In today’s digital competitive landscape staying relevant and connecting with your consumers is the most valuable part of your social media marketing strategy. Whether you want to increase traffic to your website, generate leads or build an engaged audience Meta Business Suite has specific ad campaign goals, budgets, scheduling and targeting methods that will allow you to hit your KPI’s with their digital ad network. Setting up a new campaign for the first time can be overwhelming, here are some helpful tips and tricks to get your ads on the right track.
Define your Audience:
In Meta Business Suite it’s important you narrow your audience to who is actually going to engage with your ad and purchase your product.
You will gain more value for your spend rather than casting a broad net hoping for a purchase. Be precise, use the business suite tools to define your audience by age, gender, location, education, life events, work, hobbies and activities and digital behaviour. The more defined your audience is the most efficient your ad spend is, you won’t be wasting ad spend on consumers who won’t be interested or engage with your ads.
Placement and Scheduling:
Where and when you place your ad should be based on your target audiences behaviour. Knowing your audiences most active times on social media allows you to schedule your ads to only be shown during that time.
The same goes for ad placement, if your audience doesn’t typically use Facebook marketplace or stories you can set up your ads to not be placed in those areas.
Monitor Ad Performance Adjust and Pivot Based on Insights:
A/B testing is a great way to compare two versions of an ad set to see which one resonates more with your audience. As your campaign runs monitor the ad sets to compare which one is performing best, you can create new ads sets or use existing campaigns to see which strategy performed better. The more knowledgeable you are of what type of content resonates with your audience the more value you gain from your ad budget.
Refreshing Content and Consistency:
Trends are constantly changing and its important to jump on the ones that your audience relates to. Ads should be refreshed every 6 weeks, showing the same type of content to your audience over and over allows it to grow stale, lose attention spans and they are less likely to actually absorb what’s being displayed. Ads shown more than 3 times tend to decline in performance. In order for the refresh to be successful you need to stop running your previous campaign and start running the new one so that your ad sets aren’t competing with each other. You will notice some signs it’s time to refresh your ad creative competing, like your click through rate and impressions dropping. When you swap creatives you should see a spike in those metrics, knowing you made a switch at the right time.
Consumer Engagement:
You can easily see and access all notifications for both your Instagram and Facebook accounts in the inbox tab. This tab allows you to see all comments from both organic and ad posts, Facebook messenger, WhatsApp and Instagram DM’s. You can respond directly in the app without having to navigate to multiple social accounts and posts. For frequently asked questions you can setup an automatic customized response bot for efficiency. Look at the most common questions being asked about your products and services, this can help you understand what kinds of questions your ad needs to answer. A study done by Emplifi said 58% of consumers are more likely to buy from a brand that engages with its consumers on social media.
An effective ad campaign starts with a well thought out strategy and can be successful using Meta Business Suite tools to your advantage. These helpful tips should allow you to take full advantage of the ad platform while saving time and letting you get the full value of your campaign budget.