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Social Media Ad Optimisation: Your Go-To Guide

social media ads

Welcome to the world of social media advertising, where the possibilities are endless and the competition is fierce!

In today’s digital age, social media has become a powerful tool for businesses to reach their target audience and promote their brand.

With over 3.8 billion social media users worldwide, it’s no surprise that businesses are flocking to social media platforms to advertise their products and services.

However, with so many businesses competing for attention, it’s crucial to ensure that your ads are seen by the right people at the right time.

In this blog post, we’ll explore some tips and tricks for optimising your social media advertising strategy to maximise the effectiveness of your ads.

So, grab your coffee and get ready to dive into the world of social media advertising!

Getting Your Ads Seen

One of the biggest challenges of social media advertising is making sure your ads are seen by the right people at the right time.

With so much content being shared on these platforms, it can be difficult to cut through the noise and get your message in front of your target audience.

Even if your ad is visually stunning and your copy is engaging, if it’s not reaching the right people, it’s essentially useless.

That’s why it’s crucial to optimise your social media advertising strategy to ensure your ads are being shown to the right audience, at the right time.

Defining Your Target Audience

The first step in getting your ads seen by the right people is to define who those people are!

Without a clear understanding of who your ideal customer is, it can be challenging to create ads that resonate with them and drive conversions.

By defining your target audience, you can tailor your messaging, ad copy, and visuals to meet their specific needs and interests.

Lucky for you we have plenty of resources that will help you with this step. Check out our guide on Thinking Like A Customer.


Choosing The Right Platforms

Choosing the right social media platform can be a daunting task.

Different social media platforms attract different types of users, and each platform has its own strengths and weaknesses.

Therefore, it’s essential to identify which platform is best suited for your business to get the most out of your social media advertising efforts.

Each social media platform attracts a unique audience.



Facebook is the most popular social media platform with over 2 billion active users.

It’s a great platform for businesses that want to target a wide range of audiences since it attracts people of all ages and demographics.

If you’re lost on where to advertise, we consider Facebook to be your safest bet.

With Facebook’s audience tool you can narrow down your campaign to only those interested in whatever topics relate to your brand, for example.

Even better, Facebook ads also allow you to retarget users who have interacted with your brand but haven’t converted yet.

With the Facebook pixel you can create custom audiences of users who have visited your website, engaged with your Facebook page, or even added products to their cart.

This means you can create ads that speak directly to them and incentivise them to make a purchase.


This platform is a bit more popular among younger audiences, especially those under the age of 30.

It’s an excellent platform for businesses that rely on visuals to showcase their products or services, such as fashion, food, and beauty.


This is the go-to platform for B2B businesses and professionals looking to network and establish themselves as thought leaders in their industry.

With over 700 million members, LinkedIn provides a unique opportunity to reach decision-makers in various industries.


This is the newest social media platform that’s gaining popularity among younger audiences.

It’s an excellent platform for businesses that want to showcase their creativity and connect with Gen Z audiences.

Targeting Options

Let’s be clear. Whilst social media advertising isn’t overly complicated it isn’t too simple either.

Unfortunately you can’t just create an ad and launch it on your chosen platform without second thought.

Social media platforms offer a variety of targeting options to help advertisers reach their ideal audience and you need to leverage this.

Demographics, interests, and behaviours are some of the most commonly used targeting options.

Demographics include factors such as age, gender, location, and education level.

Interests refer to the topics and activities that users are interested in, such as hobbies, sports, and travel.

Behaviours are actions that users take on the platform, such as liking certain pages or following specific accounts.


When creating targeting options, it’s important to test different options to see which ones work best for your business and its brand.

For example for a supplement company, you may want to focus on interests related to health, wellness, and fitness.

And guess what? There’s more you can do.

Lookalike Audiences

Another effective targeting strategy is to use lookalike audiences.

Lookalike audiences are created by analysing the characteristics of your existing customers and finding similar users on the platform.

This means you won’t waste time reaching customers that don’t care about your offerings.

Let’s dive into LinkedIn as an example.

As we’ve mentioned, LinkedIn is particularly well-suited for B2B businesses.

One of the most powerful targeting options on LinkedIn is job title targeting.

This allows businesses to target users based on their job title, industry, and seniority level.

Another useful targeting option on LinkedIn is account targeting.

This allows businesses to target specific companies or organisations, which can be valuable for businesses offering products or services that are targeted towards specific industries or niches.

LinkedIn also offers targeting options based on skills, groups, and interests, which can help businesses reach users who are interested in specific topics or activities.

Optimising Ad Placements

Optimising ad placement is crucial to the success of any advertising campaign.

Selecting The Ad Format

If you want to drive leads or conversions, for example, you should consider using a lead generation form ad format.

On the other hand, if you’re looking to increase brand awareness, you might want to use a video ad format.

By selecting the right format for your goals, you’ll increase the effectiveness of your ads.

Testing Different Ad Placements

You can experiment with different placements to see which ones perform best for your campaign objectives.

For example, you could test placing your ads in different locations on a website or within different social media platforms.


By retargeting users who have interacted with your brand before, you can increase the likelihood of conversions and sales.

Retargeting can be done through various platforms, such as Google Ads and Facebook Ads.

Think about it like this: Sometimes users just aren’t ready to convert, so if you provide them with a little nudging next time they are online then that might be all they need to add to cart!

Monitoring And Adjusting Your Strategy

After all your work optimising your ads It’s time to roll up your sleeves and start monitoring your ad performance.

Monitoring and adjusting your strategy is a crucial step in any successful advertising campaign.

It allows you to identify what’s working and what’s not, giving you the opportunity to make changes that will improve your ad’s performance.

Master Your Ad Strategy

Congratulations! You now know the secrets to making your social media ads stand out from the crowd.

Social media advertising is all about flexibility and experimentation.

Don’t be afraid to try new things and adjust your approach until you find what works best for your brand.

Craft, test, reiterate and keep repeating the process until you’ve hit the jackpot.

Need A Hand With Your Social Media Ads?

Do you want to work with a Sydney based agency you can trust to get the job done right?

Sydney Digital Marketing Agency™ is here to help!

We’re a full-scale digital marketing agency dedicated to providing you with strategic support.

Reach out to the team at

Sydney Digital Marketing Agency™. Contact us today!

Article by

Grace Pizarro

Content & Copywriting Specialist

Meet Grace, our in-house marketing and sales intern who has a love for everything communication. From blog posts and social media creation, to SEO research and competitor analysis, she enjoys leveraging AI and the latest technologies to elevate brand identity and help companies stand out from the crowd.