Once you know what advertising channels you’re using, who you’re targeting and how, it’s important to optimize your ads and strategy. You will optimize your first campaigns and continue optimizing campaigns as you continue your advertising program.
If the customer is further down the buyer funnel, the ad copy should be very specific to the segmented audience, which may be based on where they are in the customer journey. You will likely want to promote your free trial or discounted offer.
For Google ads, talk about the pain points or problems your customer is typing in, and then let them know how your products or services can offer a solution to that problem.
With a small budget, you’re most likely going to be split testing 2-3 ad copies to collect enough data within 30 days or so. Headers are expected to have the most impact. Split test everything from the ad text, phrasing (e.g. fun, catchy, negative first, cute, or emotional), benefits, offers, features, unique proposition, etc. It really depends on who your audience is, and that’s why you need to split test to understand who your high-converting customer is, and what they like to respond to.
Pause your lowest-performing ad copy (do not edit it!), and replace it with a fresh one that is modeled after the best-performing ad. Be sure not to edit the ad copy if it’s low-performing because you do not want to convolute the data when you, or especially when someone else, tries to analyze it.
SOCIAL media ad content
Use informative creatives because social media marketing is stronger for brand awareness. You will likely want to promote your free trial or discounted offer. Alternatively, you can give them the benefits of using your products or services, and then provide a lead magnet to nurture that interest. Ad copies vary because people are not buying on social platforms. You’re going to have to collect data as you spread brand awareness. You need to split test various ad copies and pay very close attention to your demographic metrics to get a better sense of who you’re high-converting audience segment is.
Always have clear CTA, such as “transform your business today” or “get that advantage over your competition.”
Let people know what to expect. Let them know that there’s no risk in your CTA, such as “Get Your Free Trial Today.”
Also, use success stories as the basis of your social media ad copy. To do so, showcase customer testimonials and quotes. This provides social proof within the ad copy.
Google Ads and Bing Optimization
Advertising your products or services on the Google Display Network can save a lot of money since it’s cheaper than the Search Network. A great tactic here is to use video ads.
Remarketing campaigns should showcase customer success stories, a white paper, or a guide (see Lead Magnets in Lead Nurturing). Use Google Ads remarketing lists for search ads (RLSA) to remarket to prospects a second time to a wider set of keywords towards users who were previously retargeted and clicked the ad.
Social Media Advertising Optimization
Use a remarketing campaign to promote customer success stories or a lead magnet. Use a Facebook remarketing campaign on the same retargeted audience, but this time with an offer.
Tip: Personalize the content based on demographics, such as geo-location, job title, buying habits, needs, etc.
Typically, LinkedIn might work better for enterprise-level SaaS businesses and B2B businesses, while Facebook might work better for B2C businesses. Maximize your sign-ups through Facebook, Instagram, and LinkedIn.
Use direct sign-ups when you’re targeting high-intent keywords, retargeting your audience, you are a well-known brand, or your benefits are clear and your pricing is low.
For LinkedIn, split test different demographics, geo-locations, etc., to zoom in on high-converting traffic. Create lead magnets to raise awareness. Create a promotional campaign using these assets. Use InMail offers to remarket users who clicked the ad from the promotional campaign.
Optimizing Facebook, specifically, includes swapping the ad copies, testing the ad copies, and testing the ad sets, as well as creating a custom audience or lookalike audience and continuing to track custom conversions.
Swap Ad Copies: A study was already done, so it’s time to swap out ad copies with fresh ones, which is favorable to Facebook’s algorithm and will lower the overall cost of advertising. Use a similar theme because you want similar expected results.
Split Test Ad Copies: Same with Google Ads, the importance of split testing ads should be a natural optimization step.
Split Test Ad Sets: Use different segmented audiences to fine-tune and discover the best segmentation that is going to give the right balance between conversions and cost.
Custom Audience/Lookalike Audience: Keep analyzing and making adjustments as needed to increase the performance of lookalike audience targeting and custom audience retargeting based on those who have already visited your website.
Custom Conversions: Keep tracking custom conversions to understand important KPIs of the business. Eventually, after analyzing the data and making performance adjustments for a few months, switch campaign objectives to optimize for conversions. You need to justify this switch after analyzing and optimizing results (or conversions) and cost.
Other Advertising Opportunities
Gmail ads are also worth trying to reach prospects who are being targeted by your competitors.
Paid ads on Quora are cheap since it’s still new and your competitors are most likely not using this platform. You can phrase your ad copy in the form of a question.
Sponsor your own product or service on a podcast that relates to your niche or your audience listens to.
Allocate your budget to where 80% is focused on high conversion groups, and 20% is towards lower-performing or experimental groups. Make budget, bid, and segmentation adjustments as needed to follow the 80/20 rule (80% budget on results and 20% on experimentation).
Pay close attention to website performance because it’s as important as Google Ads performance; website performance can refer to load time speed, bounce rate, time per session, etc. One of the most common mistakes businesses make towards digital marketing is wrongfully blaming poor performance on campaigns and advertising—when their website is poorly optimized for conversions. You can bring the highest quality traffic to the website at the lowest cost, but all that doesn’t matter if they cannot convert due to the limitations of the website.
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