{"id":1454,"date":"2019-04-24T12:00:13","date_gmt":"2019-04-24T10:00:13","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=1454"},"modified":"2019-04-01T12:30:26","modified_gmt":"2019-04-01T10:30:26","slug":"tips-to-maximize-roi-on-paid-social-facebook-instagram","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/tips-to-maximize-roi-on-paid-social-facebook-instagram\/","title":{"rendered":"Tips to maximize ROI on paid social: Facebook + Instagram"},"content":{"rendered":"
<\/div>

Available ad impressions on\u00a0social media<\/a>\u00a0are hitting a wall as user growth slows, driving up CPC and CPM prices. As demand increases, it becomes even more important for advertisers to properly optimize campaigns to maximize their return on investment for paid social.<\/b><\/p>\n

According to Merkle\u2019s Q2 2018\u00a0Digital Marketing Report<\/i><\/a>, advertiser spend increased 40% year-over-year in Q2, while impressions fell 17%.<\/p>\n

The influx of advertising dollars to social media platforms with a steady number of available impressions means that the average cost-per-click (CPC) is rising.<\/p>\n

Many paid\u00a0social media campaigns<\/a>\u00a0do not maximize their return on investment because of poor or incomplete optimization, limited distribution, incomplete tracking, and undefined goals.<\/p>\n

Here\u2019s what you need to do to squeeze more out of your paid social media campaigns.<\/p>\n

Advertising for the funnel<\/strong><\/h2>\n

Each advertisement you run must have a clear goal in mind, and that goal must fit into a larger piece of your paid social media strategy. Moving prospects from the top of the funnel to the bottom\u2014as efficiently as possible\u2014is necessary for a successful ad campaign.<\/p>\n

Keep in mind that it may take multiple interactions with your advertisements and content before someone works their way through the funnel. Your ad campaigns should never take on a one-and-done approach.<\/p>\n

An ad targeting a past purchaser will be very different than an ad targeting someone who is completely unfamiliar with your brand and products.<\/p>\n

This makes it important to segment your customers into the correct phase of the buying process. Run different ads with different messages and calls to action for each segment.<\/p>\n

Advertise smarter, not harder.<\/p>\n

Simple process improvements<\/strong><\/h2>\n

A number of small improvements can greatly impact the success of a paid social media campaign. Not implementing these is basically leaving money on the table. Remember, we are trying to squeeze every last drop of ROI out of these campaigns, even if getting the maximum return takes time.<\/p>\n

While the examples I cite relate to Facebook and Instagram, we can see equivalents on Twitter, YouTube, Pinterest, LinkedIn, and Snapchat to some degree.<\/p>\n

Whichever social media platform you are advertising through, follow platform best practices and make sure everything is set up properly\u2014through tracking pixels and UTM codes. Everything should be properly attributed across platforms.<\/p>\n

Facebook Pixel<\/strong><\/h3>\n

First, make sure that Facebook\u2019s tracking pixel is properly implemented on your website.<\/p>\n

Facebook Pixel Helper<\/a>, a free Chrome browser extension from Facebook, can help you troubleshoot any issues. You can find information on how to set up Facebook Pixel from scratch\u00a0on Facebook\u2019s website<\/a>.<\/p>\n

You also need to set up Facebook Pixel with standard events like newsletter sign-ups and successful e-commerce actions (add to cart, purchase, etc.) to help with creating higher quality custom and lookalike audiences.<\/p>\n

Facebook and Instagram have powerful tracking and conversion optimization abilities in their ad technology, so use them.<\/p>\n

Custom audiences<\/strong><\/h3>\n

Using Facebook\u2019s custom audiences feature is a must if you want your paid social media campaigns to really perform.<\/p>\n

It is foolish to not capture and harness information about your website\u2019s visitors, especially when it is free and requires only minutes to set up. Facebook offers a number of ways to create a custom audience in the Facebook Ads Manager.<\/p>\n

\"Facebook\u2019s<\/p>\n

Website traffic<\/strong><\/h3>\n

If your Facebook Pixel is properly set up, it can record every action taken by visitors on your website in the past 180 days. The actions include page views, button clicks, abandoned carts, and purchases.<\/p>\n

You can create audiences to build lookalike audiences or use them for remarketing.<\/p>\n

Advertising to someone who has already been to your website and possibly even completed on-site actions\u00a0has a much higher chance of converting<\/a>\u00a0than advertising to a first-time visitor.<\/p>\n

Offline conversions<\/strong><\/h3>\n

With proper implementation, you can track offline events, like sales at physical retail locations, after someone has interacted with your Facebook advertisements.<\/p>\n

There are two ways to set up offline activity: either upload the offline data CSV file manually to Facebook or sync your CRM directly with Facebook. The customer information will then be matched to the correct user IDs on Facebook.<\/p>\n

This approach will show you if someone took a specific action, like purchasing after viewing.<\/p>\n

\"Creating<\/p>\n

Lookalike audiences<\/strong><\/h3>\n

You can create lookalike audiences in the Facebook Ads Manager to find audiences that have similar traits and characteristics to your ideal user.<\/p>\n

The lookalike audience is created based on a custom audience, which acts as a seed audience. This allows you to greatly expand the number of potential customers you can target based on a higher-quality custom audience.<\/p>\n

\"Lookalike<\/p>\n

Conversion tracking<\/strong><\/h3>\n

Conversions are of paramount importance for e-commerce stores. Website traffic is useless unless it results in sales. Luckily, Facebook and Instagram can help optimize your campaign\u2019s delivery for successful conversions.<\/p>\n

Conversion tracking depends on the proper implementation of the tracking pixel and properly set up ad campaigns. You also need to set up standard events or custom conversions on Facebook to accurately measure and optimize for conversions. Google Analytics offers conversion tracking as well, but it\u2019s based on a last-click-attribution model.<\/p>\n

There is no reason not to track and optimize for conversions. Even media companies that generate revenue by on-site ad units can benefit from optimizing toward conversions by focusing on pages-per-session to find a higher quality user, opposed to general website visitors.<\/p>\n

Remarketing<\/strong><\/h3>\n

Remarketing with social media ad managers requires proper implementation of each platforms\u2019 tracking pixels.<\/p>\n

For example, Facebook\u2019s audience and lookalike audience features are powerful tools that can track\u00a0users<\/a>\u00a0and specific website actions up to 180 days in the past.<\/p>\n

Remarketing with these audiences in mind is a strategic approach, and entire campaigns can be built around them. In fact, these types of campaigns often yield the highest returns.<\/p>\n

\"Facebook<\/p>\n

 <\/p>\n

Image:\u00a0http:\/\/marketingjumpleads.com\/facebook-remarketing<\/a><\/em><\/p>\n

Sequential Advertising<\/strong><\/h3>\n

Sequential advertising is when you show different ads to the same person over a period of time. Large television campaigns sometimes use this tactic, but there is no reason why it cannot be successfully applied to paid social media campaigns.<\/p>\n

For example, you may show an audience an ad focusing on one benefit of your product. The next ad, after the majority of people in the audience has seen the first one, would highlight another benefit of the product. The third ad would highlight a customer testimonial. You are showing your audience the same product but with different messaging.<\/p>\n

If you are running video ads, you could also share a related story via that format. Think the Budweiser Frogs television campaign or some of BMW\u2019s mini-movies. A sequential advertising campaign does not have to go to such lengths to be successful, but fresh, on-brand, eye-catching creative in any form is generally a good thing.<\/p>\n

Maximizing distribution<\/strong><\/h2>\n

Besides improvements to the advertising process, further optimization to paid social campaigns can be achieved through maximizing the campaigns\u2019 distribution. That will ensure your campaign is successful based on your set goals. Not maximizing the distribution of your ads will leave money on the table.<\/p>\n

Regularly refresh your creative<\/strong><\/h3>\n

Using the same creative\u2014images, video, and text\u2014over and over can quickly cause fatigue. This means your audience will start to ignore your ads\u2014or worse, start leaving mean comments on them. You\u2019ll also start experiencing an increase in CPM and CPC as you lose more in Facebook\u2019s ad auction.<\/p>\n

Regularly refresh your creative to avoid this. It makes a difference, even if you\u2019re just refreshing your images or copy every month.<\/p>\n

Standing out in the newsfeed is a big part of successful paid campaigns. If you are using photographs or videos, they need to be high quality and relatable to make the user stop scrolling through their newsfeed.<\/p>\n

Pay special attention to resolution, aspect ratio, and how the ad units look on a mobile device. The majority of users will see your ad on their phone, so make sure it\u2019s thumb-stopping.<\/p>\n

Use all available placements<\/strong><\/h3>\n

Facebook is always optimizing for the lowest event cost possible. The vast majority of your results will come from ads run on the Facebook or Instagram newsfeed. But don\u2019t forget about other placements, like the sidebar, messenger, and marketplace.<\/p>\n

Automatic placements are the best option to maximize results beyond the newsfeeds.<\/p>\n

\"All<\/p>\n

All placements selected.<\/p>\n

Image:\u00a0https:\/\/www.facebook.com\/business\/help\/965529646866485<\/a><\/em><\/p>\n

\"Limited<\/p>\n

Limited placements selected.<\/p>\n

Image:\u00a0https:\/\/www.facebook.com\/business\/help\/965529646866485<\/a><\/em><\/p>\n

Optimize for mobile<\/strong><\/h3>\n

Unless you specifically target only desktop device users, the majority of the impressions or clicks you receive will be from mobile devices. This means you better make sure your creative is mobile-friendly.<\/p>\n

Make sure all of your images and videos are formatted to maximize the viewable space on mobile for the type of advertisement you are running. Your headlines and accompanying text also need to be optimized to fit.<\/p>\n

If you\u2019re\u00a0using videos<\/a>, make sure they\u2019re formatted to a 1:1 aspect ratio (square videos) to take up the most room on the Facebook mobile newsfeed and outperform horizontal aspect videos.<\/p>\n

\"Benefits<\/p>\n

Image:\u00a0https:\/\/blog.bufferapp.com\/square-video-vs-landscape-video<\/a><\/em><\/p>\n

Minimize restrictions for the Facebook algorithm<\/strong><\/h3>\n

Don\u2019t try to control Facebook too much. Instead, give Facebook room to show your ads to the correct users at the correct time with the least necessary targeting restrictions. The more freedom the algorithm has to use your pixel data, the better able it is to encourage conversions.<\/p>\n

 <\/p>\n

Source:\u00a0https:\/\/searchenginewatch.com\/2019\/01\/22\/maximize-roi-paid-social-media\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Available ad impressions on\u00a0social media\u00a0are hitting a wall as user growth slows, driving up CPC and CPM prices. As demand increases, it becomes even more important for advertisers to properly optimize campaigns to maximize their return on investment for paid social. According to Merkle\u2019s Q2 2018\u00a0Digital Marketing Report, advertiser spend increased 40% year-over-year in Q2, […]<\/p>\n","protected":false},"author":3,"featured_media":-1,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[3],"tags":[5,51,6],"class_list":["post-1454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-facebook","tag-instagram","tag-social-media"],"yoast_head":"\nDazzlepop | Tips to maximize ROI on paid social: Facebook + Instagram<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dazzlepop.net\/site\/tips-to-maximize-roi-on-paid-social-facebook-instagram\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dazzlepop | Tips to maximize ROI on paid social: Facebook + Instagram\" \/>\n<meta property=\"og:description\" content=\"Available ad impressions on\u00a0social media\u00a0are hitting a wall as user growth slows, driving up CPC and CPM prices. 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