by the Rules of the Social Network
Each social media network has specific rules concerning best practices in advertising. This refers to:
- Technical details: dimensions and size of media files
- Products and services excluded from advertising.
Breaking these rules will get your ads banned and may even lead to restrictions on future ad campaigns.
5. Create Engaging Ad Content
What makes social media advertising effective is the fact that ads look like native posts and are not intrusive. But this effect is perceived if you create meaningful content, which engages the users and makes them curious to find out more.
People will click on an ad and leave the social network to visit a business website only if they are intrigued or feel that they need to learn more about a product or service. Creativity and being in tune with the user’s likes and interests are essential in social media ads.
6. Create Different Ads for Different Social Media Platforms
One size definitely does not fit all when it comes to social media ads. Each platform is different when it comes to:
- Tone of voice
- Type of media files
- Use of emojis and special characters.
A great ad for Facebook will appear unprofessional on LinkedIn. Likewise, a LinkedIn ad will appear uninteresting and bland for Instagram users.
7. Use A/B Testing to Optimize Your Ads
A/B testing involves changing one or two elements in an ad and testing them in parallel over a short period on similar audience groups. Examples of such tests include:
- Different ad format: static images vs. video
- Different copy
- Different calls to action.
Entrust Your Social Media Advertising to Our Experts!
EverConvert is your one-stop shop for all SEO, digital marketing, and social media advertising needs. Our multidisciplinary team is up to date with the latest trends and best practices in these fields. And we also have a proven track record, as confirmed by our satisfied clients.
Call us today to talk about your plans for attracting new clients and let our seasoned professionals take charge!