Running social media ads is a great way to engage your target audience on a platform that is already used by them while they are comfortable. Basically, your ads can reach people at a time when they are much more willing to listen to what you say. This in itself is a huge advantage of using social media ads but many others can be mentioned.
The problem is that setting up social media ads campaigns is not as easy as you might initially think. There are numerous things that have to be analyzed and you can easily get things wrong if you do not know what you are doing. This is why you need to seriously consider the advice below because it is relevant for all campaigns you might run on all networks.
Start By Researching Your Ideal Target Audience
Social media marketing is practically useless if you do not reach the right audience. This is much easier said than done though. Before you buy a single ad, you need to know as much as you can about the ideal buying persona. This practically means that you need to know all you can about the person that is most likely to respond to your campaign.
Besides the general demographics that everyone uses, like location and age, be sure to also factor in other data, like what people like or need. This will help you to draft better ad messages.
Do Not Blindly Try To Sell Products
At the end of the day, ads are all about selling something. However, this is not the only way to use advertising. For instance, when you use Facebook live streaming and you create content that helps answer questions that buyers might have, you increase brand authority and reputation. These are incredibly valuable in these modern times. Using ads for such content automatically means you should not focus on selling anything.
Always Perform Split Testing
One of the biggest mistakes you can make when you run social media ads is to not perform split testing, which practically means that you run multiple versions of the ads in order to figure out what works best.
Split testing is absolutely mandatory in social media marketing. It helps you to drastically increase your ROI and create messages that are very effective at properly conveying the exact message you want. Regardless of the goals you have, perform testing so you can then run with the best ad version.
Besides the general advice mentioned here, many other tips can be offered in regard to every single network you would want to use.
The last thing that needs to be mentioned is that it is mandatory to take the time needed to properly prepare the campaign before you run it. Conduct as much research as possible. Also, never neglect the fact that you never know if a campaign will be successful until you launch it. Due to this, it is worth starting with a small budget so that you can gradually increase the amounts you spend, all while split testing, of course.