Get better results from your paid social advertising
It’s no secret that paid social advertising has gotten extremely challenging recently.
The last few years have been a rollercoaster ride for social media platforms, with the COVID-19 pandemic causing a temporary surge in ad effectiveness. With everyone stuck at home during lockdowns, they were scroll happy with cash to burn - a perfect storm for paid ads performance to soar.
Facebook and LinkedIn advertising has become less effective
Now though, we’re back to a world where people are time poor and convincing them to part with their cash is harder. Many businesses think paid ads are the answer to their problems, only to find without the proper testing process in place, they’re burning through cash faster than you can say ‘This isn’t working’.
Testing your paid ads is crucial
When used correctly, paid social advertising can be an effective way to get your message in front of a large audience quickly, and the key to turning those eyeballs into results is all in the testing and experimentation.
Here are some key elements to start testing in order to see better results from your paid ads:
1. Audience Targeting
One of the most critical aspects of paid social advertising is audience targeting. To get the most out of your ad spend, you want to make sure you're targeting the right people. Depending on the platform you're using, you can target audiences based on their interests, demographics, location, behaviours, and more. The key is to experiment with different targeting options to see what works best for your business. Different audiences will cost different amounts and by getting clever with your targeting, you could find cheaper ways to reach the same people.
2. Ad format
Paid social advertising offers a wide range of ad formats, including images, videos, carousels, and stories. Each format has its own advantages, and what works best for one business may not work for another. Experiment with different formats to see what resonates best with your audience. For example, you may find that videos work well for showcasing your products or services, while carousel ads work better for telling a story. Remember, what works well on your organic social media channels might not work on ads - but it’s a good place to start
3. Ad copy
Your ad copy is what will grab your audience's attention and convince them to take action. Keep your copy short and to the point, and focus on the benefits of your products or services. Test different variations of your ad copy to see which resonates best with your audience. You may find that using different language or highlighting different benefits can make a significant difference in your ad's performance.
4. Call-to-action
Your call-to-action (CTA) is what tells your audience what to do next. Whether you want them to visit your website, sign up for your newsletter, or make a purchase, your CTA should be clear and compelling. Experiment with different CTAs to see what drives the most conversions. For example, you may find that using urgent language like "Act Now" or "Limited Time Offer" encourages people to take action.
5. Ad placement
Finally, consider where your ads are being placed on the social media platform. You may find that certain ad placements perform better than others. For example, ads in the newsfeed may get more engagement than ads in the sidebar. Similarly, ads on Instagram stories may perform better than ads in the Instagram feed. Experiment with different ad placements to see what works best for your business.
Use experiments to bring down costs, and increase results
Basically, testing is essential when it comes to paid social advertising. By experimenting with different audience targeting, ad formats, ad copy, CTAs, and ad placements, you can find the combination that works best for your business. Start with small tests and gradually scale up your ad spend as you see positive results. With patience and persistence, you can create a paid social advertising strategy that drives results for your business.
Want to learn how to test your paid social advertising to maximise performance? Book a 1:1 consultation and get your Facebook or LinkedIn advertising performance back on track.
