4 Social Advertising Tips That Will Save You Money & Boost ROIApril 07, 2015
This year, it’s estimated that over $600 Billion will be spent worldwide in the areas of digital media and mobile internet ad spending. But when it comes to pay-per-click advertising (PPC) on social media, do we know where that money is really going? One click doesn’t necessarily mean a CONVERSION, and that’s a scary thought.
Whether you’re just entering the world of pay-per-click or looking to boost your ROI on existing ads, here are 4 must-know tips to get your money’s worth:
1. Keep Your Content & Images Clear
When ignored, this is the most directly connected to WASTING money. If you’re paying-per-click, the last think you want is a lot of clicks that do nothing—bounce, don’t actually make it to the website, never convert to customers, etc. When that happens, you need to ask yourself “What are we saying in the advertisement that isn’t resonating with social audiences?” The best rules of thumbs for content of the ad are simple:
- Keep the content short
- Focus on imagery over words (stats show that images result in a 150% increase in retweets)
- Don’t lie about what you’re selling. If there’s fine print involved, trash it for something authentic and easy-to-understand value.
Here’s an example of the type of ad you should be creating( I know, it’s ours, but we can attest to the click-to-conversion ratio! :))
2. Go Bigger than PPC
Believe it or not, a sophisticated way to advertise in 2015 does NOT involve PPC. We’re talking about brand alignment and advertising partnerships.
Obviously, there are millions of brands on social media. And often, your audiences subconsciously associate one brand with another (think cookies and milk). If you can find your ideal brand partnerships on social media, you can expand your social media reach to double your (target!) audience, without risking the cash loss of wasted clicks. It’s called Social Media Association, and brands are using tools & services in 2015 to rank other brands, advertising channels, and even celebrity endorsers that people associate with their industry and goals. #OrganicComeback FTW.
3. Research What The ‘Conversion’ Metrics Really Are
We see conversions as clicks on our CTAs. But just a year ago, even Twitter considered a conversion as a click on the ad itself—meaning that if you mis-sized the graphic on your ad and someone clicked to enlarge, that was money thrown down the garbage disposal.
Today, most social channels have stepped up their game when it comes to ad design requirements and revenue streaming tactics. But it’s still always in your best interest to know exactly what you’re paying for, in order to make informed decisions that meet your goals and ROI.
4. Track & Adjust As You Go
This is critical: always have a SECOND advertisement option waiting in the wings to push live on your social channel in case your first one tanks.
Hey, we’re not always going to get it right the first time. What’s important, is to curb money hemorrhaging at the first sight of it. If your advertisement is getting a lot of clicks, but not converting (see tip #1), you need to pull it before your entire allocated spend is depleted. Another way to test out the landscape of social advertising is to only allocate a very small amount of money to your first run—however, this method leaves you with very little metrics to base your future decisions on. Our recommendation is to have a few advertisements ready and ‘rarin to go so you can complete A/B testing and keep moving forward without breaking a sweat.