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social ads best practices

Published on: August 4 2023 by pipiads

Advertising on social media is a crucial strategy for businesses to boost sales and enhance brand reputation. In this article, we will discuss some best practices for succeeding in social media advertising and maximizing your return on investment. But before we dive into that, let's address the importance of choosing the right social media platform for your business and considering your target audience.

1. Choosing the right platform:

- Consider the nature of your business and the audience you want to target.

- Instagram is ideal for B2C products, especially in health, beauty, and fashion industries.

- LinkedIn and Twitter are better suited for B2B ads.

- Don't let bias influence your decision, as platforms like TikTok have a diverse user base.

2. Define your business goals:

- Determine the specific outcomes you want to achieve through social media advertising.

- You may aim to increase direct sales, signups, or promote content marketing.

- Align your goals with the platform's optimized tools for better targeting and design.

3. Select the right tools:

- Use native ad systems provided by major platforms, but also explore third-party apps and integrations.

- Start with free ad features and gradually adopt advanced advertising methods as your business grows.

- HubSpot's free marketing hub is a valuable tool that allows you to run ads on multiple platforms and integrate with your CRM.

4. Ad creative:

- Integrate platform-native content tools into your ads for higher engagement.

- Use features like Twitter's polling tool, Instagram stickers, and question stickers on reels.

- Always direct users to relevant landing pages to improve ad scores and lower costs per click.

5. Promote top-performing content:

- Identify the content that resonates with your audience and delivers the most value.

- Boost the signal and promote these posts by allocating advertising dollars to them.

- Test and reformat the same content to maintain engagement levels.

6. Test and optimize:

- Test different variations of ad copy, visual elements, and call-to-action in a single campaign.

- Find the right balance between creative instincts and data-driven performance.

- Use social media ad tools to run multiple versions and analyze their impact on ad performance.

To succeed in social media advertising, it is essential to choose the right platform, define your business goals, select the appropriate tools, create engaging ad content, promote top-performing content, and continuously test and optimize your campaigns. By following these best practices, you can supercharge your sales, enhance your brand reputation, and achieve better returns on your advertising investments.

A BETTER Way To Do Social Media Marketing In 2023

Social media has revolutionized the way businesses market themselves, and it's important to understand and adapt to the changes in order to achieve better results. There are three key things to keep in mind:

1. The Engagement Evolution: In the past, blogging and SEO were crucial for success. However, with the rise of social media platforms, consumer behavior and content consumption patterns have shifted. It's essential to pivot and focus on platforms like Twitter, Facebook, and YouTube, where engagement is high. By watching and learning from what works on these platforms, you can create more effective social media campaigns.

2. Attention Availability: Every social media platform relies on attention availability. This means identifying the channels and networks that offer a disproportionate amount of reach and engagement compared to others. By understanding where your target audience is putting their attention, you can optimize your social media efforts to get more reach, engagement, traffic, followers, customers, and sales. Facebook is currently a great platform to focus on due to its high engagement potential.

3. The 10 Rule: To take advantage of the unmet demand on social media platforms, use the 10 Rule. This means reinvesting 10-20% of your revenue back into marketing and advertising. By consistently funding your marketing efforts, you can gradually increase your marketing budget and fuel your business growth. This strategy provides a significant competitive advantage over time.

In summary, to achieve better results in social media marketing, understand the engagement evolution, leverage attention availability, and implement the 10 Rule. By adapting to these changes and investing in your marketing efforts, you can create more effective and profitable campaigns for your business.

A BETTER Way To Advertise On Facebook In 2023 (SECRET)

There are three essential factors to creating effective, high-converting, and profitable Facebook ads. First, you need to ensure you have a strong message-market match. This means that your offer needs to align with the pains, problems, fears, and frustrations of your target audience. Avoid making offers that are unrelated or unappealing to your market. Focus on the benefits and outcomes your product or service can provide.

Secondly, you should follow the 40-40-20 rule. This rule states that 40% of your ad's success comes from understanding and targeting the right market, 40% comes from creating an irresistible offer, and 20% comes from the copy and creative elements of your ad. Spend time researching your target audience and crafting a compelling offer that resonates with them. Remember that the more competitive your market, the more persuasive your copy needs to be.

Lastly, leverage the power of the marketing rule of seven. This rule suggests that it takes about seven touch points or interactions with a potential customer before they take action. Make sure your audience sees your advertising message multiple times to increase the likelihood of conversion. Don't expect immediate results from your campaigns; be patient and persistent.

In conclusion, to create effective and profitable Facebook ads, focus on message-market match, follow the 40-40-20 rule, and leverage the marketing rule of seven. Understand your target audience, create an irresistible offer, and ensure your ads are seen multiple times. By implementing these strategies, you can increase the success of your Facebook ad campaigns and drive more conversions.

Google Shopping Ads Best Practices for Businesses in 2023

Did you know that people are four times more likely to click on ads from Google than any other advertising network? And the ecommerce industry has the lowest cost per click of any industry advertising on Google. If you sell things online and you're not advertising on Google, you're missing out big time on website traffic and sales. In this article, I'm going to show you the best ads to run on Google to sell products and share some best practices along the way.

Getting Started:

Before you start writing ads on Google, there are a few things you should do first to ensure success. Make sure your checkout process is smooth, iron out shipping costs and processes, optimize your product titles, images, and website pages. Then, create a Google Ads account and a Google Merchant Center account. Connect these accounts to your website and set up a Google Analytics account. WooCommerce and Shopify have easy integrations for this.

Cost of Running Ads:

You're only charged when users click on your ads, so it's important to provide as much information as possible to help browsers make an informed decision. Keeping the price or product info behind a click will result in spending more money for less serious customers. I recommend budgeting at least $600 a month for your Google campaigns.

Where Your Ads Can Appear:

Your shopping ads can appear in the shopping tab on Google search, next to search results, next to Google images, on Google search partner websites, and on the display network (including YouTube, Gmail, and Google Discover). Google will experiment with how your ads appear, so it's important to be aware of the possible locations.

Benefits of Running Shopping Ads:

Running shopping campaigns on Google has several benefits. You get more shopper engagement and better leads because these are not keyword-based campaigns. You can take advantage of more real estate on Google by having multiple shopping ads show up for a search. You also get access to all the Google Analytics data, allowing you to run better campaigns and promote products that are likely to succeed.

Pro Tip: Use Smart Shopping Campaigns:

If you're a beginner, I recommend using smart shopping campaigns (now known as performance max campaigns). These campaigns utilize your merchant center data combined with machine learning to find the right shoppers at the right time. They are easy to set up and require less optimization compared to standard shopping campaigns.

Local Inventory Ads:

Local inventory ads are great for businesses with physical stores. They show to people searching for products near your store location. You can also provide the option to buy online. Local catalog ads, on the other hand, showcase the products available at your store and appear on over 3 million sites and apps. They act as an extension of your print or catalogs and help drive store visits.

Additional Best Practices:

Capture shoppers early on with showcase ads that introduce your brand and products. Gather reviews to earn consumer trust and make it easier for potential customers to choose your business. Use merchant promotions to offer special deals and sway customers to make a purchase. Utilize automated bidding strategies to let machine learning determine the best bid strategy for each viewer. Use the performance planner to anticipate how well your ads will do in the coming weeks and months.

Running ads on Google is essential for selling products online. By following these best practices, you'll start to see results and be able to make a strategic plan for success. If you need expert advice, guidance, and ongoing support for your campaigns, consider joining our coaching program. Don't miss out on the opportunity to drive website traffic and increase sales with Google ads.

Creative Best Practices: Google, Video and Paid Social Ads

Hi everybody and welcome to today's session on best practice creative. I am Laura, one of the founders at Tag Digital. For anyone that doesn't know us, Tag Digital supports event organizers reach their goals using paid media. So, we've been doing all these sessions over the last couple of months, they've been really, really popular, and remember that the session is recorded so you can always share afterwards and watch it again if you are so inclined.

So, we will get started on the session on creative, and I would say this is probably the number one topic that our clients ask us about. Everyone wants to know what copy should I be using, what creative works the best, what are other people doing. So today, we've got a whole host of different types of creative, we've got all the copy, we've got loads of examples, and we will jam all of that into half an hour. We'll be making everything available afterwards, and we will have our complete guide to all things creative that you can use and you can share with your colleagues. Plenty of time for questions at the end as well.

So for our questions today, if anyone has anything that they want to ask, go to slido.com and you can either scan this QR code or you can put in the code 891 704. We've got a reminder of this on every single slide, so don't worry if you miss it, and ask all of your questions. We will get like upvotes and things as we go, and the popular stuff, so ask away.

So, we're going to kick start with some behavioral economics. Jamie and our team is a complete expert at this, and he has brought this concept to us to help us refine our content, help us refine our creative, and get us in a way of thinking about the humans that we're writing all this advertising copy for. So, which two people am I describing? If we have in our heads, you know, we're always doing demographic targeting and user targeting, but let's think about the people behind that. So, both are male, both are around 35 years old, both from London, both are famous, and both have over a million in the bank. We assume we've got two different people here, completely different from each other in so many different ways. However, they both fit all the criteria on the previous slide. This highlights that if we're just using demographics, just using targeting, just using keywords, affinity audiences, it's not really getting into what is it that makes that person tick and how do we get into different personality types? How do we separate the Harrys from the Dizzies? And thinking about the basis of how we're going to make any advertising copy land. Understanding that we're all different, so when we're setting up demographic targeting, we need to also consider the users that are on the other end of those ads. Of course, demographics are essential, but there's a whole other layer of targeting that we need to crack, so we can better understand our target audience. And the way that we do that is through behavioral economics.

So, there are four fundamental parts of behavioral economics, and this is what we're going to use as our basis to write good copy, to get creative that lands, is trying to understand as humans what is it that we want to see, what is it that makes us tick, what is it that motivates us to go do something? So, these are the four principles that we'll use, and I'll show you how this works in the real world as well as how we translate that to our advertising.

So, one of the first things is social proof. So, we assume if everyone is doing something, then that's maybe the right thing to be doing. We don't want to be left out, and we want to focus on that kind of herd mentality. So, whatever everyone else is doing, we definitely want to be part of that, and it gives us, well if they're doing it, it's probably okay that we do.

We've then got anchoring. So, as consumers, we will latch on to the first piece of information, the first number, and then everything else that follows it is important, but it's never going to be as important as that first impression. So, nothing has a value until we give it one.

Then we've got framing. So, our decisions are going to be swayed depending on how a problem is presented to us. If someone tells you something is 80% fat free versus 20% fat, what are you going to prefer in terms of, you know, it's going to sound much better 80% fat free. It's not what you say, it's how you say it.

And then finally, scarcity. So, we place a much higher value on something that's of limited value. So, we all know about supply and demand, basically drives everything in the commercial world. And anything that we think is running out, then we want to get some of it. And the more valuable something is and the more limited something is, the more valuable it becomes, rather than something that we feel is maybe in abundance. We want to create that sense of fear of missing out, and we do that through things like countdown and urgency-based messaging.

So, thinking about those four principles of how do we behave, how do we kind of inspire and motivate our users, when we think about that moving into an event advertising application, thinking about social proof, how can I make the user feel like they aren't the only one making this choice in our copy and our creative? How can we make them feel like they're part of the crowd? Scarcity, how can I communicate the time sensitivity and the quantity of this product? It's running out, you're going to be the last, you want to get on this really quick. Anchoring, how can I convey the benefits compared to the first piece of information received? So, we want to get the most important thing and then supplement that with additional information. And then finally, framing. How can I frame the product, the service, or the proposition in the best way possible?

And here are some examples. In the real world, social proof, looking at things like group buying, they do social proof really, really well. So, the number of deals sold: 244. Well, if 244 people are doing it, then that's something that I want to get involved with. I don't want to be left out, and it seems like a good idea. I'm not worried because I feel like lots of other people have taken that risk before me.

Scarcity, we've all seen this on Amazon and lots of other websites. There's only two left in stock, quick, I better buy it before it runs out. It forces us to make a decision really quickly and it just creates that feeling of I need to do this before the product runs out.

Anchoring, so here we can see this quote. Was £200 and now it's £60. So, the first piece of information that I got was really valuable, and I want to make sure that if I get it at £60, it's really high value because I know what the potential product value was that I was going to pay in the first place.

And then framing, presenting the information in different ways to evoke different emotions and create different decisions. So, it's not what you say, it's how you say it. In the real world, would you rather eat ice cream that is 80% fat free or would you rather ice cream that's 20% fat? And if you were diagnosed with a potentially fatal condition, would you rather take a pill that gives you a 90% chance of living or 10% chance of dying? It's exactly the same.

So, taking those principles, thinking about the real world, and then moving into how do we actually put that into our ad copy. In terms of social proof, we've got Event of the Year: Register now, 80% returning attendees. Okay, so 80% of the people who went last year and paid x amount for this conference are returning this year. It gives us the confidence to buy. If that amount of people are doing it, they probably aren't wrong and I'll be fine if I make that choice.

Anchoring, Save £200 off the regular price. So, this is where we give our early birds and our promotions. We show this is something super high value, £230. Buy it today and you're going to get it for only £30. We anchor the information, the most important thing, and it's what someone's going to latch on to.

Scarcity, Best selling event of 2020. Registering. 98 tickets already sold. We better hurry up, we better buy something. The event's going to run out and then I think, I wish I made that decision quicker. We've all had that feeling of we missed out on something and we don't like it. So, this again forces our

Facebook Ads Best Practices - 2022 Campaign Structure (Pro Setup)

In this video, I will share the newly emerging best practices for building Facebook ads. This information is based on conversations with Facebook agency reps, colleagues, and my own A/B testing. Over the past six to 12 months, there have been significant changes to advertising on Facebook and its apps. In this video, I will provide best practices that you can start implementing today to structure your campaigns effectively. However, please keep in mind that these are guidelines and should be adapted to fit your specific business model, markets, and other factors. Use your best judgment when strategizing and use this information as a guideline, as it is not a one-size-fits-all approach.

Campaign Structure:

- Separate your interest campaigns, lookalike campaigns, and retargeting campaigns.

- Test different audiences within each campaign to understand what works and scale accordingly.

- Be aware of overlap between audiences, as bidding against yourself can increase costs and lead to wasted ad impressions.

- To exit the learning phase and achieve optimal performance, aim for at least 50 conversions in seven days for each audience.

Building Broader Audiences:

- Facebook recommends going broader with your audience targeting in 2020 and beyond. This allows the algorithm to determine your target audience instead of manually selecting them.

- Building bigger audience pools can help overcome rising CPM costs and fragmentation in media.

- However, it is important to find a balance between broad and segmented audiences. Segmenting your audiences allows for better performance analysis, optimization, and personalization of creative.

Broad Audiences:

- Facebook is promoting the use of broad audiences, which are campaigns or ad sets that do not utilize interest, lookalike, or custom audience targeting. Instead, they rely on demographics like geography and age ranges.

- Broad audiences capture potential buyers who may not be reached through interest or lookalike campaigns, as they represent new and undiscovered audiences.

Automation and Dynamic Creative:

- Automation can be beneficial if proper suppressions are in place.

- Use proper suppressions when using broad audiences to avoid budget distribution issues.

- Consider utilizing dynamic creative, which allows Facebook to optimize your creative by personalizing it to different audiences.

- However, keep in mind that you won't have access to detailed performance data when using dynamic creative or broad audiences.

- Facebook's recommendations for best practices include building broader audiences, using broad targeting, and leveraging dynamic creative.

- While these recommendations have their benefits, it is crucial to find a balance between broad and segmented audiences to gain valuable insights and optimize performance.

- Use these guidelines as a starting point to enhance your Facebook ad campaigns in the new year.


- Facebook Agency Reps

- Colleagues

- A/B Testing

12 Google Display Ads Best Practices and Strategies

What's up everyone? Welcome to the Surfside PPC YouTube channel. Today, I'm going to be going over 12 Google Display Ads best practices and strategies that you can incorporate in your own campaigns. I'm not going to be going through each individual strategy in too much detail because I have videos on my channel already that will help you with each individual strategy. So, I am going to actually refer you to some of my different videos throughout this video tutorial to show you how to set up things like conversion tracking and smart bidding strategies.

Let's get started with number one: conversion tracking and a smart bidding strategy. Incorporate value if you're able to as well. In your Google Ads account, under measurement, click on conversions. This is where all of your key performance indicators should be. Set up your conversion actions and conversion values to track the success of your campaigns. You can optimize your bidding strategy based on conversion value to drive revenue. Set your bidding strategy to target your desired cost per action.

Number two: target your data segments. This is the number one way to get good results with Google Display Ads. Target your remarketing audiences to improve your return on ad spend and lower your cost per action. Use different data segments like website visitors, app users, YouTube users, and customer lists. You can create custom combinations of these segments to reach specific audiences.

Number three: target similar segments, custom segments, and in-market segments. Avoid broad targeting like affinity segments. Focus on these three segments for better results.

Number four: incorporate demographics targeting. If you notice that you're getting clicks from a specific demographic, use demographics targeting to reach your ideal customer.

Number five: enable optimized targeting. Use the options provided by Google Ads to optimize your targeting and reach your desired audience.

In conclusion, by following these best practices and strategies, you can improve the performance of your Google Display Ads campaigns. Use conversion tracking and a smart bidding strategy, target your data segments, incorporate demographics targeting, and enable optimized targeting. Keep in mind that these strategies may vary depending on your specific business goals and objectives.

I hope you found this article helpful. Don't forget to check out the videos on my channel for more in-depth explanations of each strategy. Good luck with your Google Display Ads campaigns!

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