It’s no secret, organic reach is continuing to dwindle more and more each day. And this change is causing many Singapore marketers to up their advertising budget. In fact, between the years of 2014 and 2016, the average advertising budget doubled. And this leaves a lot of business owners asking how their campaigns can generate both clicks and revenue on social media. Well, there are a few easy ways that you can optimise your ad campaign. Let’s discuss them.
1. Hyper-Focused Targeting
The best way to waste your entire ad budget is to target your entire audience. It’s important that Singapore business owners understand that each audience is unique in their interests, preferences, and demographics. This isn’t to say that targeting a small portion of your audience while keeping your brand voice is easy. However, it can help you to get the right leads.
Consider using Facebook’s platform to reach your audience. There are three ways to do it. First, you could target them by interests and market to them based on the content that they share most. Second, you could target them by their behavior and market to them based on their travel plans and buying habits. Lastly, you could target them by demographics and market to them based on their location. Save your Interest Targeting, Audience Behaviors, and demographics settings so that you can use them in the future.
2. Video Ads
Video ads seem to be more captivating and memorable than text or static images. And the best part is, they improve your relevancy score. The best way to optimise your CPM is to pay per impression–$0.02 per view. In order to do this, your video should stick to a few guidelines.
First, focus on telling a story, not making a sale. You don’t want your video to be viewed as a sales pitch, you want it to be something of value for the user. Focus on their needs and try to get an emotional response. It’s also a good idea to include a tracked URL in the video description.
Next, make sure the video is entertaining. You only have 10 seconds to get your audience’s attention so make your customers laugh. Don’t just stick to straight facts. No matter what business you’re in, you can always create a video that is fun to watch. If your video is fun, it’s guaranteed to get more shares.
You should also ask questions. This will help to pique people’s interest. They need to have a little anticipation when watching your video. Add subtitles so that can still understand you even when their devices are on mute.
Lastly, you should add your videos to several platforms. This is especially the case if your video is long form. You could add it to Facebook. If you want inspiration, you could always view videos from non-profit organisations.
3. Experiment with Other Platforms
Facebook is the most popular social media platform, which is why a lot of marketers tend to confine their advertising efforts to this one, platform. However, there are other platforms, such as Twitter that is worth targeting. In fact, Twitter’s ad features give you access to over 300 million users. Reddit and Snapchat are also great options.
When you’re wondering which platforms to advertise on, there are several things you should ask yourself. Is my competition advertising here? Does my content support this site’s format? What are the demographics and are my customer here? Am I seeing success organically on this platform already? Consider repurposing your Facebook content so that it fits the theme of other platforms. In other words, your content needs to be contextual.
4. Optimise Your Quality Score
“Quality Score” is a term that changes depending on which platform you’re using. For instance, on Facebook, this terms is known as your relevancy score. On Twitter, it’s referred to as your quality adjusted bid.
No matter what it’s referred to, it can make a huge difference in the success of your social media marketing. When this score is high, you get more impressions and your cost per engagement is low. Conversely, if this score is low, you get fewer impressions and your cost per engagement is higher.
This is why it’s crucial to only promote your best content. Before running the ad, you need to perform tests to find out how the content performs. Try posting it organically to see how many shares and likes it gets.
5. Mix Remarketing with Segmentation
When you remarket, it gives you the ability to reach site visitors who don’t take action on the social media platforms where they spend the most amount of their time. So these users have already had some interaction with you. All you need to do encourage them to make a purchase, get their consultation, or try the demo. The best part about remarketing is that it results in 100% more conversions and lower overhead costs.
First, you can retarget blog readers. At the very top of the sales funnel, this could be their first and last visit. Retargeting on social media gets their attention again and they will be more likely to come back and re-enter the sales funnel.
Second, you can reach your past customers. You need to filter your customers based on the frequency of their purchases and their last transactions. For instance, you could create a campaign that exclusively targets customer who has not made a purchase within the last three months. Create discounts and special offers so that the product or service appears to be scarce and exclusive.
Lastly, you can recycle. There may be instances in which a visitor has interacted with your brand through other campaigns. In this cases, you can retarget these people with another landing page and an offer that is higher up the funnel.
6. Spend Your Budget On What Actually Matters
If you spend money every time someone hits the like button, then you’re wasting your budget. This is the type of spending that causes many Singapore businesses to get a low return on investment. Instead of paying for vanity metrics, you should invest in actions that matter most to your company.
For instance, if you would like to get more readers to the content you create then pay for leads. If you’re trying to promote your ebook, pay for leads. In order to do this, you need to make sure that your goals are defined. You should never blindly advertise. Instead, prioritise and choose a leading metric. The goals you have will depend on what your business needs.
Perhaps you want your message to be seen by as many people as possible. In this case, you would pay per impression or CPM. Maybe you want to get people to be engaged and like, share, or comment. Perhaps you’re interested in bringing more traffic to your site, in which case you would pay per click or CPC. You may want leads and conversions. This would require you to pay on a CPA basis. In some instances, you may want to make more sales.
7. A/B Test
Your ad may not always live up to your expectations, especially at the very beginning. And that’s because you need to do a lot of A/B testing before you can see consistent results. You need to take the time to experiment with several different variations of your ad. In this way, you can discover new ways to reach your audience and master the art of persuasion.
Try using different ad formats. Find out the difference between using photography versus illustrations. You should also experiment with emojis and different copy lengths.
If you are interested in getting the most out of your Social Media Ads, then you definitely need to consider using paid ads. However, you need to be very strategic in your approach. Send your budget and time on the things that matter most.