Advertising on Social
Love or hate social media, Facebook & Instagram are great platforms to engage new prospects, acquire new customers and drive incremental sales or leads.
Almost every campaign we run is to acquire new customers. We believe ads should only be used in a strategic, tactical way to retarget existing customers when lower cost channels such as email aren’t driving the lifetime value or repeat sales you need.
Social Ads Q&A
Why aren’t my ads performing?
If you are not getting the ROI you need then at least one of these performance metrics needs to improve.
Reduce the CPC (cost per click)
Increase CR (conversion rate)
Increase AOV (average order value)
Successful advertising comes down to a calculation and the data will show what changes to test and where to focus, whether that’s creative, copy, audiences or landing pages.
What makes an ad successful?
To drive a sale or lead from a cold, new audience the creative must ‘stop the scroll’, the intro/ angle must hook them in, and the copy needs to drive a click.
The rotation should include multiple formats and be effective in all key placements e.g. on both Facebook & Instagram. Landing pages may also impact the conversion rate.
The answer to improving the ROAS will always lie in the data.
How to target the right audiences?
Meta knows more about your customers than you do. The pixel gathers data from Facebook or Instagram users when they visit and interact with your website and that data allows the platform to find your future customers.
If data is limited the pixel may need some guidance such as age or gender, or using lookalike audiences of existing valuable customers - most critical is the application of exclusions to avoid the platform spending your budget on existing customers.