What makes paid social campaigns effective?
Where are your opportunities for improvement?
On October 27th, I moderated a Search Engine Journal webinar sponsored by Sameweb and presented by Amy Bishop, Owner/Marketing Consultant at Cultivating Marketing.
Shared three steps to invest wisely and win in the market by creating paid social campaigns that lead to conversion.
Step 1: Understand your audience and their needs
To know your audience better, ask yourself these questions:
- What are they solving?
- Where do they get their information from?
- What characteristics make them a good prospect?
- What are the indicators that indicate its presence in the market?
- Who or what affects them?
- What else do we know about demographics and flat fees?
Create your audience profiles
Data collection from Facebook Audience Insights
Facebook Audience Insights can give you all the information you need to create customer profiles, like the one below:
- Determine top buyer demographics
- Define interests to target
- Further section by layers of interests
- Performance monitoring for persona embodiment and validation
Collect data from LinkedIn targeting
In addition to simply learning about your audience’s job titles, there are several more accurate and affordable qualifying factors you can learn about your audience on LinkedIn:
- Affiliations and publications followed by your target market
- company size
- Seniority level
Test out different themes in different campaigns to see what works best for you.
Align your content with your audience’s needs
One way to discover your audience’s needs is to take advantage of broad targeting. This type of ad targeting helps you get a good idea of where your audience is within the sales and marketing funnel.
If you already have the details about your target audience’s needs, it’s time to consider where people are in the funnel when targeting them.
This will help you understand how to create content that matches the purpose of each section of the funnel. The closer the content is to match, the more likely the lead is to convert.
For example, if part of your audience was previously in the “Top of Funnel Targeting” section, use Amy’s list below to discover what type of targeting and content they should line up on their journey to the “Middle of Funnel Targeting” section:
Top conversion funnel targeting suggestions
- Interest-based targeting
- Demographic targeting
- Cold prospect lists
- Broadly similar audiences
- Account based marketing
Mid-conversion targeting suggestions
- Warm dedicated fans
- video viewers
- followers of your page
- People who interacted with posts or content mid-funnel
Suggestions targeting the bottom of the funnel
- People who give away gigs or models
- High intent page visitors (eg pricing)
- Viewers of specific products and services
- Low track custom audiences
By focusing on each part of the conversion path, you can drive qualified traffic at lower costs and higher conversion rates.
Step 2: Design creatives that work
Make a good first impression
Always put your best forward. Professional looking photos go a long way.
When designing creatives, make sure they flow in a way that makes sense to your prospect.
Most people read in an F-shape pattern.
If you put things creative, think about how you can make it easier for your readers to scan and understand what you’re selling.
There are free tools like Canva or other low-cost subscription tools that are great for creating social ad creatives.
Make your value proposition clear
Let your audience know exactly what they are getting. Be clear and concise in your copy and images to help potential customers convert faster.
This ad makes you quickly understand that floors are waterproof, and conveys that message right away even without the text.
A study from the Massachusetts Institute of Technology found that the human brain can process an image in less than 13 milliseconds, so the visual creation of your ad is more likely to capture the market’s attention.
Pop Quiz 1: Which ad performed the best?
The first advertisement won.
Why? There will be a lot of information in this book. Advertising is straightforward about why potential customers need the product and what it will do for them.
Pop quiz 2: Which ad did the best?
The second ad won.
While the first may sound smart, the second is straightforward about what you will do for prospects. With a glance, you tell the potential client that he will explain how to boost the rating.
Other high converting creative techniques
- Maximize the use of your space: Stay away from repeating the same copy in the same advertisement; Use that space to add additional value.
- Consider your offers: Taking advantage of sales, discounts and promotions can increase the average order value.
- Benefit from sharing: Use sharing as a cheap way to generate remarketing groups and convert leads into the middle funnel.
- Take advantage of social proof: Deliver the ads to your existing happy customers email list, have them write reviews in the comments or share your user-generated content, and then connect it to a prospecting campaign, “Top of Funnel.”
- Be relevant to your audience: A campaign targeting fans of a sports team on merchandise bearing their logo, for example, is more likely to convert than logos from another team.
- Set expectations for your landing page: The ad creative must link directly to the landing page.
- Test videos when possible: Sometimes even just having original, low-budget videos can do quite well.
- Thumbnails are important: Make sure you make an excellent first impression with your thumbnail. Otherwise, people will keep scrolling.
Step 3: Increase conversion potential
Test the best eligible audiences and the like
Sometimes simply testing better qualified audiences can improve your conversion rates. For example, instead of targeting an entire list of leads, consider using like-based sales.
Best-case scenario has value-based audiences.
Test different lead fluxes
Having multiple touches can be more cost effective than just one trying to push it straight into the purchase.
Other high conversion optimization techniques
- Get more data: Bidding algorithms love data. Try to expand your goals, even if your set of ads is driving conversions; Low data volume will result in inconsistent performance and choppy CPL.
- Optimization for higher conversion path: Focus on increasing the value of adding to cart, buying and purchasing.
- Add quick payment options: For example, save a customer’s payment information at the click of a button.
- Use the Facebook Lead Generation Templates: This can increase your lead volume by making conversion quick and simple.
- Reduce friction higher in the funnel: Sending people to informative content versus going straight to beta orders.
- Know your audience and use this information to find them
- Create an engaging and relevant creative
- Find ways to measure based on your data
[Slides] 3 steps to creating paid social campaigns that convert
Here is the presentation:
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