Social media advertising spend is increasing fast. It’s expected to triple in the next 5 years in the US according to a Forrester Research report, from $10.2 B to $30.1B.
The market is growing increasingly crowded, but the opportunity is growing as well. How do you get your campaigns to stand out? You may be running your ads against thousands of social media advertising professionals, so average copy and creative just won’t get the clicks you need.
You’ll need to dig in and improve every day. It’s about smart iteration and it’s not as hard as you think. Read our tips below.
There are only a few places to get training for social media ads, and even those schools got to where they are by running ad after ad, iterating and getting a sense for what works. There’s no proven formula in an industry where what works changes every week, if not every day.
So get started by running ten ads in 10 steps, then select the best performing one based on the click through rate, and keep iterating.
Once you’ve got the basics, you’ll need to do whatever you can to give your ads the edge. Here are a few tips for you, the ad manager, to get better response rates.
- Use graphical services to try different images for each tagline. Try snappa.io for quick, clickable thumbnails and templates at a low cost. There’s also Buffer’s Pablo tool, which doesn’t have the same breadth of tools but happens to have a key feature: it’s free.
- Set click-through rate (CTR) benchmarks to get a feeling for where you stand. Today’s social benchmarks vary wildly depending on your target audience and social goals, but do your research and you may find CTRs and Engagement % that are related to your field. A good general starting guide is Salesforce’s Social report. Also, for reference, LinkedIn states that the average CTR for their Sponsored Updates ad format is 0.3%.
- Don’t quit an ad too early. Let an ad run for at least a few thousand impressions before you judge it’s CTR. The algorithm needs to circulate the ad through a series of users before you’ll know whether it works.
- For a given campaign, use at least four different types of ads within the campaign so users aren’t seeing the same ad every time. Also, change up the entirety of your ads every month. If you’re targeting a specific audience, you need to change up what your brand is offering or they’ll get annoyed of the same offer and unfollow you.
- Don’t only link to your own content. Be useful to your audience, so link to any service that can help solve their problems. They’ll remember you helped them out later down the line. It will surprise them.
- If a blogger has included you in their list of the top products or service in a category, it’s better to write a blog post talking about the selection and link to your own page where you can then link directly to them.
- Think outside the box! Write 25 lines of copy for each ad and try them all out. By the time you get to the 15th line you’ll probably start coming up with some weird ideas – don’t throw those out. Today, unconventional and weird stand out and can stick in the mind of your target audience.
- Finally, take the time to name your campaigns well in whatever dashboard you’re using. It may seem like overwork now, but over time you’ll need to distinguish your many campaigns and ads as you analyze your results.