Social Media Advertising is one of the best ways to drive new and repeat sales, however we see far too many businesses spending money on Social Media Ads without a plan in place, resulting in low Sales, ROAS1, CTRs2, etc.
This can be a challenge, but like any business tool or resource, you need to know how to use it effectively. Here are five simple ways you can optimize your Social Media Ads, so you can make the most out of every dollar spent:
1. Make your Ads Mobile Friendly
According to the World Advertising Research Center, almost three quarters (72.6%) of internet users will access the web solely via their smartphones by 2025, that is nearly 3.7 billion people3. With people increasingly using Social Media platforms on their phones and consuming content 41% faster on mobile than on desktop4, ensure your Ads look good on mobile devices as well as computers. Here are some ways to do them:
Keep video length less than 15 seconds and capture attention in the first 3 seconds
Ad text is short and clearly visible in the center of the screen to capture attention
Use a high-resolution image so its not pixelated or blurry when viewed at a smaller size
2. Know your Audience
The rule of one-size-fits-all just doesn’t hold true for Social Media Ads. Ads need to be tailored to target audiences needs and preferences. All this starts with knowing who your audience is and creating a profile of your target customer and offering them something that they’re interested in.
Personalized Ads will have higher click-through rates because they’re more relevant to the specific person seeing them.
Check this article for more information about Persona Creation “How Persona Creation in Digital Marketing is Paying Off”
3. Focus on the Specific Goal of your Social Media Ads
It’s important to realize that all Ads focused on sales won’t help you grow your brand. You need to create Ads to achieve your goals that focus on getting discovered and connecting with customers to inspire them to buy. This approach is also called a Full Funnel approach in Digital Marketing, where you run Ads to reach a cold customer and then move them to paying customers.
Once the campaigns are mapped out by the funnel stage, you should be able match up the proper Ad objective as offered by the Social Media platforms like Google, Meta, Twitter etc.
With the full funnel approach, you should continue to iterate your Ads by testing new audiences, offers, and creatives to optimize performance.
4. Use the right creatives
You don’t need big budgets or teams to make engaging creatives that draw attention.
When making single image Ads, have a single point focus on your product
If video production is too expensive, try carousel Ads and use short text to tell your story
If you want to add movement in your Ads, try GIFs or Boomerangs
Rejuvenate your existing images by creating exciting videos with short text and music overlays with platforms like Canva, Clipchamp
5. Testing different audiences and creatives
In Social Media Advertising Audience and Creative Fatigue sets in very fast. Posting the same Ad over and over never really sees results beyond the initial boost that comes from posting something new.
The key to finding out what works best for your brand is simply testing different audiences and creatives.
This may mean trying out different creatives, demographics, locations, or even altering the message itself. This can take a considerable amount of time, money, and effort because it involves a lot of A/B testing, looking at countless KPIs, and understanding what optimizations work best to improve your Ad performance.
If you are looking to make faster and smarter optimizations, then AdVize can help. AdVize is an AI based SAAS platform that helps scale the performance of your Social Media Ads much faster with 3 simple actions:
1. Boost top performing Adsets by scaling budgets
2. Modify Adsets that have the potential to perform by adjusting Ad parameters like audience, budget etc
3. Stop Adsets that underperform
AdVize has AI/ML algorithms which continuously learn and ensure efficient Ad optimizations so that you can make the most out of every dollar you spend on Facebook.
Try AdVize for FREE now!
1 ROAS – Return on Ad Spend
2 CTR – Click Through Rate