In an earlier blog, I discussed throwing up social media ads isn’t really a digital marketing best practice. What are some basic paid social media advertising best practices to help maximize potential? Let’s walk through them!

The image matters. Consider the how the image communicates the intended message and the relevancy of the image to your business. Chose an image that represents the intent of the ad and isn’t vague. 

Copy on or within the image. Most social media platforms have a rule where the text on the image can’t be more than 20% of the image itself. Facebook has a text overlay tool to help get an idea of any changes needed to get the best performance possible. 

The ad copy. Writing effective ad copy for social media really depends on which platform. There are different voices for each platform, but they seem to be gradually merging in style. Within the first sentence make your value prop and call to action are clear. 

While we’re on the call to action (CTA) let’s expand on the importance of having a CTA visible, clear, and actionable. Clearly outline what the action is you are after and making sure there’s a clear line to get in touch with you via form fill, email, or phone. 

Test your campaign. Yes, this is actually a thing! You have invested financial resources in promoting the ad, make sure it works. Make sure you can see the post from an account other than the one you posted it with. Test your CTA especially if you’re using a form. Test the form and check to see you’re receiving the information while also there’s a proper confirmation the lead is seeing after completing the form. 

There is it is, the basics of social media advertising best practices. Of course, there is a lot more involved when you dig into pre-launch research, in-flight monitoring, and post-launch data analysis. We’ll touch on that later, but for now there ya go! 

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