Online Ads How to optimize your paid social media advertising campaigns

There are certain tactics that are effective in getting the best results when advertising on social media channels and they work on most platforms.

1. Monitoring ad placements:

Ad placements are simply the different areas where your ads are seen on the social media platforms e.g. on mobile newsfeed or desktop newsfeed.

After about 3 days of running your ads running you should check to see which placements your ads are getting more clicks, views or where they cost lowest cost so you can remove the least performing placement and leave the better one e.g. If your ads are getting more results on mobile than on desktop then you can pause/remove the your ads from showing on desktop and leave it to run on mobile alone.

2. AB Testing:

When setting up an ad campaign it is best to test different text, images or videos to determine which performs better by running more than one version of an ad for a short time to see which ones gets more results (click through rates), essentially this determines which version of the ad is more appealing to your audience.

This can be applied to Facebook, Twitter & Instagram ads by first trying out multiple versions of the ads as the case may be then selecting the one with the best result to use for the rest of the campaign.

3. Use appropriate call to action on ads:

Depending on the goal of your ads (the final action you intend people to take after seeing your ad) it is best to always use an appropriate call to action on your ads e.g. Sign up- if you want people to sign up for an offer or event, Shop now- if you want people to make purchase on your website, Contact us- if you want people to fill a contact form on your website.  This tactic can be implemented across Facebook, Twitter and Instagram.

4. Track conversions:

In order to track which ad is getting people to take the necessary actions on the website (conversions) it is important to track conversions on your website. Conversion tracking can be done by installing a conversion pixel (a code provided by Facebook/Twitter) on your website then apply the necessary settings in your ads manager to monitor which ads are converting and how well they are converting.

Examples of conversions include people who added a product to your cart, made a purchase on your website, filled a contact form or downloaded a file on your website. Conversion tracking can be applied for Facebook, Twitter and Instagram ads  and it is very important  to know the effectiveness your ads campaigns and calculate the return on Investment (ROI) for money spent on the campaigns.

5. Remarketing / Retargeting:

After running an initial ad campaign on social media to get people to visit your website to make a purchase, you can retarget people who visited your website but didn’t make a purchase through retargeted ads. This works by installing either the Facebook / Twitter code on your website then you can target people who have or have not visited certain areas of your website so by simply targeting people who have viewed your product pages without visiting the checkout / final purchase pages you can target those who are yet to make a purchase.

Once you can apply one or more of these tactics to your paid social media advertising you are guaranteed to get better results in your campaigns and increased chances of getting better return on investment on your marketing spend.

For all your digital marketing solutions, contact us at RDM today.

Written by Princewill Ejirika.

This is a feature by RDM.

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