Social Media Ad Optimisation: Your Go-To Guide

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.

Testing

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.

Retargeting

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.