Simple but often Overlooked Best Practices for Social Media Ads

Best Practices for Social Media Ads - Marketing -

Social Media helps businesses meet customers where they are to connect. People connect on Facebook and Instagram every day. Your small business ads can show up as people are exploring what they’re interested in, so making a connection with your business on this platform is easy. Besides, it’s no secret that the organic reach on Facebook and Instagram has been declining over the years. So it’s difficult to have good results on these platforms without using a paid promotion. Here we give some simple, but very effective ways in which you can boost your performance on social media through ads.

Use free social media data to test and analyze your paid social ads:

If you’re already using social media to engage your audience, start tracking which Facebook posts and tweets are being clicked, shared and commented on. These high performing messages make the best candidates for native social ads. 

Take advantage of targeting features:

One of the major issues with traditional ads is inefficiency. Twitter, Facebook and other social media advertising platforms offer very effective targeting capabilities to address that problem. You can target moms and dads with Scouting age children in your area and take advantage of this very useful feature for more efficiency in advertising.  

Rotate ads frequently:

One of the biggest issues advertisers deal with on Facebook is ad fatigue. This means, when people start to see your ad too many times, they get bored with it and stop clicking. Unfortunately, when your click-through rate starts to drop, Facebook penalizes you, driving up your cost per click (CPC), and making likes, comments, and click-throughs more expensive. This affects both acquisition and engagement campaigns. A best practice is to rotate or redo your ads every 1 – 2 weeks. 

Use small samples to A/B test your social ads:

One of the great virtues of social ads is instant feedback. You can gauge the effectiveness of a sponsored post in minutes, and follow up with advanced analytics reports. With all this available data, you should be sending out several “test” ads to small audiences, tracking the results, and then pushing winning ads to larger groups. It’s cheaper and more effective. 

Use small samples to A/B test your social ads:

Different networks sell ads in different ways. On Twitter, companies pay on an engagement basis. Facebook offers the option of paying per impression. It’s critical to design tweets and posts accordingly. For example, since you pay Twitter each time users click on your ads, it’s important that people are genuinely interested in the content on the other side. 

Understand how ads are sold:

 Different networks sell ads in different ways. On Twitter, companies pay on an engagement basis. Facebook offers the option of paying per impression. It’s critical to design tweets and posts accordingly. For example, since you pay Twitter each time users click on your ads, it’s important that people are genuinely interested in the content on the other side.  

Design your ads with smartphones in mind:

Social media is consumed overwhelmingly on mobile devices. Twitter users spend 87 percent of their time on the service on mobile. Facebook users aren’t far behind at 71 percent. As a result, messages have to be optimized for viewing on small mobile screens. While this may seem like added work, Twitter recently unveiled a feature enabling paid Tweets to be targeted by zip code, so all design efforts and tweaks are also a huge advantage.

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