When social media paid marketing seems to be stuck in a rut, the first thing marketers likely try is to test out new ads and copy. But there are also a number of other tweaks that can be made which can help give your campaigns the new boost they need.
Evaluate and Experiment with Audiences
One way to spruce up your paid campaigns is to take a look at what your audiences look like in analytics to see if there are any potential markets you haven’t dipped your toes into yet.
In Google Analytics, you can see what areas you get the most traffic from, along with other demographics such as age and gender. But you can also gauge your products’ popularity and need by seeing how they are being talked about on other social media platforms.
For example, earlier in the year, roller skates saw a huge spike in sales thanks to a trend on TikTok. This would have been a great opportunity for roller skate retailers to start targeting customers aged 10-29, which is the key age group on the app according to Statista.
Swap Out Photos and Graphics
If you have been running the same ads for a long time, they have likely been reoccurring on users’ feeds, meaning the same people have seen your ads’ photos over and over and over again.
If they didn’t click initially, chances are that they are not suddenly going to decide to click on your ad and make a purchase or inquiry after seeing it dozens of times.
However, what could spark their interest is a change of scenery. Try using a different photo with your ads, whether it’s something more personal such as a photo from a customer, or perhaps a relevant illustration.
Try swapping photos out every few months to continue to spark interest.
Try A/B Testing
Speaking of swapping photos, why not try A/B testing what type of photo converts best. Such testing is a hallmark of traditional PPC.
This method can also be applied to your headlines, landing pages, and more, it’s all up to you! Just be sure that you have a plan of attack to track the metrics of success from your testing so in a few months you can move forward with the best-performing variable.
Incorporate Testimonials for Remarketing
When shopping online, it’s most likely that you and just about everyone else are reading customer reviews to have more trust in a purchase. And if someone has recently viewed your site’s products, then go on social media and see an ad showcasing a testimonial of what they were researching, that could be the push they need to make their purchase.
This can be accomplished with the help of remarketing via Facebook’s pixel, which is a piece of code that can be placed on your site that helps you run ads to users who have been on your website in the recent past.
Mix in Video
Depending on your niche, having video on hand for advertising might be unlikely. However, with a small budget, you can find ways to film easy ad materials such as:
- Product tutorials
- Company overviews
- Employee interviews
- Customer testimonials
- Product slideshows
- Influencer reviews
However, if you do incorporate video, it would be wise to ensure that they have captions, as according to Verizon and Publicis 92% of consumers watch videos with the sound off!
