How to optimise your paid social ads

If your ads aren't yielding the results you're hoping for keep reading our simple guide on how to optimise your ads.

Facebook, Instagram and now TikTok are excellent avenues to discover customers old and new who will love what you sell. 

How to optimise your paid social ads

1. Define your target audience

Make sure you have a clearly defined target audience and make sure you are also targeting likeminded customers, you can do this using the Lookalike audiences within the platform. 

Have you done your research? How old is your target market? Are they male or female? How do they behave? Outside of your product, what are their interests? Make sure you have researched your customer's demographics, you can target your audience using in the campaign setup. 

2. Ensure your value proposition is clear

If it isn’t made obvious by the product image, make sure your messaging states clearly what your product does for the users.

Sure, we know the product name, but what’s the benefit of using it? Why should we try it? It’s not immediately clear, making this ad very skippable and not ideal for social.

Pro Tip: Try overlaying static text on your video. This is an easy way to get your value proposition across fast while your audience is entranced by a pretty video clip.

3. Highlight your brand

Make it clear from the start. Brand colours, logo, fonts, products and  audio – bring them into the mix for better brand recall. 

4. Focus on video content

Most social users are on a smartphone. In fact, 99% of them are. If your ads don’t fit the feed, they’ll be promptly swiped out of the way. 

Make sure you export your video ads in the 9:16 ratio to keep them full-screen friendly.

15 seconds max. We’re talking about the internet here. If you’re using TikTok, you have approximately three seconds to grab scrollers’ attention (gulp). So make sure your marketing message is clear straight away. If you just got the hang of engagement rates get ready retention rates.  

Instagram reel ad for shoe brand, Tsgona

5. Let the products shine

Seems obvious, but many make this mistake. Ensure that your product is the main focus of your ad. Take a look at these ad creatives we created for fashion label Tsonga. 

Facebook ad for shoe brand, Tsonga 

As you can in the above ad, the product feed is synchronised from Shopify to Meta meaning potential customers can search or browse directly in Facebook and Instagram. Meaning there are less steps to the checkout. 

6. Track, measure and analyse your data

We track and measure our ads regularly, weekly at the minimum. You want to make sure your ads are performing well so you can meet or exceed the goals you have set for your ad campaigns.

If you notice an ad that is consistently under performing, note down  changes and optimise the ad based on your analysis.

What next?

Don’t stress out about your ads. That’s what we’re here for!
Reach out here to enquire about our social media services!

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