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If there’s anything we’ve learned from our Anatomy of a Growth Marketer series, it’s this: Social media ad campaign managers have a lot on their plates. Uploading images and copy is just the tip of the iceberg; what comes after sets the path for ROI — or another failed experiment.
What best practices do the brightest in-house advertisers follow on a daily basis? Here’s our comprehensive list:
Picking the order of list items #1 and #2 is a bit of a chicken and egg scenario. Ads aren’t effective if they’re placed in front of the wrong audience, but they’re also null if they fail to draw attention in the midst of a social news feed.
Audience segmentation allows you to target specific cohorts, so put yourself in your customers’ shoes each time you put together a creative package. What kinds of images can moms relate to? What words are in the millennial vernacular?
Lastly, some audiences may prefer to peruse a collection of products or watch a high-impact clip, so don’t be afraid to try out newer units like Multi Product Ads or Video.
As stated above, the importance of targeting your ads cannot be overemphasized. With the ability to choose location, gender, language, interests and more, paid social media is perfect for reaching prospects who align perfectly with your brand.
A holistic look at your marketing efforts will unveil a slew of helpful information on who you should be retargeting. For example, who tends to open your emails? Who’s already engaged with your paid search placements? Who’s made multiple purchases on your online retail site? Keeping track of your most loyal customers, top purchasers and engaged app users will allow you to stay in touch on social media and ensure that people aren’t falling through the cracks of your sales funnel.
Getting a click is only half of the battle; you can easily lose customer interest with a landing page that doesn’t align with your ad. Make sure the copy is similar — and the product or service exactly the same — as what you’ve advertised online, down to percentages off or app to be installed.
Millennial attention spans are short, and mobile browsers’ patience is shorter. Keep your website call to actions simple to follow, spell out any shipping costs up-front, and whatever you do, make sure your lead generation and signup forms are easy to fill out.
After an ad campaign has been running on social media for a while, we highly recommend a reboot — not just in terms of creative, but also audience. If your best performing ads have run out of steam:
In this age of real-time reporting, it can be tempting to pull the plug on low-performing campaigns before they’ve been given a fair shot to gather data. Before you optimize, take a look at how many clicks an ad has received. If it’s less than 100, you may want to wait a bit. That said, the bottom line is important. Ads with substantial spend (e.g. $50) but no conversions, or a very high cost per action (CPA) are prime targets to be paused.
If you’re feeling overwhelmed by the amount of ads you’re running, take some time to conduct an ad campaign optimization audit. Concentrating on your best 10 ads can help you cut through the clutter and dramatically increase your ROI.
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