Sponsored ads across social media platforms like Facebook, Instagram and Linkedin provide a boost to your campaigns. But one has to be careful with tracking metrics like lead conversion, click-through rate, engagement and web traffic etc. At Arslok, we have an experienced team of digital marketers who can enable you with best practices. Here is a summary of the most common mistakes businesses make while creating and publishing paid ads on their social media accounts:
1. Inaccurate Targeting for PPC ad-campaigns
It can be a disaster if your ad reaches the wrong audience because it would be overlooked by them. The end result is opposite to the desired effect as there are lower conversions, poor leads and lower web traffic. But it can be corrected with the following actions:
Creating a Buyer Persona – characteristics of your ideal potential customer
Creating custom or lookalike audience on FB ads – segment them based on their demographics, behaviours or identifiers
Defining the right set of keywords, targeting objective, ad rules & in alignment to the platforms’ targeting mechanics
2. Selecting Incorrect Platforms or Not Understanding Their Tools
In an attempt to woo your prospects, businesses tend to overdo PPC campaigns across all platforms and end up exhausting their promotional budgets. However, ‘one strategy doesn’t fit all.’ You must select the right platforms, target the right audience at the right time and in the right quantity (exposure). If you do your homework well or outsource the digital marketing to experienced personnel, the chances of a better controlled campaign are much higher. SEM on Google Adwords and Sponsored Ads on FB or Instagram may be similar in some aspects but it is imperative to understand their tools, the ad-intent differs and at times, it gets complex to comprehend.
3. Failing to Optimize Your Landing Page
Eventual objective of creating a paid ad is to convert your prospects into clients. But if your landing page is not optimized or mobile friendly or unresponsive, the visitors clicking on your ad would be lost. Landing page is a litmus test to the display ad with a call-to-action like click to register here, download app, request a demo etc. Ideally, your website, app or social media page can act as a landing page which should be glitch-free, quick to load, aesthetic and engaging for the prospects.
4. Budget Allocation & Control on FB Ads
Most of the businesses forget to optimize the budget or ad spends on Facebook. Your budget must be optimized across ad sets to focus on the best performing ad campaign and proper bidding should be done for Adwords. Else, it exhausts the budget without the desired returns. One should carefully set controls like ad frequency, target objective – reach or clicks, daily ad budget and creating split tests to redefine the target audiences.
5. Not Split Testing – A/B experimentation
Experimentation with various permutations of ad copy text, call-to-actions, frequency or ad cap to ensure what works best for your paid ads. Campaigns should be defined within a timeframe to discover the best performing ad and you must scale up efforts and budget on the same. Failing to do so would lead to ineffective utilization, meagre returns and missing the actionable insights from the available insights for your sponsored ads.
Having Trouble with Paid Ads? Reach out to Arslok to take care of your business enterprise’ digital campaigns and sponsored ads.
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