5 Best Practices for Paid Ad success on Facebook and Instagram

When it comes to running paid ads on Facebook and Instagram, there is no exact formula that you can apply to guarantee that your campaigns will be successful. However, there are some best practice guidelines that I can share with you to give your campaigns the best chance!

I have been running paid ads for clients across all social platforms for the past 8 years or so. In that time I have run ad campaigns to sell luxury holidays, bank accounts, teeth whitening pens. To let Londoners know about tube strikes, persuade Mums that frozen food is better than fresh, and show Liverpool fans videos of their favourite players shaving balloons (yeah, no idea). And I have funneled about £5 million into Facebook and Instagram ads in that time.

My point is, when it comes to running Facebook ad campaigns, I know what I am talking about!

My most recent campaign however is a little different from the norm. As it is focused around letting people know about my upcoming workshop and my budget is nowhere near the 5 figures I am used to!

I am going to share with you FIVE top guidelines that you should bear in mind for when you run your own campaigns >>

TEST DIFFERENT IMAGES ALONGSIDE EACH OTHER TO SEE WHICH WORK BEST

Its impossible to know exactly what is going to resonate best with your target audience. You might think that a certain picture is going to make them stop scrolling and take action but it is worth testing a few images just to make sure.

You should test about 3-5 different images, run them all at the same time, and then part way through the campaign you can switch off the ones that aren’t working as well (this is call optimising…)

This might sound completely agonising and time consuming but it shouldn’t be. You just duplicate the ad and switch the new image in … ta da!

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2. TEST DIFFERENT VERSIONS OF THE COPY

The copy is the text that goes alongside the image. Test different versions of this too. You can get creative and make the copy completely different or you might just want to try different headlines, maybe try some text in capital letters, maybe add emojis

For my ad campaign I am running three different versions of the copy, each one focussing on a key benefit that you will get from attending a workshop of mine

  • Confidence in using the platforms and putting yourself out there

  • Using social media with minimum input and maximum output

  • How to turn your followers into students

3. TRY DIFFERENT CALL TO ACTION BUTTONS

Call to action buttons are the buttons you only see on paid or ‘sponsored’ ads - a few of the ones you are most likely to use are Sign Up, Learn More, Contact Us, Get Offer, Shop Now

Test different buttons and see which one is most likely to get your audience to take the relevant action.

Such a small thing can make such a big difference to how people respond to your ads

You might find that Learn More works better than Sign Up because it feels like much less commitment, even if the user is being directed to exactly the same landing page

To test these, again duplicate all the ads you have built out and then swap in a different call to action button

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4. THINK CAREFULLY ABOUT WHERE YOU ARE DRIVING PEOPLE THROUGH TO

What I mean is: what will you select as your landing page?

You need to think about the journey that you are asking the user to take. There are lots of potential options for a landing page >>

  • You website

  • An eventbrite page

  • A MindBody Page

  • A studio timetable

  • A contact form

If you make the user journey too long and complex, or the landing page is not relevant to the ad then you might lose people along the way

In my campaign example, my Objective is to get people to book spaces onto my upcoming workshop at Indaba Yoga Studio. Therefore I am driving clicks straight through to my event on the Indaba website where they can book via MindBody

If I decided to take them via my website, or to the Indaba homepage, or even the Indaba workshops page then the user journey might be too long or complicated and people may drop off

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5.. TO BE EFFICIENT WITH SPENDING YOUR BUDGET, RUN CAMPAIGNS FOR AT LEAST A WEEK

You need to give the algorithm time to find the best audience for you. Plus running for a longer period of time gives you time to see which of your ad variations are performing best and make those optimisations

This means you need to be organised - if you have an event coming up that you want to promote make sure you allow yourself enough time to create the campaign and run it for at least a week

It’s not always possible however. In my example, my early bird was ending and so could only run for a shorter amount of time

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Those are just five examples of how you can make your paid advertising campaign on Facebook and Instagram great - and give them the best chance of success!

Let me know how you get on. If you have any questions, just shout! If you want to learn more then I will be posting a video to go with this blog so go take a look.

// Charlotte - The Digital Yogi // xx

Charlotte Reynolds