Article

Demetris Stefani
Demetris Stefani 17 October 2016

One Social Ad for Success

You keep doing it. But is it working?

In this post I am going to talk to you about social ads and how to make sure their are working for your goals.

Let's say you own an ice-cream shop called "one-nice" and you just launched a new product range with 0% fat ice-creams that you wish to promote.

You are not quite sure what your ad wants to say but you have a photo of the ice-cream and a catchy phrase in your mind you wish to use. So you use that headline for your ad and you also feature that photo of the ice-cream. You finish submitting your ad and now you can wait until hundreds of people start visiting your shop to try your so nice ice-cream.

Not so fast! Not that easy. How about who you want your ad to reach? How about testing your copy and visual? How about figuring out what the ROI of your ad could possibly be?

Social ads are very easy to implement, but very hard to make it actually work. If you do it right, they can help you efficiently connect with your target audience, but there are so many steps before you click that promote button.

Your Target Audience 

Social Media platforms let you reach audiences based on interests, occupation, demographics and other information shared through social media. Diving into your customer profiles is essential towards finding the best match for your promotion. Also, you should really consider which platform works best for your audience. To find that out, simply look through your existing or similar audiences insights and find the best matching criteria that meet your objectives. Sometimes, going through the process of creating an ad without submitting it really helps you figure out if the current platform worths the hustle.

Effectiveness 

You might think that the boost button is the most easy thing you can do to promote your business online. But there is a very specific reason why there is a job title named: Social Media Specialist. These guys are dedicated 24/7 optimizers. Social Media platforms offer their own built-in evaluation and live performance features, but in order to measure how effective you are, you have to know how to translate data into knowledge.

Goal Setting 

What is the single most goal you want to achieve? Don't try to built a mumbo jumbo 360 campaign over a single post. If you want to stop wasting your money, you have to start being strategic with your ads. You want more leads? sales? Or Followers? Your copy, visuals and ad objectives must work towards that goal.

The message 

How would you know if your audience will respond to your voice? It's simple. You have a huge pool of data through your page. Just go through your posts, see which ones work best and use that tone of voice to your advantage. Try to be relevant, accurate and to the point. At the end of the day you don't want to have useless clicks to your ads.

Now that you have a more accurate view of what a succesful social ad looks like, it's time to measure your Return on Investment. If your goal is to get conversions or sales, a rationale approach is to make more from what you are spending on your ads. It is your goal to figure out your cost per acquisition, or how much a lead worths to you. To do this you must first calculate your average conversion rate, but this is another story I will be sharing with you in a dedicated post.

Have you got your Social Ads right before reading this post? Leave a comment below!

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