It doesn’t matter what your motivation for investing in paid social ads might be, what is important is ensuring you get the best possible return on your investment.
Excerpt and image source: www.socialmediatoday.com
Social media networks have become more crowded, and more platforms are decreasing brands’ organic reach. With these changes, it just makes sense to test the waters with social media ads. Social media advertising can be a remedy for the low organic reach of your posts and a new, cost-effective way to reach new audiences.
As Aaron Agius writes in his recent article, “7 Steps You Need to Take Before Paying for Social Media Ads,” there are some critical steps you should take to ensure you get the best possible return on your investment. These are the same things you are probably (or should be) considering with your other PPC and display advertising:
- Conversion Funnel Optimization
- Results Tracking
- A/B Testing
Test Social Ads for Free First
The seventh consideration from Agius’ article (#6 on his post) is one that typical PPC and display ad platforms don’t offer: testing your ad content for free before you pay for the ad.
I can test my ad for free? How?
Through a standard post.
OK. So that isn’t the same as publishing and testing an actual ad. However, testing your ad content via a typical, free post can still give you insights into how your audience will react to your ad messaging and visuals. With a free social media post you can test:
- Updates you want to sponsor on LinkedIn, Facebook, and Twitter. Are they getting clicks?
- Actual ads for Facebook using Power Editor. Power Editor lets you create ads but post them as regular, free posts. See your potential engagement with ads before you pay. Your freebie ad won’t get the distribution that a paid one will, but you will at least learn how your current page visitors feel about the content of your ad.
- Multiple versions of posts with different images. Are people drawn to one image over another?
To gather data about content performance, use social platform-specific analytics coupled with Google Analytics (or other website analytics solutions) to learn more about what versions of your “test ads” you will select to become paid ads on social media. Assignment of Google campaign parameters to your links is the best way to track content versions in Google Analytics.
Be sure to read Agius’ full post to learn more about each of his seven steps for success.