Anatomy of a High Performance Social Media Ad
Creating effective social media ads for e-commerce requires a lot of planning and optimization. Here at MadPlum Creative, the brands that we’ve seen with the highest ROI social media campaigns are those who have used creative, meaningful ways to connect with their customers.
To help you crush it with customers, here are 4 tips to help you uncover the anatomy of a highly effective social media ad.
1. Use Stories to Educate and Engage
Stories are short-form content and videos that are available as a content type on social media networks such as Instagram, Facebook, YouTube, and LinkedIn. In 2021, e-commerce brands are finding clever ways to utilize storytelling on social media.
By using this content type to engage your audience throughout the day, you can keep your brand at the forefront of customers’ minds every time they log into their accounts. Make sure to provide quick bites of information with each story that give customers the information that they need to make a purchase when they’re ready to.
2. “Go Live” With Ads
Your fans love when you “go live” because it creates a sense of urgency and excitement. You can create content that will appear to your followers at the specific time of day that they are most likely to be active. For best results, make sure that you track your promotion offer results after going live at multiple times per day.
The other way to ensure that this method is highly effective is to use your conversion rate as the measurement of success for an ad rather than the number of views. This can help you to decrease your ad spend over time by focusing on buyers rather than people who simply watch to watch.
Most social media channels offer you options to help you reach your target audience. By using different audience targets for each of your ad sets, you’ll be able to reach all of the groups that can help you meet your business goals. Here are some of the audience targeting options available on Facebook and we recommend using all three:
Core audiences offer a way for you to reach potential customers who are unaware that your e-commerce site exists. By targeting users in a specific location, demographics, interests, behavior or connections directly, you can bring in new prospects.
Facebook offers custom audiences to allow you engage with people who have previously shown interest in your online store. By installing a Facebook pixel on your e-commerce website, you can target returning visitors and customers via Facebook ads.
A lookalike audience is popular with advertisers because they are a fast way to connect with users that are the most likely to respond to your ads. One you have created a source audience, then your ads can reach people who have similar interests and traits.
4. Multichannel Ad Campaigns
Even if you have a smaller budget, you should still make an effort to reach out beyond Facebook, Instagram, and Google Ads to find customers for your business. You can try platforms such as Twitter, LinkedIn, Pinterest, Snapchat, and TikTok to find customers.
While Facebook and Instagram Ads deliver good results, we always recommend that you advertise on multiple platforms so that if one platform goes down, your ads will still be shown elsewhere. Plus you’ll also be able to learn how your customers’ behaviors and interests vary from platform to platform.
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