Tips For Posting Profitable Paid Ads On Facebook and Instagram
Design Eye Catching Ads
One of the most important aspects of a great social media marketing campaign, is having amazing content. When people are scrolling through their newsfeed, they are bombarded with posts. In order for your ad to catch someone’s eye your photos or video must stand out!
Step 1
Use colorful images and videos that really pop. Ads with high-contrast bright colors produce the best results.
Step 2
Keep your content simple & clean. If you have too much text in your ads they won’t be approved or will have limited reach.
Step 3
Make sure your headline statement is clear and to the point. No one wants to read too much text. It’s better to intrigue a potential client, so that they are motivated to click the button in the add to learn more.
Step 4
Formatting is super important! Make sure your ad is formatted to post on as many channels as possible. You want the picture in your ad to be at least 500 x 889 pixels. You can check all of the places your ad will post when you are in the ad preview mode. Also, make sure to include a button that drives traffic to your website. You want to make it as easy as possible for potential customers to get to your website and view your event marketplace.
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Define Your Target Audience
Understand who your customers are
Defining your target audience is essential to get the most ad bang for your buck. You don’t want to spend your ad dollars on customers who aren’t as likely to use your services. The first step to defining your target audience is understanding your customer.
Questions To Help You Define Your Target Audience
Is your customer a person, a business or both?
If you answered a person, then you need to understand who those people are. Are they predominantly males or females? How old are they? Is their household income the top 5 or 10% in their zip code? What neighborhoods do they live in? What type of family life do they have? Do they have a spouse and kids, or are they single? What type of job do they have? What are their interests and hobbies? Do they have a big “life moment” coming up like an engagement, birthday or anniversary?
If you answered that your customer is a business, then you need to understand what kind of business it is. Is it a large company with hundreds of employees, or a small family business? How much revenue do they generate? What industry or industries are you targeting? What type of goods or services do they sell? Who are you targeting within the business; the owner, the CMO, or an executive? What’s their job title? Where are the businesses located?
If you answered both, then you would be asking yourself all of the questions above, and designing individual marketing campaigns that appeal to both audiences. For instance, you may want to run one ad specifically designed and targeted towards engaged couples for weddings, and have a separate ad that appeals to and targets corporations for corporate events.
Example Audience Targeting Event Planners & Caterers in Southern CA
Creating An Ad Campaign
How Much to Spend on Ads When Getting Started
When you first start out advertising on social media, it’s best to start small. You want to test your ads first. Try running multiple ads for a 5-10 day period. Don’t spend more than $5-$10 per day when testing. There’s no need to spend large amounts of money until you know your ad works.
The graph above is for a new ad that was tested for ten days, with a $100 budget ($10/day). As you can see, this ad reached over 5,000 people, and led to 107 clicks to the website’s landing page. That comes out to only a $0.93 cost per click. Based on the analytics, this add produced positive results. It would be smart to enhance the budget and run the ad for an additional 30 days.
Setting Up Your Campaign
Step 1
Select your objective. The key is to drive traffic to the marketplace on your website. Select the “Traffic” objective for your campaign.
The buying type should always be “Auction”.
Set your Campaign Spending Limit to at least $50-$100
Step 2
Make sure the Budget Optimization is turned ON.
Set your daily budget to at least $5-$10.
Set your Bid Strategy to “Lowest Cost”.
Publishing Your Ad
Once you’ve created your ad, defined your target audience and set your budget you are ready to publish your ad. I recommend giving your ad one last review to make sure there are no typos and everything looks perfect. If all looks good, select the Publish button, sit back, & wait for all those leads to roll in! It generally takes a little time for your ad to publish and start to be placed, so you can wait a couple of days before you need to check on the analytics.
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