July 5, 2023
When it comes to advertising across Facebook and Instagram there’s probably been a time where you’ve gone in feeling a little blind, seemingly throwing marketing budget with no real indication as to how it’s gonna work (if at all). Our Senior Paid Social Manager, Danielle, shares her top 5 tips for running successful Meta campaigns below…
1. Determine Budget Allocation
Okay, first things first… Clearly define your campaign objective and determine the budget allocation for that objective. Whether it's new customer acquisition, driving conversions via retargeting, or generating leads, having well-defined goals helps you focus your efforts and measure success effectively. Allocate your budget strategically to ensure optimal performance and ROI. You may decide to pull back or increase depending on how performance goes.
2. Ensure accurate tracking and measurement
Proper tracking is crucial for understanding the effectiveness of your campaign. Set up your Facebook pixel (if you haven’t already done so) and also the conversions API. The pixel is an amazing and very valuable tool however, its effectiveness has been somewhat questionable in the past few years… enter the conversions API, it works with the Facebook pixel to allow more accurate reporting, the pixel tracks data through a user’s browser whereas the conversions API tracks via a user’s server - eliminating the issue of cookie blockers.
3. Know your target audience!
Who are you wanting to get in front of? Who are your ads intended for? This will also be based on your objective, whether or not you are prospecting or retargeting. If you are prospecting you should take advantage of the different interests available; what are your audience interested in? What is the age group? Is it for men, women, or both? Also consider creating lookalike lists of custom audiences, e.g. a lookalike list of your email subscribers, or purchasers etc.If you are retargeting, who are you retargeting? E.g. people who have abandoned their basket, you can show them specific ads and messages to align with where they are at in their customer journey to encourage them to pick up where they left off.
4. Prioritise content creation and ad copy variations
High-quality creatives are essential for getting your audience’s attention and getting them to take an action on your ad. If you are unable to create engaging content, take advantage of the resources available to you, for example user-generated content (UGC). This is an amazing way to promote your products or services, having real people give real reviews. You may already have some amazing content that your customers have tagged you in, if not, you can reach out to content creators and have the content created, easy! Think about video, graphics, GIF’s… there are many ways to showcase your content, you just have to TEST. Test as if your life depended on it, ok that’s slightly dramatic but always test. Continuously analyse the performance of your creatives and ad copies to optimise and refine your campaign.
5. Link your product catalogue
If your Meta campaign involves promoting products, ensure that your product catalogue is linked correctly to your via Commerce Manager. This enables you to create dynamic ads and retargeting campaigns based on user behaviour. Linking your product catalogue allows for personalised and targeted advertising, enhancing the overall effectiveness of your campaign. We find that dynamic ads are always winners, just from our experience anyway, remember… TEST!
Remember, a successful Meta campaign requires a systematic approach, careful planning, and a willingness to adapt and optimise based on the insights gained from testing. By aligning your objectives, creating impactful creatives, ensuring accurate tracking, linking your product catalogue, and embracing a culture of testing, you can increase the effectiveness and success of your Meta campaign.
If you’re needing any help with your Paid Social ahead of prepping for peak season, get in touch with our team using the button below!
