How to

How to maximize your social media advertising budget

For many industries, social media advertising can feel like the wild west. Sure, your marketing manager understands and is constantly touting the importance of a solid social media presence, but creating regular ads feels like a lot — especially when you have to post on Facebook, Instagram, and LinkedIn every day.

Social media ad campaigns are an important part of your paid media strategy, but they’re not the top part. Social media advertising can be very effective at building brand awareness, meeting your audience where they live, and delivering more of the targeted leads you want.

There’s no doubt that social media is one of the most popular online marketing strategies for businesses, but not all social media campaigns are effective. If you’re a small business owner who has been running social media ad campaigns and hasn’t been seeing the results you hoped for, this is the blog for you. Here are some ways to optimise your social media ad spend today.

Social media advertising works quite differently than PPC and search advertising. To create better and more targeted ads, you will have to do a little more work in creativity and targeting. For example, you have to create the right content first and then target it to the right audiences.

Goal Setting

When setting up your social media ad campaigns, it’s super important to have clear goals. If you’re just running social media ads and things feel a little “meh” about the results, take a moment to think back on your goals for the campaign. Your social media ads will be much more effective if you’ve got a solid goal in mind.
Have your brand’s goals changed recently? Has your company transitioned recently into a new industry? Maybe you’ve started working with more brands, as opposed to just pure consumer companies?

Your business has a lot of goals, but when it comes to driving revenue, you need to focus on what works. When you develop your campaigns, choose from a wide range of tools that help you achieve your sales goals. Engaging with customers via social media or email marketing is a great way to gain more traffic and leads.

In this new era of social media, online advertising must align with your new business goals. Before you optimize any campaigns, make sure the metrics you’re tracking are accurate. After all, you want to measure the metrics most relevant to those goals.
Your target Audience
Now that you’ve identified your audiences, it’s time to really look at them. For many businesses, this is a great chance to review your audience and make sure they’re still relevant. If they’re not, it might be time to find a new audience. If they are, it’s the perfect opportunity to optimize your activities for better results.

Great! If you’ve been running ads for a while, chances are you have plenty of data on who your existing audience is. Your ads are probably doing a great job reaching your target demographic. Maybe your lookalike audiences bring in the best results?

If your existing audience isn’t delivering the results you need, you can make adjustments. Take a look at your buyer personas and pull up their social media profiles. What are they interested in? What do they look like? Do they live in your city, or somewhere nearby? Do they go to your competitors’ stores? Use the intel you’ve collected to hone your audience and make sure that you’re choosing the right targets to advertise to

If you haven’t already, now’s the time to verify your personas with data from previous social media ad campaigns. For instance, if you have a person who is a young professional woman in her mid-20s, assume she’s interested in wine subscriptions, books, and is most often found on Instagram. Then, look at your previous social media advertising campaigns. Are these assumptions correct?

Instagram is the perfect place to reach women like her. What are her interests? Do they match up with what you’re selling? If they don’t, it might be time to reevaluate your target audience. Are there any other social media networks that might be more fruitful? How can you optimize your ads so they reach more women like her?

High-quality Creative Assets

Before you begin optimizing your social media advertising, consider the creative itself. The ideal approach is to bring real value to consumers rather than to pander to their base instincts. Creativity is an essential part of successful social media advertising, and ensuring that it will resonate with target markets is a crucial first step.

Advertisements are everywhere on social media. Even on the platforms, you don’t use every day (like LinkedIn) you see ads. Did you recognize any of them? Which ones did you click on?

Almost all ads look like everyone else’s these days. Make yours different. The best way to do this is to pay attention to what’s unique about your business and bring that trait to your ads. Avoid doing what everyone else does and be that brand that stands out from the crowd.
Stop scrolling! Social media users are drawn to video. It catches a user’s attention and allows you to reach consumers as they scroll, even if you don’t have the budget for a full video production.

Invest in your photography. It doesn’t matter what industry you’re in — your photographs are the first thing that customers will see. If they aren’t high-quality, professional pictures, it won’t attract customers to your site.

Relook your copy

Hey, I’m not done yet. As a content writer, I can’t help but lecture you about the importance of content — it’s a part of my job description. By revamping your ad messaging, you’re actually optimizing your entire social media campaign.

Maximize your budget

There are countless ways to budget for social media advertising campaigns. But, it’s necessary to thoroughly research which methods are best for your business, and invest wisely in the one that makes the most sense for you. Once you know how much money you want to spend and how often, you’ll know exactly when and where to invest money into social media marketing in order to see results.

Conclusion: The best way to optimize your social media ad campaigns? Never stop improving them.
Because the data collected from your social media ads are so valuable, the process of optimizing them will continue to evolve as you gather more information. You’ll learn what works best with certain audiences and when they respond best. No matter how many times you optimize your social media ad campaigns, you’re making them better and better.