Running a successful ad campaign is vital for your business growth. It helps reach out to a global audience, attract more leads, increase conversion, and accelerate sales. But how will you know if your ad is successful?
If you’ve tried running a couple of ads on Facebook, you would know that it has its own complexities that make it challenging. So in this article, you will learn important tips on how to run a successful ad campaign.
Identify Your Objectives
A well-structured ad campaign, whether on Facebook or Instagram, starts with a goal. Your goal can be a set of objectives which will give direction to your business. To create a goal, you can answer questions: What is it that your business needs? Does it need traffic to its website? How much traffic do you aim to have in a day, week, or month?
You will know your ad campaign is a success if it is able to reach your goals. For this reason, you need to make sure that your goals are measurable. Create numbers and figures. Make them very specific so, at the end of your campaign, you’ll have measurable results.
Target Your Audience
Identify what audience you’re trying to reach. You can target people based on demographics such as their age, gender, and location. You can also target people based on their interest. For example, if you’re selling personal care products on Facebook, you want to consider the gender of your target audience. Are these personal care products only for women? Will men also benefit them? What age group do you think would be interested in buying your products?
If you’re not sure about our audience, you can test your ads. For example, you can run two ads – one for men and one for women. Then you can check back on how they performed and see which of them created more impressions.
Diversify Your Ads
Nowadays, people are everywhere. You can see them on Instagram, Snapchat, YouTube, or Facebook. So if you’re thinking of running successful ads, do not limit yourself on one social media channel. Showcasing your ads in different places helps you target more audience and generate more leads.
Diversifying is also beneficial in today’s highly unpredictable market. Social media is now a very competitive place. At any time, they can shut your ads down for various reasons like not following rules, plagiarism, or trademark issues. The best thing you could do is spread your ads across different channels so, if one of these channels shuts your ad down, you still have a couple of ads running in other venues.
Reinvest Profits in Testing Traffic Channels
Don’t just depend on one traffic channel or income stream. It is a huge risk for a business. Again, social media platforms can shut your ad campaign anytime. So if you’re crushing 100% of your traffic on Facebook and the latter eventually decides to shut your ad manager, then you will get zero overnight.
So if you have profits, invest 20% of it to test other traffic channels. Try to see whether other channels can yield better results. Explore other options while you still have a budget. Eventually, you will learn that the average order value could be higher in other channels like YouTube or your conversion rate is better in Snapchat.
Get Creative and Standout
You’ve seen ads from companies like Coca-Cola or Mountain Dew, and you know they’re successful because they are unique and are watched by millions of people around the world. Your ad can also be as awesome as these ads. Get creative and make your ad stand out from your competitors.
Inject humor if possible. Humor is important because it easily connects with people. As the saying goes, laughter is the best medicine. You can actually capitalize on this motto and create a unique ad concept based on humor.
Also, don’t forget to select the format and tone of your ads. Decide on the colors, graphics, and sound effects that will set your brand different from others. Add enticing visuals without overdoing it. When your ads are unique, they are less likely to be rejected by social media policies. In addition, they can gain more impressions than general ones.
Make a Strong Offer
Your offer can either make or break your ad campaign. A better offer attracts more people, but an ineffective offer drives people away. Make a noticeable offer by injecting emotional appeal. Using this mechanism makes a good offer because people will be focused on the things you can give back to society when they buy your products. For example, you can offer 50% off your products, which is a good offer, but you can make it better if you could offer 20% and say that $1 of every purchase will go to charity.
In the second one, your discount is small, but people are pulled in by the fact that you are sharing a portion of your sales with the community.
There are many ways to make your offer appealing. You can check out what your competitors are doing, scan through their offers, and outsmart them.
Get the Design Right
To get the right design, your ads must reflect your value. Getting the right design is crucial to making ads successful because it is the first thing that the audience sees. For your design, you must consider the most important elements such as your image, text, headline, call to action, and value proposition.
Optimize every element that supports your idea. Every element in your design must go in harmony with the product you’re selling and must be representative of the channel where you’re displaying them. For example, Facebook has three major ad placements, which include the desktop newsfeed, desktop right column, and mobile.
If it’s your first time running an ad campaign, you can make it appear on the news feed. But if you’re retargeting, the right column would be perfect because people don’t care too much about ads that they repeatedly see on their newsfeed.
Once your ad campaign is up and running, it is very important to monitor your ads for the best results. Facebook, for example, has its own ad manager that helps you see important data like cost per result, engagement, link clicks, and impressions.
Leveraging other metrics to help you measure results also informs you of which ad is running low. You can use this data to change the direction of your next ad campaign and determine which ad to support more.
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Josh Felber is no ordinary serial entrepreneur. Not only has he penned two bestsellers (one with Brian Tracy and another with Steve Forbes), he went on to win two Emmy Awards for executive producing the acclaimed documentary Visioneer: The Peter Diamandis Story.
Josh has appeared as a guest expert on NBC, CBS, ABC and Fox, and is the host of Making Bank. Josh is focused on challenging himself and those around him to achieve consistent excellence. His mission in life is to help over 100 million people design, develop and deliver their passions.