5 Steps for Social Ad Success

Contributed by Lindsey Keith, Marketing Strategist

When running social ads it’s important to have a variety of ads because people do not all resonate with the same thing. My goal is to always have multiple audiences and ads that are performing well.

However, there are some things that the most successful ads
have in common.

1. Plan Ahead

Ads alone don’t do much for your business. Ads work well within a strategy and a funnel. If your goal with ads is to get purchases but your sales page is confusing and messy. It doesn’t matter how good your ads are, people will not purchase.

Before running ads, have a plan for where you will send them and how you will convert a new person who knows nothing about you into a loyal customer. You also want your ads to have a similar message look and feel to your landing page. This will signal to people who clicked on your ad that they are in the right place.

Here is an image of a landing page. Your ads serve as the first step a new customer takes in a journey to become a customer, but before running ads it’s important to know what customer journey you will take people on. Don’t be tempted to send viewers to your homepage. Create a unique landing page that continues the conversation from the ad.

Example landing page:

2. Use What Works

If you are new to Facebook ads, creating new ads can feel overwhelming. A good place to start is by analyzing your current social media accounts and see what resonates with people. What posts received the most comments, what post got the most likes, what testimonial or message fills up your calendar with booked calls every time you post.

These messages and images move your audience forward and resonate with your audience. When you start building out ads, first audit your current social media accounts to see what common trends you can find.

By doing this you increase the chance of getting likes, comments, shares, and saves on your ads which signals to Facebook that people enjoy your ads and your ads will get more visibility.

Social proof helps your ad in two ways. First, it signals to Facebook’s algorithm that your ad is well-liked and pleasant for users of Facebook and Instagram. Second, it signals to a person scrolling by that this offer is validated and liked by others.

Social proof is comments, likes, shares, video views, and saved posts. When an ad has a lot of social proof it raises the likelihood of this ad beating out other ads that are targeting the same audience.

3. Keep it Real

Ads that have more comments, likes, shares, saves, and video views perform better than ads that have no social proof (comments, likes, shares, saves, and video views). One way to get social proof on your ad is to create ads that are real and look like a post on Facebook (Think about how a post from your best friend makes you feel). Meaning they look like an organic post and they don’t look too “ad-sy.” Use photos that are not perfectly curated or ads that feel like reels. This will help gain more social proof.

By gaining more social proof new people will trust your brand.

❌ NOT THIS:

✅ THIS:

4. Make it Clear

When someone sees your ad within one second you want people to know what it is you are offering or asking them to do. If your ad is confusing then people will not engage, click or convert from your ad.

Simple is key. Be clear with your message and how you help others with your product or service. Pick headlines that are clear over being clever.

5. Get Thrifty

When analyzing your ads, be sure to look for which ads have the highest Click-Through Rate (this is also called CTR) and which ads have the lowest cost per result. Industry-standard is to have a CTR above 1% that means that out of every 100 people who see your ad 1 person clicks on your ad.

Turn off ads that have a low CTR because these ads are not resonating with your audience and costing you more in the long run.

A good rule of thumb for this is to check on your landing page conversion rate after 100 people land on your website.

Wondering if Facebook & Instagram ads are right for your business?

Schedule a 30-min free consult with me:

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About Lindsey

After managing over half a million dollars in Facebook & Instagram ad spend for different business owners, I’ve narrowed down my focus to specifically helping women entrepreneurs grow their business on autopilot through Facebook and Instagram Ads. I started my marketing business 2 years ago and have worked at an ad agency with some of the top leaders in this industry as well as working with my own clients.

I am passionate about helping women entrepreneurs grow because I believe that money in the hands of women is powerful. I live in a house built in 1910 and in my spare time love to do projects around the house that include painting walls, cabinets, & ceilings, as well as refinishing floors, and creating beautifully designed spaces. I started my own business to put more money in the hands of women and Facebook and Instagram ads are the most affordable and predictable way to achieve that goal.

Want an expert eye on your current Facebook ads? Send me a direct message for a 1-1 coaching call and audit of your current Facebook Ads.

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